Brand Guidelines
Year 1 / GD401: Visualisation
INTRODUCTION Welcome to the Umbro Guidelines, a document that will show you everything you need to know about working with us as a brand. Everything from signage and logo positioning, to our campaigns and marketing material. As we build towards 100 years of Umbro, we look to recapture the sporting world by building a community that is bigger than just football. The Double Diamond will remain iconic within the world of football, and our new but familiar First Gen logo will now be the face of our origin range. The Umbro Bull represents our new direction, our community and our journey. Steeped with history, this new icon unites enthusiasts, fans and players across the world in all every sport, whilst celebrating the brand's roots and heritage. Bringing the premium aesthetic to the wider demographic. Its an essential part to any game that you not only play good, but you look good. If anything, the second can make or break the first. The Umbro Bull, only appears on our premium styled lines. It will do so subtly, celebrating the team or individual, so you feel proud to wear the bull.
OUR NEW DIRECTION What is the beautiful game? Ignoring the cauliflower ears, every sport is! Umbro is taking a leap forward by introducing a completely new visual design for its sporting brand. The latest addition will represent our new direction throughout our touchpoints and consumer experiences, all inspired by our long heritage. Football has taken our focus for the last century and the new Umbro Bull showcases our change of direction to accommodate, everybody, concentrating on equality with no prejudice. The modern look, will bring back the importance of community and accessibility the brand once had, whilst maintaining the excitement that Umbro is now recognised for world wide. A premium aesthetic is now available for all ensuring our community can look and feel great whilst they play their game. Our colour palette is unapologetically minimal, allowing the colour of the club or individual to be the star of the show. We are no longer a brand focused on one field, with two new additional lines standing side by side iconic Double Diamond. Our Umbro Origin Range and our Umbro Bull, unlock the brands potential, meaning there is no end to what we can achieve together. Our tried and tested methods, are backed up with our experience and expertise within the sporting industry, putting Umbro in an unique position, where we can listen to our community and adapt, whilst staying true to our heritage.
Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
RELEASE YOUR INNER BULL The Umbro Bull derives from both the brand's origin and its on-going journey. Made from splitting one diamond and extending another, the emblem calls back to Umbro's place of birth, in the back room of the Bulls Head in Mobberley. This pub will have a direct link to the growth of the brand, partnered in putting this small town on the national map, with both sporting and corporate events. The Bull represents a strong spirit displaying unmatched strength and dominance amongst all. Praised and worshipped for generations, the bull has been made nearly an equal to kings within cultures, and this stands, with the brand coming only second to the needs of its own community. Just like the king/queens of the world, the needs of the people come first. The icon is clean, sharp and precise, showing the direction the company will name be taking, focusing on the Bull and not the bull****.
To celebrate the unique connection between Umbro and the Bulls Head, a number of corporate events will be held at this historic venue, along with some meetings, business meetings and of course seasonal events. The brand will support the pub, but ownership and management will remain under the ownership as it has done so successfully over many years. All affiliated teams will also be part of the Umbro community.
Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
THE SOUND FROM THE BULL RING
TONE OF VOICE
The last few years have been a test for the world, and while we all reconnect and regroup, Umbro wants to focus on you! Whether you are driving round Silverstone, screaming from the stands at Twickenham, or sinking your first eagle putt, the focus should be on you and your team. Umbro have rediscovered the power of family, and look to continue to build a community where we not only strive for greatness but for happiness. No-one should ever have to be alone and the brand stands for unity and understanding, amongst our herd. Respect • Determination • Support Umbro's Bull provides a luxury line for all, and unites us all in equality with in a single entity and helps make a greater impact on mental health and well-being. Our voice and message is carried through all of you, every time you proudly put on your team jersey. We are proud Mancunian’s, celebrating the Cottonopolis's rich history, spectacular creativity and dedicated people. This is carried through our patterns and designs, moving from the dated 90's style into the present. Though it is no small task, we will make our stamp on the world with green ink, cutting emissions in production, using less packaging and working towards a healthier environment. Our task is to create a better community today, ready for a for a better world tomorrow.
Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
Brand BrandPositioning Guidelines
Year 1 / GD401: Visualisation
THE LOOK OF THE BULL
RULES
Consistency is important throughout our branding, and though colours may change, our logo does not. To stop this being an inconvenience we have created 4 versions of our logo that will give you a number of options, no matter the design or touchpoint it is going on.
Designed for our kits, our Bull emblem stands strong ahead of the herd, subtly positioned on our clothing range, to fit rather than over power.
Created for landscape orientations within product design and advertisement, the long logo provides an option for wider spaces.
Our full logo above should be used on where ever possible: displays, advertisements and promotional content but not on our clothing (except the original tee). Designed to create a statement, inform the consumer, and grab attention.
