Brand guidelines - Kick It Out · Kick It Out brand guidelines 2 CONTENTS n p1 Introduction n p2...

Brand guidelinesJuly 2014

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CONTENTS

n p1 Introduction

n p2 Meet the new logo

n p3 The logo

n p4 logo variants

n p5 Animated logo

n p6 logo rules

n p7 logo positioning

n p8 colour palette

n p9 accessibility

n p10 typefaces

Kick It Out brand guidelines 1NEXT ›

The purpose of these guidelines is to help Kick It Out present their brand communications consistently and with impact.

Kick It Out’s brand is the organisations most valuable and recognisable asset and therefore every communication, whether print or digital, to be clearly recognised as a piece of Kick It Out collateral.

These guidelines are not intended to restrict you, they should give greater freedom to concentrate on the content delivery.

Kick It Out brand guidelines 2

CONTENTS

n p1 Introduction


n p3 The logo

n p4 logo variants

n p5 Animated logo

n p6 logo rules


n p8 colour palette

n p9 accessibility

n p10 typefaces

Meet the new Kick It Out logo

What is the brand tone?

Serious, welcoming and authoritative

What is the brand personality?

Dynamic, strong, confident, authentic, bold, active, striking, fresh and modern.

What does it represent?

The new logo is derived from the previous Kick It Out logo. While retaining the original corner angle from the ‘Let’s Kick Rac-ism...’ logo, the grass shape has been evolved into a full foot-ball pitch shape that is tilted on a 3D landscape. The angle of the pitch makes the logo more dynamic, energetic and exciting.

The logotype and strapline are set in caps, which when interacting with the pitch graphic creates a bold and confident representation of the Kick It Out organisation.

The simplicity of the logo makes it timeless; it doesn’t replicate any current trends in logo design and as such should stand the test of time.

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CONTENTS

n p1 Introduction


n p3 The logo

n p4 logo variants

n p5 Animated logo

n p6 logo rules


n p8 colour palette

n p9 accessibility

n p10 typefaces

The logo is pretty versatile, take a look

It can sit on light backgrounds

It can sit on dark backgrounds

It can also be white out. Although it is much better to be reproduced full colour wherever possible

It can also be black. Although it is much better to be reproduced full colour wherever possible

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CONTENTS

n p1 Introduction


n p3 The logo

n p4 logo variants

n p5 Animated logo

n p6 logo rules


n p8 colour palette

n p9 accessibility

n p10 typefaces

One logo, but with important format differences

It is important to make sure you’re using the right logo file depending on what the logo is being applied to. Here is an overview of the formats and when to use which.

CMYK

This means I’m suitable for use on printed materials.

I come as an EPS / JPG.

I come in 300dpi only

The reason I only come in 300dpi is because it ensures that when I’m printed I look crisp and high res.

PMS spot colour

This means I’m created with Pantone colours. Because of this it means I don’t have a gradient of green on the pitch. I come as an EPS.

I should only be used when the produc-tion method can only use Spot PMS colours. For example on the printing of flags or other promotional Kick It Out items.

On screen and printed from a CMYK printer my colour looks misleading.

RGB

This means I’m suitable for digital and on screen use.

I come as an EPS / JPG / PNG.

I come in 72dpi and 300dpi.

You should use 72dpi files for online applications as these are optimised for web. 300dpi files are better suited for TV and high definition applications.

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CONTENTS

n p1 Introduction


n p3 The logo

n p4 logo variants

n p5 Animated logo

n p6 logo rules


n p8 colour palette

n p9 accessibility

n p10 typefaces

Best of all, the logo can also be animated

This means it can be used at the start and end of promotional videos or any other screen applications which may be appropriate.

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CONTENTS

n p1 Introduction


n p3 The logo

n p4 logo variants

n p5 Animated logo

n p6 logo rules


n p8 colour palette

n p9 accessibility

n p10 typefaces

Obeying the rules is a must!

These rules are really important to make sure the logo is always used properly and consistently.

x x

x x

x

The exclusion zone for the logo 2 x the cap height of the strapline.

Ensure this is the minimum clear space around the logo at all times.

The minimum size for the logo is 40mm.

Never use the logo smaller than this size.

Do not:

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque vel quam libero, pulvinar egestas metus.


Lorem ipsum dolor sit amet, consectetur

adipiscing elit. Pellentesque vel quam

libero, pulvinar egestas metus.






