sf city fc - brand identity guidelines - final rough draft - web version

2

San FranciSco city Football club

brand identity Guide

3

introduction

The SF CiTy Brand + idenTiTy ..................................................................................................................................................................4

Core valueS ...........................................................................................................................................................................................................5

identity

ColorS

Primary ...................................................................................................................................................................................................6

SeCondary .......................................................................................................................................................................................... 7

logoTyPeS

Primary mark ...................................................................................................................................................................................8

SeCondary mark ........................................................................................................................................................................ 10

alTernaTive mark ........................................................................................................................................................................11

TyPeFaCeS

Primary TyPeFaCe ...................................................................................................................................................................... 12

SeCondary TyPeFaCeS .......................................................................................................................................................... 14

wordmarkS

Primary wordmark .................................................................................................................................................................. 18

inTernal

STaTionery + doCumenTS ..................................................................................................................................................20

reSourceS

idenTiTy STandardS .....................................................................................................................................................................................22

ProTeCTing The Primary mark ........................................................................................................................................................23

SaFeTy marginS................................................................................................................................................................................................24

uSing ProPer arTwork + ColorS.................................................................................................................................................26

uSing logoS + wordmarkS ................................................................................................................................................................. 28

eleCTroniC FileS + ConTaCT inFo + aBouT SF CiTy FC............................................................................................... 29

aCknowledgemenTS ..................................................................................................................................................................................30

table oF contentS

4

San FranciSco city Football club brand identity Guide

tHe SF city brand + identity

“elevate San FranciSco

above all elSe”

with the publication of these guidelines, we introduce San Francisco City Football Club as a brand with an identity

reflective of our spirit and mission. Comprised of a sharpened logo as well as refined colors and typefaces, this brand

identity underscores the Club’s commitment to elevate San Francisco above all else. These enhancements reinforce

our core values and allow the SF City brand opportunity for growth.

It is important to remember that a design does not make a brand - only the audience truly holds that power. As a

supporter owned Club, SF City understands the significance of our community and recognizes that the implementation

of our brand begins with the Supporters. These guidelines are provided to enhance the foundation of our brand and

give the community resources to further strengthen our message. If you have any questions surrounding our branding

or how to apply it, contact us at [email protected] and we will be glad to offer a little help.

5

introduction

core valueS

city Football

- elevate San FranciSco above all elSe -

- noiSy, trendy, ProGreSSive -

- attractive Style oF Play -

SuPPorter owned

- by tHe PeoPle, For tHe PeoPle -

- tranSParency and incluSivity -

- club belonGS to San FranciSco -

6


Primary colorS

The official colors of San Francisco City Football Club are Black Iron, California Gold, and City Red. These colors work

together to create a unique and compelling brand expression. As we strive to celebrate San Francisco, inclusion of the

city’s official colors and official motto are key components to our message.

The more consistently we use our colors, the more powerful our brand becomes. A consistent color palette allows for

instant team identification. Correct use of color will enhance the impact of our identity and differentiate our brand from

competitors. This chart shows the proper values for each color system for print, and web use.

caliFornia Gold

Pantone 116

black iron

c:60 m:60 y:40 k:100

city red

Pantone 186

Gold in Peace, iron in war.oFFicial motto oF San FranciSco

NOTE: Whenever possible, use PANTONE colors for print materials. CMYK values can be used when digital printing is necessary.

cmyk

C: .....................60m: ....................60y:......................40k: ................... 100

cmyk

C: ........................0m: ..................... 16y:.................... 100k: ........................0

cmyk

C: ........................0m: .................. 100y:....................... 81k: ........................4

Pantone Formula GuideWarm Red ............................... 73.90rub. red .................................. 24.60Black ............................................... 1.50

Pantone Formula Guideyellow ......................................... 97.00Warm Red .........................................3

rGb

r: ........................0g:........................0B: ........................0

rGb

r: .................. 255g:................... 210B: ........................0

rGb

r: ...................227g:.....................24B: ..................... 55

7

identity

Secondary colors are intended to be used as highlight/shading/alternative options for approved variations of the SFCFC logos.