Our word-mark logo is only to be used on the shoulders of upper body garments, the front of our word-mark tee and anywhere you have permission for. Request permission by contacting our Global Brand Marketing Team (see page 22 for contact details) .
Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
THE LOOK OF THE BULL
RULES
To ensure balance and harmony throughout the Umbro branding, the Bulls Head must never been stretched, shrunk or modified in any way.
Above are two examples of logo placement for the Umbro Bull branding. Depending on the image, product placement can replace the need for the icon, if the Bull features in a clear and positive position. We have set up a clearance area around our Bull to ensure a clear visual of the Umbro logo. This area is defined by the height of the horns. We use this measurement to give us the height and width of the clearance zone.
Minimum Print Size
Width: 15mm Height: 7.5mm
Minimum Web Size
Width: 78.5 pixels Height: 39 pixels
Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
THE STANCE OF THE BULL Just like any strong animal, the Umbro Bull stands proud in its stance. It is important this position is followed throughout when using our logo.
RULES DO NOT:
Here are some examples of how the logo should NOT be used. Add weight to the strokes
Add colour to the background
Change the opacity of the icon or text
Colour the icon and text differently
Stretch either horizontally or vertically
Change the kerning of the text
Change the order of the elements
Change the proportion of the elements unevenly
Interfere with the typeface
Alter the space or layout of the logos
Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
TYPOGRAPHY For a modern touch on our strong heritage, Arpona is used as our primary display font. Its subtle serifs gives a formal and premium feel, without making the brand feel unapproachable. The weight should never by used in a thicker setting that Semi Bold. Next to our primary font is Gotham. Used for our secondary, in a weight that compliments rather than overpowers our headers.
Headlines should be set in Arpona Semibold. Sub Headings should use Gotham in a thicker font than the body copy. Either Medium or Bold and in a size at least twice as big as the body copy.
RULES
Primary Font - Arpona Semi Bold
AaBbCc ABCDEFGHIJKLMNOPQR STUVWXYZ Secondary Font - Gotham
AaBbCc abcdefghijklmnopqr stuvwxyz Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
COLOUR PALETTE
RULES
Black and white are the primary colours of Umbro, representing two opposites working seamlessly working together, like the many backgrounds of our community. The colour black evokes sophistication and the desired aesthetic of our premium brand and the colour white communicates innocence and truth. But we understand there is a need for some colour in everyone’s life and what colour is more representative of the Bull than red.
Black - #000000
Our Scarlett red represents energy, willpower, leadership and courage. The trio of colours work in harmony, and work as a back drop for the most important colour of the brand: Yours.
White - #FFFFFF
Scarlett - #B20000 - Pantone 200c
We put your colours at the front of the line. Celebrating our community and everything we stand for.
Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
THE BEATING H'ART
PATTERNS
Celebrating all cultures within our community is essential to us and we wanted to do so with some detailing that could run throughout our brand. Manchester is known for its musical exports, architecture, football heritage and rich history of cotton trading, however it also have an abundance of modern artists that colour the city with incredible pieces of street art. Whilst continuing our premium theme, we used this opportunity to collaborate with a number of artists, in creating some overshadow designs through our new campaign 'The Beating H'Art of Manchester'. To the right is our first collaboration with one of Manchester's up and coming artists Tonel*. She created 5 pieces for our pattern campaign which will be used across our brand. Her Bull mural will be showcased on the launch day of our re-brand, at a secret location in her home town.
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Corporate Identity
Year 1 / GD401: Visualisation
THE BULL IN A SUIT
CORPORATE IDENTITY
Our corporate stationary carry both the Umbro Bull logo and the patterns from the Beating H'Art of Manchester campaign. Dimensions: 90mm x 50mm Front: Pantone Black Reverse: Beating H'art of Manchester Graphic Recommended Material: High White Uncoated Stock Recommended stock: GFSmith Lettra 100% Cotton Ultrawhite 300gsm Weight: 300-350gsm Our letterheads, like our business cards, will also have a iconic Umbro Bull printed over the Beating H'Art of Manchester Graphic header.
Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
Packaging
Year 1 / GD401: Visualisation
BULL IN A BOX
PACKAGING
We are taking a step in the direction of a more eco friendly today, rather than waiting for tomorrow. Cutting out single use plastic with no hangers or single use bags in stores, reducing our materials with our single layered cardboard boxes, and much more. Our 'Pitch to Packaging' scheme recycles used football and cricket nets, and changes them into our net wraps for Umbro sports balls. We want to stand out but also make a difference to our community and our planet.
Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
GAME OF POGS
PACKAGING
Umbro has a connection to the 90's like no other brand, and to not forget that important part of our journey, a special collectors item will be included with certain pieces of retail products. Pogs arrive to the 21st century with Umbro's new re-brand. The collectors items boast a list of games that cover a number of the sports Umbro provide, as well as the classic slammer game that everyone remembers. But these 'Milk Caps' are more than just the cardboard disks they used to be. Each pog contains one of Umbro's athletes. Whether that’s one of the England Rose's or even George Russell from Williams Racing, there star quality will be captured inside their pog ready to help you win. Trade pogs through the app, create your dream team, and battle. Each new pog will come with a bonus, whether that’s points to trade for new sporting heroes, unlock gaming rewards or save up for discounts for your favourite teams jerseys. Special pogs will also allow you too create your own sporting star, so you can be amongst the pros. Our design will also help with our step towards being sustainable and eco friendly. This will be the only branding material on our smaller items cutting down on materials in our retail stores.
Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
GAME OF POGS Trading cards were taken to a new level at the end of the 90s with the release of Pokemon. Our pogs double up as games and collectables with our mobile scanner system. Scan and Go - Scan with a regular smart phone camera and a digitised model of your pogs' sporting hero pops out. Here you can see player stats, and be directed to the app. Scan the pog with our app and you will enter the gaming hub we have called the Bull Ring. Here you can request battles with friends (see games below), win points by challenging the community in a range of online games, customise your teams by using your points to swap and customise your sporting heroes, and even turn points into Umbro vouchers. Join the team - There are special pogs that allow you to design your own players. After scanning these pogs, your app will load and you can choose to add a existing sporting hero from the daily list, or design your own using the character creator. Trading - There will be trading windows opening throughout the year which allow you to use your points to choose your favourite players. International Stars cannot be brought in the trades however through this period, you can choose to downgrade these to a club pog, losing your International and collectable star. Points - Points make prizes. In this case, customisations for your characters, trading window transfers or up to 10% off your next Umbro order. All of this is runs through the App.
PACKAGING Challenge your friends - After requesting a battle on the app, your opponent will be given a selection of games to pick from, then you will go to battle. Slam ball - The classic game of pogs. Stack your pogs and using the slammer strike the tower. Player one keeps all of the pogs that have turned face up and the others are restacked for player two's turn. Rugby - The quickest game to set up. Your opponent makes a H shape with their two thumbs touching and index fingers pointing up (or just using objects to represent this), before you attempt to convert your pog from the agreed distance and angle. A player must win by two points or first to 15. Football - Jumpers for goalposts. This game requires the double diamond Pog pack. After setting up the pitch and the equipment from the pack, players select there teams (either 2, 3, 4 or 5 a side), and position each of their players in formation. Using the white ball pog, each player will take in turns to knock the ball towards their opponents posts, and score a goal. Think of Subbuteo. Golf - You create your course. Keep your fingers flat on the surface, players use their thumbs to flick the pog towards the pin and into the hole (ideally a cup). Winner is the one who pots the pog in the least amount of shots and they then plan the next course. Each game is 9 holes long. More games will be added throughout to keep things interesting. Once the game is complete, reload the app and choose the winner. The online stats will be updated and points transferred.
Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
Marketing
Year 1 / GD401: Visualisation
SON OF A GLITCH
MARKETING
Throughout our marketing campaigns, the focus will remain on the community. However, the initial brand marketing will focus on the tag-line, Release Your Inner Bull. Through this, Umbro will focus on its history, explaining the birthplace of the brand and its journey to worldwide recognition. The campaigns will give understanding to why we use the Bull, but leave everyone excitingly thinking, "what’s next?".
Click here to view the GIF To bring recognition to the new Umbro Logo, or glitch GIF will be posted across our socials first as a teaser to build some excitement, then to open or finish our future adverts when needed.
Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
FIND YOUR HERD AND LEAD
MARKETING
Launching at a similar time will be our 'Lead From The Front' campaign. Through this, we concentrate on real members of our community, that overcome adversities and challenges and lead others through their determination, attitude and kindness. Our consumers will be able to submit worthy candidates, vote on the next story to and receive information on the struggles these individuals have gone through, in case they are in similar positions. Photography - We use a high contrast effect on our subjects, to bring out the colour of there bright energies. To bring more focus on them, the background will feature a grainy filter, showing off the subject more, but also giving a slight amateurish feel to the background, to help it blend with our social posts from our community.
Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
Contact Information
Year 1 / GD401: Visualisation
CONTACT DETAILS If you require further information regard branding, logo permissions or anything you have any other questions about our guidelines pleas use the contact information below. CONTACT DETAILS If you have any questions about the information covered in this document please use the contact details below: Helene Hope Head of Global Brand Operations Email: helene_hope@umbro.com Telephone: (+44) 161 233 2719
Brand Guidelines Brand Guidelines
Year 1 / GD401: Visualisation
Brand Guidelines
Year 1 / GD401: Visualisation