Change the colours of the logo

Crop the logo

Distort the logo

Add effects to the logo

Redraw, rotate or change the font

Place on a similar colour

Crowd the logo

Place over the busy part of an image

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x


CONTENTS

n p1 Introduction


n p3 The logo

n p4 logo variants

n p5 Animated logo

n p6 logo rules


n p8 colour palette

n p9 accessibility

n p10 typefaces

The logo looks best positioned consistently

Please make sure that the logo is positioned in the right place at the right size on these formats. This helps present the brand in a consistent manner, aligning all your collateral together.

Remember the logo should never be smaller that 40mm

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A4 portrait

A4 landscape

logo width clearance

A4 landscape 62mm 11.5mm

A4 portrait 62mm 11.5mm

A5 landscape 44mm 6.5mm

A5 portrait 44mm 6.5mm

210x210mm 62mm 11.5mm

The logo can sit in the any of the four corners of the page, however it will look at its best in the top left hand corner.

The clearance is 1.5 x the exclusion zone de-tailed on the previous page.

Co-brandingWhen using the logo along side other logos please make sure the size balances with them and isn’t be used smaller than 40mm wide.

x


CONTENTS

n p1 Introduction


n p3 The logo

n p4 logo variants

n p5 Animated logo

n p6 logo rules


n p8 colour palette

n p9 accessibility

n p10 typefaces

Showing your true colours

Colour consistency is really important if your audience are going to be able to recognise your communications instantly.

CMYK

RGB

PMS

KIO black0/0/0/0

KIO grey0/0/0/65

KIO green75/0/100/0

KIO yellow0/10/100/0

KIO logo gradient95/0/100/15 75/0/100/15

KIO black0/0/0

KIO grey120/120/120

KIO green52/178/51

KIO yellow254/209/0

KIO logo gradient0/130/70 52/178/51

KIO blackPMS Black

KIO greyPMS 424

KIO greenPMS 361

KIO yellowPMS 109

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CONTENTS

n p1 Introduction


n p3 The logo

n p4 logo variants

n p5 Animated logo

n p6 logo rules


n p8 colour palette

n p9 accessibility

n p10 typefaces

Seeing is believing, so make sure the logo is visible

Colour accessibility matrix

When working online it is crucial that you obey the accessibility chart so that they meet AA standards set by W3C in making web content accessible to people with disabilities. For more information on this please read http://www.w3.org/TR/WCAG10/

Note: to be able to use the KIO green online safely the darker green from the gradient is used

KIO black#000000

KIO grey#757678

KIO green#128821

KIO yellow#FED100

HEXcodes

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on white on black on grey white black colour on colour on on colour on colour KIO green KIO yellow

KIO black yes n/a yes yes n/a yes yes

KIO grey yes yes n/a yes yes no 18pt+

KIO green yes yes no yes yes n/a no

KIO yellow no yes 18pt+ no yes no n/a


CONTENTS

n p1 Introduction


n p3 The logo

n p4 logo variants

n p5 Animated logo

n p6 logo rules


n p8 colour palette

n p9 accessibility

n p10 typefaces

You’re just my type

Kick It Out use three fonts in their corporate collateral. Bebas Neue, PMC Caecillia and ITC Franklin Gothic. The logotype within Kick It Out’s new marque is derived from Bebas Neue.

As a general rule Bebas Neue is used for headlines, with PMC Caecillia supporting in the form of sub-headlines and pull quotes. ITC Franklin Gothic is used for body copy as it is a clean and legible font which facilitates more characters per line (which is great for content heavy documents).

Corporate font suite Online font suite

BEBAS NEUEabcdefghijklmnopqrstuvwxyz 1234567890

PMC Caecillia bold italicabcdefghijklmnopqrstuvwxyz 1234567890

PMC Caecillia light italicabcdefghijklmnopqrstuvwxyz 1234567890

ITC Franklin Gothicabcdefghijklmnopqrstuvwxyz 1234567890

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BEBAS NEUEabcdefghijklmnopqrstuvwxyz 1234567890

Droid Sans

abcdefghijklmnopqrstuvwxyz 1234567890

For additional information

or assistance contact:

RICHARD BATES

Media and Communications MANAGER

[email protected]

t: 020 7253 0162

4th Floor South

1-5 Clerkenwell Road

London

EC1M 5PA

[email protected]

020 7253 0162

kickitout.org

Brand guidelines - Kick It Out · Kick It Out brand guidelines 2 CONTENTS n p1 Introduction n p2...

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