Brand Standard Guidelines

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1 Brand Standard Guidelines

2 Table of Contents Primary Mark 3 Secondary Mark 14 Pennant 23 Super Graphic Primary Mark: Introduction 2.1 Secondary Mark: Introduction 3.1 Pennant: Introduction 4.1 Super Graphic: Introduction 1.2 Full Color 2.2 Full Color 3.2 Overview 4.2 Overview 1.3 Grayscale 2.3 Acceptable Usage 3.3 Angle Measurements 4.3 Rotation 1.4 Unacceptable Usage 2.4 Unacceptable Usage 3.4 Content Usage 4.4 Applications 1.5 Clear Zone 2.5 Clear Zone 3.5 Supporting Usage 4.5 Unacceptable Usage 1.6 Applications 2.6 Applications 3.6 Applications 3.7 Unacceptable Usage 3.8 Pennant Overlay School Specific 41 Affiliations 45 Look Tools Kit School Specific: Introduction 5.2 Full Color 6.1 Affiliations: Introduction 6.2 Endorsements 6.3 Extensions 7.1 Look Tools Kit: Introduction 7.2 Typographic System 7.3 Color Palette 7.4 Photo Integration 7.5 Correct Application to Photography 7.6 Incorrect Application to Photography 7.7 Pattern Learfield Brand Style Guide 2

3 PRIMARY MARK

4 1.1 Primary Mark Introduction The Learfield Primary Mark is the most immediate representation of our company, our people and our brand. It is a valuable corporate asset that must be used consistently in the proper, approved forms. Consistent usage of the Learfield Primary Mark is absolutely essential. The logo is symbolic of our steadfast reputation for excellence, our dedication to our university partners and our focus on the future.

1.2 Primary Mark Full Color The black typeface with the red pennant will serve as the most universally recognized Primary Mark, and should be used whenever possible.

5 1.2 Primary Mark Full Color The black typeface with the red pennant will serve as the most universally recognized Primary Mark, and should be used whenever possible. This version of the Primary Mark should only be used on white or light backgrounds. However, additional color options are available to provide sufficient contrast between the background color and the Primary Mark. This version of the Primary Mark should only be used on black or dark backgrounds. This version of the Primary Mark is to be used only when the background color would render the above marks illegible. This version of the Primary Mark is to be used only when the background color, texture or pattern would render the above marks illegible. Learfield Brand Style Guide 5

6 1.3 Primary Mark Grayscale Grayscale marks should be used when color is not available. This is the acceptable presentation of the grayscale Primary Mark for white or light backgrounds. This is the acceptable presentation of the grayscale Primary Mark for black or dark backgrounds. This is the acceptable presentation of the grayscale Primary Mark for background colors that would render the above marks illegible. Learfield Brand Style Guide 6

7 1.4 Primary Mark Unacceptable Usage The Learfield Primary Mark should not be altered in any way. Here are some examples of unacceptable usage of the Primary Mark. While only the black type and red pennant version is shown here, these rules apply to all Learfield marks, including subbrands and partner lockups. Do NOT move position of pennant Do NOT flip or rotate pennant Do NOT change the shape of the pennant Do NOT rotate Do NOT skew Do NOT scale the pennant Do NOT add a drop shadow Do NOT blur Learfield Brand Style Guide 7

8 1.5 Primary Mark Clear Zone In order to remain clean, consistent and prominent, all Learfield Marks should be surrounded by clear space to determine the minimum distance between the mark and all other graphic elements. 1x 1.5x 1.5x 1.5x 1.5x 1.5x 1.5x 1.5x 1.5x Learfield Brand Style Guide 8

9 1.6 Primary Mark Application Business Card Example This is the business card template to be used by Learfield Corporate employees for all related business communications. Notice the consistent use of Gotham as the typeface for all information. Learfield Brand Style Guide 9

10 1.6 Primary Mark Application Floor Poster Display Example This is an example of a the Primary Mark on an interior floor poster display. Learfield Brand Style Guide 10

11 1.6 Primary Mark Letterhead Specification Displayed to the right is the letterhead to be used as official correspondence from Learfield employees..75 inches.75 inches Follow this example, including the recommended margins for letter placement, to maintain consistency in all Learfield letter communications. 1.5 inches The Learfield Primary Mark should be displayed.75 inches from the top right edge of the letterhead. The top margin should be 1.5 inches from the top of the page. The address text and Learfield Secondary Mark should be displayed 1 inch from the bottom of the letterhead.. 1 inch Learfield Brand Style Guide 11