Secondary colorS

Gold SHade

Pantone 118

Gold accent

Pantone 121

wHite

iron accent

Pantone 425

red SHade

Pantone 1807

red accent

Pantone 710

cmyk

C: ........................0m: .......................0y:.........................0k: ......................77

cmyk

C: ........................0m: ...................... 11y:......................69k: ........................0

cmyk

C: ........................0m: .................... 79y:...................... 58k: ........................0

rGb

r: .....................95g:.....................96B: .....................98

rGb

r: .................. 255g:.................. 222B: ................... 108

rGb

r: ................... 241g:.....................93B: .....................94

cmyk

C: ........................0m: .......................0y:.........................0k: ........................0

cmyk

C: ........................0m: ..................... 18y:.................... 100k: ..................... 27

cmyk

C: ........................0m: .................. 100y:......................96k: .....................28

rGb

r: .................. 255g:.................. 255B: .................. 255

rGb

r: ................... 196g:................... 160B: ........................6

rGb

r: .....................181g:...................... 18B: ..................... 27

8


Primary mark

“tHe SHield”

San Francisco City Football Club’s vision of inclusivity and mission to elevate San Francisco through the platform of

soccer is best exemplified by our Shield.

The beautiful game means something different to everyone, something special. Instead of aiming to capture and

exemplify all of the unique interests of the SF soccer community, our visual identity instead focuses on the one

commonality we all share -- a love and respect for our beautiful City.

The Shield of SF City FC is the visual identity of the San Francisco soccer community, designed to unite the region

together behind one flag as we strengthen the game and its positive impact in our community.

noTeS For deSignerS:

The use of the shield logomark may only be permitted by an authorized representative of San Francisco City Football Club. In

general, the shield logo is not to be used at sizes less than 1” in height. Use good judgment to ensure legibility. A mark that is too

small doesn’t serve any communicative function. A “safety margin” around the logo should be incorporated into any design using

this mark. Specifics of the safety margin are described on page 24 of this brand identity guide. It is very important that designers

or desktop publishers do not attempt to construct the logo themselves. Do not reproduce by scanning a previously printed version.

Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements.

9

identity

10


This mark is a subtle variation

of the primary mark, featuring

“SF CITY” instead of “S.F.C.F.C.”.

This mark may be used in place

of the primary mark. The same

rules of proper usage, correct

colors, and safety margins apply

to this secondary mark.

Secondary mark

11

identity

This alternative mark is to be

used only with permission from

an authorized representative of

San Francisco City Football Club.

The intended purpose of this

alternative mark is primarily for

use in artistic circumstances

where “S.F.C.F.C.” or “SF CITY” is

already written boldly, and this

mark is to be placed near those

letters. Special circumstances

may allow for this alternative

mark to be used in other ways.

Please seek proper approval

before using this mark.

alternative mark

12


tyPeFace - Primary

urban atHletica - rooSt

A custom made typeface designed solely for exclusive use of San Francisco City Football Club by David Roost in 2015.

SF City prides itself on a style of play described as “City Football”. This typeface is a representation of that style --

athletic and modern with an urban feel. Designed for maximum impact in the least amount of space, this typeface still

maintains readability. Each letter stands tall and bold, reminiscent of city skyscrapers casting a shadow on themselves

in the California sun.

The Urban Athletica - Roost typeface fits best when placed snugly next to each other. This typeface is to be used

sparingly, selectively and strategically. Posters, digital graphics, and advertisements are examples where this typeface

may be used as a headline, where all other text on the artwork should utilize other approved typefaces. This typeface

is reserved for specific purposes and care needs to be taken to not use this typeface in excess.

13

identity

x x x x x x x

x xx

}

x

color variationS

kerninG

SkewinG/SHearinG

Urban Athletica - Roost may be skewed/sheared vertically at an upward 15 degree angle when appropriate. This is suggestive of the rapid growth of SF City and desire to further expand the San Francisco soccer community. Urban Athletica - Roost is not meant to be transformed in any other way, other than scaled larger or smaller with correct 1:1 (horizontal:vertical) proportions.

Proper kerning is essential to using Urban Athletica- Roost in a permissible way. Use the guide above as a reference to ensure proper space between letters when using this typeface.

14


tyPeFace - Secondary

neviS

Nevis is a strong, angular typeface and is ideal for headings & buttons. It’s assertive and bold, but manages to retain a friendly tone, and looks especially good when used in all caps

abcdeFGHiJklmnoPQrStuvwXyZabcdefghijklmnopqrstuvwxyz

(.,:;’”?!$&@\/#*%) 1234567890

aa

15

identity

leaGue GotHic

League Gothic is a newly designed revival of an old American classic, Alternate Gothic #1. It was originally designed by Morris Fuller Benton, an influential American typeface designer, for the American Type Founders Company in 1903.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

