VISUAL STANDARDS GUIDELINE - IMG Academy · a clear message through design, voice, imagery, layout,...

1APPLICATIONS SUBSECTION

V I S U A L S TA N D A R D S G U I D E L I N E

2INTRODUCTIONIMG ACADEMY BRAND GUIDELINES

IMG ACADEMY Through more than three decades of progression and innovation,

IMG Academy has evolved into the world’s preeminent, integrated

academic, athletic and personal development institution. As we have

grown, our foundational values remain steadfast, our mission clear and

our aspirations boundless.

We have developed a single IMG Academy brand – one with strong

principles, high ambitions and overall unity in mind. By rallying around

a single IMG Academy brand, we clearly state who we are, what we do

and why we are the best in the world at what we do.

These core brand standards will explain and illustrate how to deliver

a clear message through design, voice, imagery, layout, color and

typography. They will help to ensure that our unique attributes are

clarified and maintained.

3INTRODUCTION

TABLE OF CONTENTS

IMG ACADEMY BRAND GUIDELINES

Introduction

Brand Strategy

Brand Positioning

Brand Essence

Brand Foundation

Brand Mission

Brand Voice

Identity

Logo

Five Peaks

Orientation and Restrictions

Descriptor

The Logo “Dial”

Color

Primary Palette

Secondary Palette

Tertiary Palette

Sample Ratios

pg 2

pg 4

pg 5

pg 6

pg 7

pg 8

pg 9

pg 10-28

pg 11

pg 12

pg 13-17

pg 18-21

pg 22-28

pg 29-33

pg 30

pg 31

pg 32

pg 33

Typograpy

Fonts

The Font “Dial”

Typographic Hierarchy

Typographic Alignment

Typographic Embelishment

Photography

Action Shots

Face Crops

Academic Action Shots

Academic Face Crops

Photography Treatments

Endorsed Properties

Applications

Usage

Trademark Usage

Naming and Trademark Standards

Contact Us

pg 34-43

pg 35-38

pg 39

pg 40-41

pg 42

pg 43

pg 44-51

pg 45

pg 46

pg 47

pg 48

pg 49-51

pg 52-58

pg 59-68

pg 69-72

pg 70

pg 71

pg 72

4INTRODUCTION

BRAND STRATEGY


Our brand strategy is a guidepost to set and align

visual, verbal, behavioral and cultural priorities

across all of our audiences and activities.

Our Vision

To develop the next generation of leaders, influencers

and champions

Mission

To prepare student-athletes for the next stage in an

environment that integrates academic excellence, world-

class athletic training, character development and social

responsibility

Brand Essence

Better athlete, better person.

Brand Positioning

IMG Academy is the world leader in integrated academics,

athletics and personal development.

With expert instruction, a proven training methodology,

professional-grade facilities and a challenging and

motivating learning environment that brings together

individuals of all ages and backgrounds, IMG Academy is

dedicated to helping individuals realize their true potential.

Brand Personality / Core Messages

• Authoritative – With more than 30 years of developing

champions, we are proven in our approach to preparing

individuals for future success.

• Innovative – In an ever-changing training landscape, we

seek to develop and deliver cutting-edge programs.

• Comprehensive – We deliver an integrated academic,

athletic and personal development program, creating a

fully-immersive training environment like no other in the

world.

• Inspiring – We instill belief in every individual, providing

the ultimate skill set to confidently meet life’s challenges.

• Competitive – We believe there is no better driver of

improvement than purposeful training and high-quality

competition, coupled with a supporting community of

coaches, teachers and staff.

Tagline

Become More

5INTRODUCTION

BRAND POSITIONING


A central concept in brand strategy is the brand

positioning or promise which defines what the

brand stands for, distinguishes its offerings in the

market and articulates why customers should care

– and why they should buy. A brand positioning

provides a platform for translating a company’s

strategy into more specific communications and

experiences. It distills a company’s vision and

values into something concrete, consistent and

easily recognized by the customer.

IMG Academy is the world leader in integrated academics, athletics and

personal development. Dedicated to helping individuals realize their true

potential, IMG Academy offers innovative, comprehensive, and customized

training programs. With expert instruction, a proven training methodology,

professional-grade facilities and a challenging and motivating learning

environment that brings together individuals of all ages and backgrounds,

IMG Academy provides the ultimate foundation for future success.