12 1.6 Primary Mark Application Stationary Example This is the stationary to be used by Learfield Corporate employees for all related business communications. Notice the consistent use of Gotham as the typeface for all information. Learfield Brand Style Guide 12

14 SECONDARY MARK Learfield Brand Style Guide 14

2.1 Secondary Mark Introduction The Secondary Mark is subordinate to the Primary Mark as an endorsing or complimentary element, in an 80% to 20% size ratio relationship relative to the Primary Mark.

15 2.1 Secondary Mark Introduction The Secondary Mark is subordinate to the Primary Mark as an endorsing or complimentary element, in an 80% to 20% size ratio relationship relative to the Primary Mark. Use of the Secondary Mark should be limited, especially in the initial launch phases of the new Learfield brand identity. The Secondary Mark will only be used with approval and will never be stacked, locked-up or side by side with the Primary Mark. Use of the Secondary Mark is limited to select situations and applications in strict compliance with the examples set forth in the following pages. Learfield Brand Style Guide 15

16 2.2 Secondary Mark Usage Full Color As a true secondary communicator, the Secondary Mark extends Learfield s identity in a bold, consistent and visually-memorable manner. This version of the Secondary Mark should only be used on white or light backgrounds. The Secondary Mark will need to be applied to a myriad of different background colors. Use this page to help determine which version works best. This version of the Secondary Mark should only be used on black or dark backgrounds. This version of the Secondary Mark is to be used only when the background color would render the above marks illegible. Learfield Brand Style Guide 16

2.3 Secondary Mark Acceptable Usage The Secondary Mark is to be used where size limitations don t

Smartphone App tile or social media icon.

Primary Mark is already present in the experience (e.g. certain social media pages).

17 2.3 Secondary Mark Acceptable Usage The Secondary Mark is to be used where size limitations don t allow for the Learfield Primary Mark and/or where a shortcut graphic is preferred, such as on a Smartphone App tile or social media icon. The Secondary Mark should only be used in executions: THREE To represent Learfield when the Primary Mark is already present in the experience (e.g. certain social media pages). To compliment the Primary Mark ONE and further communicate the Learfield Brand from an ancillary location (e.g. apparel). TWO When special restrictions or size limitations make the full logo impossible (e.g. app icon). FOUR To support the Primary Mark and further endorse Learfield s university partnerships (e.g. school-specific promotions). Learfield Brand Style Guide 17

18 2.4 Secondary Mark Unacceptable Usage The Learfield Secondary Mark should not be altered in any way. Here are some examples of unacceptable usage of the Secondary Mark. Do NOT move the position of pennant Do NOT overlap Do NOT flip or rotate pennant Do NOT change the shape of the pennant Do NOT scale the pennant Do NOT rotate Do NOT skew Do NOT add a drop shadow Do NOT blur Learfield Brand Style Guide 18

5x NOTE Use good judgment to ensure legibility. A mark that is too small doesn t serve any communicative function.

19 2.5 Secondary Mark Usage Clear Zone The protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. 1.5x In all mediums, the preferred amount of clear space around the mark is equal to 1.5x the height of the leg of the L. 1.5x 1.5x NOTE Use good judgment to ensure legibility. A mark that is too small doesn t serve any communicative function. There may be cases where it is difficult to allow the full-recommended clear space (e.g., a very small display ad), and your best judgment should prevail. 1.5x 1x Learfield Brand Style Guide 19

20 2.6 Secondary Mark Application Apparel Golf Shirt Example The recommended presentation of the Learfield Brand Identity on golf shirts is shown here, with placement of the Primary Mark on the front of the shirt between the collar and sleeve arm. This should be supported via application of the Secondary Mark on the right sleeve, between the shoulder and cuff, with the pennant flowing in the same direction as the primary. The Secondary Mark should never compete with, nor be used directly in the space of the Primary Mark. Learfield Brand Style Guide 20

21 2.6 Secondary Mark Application Apparel Baseball Cap Example The recommended presentation of the Learfield Brand Identity on baseball caps is shown here with placement of the Primary Mark on the front panel of the hat. The primary should be supported via application of the Secondary Mark on the left side of the hat with the pennant flowing in the same direction as the primary. Learfield Brand Style Guide 21

23 PENNANT

24 3.1 Pennant Introduction The pennant is the key brand asset in our visual identity system. It symbolizes the future, forwardthinking and our deep connection to collegiate athletics. In addition to appearing in Learfield s Primary, Secondary and School Partnership marks, the pennant is used as a stand-alone graphic element to house content, replace common typographic symbols and serve as a connecting or framing device via the Pennant Pattern. The following pages provide instruction on how to use the Pennant properly.

