Brand guidelinesfor event organisers

A programme delivered byEngland Athletics

CONTENTS

What is Team Personal Best? 3

A reminder of your licence obligations 4

Team Personal Best promotion 5

Promoting Team Personal Best events online 6

The Team Personal Best logo 7

Alternative logo options 8

How NOT to use the logo 9

The colour palette 10

What fonts to use 1 1

Printed materials 12

How to promote Team Personal Best alongside other partner organisations 13

How to reference Team Personal Best 14

Brand Guidelines 2

WHAT IS TEAM PERSONAL BEST?Team Personal Best is all about celebrating grassroots athletics this summer.

We are inviting partner organisations, clubs and community groups from all across thecountry to celebrate grassroots athletics this summer and organise a local event withan athletics theme.

This could be anything from a Family Fun Run to a Quiz Night with themed questions. Itcould be a Volunteer Taster Day, a Club Barbecue or a 100m Screening Night. In fact,anything you can think of that people around you might want to get involved in.

Why is it happening?

Grassroots athletics has long been helping people achieve their own personal best.We believe that London hosting the World Para Athletics Championships and IAAFWorld Championships this summer will interest and excite people about athletics andwe want to make it easy for them to get involved. Team Personal Best will run in thebuild-up to and during the major athletics event this summer in London. We welcomeall clubs and organisations to join us by hosting athletics-themes events across the UKand celebrate what will be a massive year for the sport.

Whether you want to host or just attend an event, there will be plenty of waysto get involved in Team Personal Best.

Brand Guidelines

A NOTETeam Personal Best hasbeen set up to allowevents to be part ofathletics biggest eversummer as well as togive people theopportunity to celebratethe sport. This means thatyour event has beengranted the opportunityto be a part of the TeamPersonal Bestprogramme and use theTeam Personal Best logo.It doesn’t give youpermission to use eitherof the Championshipsintellectual property(including logos, images,and references to theChampionships ) or tocreate an associationbetween your event(and/or event sponsor, ifrelevant) and The WorldPara AthleticsChampionships or theIAAF WorldChampionships London2017.

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A REMINDER OF YOUR LICENCE OBLIGATIONSYour use of the Team Personal Best brand is strictly in accordance with the terms of yourlicence agreement with England Athletics. That licence agreement permits your projector event to use the brand at the event and on any promotional materials associatedwith it.

You may also require a separate event licence from your local authority or otherbody, including any permission of the event owner. It is your responsibility to makesure you have the necessary event licence and permissions in place.

The government website www.gov.uk/temporary-events-notice provides helpfulinformation.

If you are organising an event which involves athletics participation and/orcompetition, you need to ensure that all activity included in the event complies withand is permitted under England Athletics regulations. Some of the key points to bear inmind from the terms of your licence agreement are:

• You should follow these guidelines when using the Team Personal Best brand inrelation to your project or event.

• You should not use any of the World Para Athletics Championships and IAAF WorldChampionships intellectual properties or infer an association to either of thissummer’s Championships.

• You are not allowed to pass on the Team Personal Best logo to any other people ororganisations; every organisation wishing to use the logo must apply through thewebsite.

• If the primary function of your event is to show coverage of the World Para Athletics Championships or IAAF World Championships then there should be no entrance fee.

Brand Guidelines 4

TEAM PERSONAL BEST PROMOTION What you may need

• Logos will be available from a link sent to Team Personal Best event organisers. Therewill also be in a branding resource pack out in May.

• Pictures you can use for Team Personal Best marketing can be found on the websiteand will also feature in the branding resource pack.

• At the moment, we don’t have any material to purchase but you will be supplied withmarketing templates which can be downloaded to customise your event.

• Think about how you can dress your venue. It’s not compulsory, but we would loveyou to dress your event using Team Personal Best branding. You will be sent ideas inthe branding resource pack. Remember to ask permission from your facilitiesmanagers.

• Various online promotional materials will be available to download from the TeamPersonal Best website and will be sent out to all Team Personal Best event organisers.

How to promote your event

• Congratulations your event is now listed on the Team Personal Best website. Anyonesearching for a event in your area will be able to see your details, so please makesure the details are up to date.

www.TeamPersonalBest.org

• All Team Personal Best event organisations will be send a guide containing tips andadvice on how to market your event.