6INTRODUCTION

BRAND ESSENCE


A simple way to remember the core message

of our brand strategy. It’s the core idea that

captures the most differentiating element of

the IMG Academy brand.

Better Athlete,Better Person

7INTRODUCTION

BRAND FOUNDATION


A strategic summary of the brand that encapsulates

each of the key elements for bradn implementation.

Where do I come from?

A belief that the confidence that comes from

outstanding preparation is the key to success on the

field and in the classroom, and later in life.

What do I do?

Instill the unwavering belief that they can win.

What makes me different?

Only immersive, performance academy employing

an integrated approach to developing athletic and

personal performance.

Who am I for?

Competitors driven to win on the field and in life.

What am I like as a person?

The most knowledgeable mentor anywhere: a

confident supporter who is both honest and

encouraging. Professional but accessible. A good

citizen, dedicated and respectful.

What do I fight for?

The passionate quest for a better self.

What do I value?

Hard work, confidence, ambition.

PR Boilerplate Copy

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stelepicular per anno domini

8TONE

BRAND MISSION


To prepare student-athletes for the next stage in an environment that integrates academic excellence, world-class athletic training, character development and social responsibility

Working with and training some of the world’s best athletes for over 30

years has made us one of the most respected sports authority in the world.

Beyond the value of talent and physical training, experience helped us

develop a work ethic that instills that unwavering belief that turns athletes

into champions and stays with them for life.

This philosophy informs everything we do so everyone, from trainers and

students to faculty and personnel, change and grow together. When they

leave, each takes a lesson from IMG Academy with them.

That shared journey is what makes us more than a sports academy: a

community of like-minded athletes, prepared and driven to shape their fate

in sports and beyond.

We live and breathe sports, but nothing gives us more pride than knowing

our people are also growing as individuals.

9TONE

BRAND VOICE


We speak with confidence, through knowledge and experience.

We embody authenticity, through a proven training methodology.

We inspire and motivate you during your quest for improvement and success.

We encourage you. We support you. We challenge you.

We make you believe.


IDENTITY


11IDENTITYIMG ACADEMY BRAND GUIDELINES

12IDENTITY

IMG ACADEMY’S FIVE PEAKS


POTENTIAL

Potential is the inherent ability and capacity for growth. It is different for everyone.

We help identify and develop it fully.

PASSION

Heart. Dedication. It drives not only our athletes, but also us as teachers, coaches

and professionals.

PEOPLE

We are a community of like-minded individuals – many with the same hopes,

dreams and aspirations. We offer a sense of belonging, as well as competition.

Teamwork. A balance of support and motivation.

PERSEVERANCE

Perseverance is our engine. It is the difference between the possible and then

impossible. We stay the course. We press on. We stand strong.

PERFORMANCE

Performance is our heart and soul. Whether guiding and helping others achieve

their personal best or doing whatever we can to improve others, it is our ‘why’ – our

reason for being.

The Five Peaks of IMG Academy’s Ascender

symbol capture the spirit of who we are and

what we hope to achieve.


The logo has two orientations of the logo

lockup. Usage should be determined on a

case by case basis.

LOGO ORIENTATIONS


The space around the logo should be the same as

the height of the Ascender on all sides.

VERTICALLOGO SPACING


The space around the logo should be the same as

the height of the Ascender on all sides.

HORIZONTAL LOGO SPACING


Under no circumstances should you use the logo in

the following ways.

LOGO APPLICATION DON’TS


0.124 inchor 15 px 0.4 inch

or 50 px

1 inchor 121 px

0.4 inchor 50 px

The logo should never appear smaller than the sizez

described. Use the inch measurements for print

and the pixel (px) for screen.

LOGO MINIMUM SIZE RESTRICTIONS


DESCRIPTORVERTICALAPPLICATIONWhen locking up the logo with a tagline the

following should be used.

The system also provides a base for other

executions where the logo needs to be set

with other copy.