25 3.2 Pennant Overview Rationale: The Pennant is a highly versatile element that possesses a direct correlation to college athletics. It provides nostalgia by creating an emotional connection between individuals and their respective alma matter. The bright red color of the Pennant exudes energy, excitement and passion. The forward-facing direction connotes the future and reinforces Learfield s commitment to progress and innovation. Learfield Brand Style Guide 25

26 3.3 Pennant Angle Measurements Pennant: The Pennant is derived from the Primary Learfield Mark. Here are the correct angle measurements Learfield Brand Style Guide 26

27 3.4 Pennant Content Usage As a stand alone graphic, the Pennant serves as a retaining element to house and frame content, such as imagery, video and copy. Learfield Brand Style Guide 27

3.5 Pennant Supporting Usage The Pennant serves as a supporting graphic element in

It can be used to accentuate standard markings, such as page numbers or to replace

In smaller capacities, the Pennant can be used to: THREE Serve as a highlighting

ONE Replace traditional typographical symbols, such as bullet points.

28 3.5 Pennant Supporting Usage The Pennant serves as a supporting graphic element in smaller capacities to further communicate and emphasize the Learfield brand. It can be used to accentuate standard markings, such as page numbers or to replace common typographical symbols, such as bullet points. In smaller capacities, the Pennant can be used to: THREE Serve as a highlighting element to strengthen Learfield s presence. ONE Replace traditional typographical symbols, such as bullet points. TWO Subtly communicate and accentuate the Learfield brand. FOUR Provide additional color and visual interest to photographic backgrounds. Learfield Brand Style Guide 28

3.6 Pennant Applications The black typeface with the red pennant will serve as the most universally recognized Primary Mark, and should be used whenever possible.

29 3.6 Pennant Applications The black typeface with the red pennant will serve as the most universally recognized Primary Mark, and should be used whenever possible. Rationale However, additional color options are available to provide sufficient contrast between the background color and the Primary Mark. Learfield Brand Style Guide 29

30 3.7 Pennant Unacceptable Usage The Pennant is only to be used as a stand alone graphic element in the previously mentioned retaining and supporting capacities. The size ratio, angle and presentation of the Pennant must be expressed consistently regardless of use and application. Here are some examples of unacceptable usage for the Alpha Pennant. Do NOT crop the pennant of the edge of the page Do NOT skew shape Do NOT blur Note: Use good judgment to ensure legibility. A mark that is too small doesn t serve any communicative function. There may be cases where it is difficult to allow the full-recommended clear space (e.g., a very small display ad), and your best judgment should prevail. Do NOT outline Do NOT add a drop shadow Do NOT use secondary pennant Do NOT point pennant to the left Do NOT point pennant down Do NOT combine pennants Learfield Brand Style Guide 30

31 3.8 Pennant Overlay The Pennant overlay is another element that provides an impactful brand message. It is used to add visual interest, customize photography and make imagery uniquely Learfield. Images should be treated consistently to ensure a cohesive look and feel for the Learfield brand. The Pennant overlay utilizes only the primary Learfield red. Legibility should never be compromised upon using the Pennant overlay. Pennant is placed at 78% opacity Learfield Brand Style Guide 31

32 SUPER GRAPHIC

33 4.1 Super Graphic Introduction The Super Graphic is a unique element of the Learfield Brand Identity. It is influenced by the Pennant to serve as a flexible graphic element to add visual interest and further communicate the Learfield Brand. The Super Graphic references momentum, forwardthinking and excitement. It is preferred for a variety of communications and applications that feature more atmosphere and less copy.