• All events listed on the Team Personal Best website will also be promoted by England Athletics partners such as BBC Get Inspired, so it’s important that all the details for your event are correct.

www.bbc.co.uk/sport/get-inspired

Brand Guidelines 5

PROMOTING TEAM PERSONAL BEST EVENTS ONLINEHow to use Team Personal Best presence on your website

It would be great if the Team Personal logo is also applied to your online and digitalcommunications, this can include websites and newsletters.

Please made sure the Team Personal Best is clear and visible on the left-hand side of thepage, please see following conditions:

• The logo should be positioned on the website homepage.

• The logo must always be clickable and link directly to the Team Personal Best website.

• Clear space is required between the Team Personal Best logo and any other logos(Please refer to page 7 for more details)

• The logo should only appear on pages relating to your Team Personal Best project orevent.

How to use Team Personal Best on Social Media

Please use social media to promote your event as much as possible – you can use#TeamPersonalBest

You may also use the Team Personal Best logo on social networks provided the relevant page also includes the following disclaimer:

“England Athletics are not responsible for the content of external websites.”

Please see Team Personal Best T&Cs for more information.

Brand Guidelines

Please note that you are not permitted to reference theWorld Para Athletics Championships or IAAF WorldChampionships or use any official logos, images, hashtagsor twitter handles.

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THE TEAM PERSONAL BEST LOGOIf you are getting involved with the Team Personal Best programme we would like you to usea Team Personal Best logo on all branding. Logos must be downloaded from the TeamPersonal Best website, please do not copy and paste from elsewhere.

The standard ‘free standing’ Team Personal Best logo is shown to the left. The most importantguidelines for using this logo are shown below.

Brand Guidelines 7

x

x

x

x

x

x

x

x

Keeping clear space around the logo

It is essential to maintain an ‘exclusion zone’ of clear whitespace around the logo. This area should contain only whitespace and be free of any other logo or graphic element.

The size of the exclusion zone should be equivalent to theheight of two of the coloured bands in the logo - see below:

Positioning the logo on the page

The logo should normally be positioned on the left side of thepage, preferably in the top left corner.

The logo should appear inset from the edge of the page by adistance equivalent to the exclusion zone described opposite.

Making sure the logo is big enough

The logo should always appear big enough to read the words clears (for more detailed guidance see page 9).

ALTERNATIVE LOGO OPTIONSTo give you more flexibility, in addition to the standard ‘free standing’ version of thelogo there is a library of alternative versions.

Brand Guidelines 8

The ‘page edge’ logos

These versions of the logo have bars which are extended to the left to allow them tobe positioned on the edge of the page. They are intended for use where there is noare of white space to accommodate the ‘free standing’ logo.

Please note that the full colour logo should always be used in ‘free standing’ ratherthan ‘page edge’ format.

Mono black logos

Use this version for mono press ads or where there hasbeen a request for a single colour logo which needs tobe embroidered or silk screen printed in white.

Greyscale logos

Use this version of the logo on black and white Press ads

White out logos

Use this version of the logo on coloured backgrounds orimagery. For more information on colours see page 10.

x

x

Mono Black (page edge)

Mono Black (free standing)

Greyscale (page edge)

Greyscale (free standing)

HOW NOT TO USE THE LOGOIncorrect usage of the Team Personal Best logo can weaken and damage theintegrity of the brand. Therefore we ask you to follow a few simple rules.

Brand Guidelines 9

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How the logo should look

NEVER alter the proportion, distort or crop the logo✘ ✘ ✘

NEVER add aneffect to the logo

NEVER enclose thelogo within a box

DON’T reproduce the logo less than25mm wide (120 pixels wide on screen)

DON’T place the logo too close to any other logos or element

NEVER use a colour notin the official palette

NEVER alter the textin the logo

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✘

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20mm

(120 pixels)

ACME MegaCompany Ltd

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THE COLOUR PALETTEConsistent colour usage is a very important part of the Team Personal Best Brand .

The brand identity for Team Personal best is based on three colours. These colours areincorporated into the identity in the configuration below, and are used as part of thevisual identity framework.

The specifications are shown opposite and should be followed closely.

RGB format logos

Use the RGB format files for on screen presentations, PowerPoints etc.

CMYK format logos

Use the CMYK format logo files for full colour print.

NB: Only the ‘free standing’ identity will reproduce in full colour (either RGB or CMYK).