UNIVERSITYAND LANGUAGECENTER

SOCCERBOLLETTIERITENNIS

SOCCER

50%100%

7.5%

100%

7.5%

50%

Copy should be vertically centeredto the height of the IMG logo lockup.

The space between the logo andthe copy is equivalent to 100%of the total width of the logo.

When more than one line is necessary, the leading should be 66% the cap height.

66%100%BOLLETTIERI

TENNIS

DESCRIPTOR APPLICATIONDIAGRAM


DESCRIPTOR HOR-IZONTAL APPLICATION


The length of the line isdetermined by the widestelement in the lockup.

The elements should allbe center aligned.

The proportions of thelockup are determinedusing these percentages.

33%

25%

100%

20%

22%

BOLLETTIERI TENNIS

BOLLETTIERI TENNIS

SOCCER

UNIVERSITY AND SOCCERLANGUAGE CENTER

66%100%

When more than oneline is necessary, theleading should be 66%the cap height.

The copy should be topaligned with a singleline application.

DESCRIPTOR APPLICATIONDIAGRAM

22IDENTITY

THE WORD MARK


The word mark is the most traditional usage of

our dial system.

23IDENTITY

THE ASCENDER


The visual mark is the second stage of our dial

system. It works better on communications that

require a bolder and more powerful tone.

Context should play a heavy hand in deciding

when yo use the Ascender alone. Use on campus

or as a part of a brochure are two excellent

examples. There should never be confusion on

what brand the Ascender may belong to.

24IDENTITY

THE LOCKUP


The lockup is the union of our most traditional

stage of the dial system with the visual mark.

It’s the most general application of the logo.

25IDENTITY

LOCKUP & GRAPHIC ELEMENT


This is the first stage of the dial system intended

for students. The combination of the lockup and

the graphic element add a contemporary feel. It’s

bold look evokes competitiveness.

26IDENTITY

VISUAL MARKAS TEXTURE


This is the most contemporary stage of our

dial system. Here, the visual mark becomes

a texture – evoking the intensity of self-

improvement. Like its predecessor, it’s

designed to look bold and competitive.

27IDENTITY

THE VERTICAL LOGO “DIAL”


TRADITIONAL CONTEMPORARY

The main purpose of this system is to give

flexibility to our logo. It goes from a traditional

usage to a more contemporary one.

28IDENTITY

THE HORIZONTAL LOGO “DIAL”


TRADITIONAL CONTEMPORARY

The main purpose of this system is to give

flexibility to our logo. It goes from a traditional

usage to a more contemporary one.


COLOR


30COLOR

PRIMARYPALETTE


Our colors are (an) integral part of our heritage.

They give us our personality. We’re bold,

competitive, calm intelligent and confident.

Different hues of blues are the base starting point.

Blue (represents) consciousness and intellect–the

main attributes of a total athleteC 100 M 100 Y 100 K 100C 0 M 0 Y 0 K 0C 100 M 52 Y 0 K 0

Pantone® 2935

31COLOR

C 10 M 10 Y 10 K 10Pantone® Cool Gray 4

C 86 M 49 Y 0 K 70C 86 M 49 Y 0 K 35


To add more variety, supplement primary colors

and broaden the range of possibilities when

establishing visual tone.

SECONDARYPALETTE

32COLOR

C 25 M 0 Y 100 K 0


An additional green is added as an accent color.

It be used only on IMG Academy Camp collateral.

TERTIARYPALETTE

33COLOR

SAMPLERATIOS


The use of primary and secondary colors can be

balanced in a variety of ways.


TYPOGRAPHY


35TYPOGRAPHYIMG ACADEMY BRAND GUIDELINES

Typography is a great way to establish voice and

personality for a brand.

And Serifa, our primary font is a great typeface to

help unify all of our brand communications.

Serifa is intelligent yet bold. A balance of classic and

modern. It has a timeless quality that gives it a long

shelf life.

It is also flexible. As evident by the varying weights.

Such flexibility will accommodate for a range of uses.

Serifa should be used for all printed communication.

And please do not substitute any other font for the

approved IMGA typeface.

It is the official primary font choice for IMG Academy.

And the more consistently we use it, the stronger

and more recognizable our brand will be in the

marketplace.