34 4.2 Super Graphic Overview As a graphic extension of the Learfield brand, the Super Graphic serves as a framing or supporting element to provide additional color and visual interest. Learfield Brand Style Guide 34

35 4.3 Super Graphic Rotation The Burst Graphic element is a graphic representation and derivative of the Alpha Pennant. It is created by rotating the Alpha Pennant between 15 and 50 degrees at an upwards angle. Once rotated, the edges of the Alpha Pennant should extend beyond the frame to create an abstracted shape. Rotate between 15 and 50 upwards 15 up 50 up Learfield Brand Style Guide 35

4.4 Super Graphic Applications The Burst Graphic

suggesting an infinite flow or partnership.

36 4.4 Super Graphic Applications The Burst Graphic Element is used to: THREE Accentuate content or add visual interest in video. ONE Serve as a framing element or sidebar to enhance layouts and imagery. TWO Strengthen the Learfield presence by suggesting an infinite flow or partnership. FOUR Serve as a powerful connecting device between elements and across executions. Learfield Brand Style Guide 36

4.4 Super Graphic Applications The black typeface with the red pennant will serve as the most universally recognized Primary Mark, and should be used whenever possible.

37 4.4 Super Graphic Applications The black typeface with the red pennant will serve as the most universally recognized Primary Mark, and should be used whenever possible. Rationale However, additional color options are available to provide sufficient contrast between the background color and the Primary Mark. Learfield Brand Style Guide 37

38 4.4 Super Graphic Applications The black typeface with the red pennant will serve as the most universally recognized Primary Mark, and should be used whenever possible. Rationale However, additional color options are available to provide sufficient contrast between the background color and the Primary Mark. Learfield Brand Style Guide 38

39 4.4 Super Graphic Applications The black typeface with the red pennant will serve as the most universally recognized Primary Mark, and should be used whenever possible. Rationale However, additional color options are available to provide sufficient contrast between the background color and the Primary Mark. Learfield Brand Style Guide 39

4.5 Super Graphic Unacceptable Usage While there is much flexibility in the

usage can occur easily and compromise the visual language it is meant to

Here are examples of incorrect usage of the Burst Graphic: Do NOT overlap

40 4.5 Super Graphic Unacceptable Usage While there is much flexibility in the application of the Burst Graphic, it is an essential element to communicate Learfield s brand, and as such, must be used with care. Because the burst element is very flexible in how it is applied, incorrect usage can occur easily and compromise the visual language it is meant to assist. Here are examples of incorrect usage of the Burst Graphic: Do NOT overlap Bursts Graphics Do NOT feather edge of the Burst Graphic Do NOT just show point of Burst Graphic Do NOT point Burst Graphic backwards Learfield Brand Style Guide 40

41 SCHOOL SPECIFIC

42 5.1 School Specific Introduction Our collegiate properties remain the foundation of our business. To solidify and express unity between Learfield and each property, we have established a visual identity system whereby the respective school s primary color will be reflected in the Learfield Pennant. Consistent usage of the following school partnership marks are crucial to properly express our unwavering commitment and loyalty to our collegiate partners.

43 5.2 School Specific Full Color The following guidelines articulate the rules governing color application to articulate Learfield s university partnerships. When endorsing university partnerships on white backgrounds, the university partner s primary color- -the color that prominently appears on the school s home uniform--will be applied to the pennant. The school specific marks should never be used on black. This is the standard university partnership application to appear on white or light backgrounds. Notice how UNC s primary school color is applied to the pennant. This is the standard university partnership application to appear on white or light backgrounds. Notice how Clemson s primary school color is applied to the pennant. This is the standard university partnership application to appear on white or light backgrounds. Notice how Missouri s primary school color is applied to the pennant. Learfield Brand Style Guide 43

45 AFFILIATIONS

46 6.1 Affiliations Introduction Although our Affiliate brands are directly associated and tied to Learfield, their marks contain unique identifying elements, separate from the corporate master brand. Our Affiliates play a critical role in the presentation of the master identity. To remain consistent and reduce brand dilution, it is crucial that all Affiliates use their official logo lock-ups presented herein. To remain consistent, our Affiliates are grouped into two categories: Endorsements and Extensions.