(.,:;’”?!$&@\/#*%) 1234567890

AatyPeFace - Secondary

16


tyPeFace - Secondary

cHalet PariS 1960

Precision, elegance and history. Originally designed by acclaimed clothing designer René Albert Chalet for use in his early advertising campaigns, Chalet appropriately echoes the attitude of its creator: function with flair. Modest and

unpretentious, yet bold and daring.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

(.,:;’”?!$&@\/#*%) 1234567890

Aa

17

identity

cHalet london 1960

A slightly more bold variant to the Chalet Paris 1960 typeface.

aBCdeFghiJklmnoPQrSTuvwXyZabcdefghijklmnopqrstuvwxyz(.,:;’”?!$&@\/#*%) 1234567890

aatyPeFace - Secondary

18


wordmark

The wordmark contains the team name “SF CITY” in addition to “FOOTBALL CLUB”. This mark is still secondary to

“The Shield” primary mark. This wordmark is primarily intended for alternative uses. This wordmark is not intended

to replace the primary mark, but to serve as a supplement for creative opportunities where artistically appropriate.

The wordmark may be used in collaboration with “The Shield” primary mark, or more fittingly with the alternative mark

which does not have “SF CITY” or “S.F.C.F.C.” written in the logo itself. It may also be used for applications where the

logo is seen outside of the context of athletics. The wordmark is only to be used with the permission of an authorized

representative of San Francisco City Football Club.

20


Each stationery component, from business cards to letterhead and envelopes, represents SF City and works to strengthen the visual identity of the organization.

Stationery + documentS

San FranciSco cityFootball Club

Gold in peace. iron in war. | www.SFcityFc.com



[email protected]

619.884.7838 | www.sfcityfc.com

san francisco city football club

steven KenyonVice President, community deVeloPment

letterHead – 8.5 X 11” buSineSS card - 3.5 X 2”

#10 enveloPe - 9.5 X 4.125”

21

identity

Stationery + documentS



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For immediate releaSeaPril 24tH, 2015

media contact:

Charles Wollin ................. 415-259-7189 [email protected]

Jacques Pelham ......... 415-713-4317 ............... [email protected]

San FranciSco, caliF.

preSS releaSe headline placeholderSubHEaDliNE PlaCEHolDEr




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letterHead – in uSe - reGular Stationary (PaGe 1) note on letterHead:

Pay attention to use correct margins

on letterhead. This will help deliver

a consistent message across all

communications.

note on PreSS releaSeS

use internal guide shown below as a

standard for all press releases.

SubSeQuent PaGeS

For all pages after page one, use the

subsequent page letterhead, shown in

the bottom left corner of this page.

allow 3 3/8”marGin FromtoP oF PaGe

allow 1.5”marGin

Frombottom oF

PaGe

SubSeQuent PaGeS uSeS1” marGin all around

1” marGin 1” marGin

letterHead - SubSeQuent PaGeS (PaGe 2+)

letterHead – in uSe - PreSS releaSe Format

22


Specific usage standards have been established for application of the identity, providing a quality control system to

ensure that each individual component is used correctly. Visual parameters have been established with examples of

logo proportions and “correct” and “incorrect” usage.

These standards should be adhered to whenever possible in order to maintain the integrity of the identity program.

By following these guidelines in all of our communications, we each contribute to growing San Francisco City Football

Club’s reputation for excellence. For reproduction, use only the digital artwork supplied at: sfcityfc.com/branding

The examples on the following pages illustrate some of the most common application errors along with additional

guidelines for proper reproduction. adhering to these guidelines will ensure proper reproduction and application of

the identity.

identity StandardS

http://sfcityfc.com/BRANDING

23

reSourceS

ProtectinG tHe Primary mark

ProPer uSeS

Consistent proper use of the primary mark is key to enhancing our identity. While there are variations of the primary mark which may be used under appropriate circumstances, “The Shield” is our preferred mark for most purposes.

Versions have been created for print screen displays, as well as for dark backgrounds or simple one-color printing. Please take care to utilize “The Shield” the way it was intended.

All files can be downloaded at: www.sfcityfc.com/branding

Proper use on white or light background.File: SFCFC 2015 - Lightfield.eps

Proper use for grayscale printing.File: SFCFC 2015 - Grayscale.eps

Proper use on dark or black background.File: SFCFC 2015 - Darkfield.eps

One Color imprinting or silk screening(Light ink on a dark background).