Brand Guidelines 10

04

C:47 M:95 Y:0 K:

Purple

Pink

Orange

R:155 G:42 B:13Hexadecimal: 9B2A86

C:1 M:95 Y:20 K:0R:229 G:30 B:115Hexadecimal: E51E73

C:0 M:50 Y:100 K:0R:243 G:146 B:0Hexadecimal: F39200

WHAT FONTS TO USEOfficial font: Futura Maxi

The official typeface for the Team Personal Best marketing isFutura Maxi.

This used all pre-designed branding.

We ask that this is used as far as possible throughout yourpromotional material.

For headings and key statements please use Bold text.

Alternative font: Verdana

We recognise that our official typeface will not be available toall users so its use is not compulsory.

If you don’t have access to Futura Maxi then we ask you to useVerdana – a font which is normally installed on all computers.

Brand Guidelines 11

ABCDEFGHIJKLMN OPQRSTUVWXYZabcdefghijklmn opqrstuvwxyz 1234567890

ABCDEFGHIJKLMN OPQRSTUVWXYZabcdefghijklmn opqrstuvwxyz

1234567890

Futura Maxi Bd Futura Maxi Bk

ABCDEFGHIJKLMN OPQRSTUVWXYZabcdefghijklmn opqrstuvwxyz 1234567890

ABCDEFGHIJKLMN OPQRSTUVWXYZabcdefghijklmn opqrstuvwxyz

1234567890

Verdana Bold Verdana Regular

PRINTED MATERIALSPosters, Leaflets or Flyers

We encourage you to use the Team Personal Best templateswhich will be provided to you. However, if you create your ownmarketing materials please make sure the Team Personal Bestlogo appears on the front of any marketing materials.

To ensure the logo is legible and stands out on all marketing thelogo must have sufficient clear space between it and any otherimage (please see page 7 for guidelines).

Brochures and programmes

The Team Personal Best logo should appear on the front andback of your event brochure and programme.

If your event or project is just on part of a larger programme (forexample a mascot race in an all day competition), then theTeam Personal Best logo should only be used on the brochure orprogramme pages that are specific to that event or project.

Brand Guidelines 12

HOW TO PROMOTE TEAM PERSONAL BEST ALONGSIDE OTHER ORGANISATIONSEvents supported by sponsors and partner organisations (e.g localcouncils/authorities, Sport England) can take part in the Team Personal Bestprogramme. However there are certain restrictions on how event sponsors andorganisations are referenced:

• No event sponsor or partner logo will be referenced on the Team Personal Bestwebsite (TeamPersonalBest.org).

• The Team Personal Best logo must sit a clear distance away from any event sponsoror partner logo and the minimum clear space between the Team Personal Best logoand any other logos must be maintained.

• If an event is using the Team Personal Best poster template (available from May onthe Team Personal Best website) partner logos can be acknowledged.

• Event materials which use the Team Personal Best logo should not be used in a waythat suggests the event sponsor or organisations are associated with either theWorld Para Athletics Championships or IAAF World Championships.

Brand Guidelines 13

The following examples illustrate how theTeam Personal Best brand may beapplied.

Page within a brochure:

If your event is promoted through a pagewithin a brochure, the page featuring theevent may include Team Personal Bestbranding provided the principle of clearseparation is followed.

Page within a website:

If you promote your Team Personal Bestevent through your website, then only thepages featuring the event can include thebrand, provided the principle of clearseparation is followed.

Competition or Event programme:

The cover and interior of a Team PersonalBest event programme should be clearlyTeam Personal Best branded.

HOW TO REFERENCE TEAM PERSONAL BESTWe encourage you to reference the Team Personal Best programme in thebuild up to, during and after the World Para Athletics Championships or IAAFWorld Championships.

We would like you to reference Team Personal Best in all posters, flyers etc.Please reference Team Personal Best by:

• “Anytown Event” part of Team Personal Best

• Team Personal Best in “anytown” include “event 1”, “event 2” and “events 3”

Brand Guidelines

Intellectual Property

We are pleased to welcome you as aTeam Personal Best event, however thisdoes not give you permission to useWorld Para Athletics Championships orIAAF World Championships intellectualproperty.

This includes a prohibition onreferencing the Championships and theuse of any Championships logos orimages.

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THANK YOUThank you for using these guidelines andbeing part of Team Personal Best.

One Record Breaking Summer of Athletics.

Brand Guidelines

These guidelines are here to help you understandhow you can use the Team Personal Best brand. Ifthere is any inconsistency between these guidelineand the terms and conditions of your licenceagreement please note that the terms andconditions of your licence agreement will takepriority.

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