NOTE: When using Serifa, make sure it is legible and

has appropriate contrast.

Serifa

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*

Serifa


45 Light

55 Roman


Serifa


Serifa


65 Bold

75 Black

37TYPOGRAPHY

Trade Gothic LTD Standard



Trade Gothic LTD Standard


65 Bold

Bold No. 2

A classic sans-serif typeface that provides great

legibility in a range of sizes. Trade Gothic is extremely

versatile and ideal as an alternate text font courtesy

of it’s simple line quality. It is perfect for smaller

applications with limited space such as legal text,

charts, graphs, or other uses where increased

legibility is needed.

NOTE: Please do not substitute any other font for the

approved IMGA typeface.


Arial


Regular

Note : Arial is for web use only.

39TYPOGRAPHY

THE FONT “DIAL”


The type “dial” goes from informative to bold, depending

on the nature and target of the communication.

45 Light

Regular Bold No.2

55 Roman 65 Bold 75 Black

INFORMATIVE

TRADE GOTHIC LTD STD

SERIFA

EXPRESSIVE

40TYPOGRAPHY

TYPOGRAPHICHIERARCHY


The typeface Serifa 65 Roman has been chosen to

be the lead with all brand messaging. All headlines

should be designed using this typeface.

The typeface Trade Gothic LT STD Regular has been

chosen to be secondary font. All body copy and

paragraphs that require lots of text should be done

with this typeface.

The typeface Serifa 45 Light has been chosen to be

the tertiary font.

41TYPOGRAPHY

TYPOGRAPHICHIERARCHY CONT.


Typography is a key element to communicate our

unified personality. Our spirit is embedded in the

words and the type we use. Our lead font, Serifa 65

Roman, is strong and bold, yet it’s not overbearing.

Imagery can always be strengthened with strong

typography that’s not afraid to speak its mind.

42TYPOGRAPHY

TYPOGRAPHICALIGNMENT


Copy is best set left aligned or center justified.

This helps keep the tonality strong and the

layout bold.

43TYPOGRAPHY

TYPOGRAPHICEMBELISHMENT


When applicable, statistical data and other such

relevant information will be highlighted to heroicize

student accomplishment. In ads, on brochures or

wherever it may seem appropriate.


PHOTOGRAPHY


45PHOTOGRAPHY

ACTION SHOTS


Action shots can accomplish a lot. Aside from just

showing our people, they provide an opportunity to

highlight teamwork, competitiveness and the focus

we’re accustomed to.

Use wide-shots to broaden the perspective and

show more surroundings. Coaches, environment,

equipment, all can be captured in addition to

people in the photo to create a mood.

46PHOTOGRAPHY

FACE CROPS


Use close-ups to dial up the feeling of a moment.

When you get close enough to see eyes, facial

expressions, beads of sweat, it only adds to the

emotion of the photo.

47PHOTOGRAPHY

ACADEMICACTION SHOTS


Action shots can accomplish a lot. Aside from just

showing our people, they provide an opportunity to

highlight teamwork, competitiveness and the focus

we’re accustomed to.

Use wide-shots to broaden the perspective and

show more surroundings. Coaches, environment,

equipment, all can be captured in addition to

people in the photo to create a mood.

48PHOTOGRAPHY

ACADEMIC FACE CROPS


Use close-ups to dial up the feeling of a moment.

When you get close enough to see eyes, facial

expressions, beads of sweat, it only adds to the

emotion of the photo.

49PHOTOGRAPHYIMG ACADEMY BRAND GUIDELINES

Passionate. Intimate. Authentic. Raw. Ownable.

In the world of sports, drama is good. Photos should

be retouched and graded to create drama. It gives

us authenticity.

Sports are about action, movement. Our photogra-

phy should depict young athletes in their element.

Always competitive. Always achieving. Never posed.

Teamwork is part of our DNA. Showing young ath-

letes competing in their teams or getting coached

should be done when appropriate.

Tension and contrast is key.

Original

50PHOTOGRAPHY

PHOTOGRAPHICTREATMENT


Color photos should be saturated to enhance

the realness.

51PHOTOGRAPHY

PHOTOGRAPHICTREATMENT CONT.