File: SFCFC 2015 - One Color - Darkfield.eps

Proper use on photographs.File: SFCFC 2015 - Darkfield.eps

One Color Imprinting or Silk Screening(Dark Ink on a Light Background)

File: SFCFC 2015 - One Color - Lightfield.eps

SFCFC Primary Markto be used when printing in grayscale (black and white).SFCFC Primary Mark To be used when One Color Imprinting orSilk Screening When using a Light Ink on a Dark Background SFCFC Primary Mark To be used when One Color Imprinting or

Silk Screening When using a Dark Ink on a Light Background

24


SaFety marGin

The SF City official marks shall always have a dedicated space to further enhance visual recognition of our brand. A

safety margin has been created around the marks to ensure proper representation. The safety margin is the protected

area around the mark that ensures no other graphic elements interfere with its clarity and integrity. The depth of the

protected area on each mark is equivalent to the height of “X”. The height of “X” can be found by observing the height

of the distance as pointed out by the red arrows below.

x x

xx

x

25

reSourceS

eXamPleSSafety margin used incorrectly Safety margin used correctly

x

x

x

x

x

x

x

x

x

x

SaFety marGin

26


uSinG ProPer artwork + colorS

For reproduction, use only the digital artwork provided through the SF City website. The examples on the following pages illustrate some of the most common application errors. Please do not change the logo to unapproved colors or reconfigure/redesign the logo. Adhering to these guidelines will ensure proper reproduction and application of the identity. All official logos, colors, brand identity guidelines can be found at: sfcityfc.com/branding

Do not skew, distort, rotate, stretch, warp, or change proportions of the Primary Mark in any way.

The Primary Mark should not be used in any other color combinations other than those specifically called out in this identity guide, this also includes changing the colors of the mark to approved colors, but using them in a non approved way. This also includes the use of gradients, patterns, and other designs within the mark itself.

Do not use background colors or photos with little contrast, instead use the outlined version. Also, so not place the identity marks on busy photographic backgrounds.

The Primary Mark should not beused as a repeated element inclosed patterns.

correct incorrect

correct incorrect

correct incorrect

correct incorrect

http://sfcityfc.com/BRANDING

27

reSourceS

The Primary Mark should not appear against any distracting textures or repeated patterns.

The Primary Mark should not be outlined in any other way other than those specifically called out in this identity guide. This also prohibits unapproved “blending options” such as beveled edges, inner glows, etc.

The Primary Mark should not be used as an outline.

Do not crop the Primary Mark in any way.

Do not add additional elements to the Primary Mark.

correct incorrect

correct incorrect

correct incorrect

correct incorrect

correct incorrect

uSinG ProPer artwork + colorS

28


These logos and wordmarks are owned marks of San Francisco City Football Club Organization.

Any individual, organization or company wishing to use San Francisco City Football Club’s logos and trademarks must

obtain the right to do so in writing from the organization. All uses of San Francisco City Football Club’s logos and

trademarks shall be regulated by the appointed leadership of the organization.

All images, logos, designs and other marks in this brand identity guide are owned by San Francisco City Football Club.

By accessing and using any of the images, logos, designs or marks, you are agreeing not to reproduce or otherwise use

any of the images, logos, designs or marks, except in accordance with the terms of your contract with the organization

or as otherwise expressly permitted by an authorized representative of San Francisco City Football Club.

uSinG loGoS + wordmarkS

29

reSourceS

electronic FileS

The entire San Francisco City Football Club Brand identity guide as well as the collection of corresponding logos,

wordmarks and typefaces, are available on the team’s website shown at the bottom of this page. These files are

available for viewing and downloading.

All content in this printed manual can be requested on a CD or sent electronically as well. The files utilize Pantone,

Cmyk and rgB color spaces.

SFCiTyFC.Com/Branding

contact inFo

San Francisco City Football Club

www.sfcityfc.com

[email protected]

@sfcityfc

about SF city Fc

San Francisco City Football Club is a non-profit, supporter owned club competing at the 4th tier of the US Soccer

Federation pyramid. For 2015, SF City’s first team will compete in the US Club Soccer NorCal Premier League, a

regional semi-professional league formed in 2012.

With hundreds of members and multiple teams at the adult and youth levels, SF City maintains a democratically

elected board and offers members a legitimate stake in the operations of the Club.

http://www.sfcityfc.com/branding

http://sfcityfc.com/

tHe entire San FranciSco city Football club brand identity Guide aS well aS tHe collection

oF correSPondinG loGoS, wordmarkS, and tyPeFaceS, waS created Solely by david rooSt (david

rooSt creative) in aPril 2015. additional aSSiStance Provided by Steven kenyon. tHe oriGinal

verSion oF “tHe SHield” loGo waS created by driScoll reid in 2001.

acknowledGementS

sf city fc - brand identity guidelines - final rough draft - web version

Documents