47 6.2 Affiliations Endorsements Endorsement lock-ups feature A Learfield Company underneath the Affiliate logo to clarify Learfield s involvement in a particular relationship. A LEARFIELD COMPANY Learfield Brand Style Guide 47

48 6.3 Affiliations Extensions Extension lock-ups feature the Learfield Primary Mark with the name of the Learfield property or extension listed underneath. Learfield Brand Style Guide 48

50 LOOK TOOLS KIT

51 7.1 Look Tools Kit Introduction The Look Tools Kit documents the creative components and design specifications that comprise Learfield s brand identity. It provides a visual language that allows us to express Learfield s image in ways that reflect our brand s values and vision. The Look Tools Kit should serve as a guideline to sustain a compelling corporate brand identity and to consistently communicate the brand to all target audiences.

52 7.2 Look Tools Kit Typographic System The typography chosen for Learfield plays a fundamental role in creating a consistent look on all materials. The official font for the Learfield Primary and Secondary Marks is Gotham. As with the logo, the consistent use of Gotham Bold and Gotham Light typefaces reinforces Learfield s brand identity. Primary Typeface: Gotham Bold Gotham Bold should be used for headlines and may be used for copy. Short headlines or labels can be all caps, otherwise headlines and subheads are sentence case. Secondary Type Face: Gotham Light Gotham Light should be used for extended running body copy in longer, multiple-page documents, such as datasheets and brochures. Gotham Bold AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUVvWwXxYyZz Gotham Bold Italic AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUVvWwXxYyZz Gotham Light AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUVvWwXxYyZz Gotham Light Italic AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUVvWwXxYyZz Learfield Brand Style Guide 52

53 7.2 Look Tools Kit Alternative Typographic System Gotham is always the preferred typeface, but for proposal and web-based writing, the use of Montserrat is also acceptable. Montserrat is web friendly and installed as a default font on your machine. As an alternative font, Montserrat should only be used for proposal and web-based writing. It should not be used in printed pieces, outdoor advertising or other non-screenbased applications. Montserrat may never be used as a substitute to Gotham for Learfield s identity marks and all other associated design elements. Montserrat Bold AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUVvWwXxYyZz Montserrat Regular AaBbCcDdEeFfGgHhIiJjKkLlMm NnOoPpQqRrSsTtUVvWwXxYyZz Gotham is always the preferred typeface, but for proposals and digital applications, the use of Montserrat is also acceptable. Learfield Brand Style Guide 53

54 7.3 Look Tools Kit Color Palette Primary colors used with relevant Learfield applications are listed in the chart below. Color chips are presented in Pantone, CMYK, RGB & Hex. RED Pantone 185 C CMYK 0, 98, 95, 0 RGB 238, 37, 41 HEX #ee2529 Pantone CMYK RGB HEX Black C 70, 50, 30, 100 0, 0, 0 # Pantone CMYK RGB HEX 422C 0, 0, 0, , 156, 156 #9c9c9c BLACK GREY Pantone CMYK RGB HEX -- 0, 0, 0, 0 225, 225, 225 #ffffff WHITE Learfield Brand Style Guide 54

55 7.4 Look Tools Kit Photo Integration Photos are an integral part of the Learfield look tools. Photography captures the passion and excitement of our client s fanbases. To treat photos consistently across all Learfield media, please follow the formula below to create image overlays. + = Image 100% Opacity Blend Mode: Normal Color Block (Pantone 185 C) 30% Opacity Blend Mode: Multiply Final Overlayed Image Place color block over photo in layer palette. Learfield Brand Style Guide 55

56 7.5 Look Tools Kit Correct Application to Photography When applying any of the Learfield marks to photography, ensure there is a clear zone to place the image into. Learfield Brand Style Guide 56

Avoid photos with busy backgrounds unless there is a clear area where the Learfield mark can be applied.

57 7.6 Look Tools Kit Incorrect Application to Photography When applying the Learfield marks to photography, be sure to use the correct marks which are intended for the purpose you have in mind. Avoid photos with busy backgrounds unless there is a clear area where the Learfield mark can be applied. Do not place the marks intended for use on dark backgrouds on areas of light, and vice versa. Do not place any of the Learfield Marks onto the busy area of a photograph. Learfield Brand Style Guide 57

58 7.7 Pennant Pattern The Pennant Pattern is constructed using the Alpha Pennant. Each pennant is of equal size and horizontally aligned to create angled columns. The Pennant Pattern is a key component of the wider brand identity and can be used as a backdrop for print, outdoor, digital and social advertising. Gray Black Red Learfield Brand Style Guide 58

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