Black and white photos should be high in contrast.

This tone of color is best used when trying to

establish heritage.


APPLICATIONS


60WORKOUT APPARELAPPLICATIONSIMG ACADEMY BRAND GUIDELINES

61WORKOUT APPARELAPPLICATIONSIMG ACADEMY BRAND GUIDELINES

62APPLICATIONS STATIONARYIMG ACADEMY BRAND GUIDELINES

63APPLICATIONS FULL PAGE ADVERTISEMENTIMG ACADEMY BRAND GUIDELINES

64APPLICATIONS WEBSITEIMG ACADEMY BRAND GUIDELINES

65APPLICATIONS MARKETING EMAILIMG ACADEMY BRAND GUIDELINES

66APPLICATIONS POWERPOINT TITLE SLIDEIMG ACADEMY BRAND GUIDELINES

67APPLICATIONS POWERPOINT BODY SLIDEIMG ACADEMY BRAND GUIDELINES


USAGE


70INTRODUCTION

TRADEMARK USAGE


In order to maintain brand consistency, it is

important that the IMG Academies name be

used appropriately in text. It is also important to

retain proper trademark designation to uphold

trademark laws.

Brand-name usage in text.

The name IMG Academy should be used when referencing the

company. Just as our logo should not be altered, our name

should also remain unchanged.

Correct use of the IMG Academy is “IMG” in all caps and

“Academy” initial capped.

Trademark designation

The appropriate trademark designation must be used at

the first mention of the IMG Academy name in text and at

the most prominent use of the brand name in a printed

document. A trademark registration symbol ® must always

appear after the IMG Academy name, and a trademark notice

™ must always appear with the Ascenders symbol. The ®

and ™ are included with the logo artwork and are

set in the Serifa font.

71INTRODUCTION

NAMING AND TRADEMARK STANDARDS


Naming

Naming reaches across most organizations in the company and

touches both clients and employees. It includes names for events,

products, internal programs and systems. IMG names and marks

are presented and marketed across all brand touchpoints. Because

our names and marks have such a pervasive reach, it is critical to

develop and use them consistently with the IMG brand strategy.

The Marketing Team is here to help you develop strategically sound

names and marks that make good business sense for both IMG and

our clients. Please go to http://imgbrandmanagement for

further details.

Trademark designation

A trademark is a word, name, logo or other ‘device’ (which can

include, among other things, color, sound or product configuration)

that identifies a company’s products or services and distinguishes

them from others. A trademark may consist of a name only, a

design only or a combination of elements.

While trademark rights may be acquired simply by using a mark on

or in connection with goods or services, IMG generally will apply

to register the mark with the United States Patent and Trademark

Office (USPTO) to achieve maximum protection. Significantly,

US law allows an ‘intent-to-use application’ to be filed before a

trademark is used, and doing so is the preferred practice (to avoid,

among other things, third parties filing applications for the same

or similar name after announcement of a new brand, but before

use). A name that is ‘merely descriptive’ may not be immediately

protectable as a trademark (even with an application filed), so

it is important to get appropriate input if a mark is viewed as

significant and proprietary but potentially lacking a high level

of distinctiveness.

Copyright protects ‘original works reduced to tangible form,’ which

basically means any writings or designs put on paper, web sites or

other material. Significantly, the design element of a mark may be

subject to both trademark and copyright protection. The Trademark

Group will also help determine whether to pursue registration with

the Copyright Office (in addition to trademark registration with

the USPTO). If someone other than an IMG employee develops

any material, it is extremely important to address the issue of

ownership of copyright rights.

Unlike patent or copyright rights, which have a limited term,

trademark rights continue indefinitely as long as the mark is not

abandoned (through lack of use) or permitted to lose its trademark

significance and become a generic term. Trademark rights can

be lost if a term becomes generic (e.g., escalator, cellophane,

thermos, gold card and yo-yo all once were valuable trademarks),

and thus it is important that IMG and its licensees use trademarks

consistently and correctly.

Please refer to http://imgbrandmanagement for further details on

the trademark process.


THANK YOU


VISUAL STANDARDS GUIDELINE - IMG Academy · a clear message through design, voice, imagery, layout,...

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