SH2OUT Brand Guidelines

SH2OUT BRAND GUIDELINES

SH2OUT BRAND GUIDELINES

WELCOME TO THE PARTNERSHIP

WHO WE ARE

Open water swimming has been the subject of rapid growth. British Triathlon and The Royal Life Saving Society UK (RLSS UK) have jointly recognised the positive impact of this growth and the need for improved advice and guidance coupled with dedicated services to support continued success and growth.

SH2OUT is our new identity. This identity will be used for the delivery of every element of The Open Water Swimming Strategy.

This partnership has been developed to further promote and progress open water swimming and the safety within the sport. By contributing to the sport’s growth, the partnership will provide appropriate resources and support the development of standards, to ensure a safe and compelling experience.

We will seek to gain recognition and endorsement by the National Water Safety Forum. Project SH2OUT is committed to supporting The UK Drowning Prevention Strategy 2016-2026.

SH2OUT will promote safety and enjoyment in open water swimming, by achieving our five strategic objectives.

SH2OUT BRAND GUIDELINES

OUR VISION To promote safety and enjoyment in open water swimming.

STRATEGIC OBJECTIVES SAFE VENUES Delivering a publicly recognised quality standard for open water swimming venues QUALITY EVENTS Ensuring open water swimming events are delivered to approved standards VIBRANT COMMUNITY Providing a compelling offer to all open water swimming participants INSPIRING PARTICIPATION Develop a clear and supportive participation pathway, enabling more people to take part in open water swimming INDUSTRY GUIDANCE Provide market leading education, support and advice to the triathlon and lifesaving community

SH2OUT BRAND GUIDELINES

BRINGING THE IDENTITY TO LIFE VISUAL IDENTITY

SH2OUT BRAND GUIDELINES

SH 2 OUT THE BRAND The logo has been created to maximise and represent the partnership of British Triathlon and the Royal Life Saving Society (RLSS UK). The use of the perry buoy provides a representation of RLSS UK and safety within water, yet the British Triathlon identity is what will be seen throughout the brand with it’s fonts and colours.

The brand should always be seen alongside the British Triathlon and RLSS UK partnership lock-up.

USING THE LOGO

SH2OUT BRAND GUIDELINES

LOGO VARIATIONS The logo has been created in both vertical and horizontal compositions so it can be used in all situations without having the logo manipulated or changed in anyway to fit various dimensions.

The horizontal logo is the first choice, with the square vertical option being the alternative when the horizontal logo is not suitable.

The full colour option should be used where possible, but both the white and monochrome versions can be used when required.

The use of the full colour logo can be used on either a white area of a background where it will not be lost or within a white square background over a busy image.

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SH2OUT BRAND GUIDELINES

HORIZONTAL LOGO The horizontal logo is the first choice, or main logo which should always be used in colour where possible.

SAFE AREA To ensure the legibility of the logo, it must be surrounded with a minimum amount of clearspace. This isolates the logo from competing elements that may detract attention and lessen the overall impact.

The clear-space minimum in the horizontal logo is equal to the height of the 2 all the way around the logo.

Using the logo in a consistent manner across all applications helps to both establish and reinforce immediate recognition of SH2OUT and the partnerships.

MINIMUM SIZE The minimum size the horizontal logo should be used at is 15mm in height, this is to preserve the legibility and stand out of our brand mark.

Online it should be used at a minimum of 43px in height.

15mm or 43px

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SH2 UT LOGO USES DON’TS

1. Don’t change the logo’s orientation.

2. Don’t change the logo colours.

3. Don’t crop the logo in any way.

4. Don’t add “glow” or “drop shadow” effects to the logo.

5. Don’t change the size or placement of any logo elements.

6. Don’t stretch or squeeze the logo to distort proportions.

7. Don’t change the fonts within the logo.

8. Don’t frame or outline the logo.

9. Don’t reconfigure the logo.

SH2OUT BRAND GUIDELINES

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VERTICAL LOGO

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The vertical logo is the secondary logo, and should be used when the horizontal logo isn’t appropriate.

To ensure the legibility of the logo, it must be surrounded with a minimum amount of clearspace. This isolates the logo from competing elements that may detract attention and lessen the overall impact.

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Using the logo in a consistent manner across all applications helps to both establish and reinforce immediate recognition of SH2OUT and the partnerships.

MINIMUM SIZE The minimum size the vertical logo should be used at is 25mm in height, this is to preserve the legibility and stand out of our brand mark.

Online it should be used at a minimum of 100px in height.

25mm or 70px

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SAFE AREA

SH2OUT BRAND GUIDELINES

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LOGO USES DON’TS

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1. Don’t change the logo’s orientation.

2. Don’t change the logo colours.

3. Don’t crop the logo in any way.

4. Don’t add “glow” or “drop shadow” effects to the logo.

5. Don’t change the size or placement of any logo elements.

6. Don’t stretch or squeeze the logo to distort proportions.

7. Don’t change the fonts within the logo.

8. Don’t frame or outline the logo.

9. Don’t reconfigure the logo.

SH2OUT BRAND GUIDELINES

THE LOCK-UP Sometimes there is the need for additional text to be added to the logo, this would be seen as the lock-up. The lock-up gives the brand the opportunity for product recognition.

This text can only be added to the vertical logo with a separation line in-between the logo and the text. The text should fit the length of the logo fully, and where necessary go over to a second line. The text should always fit the logo evenly.

An example where the lock-up logo would be used is for venue accreditation.

ACCREDITED VENUE 2017 The lock-up addition text size can change depending on the amount of text required.

It should always be Trebuchet MS in the brand blue to match the logo.

SH2OUT ACCREDITED VENUE 2017

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The space between the 2 on the logo and the text from the lock-up should the same distance as the 2 apart, with the lock-up line evenly spaced in the middle.

SH2OUT BRAND GUIDELINES

USING THE LOGO OVER PHOTOGRAPHS When overlaying the logo over a photograph, one needs to ensure that the logo has full clarity and stands out from the photograph and does not get lost within the background.

There are different options for using a logo over a photograph.

OPTION 1: This is the preferred option and where possible we would like to use the full colour horizontal logo over a light area of a background so the logo has full legibility.

OPTION 2: When the photo has a very dark background instead of the full colour horizontal logo we will replace it with the white logo.

OPTION 3: When there is a busy background we will use the full colour vertical logo in the white safe area box underneath the logo, which allows the logo to still have clarity over the image.

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USING THE IDENTITY

SH2OUT BRAND GUIDELINES

SH 2 OUT THE PARTNERSHIP LOCK-UP The main partnership is between British Triathlon and RLSS UK. The brand has been designed that these organisations are shown through the representation of the SH2OUT brand.

If the decision is made for an additional partner to support delivery of the entire strategy or one of the strategic objectives, the brand has been developed so that the partner can be added to the partnership lock-up.

WHERE SHOULD THE PARTNERSHIP BE USED? The partnership lock-up will be used to identify the current partners of SH2OUT. There will be two rules for when the lock-up should be used.

RULE 1: The partnership lock-up should always be used when the brand will be seen as a stand alone. In other words when there is no other representation of the partnership. Here the SH2OUT logo will be seen as the primary logo with the partnership lock-up underpinning it. An example of where this would be used is on documentations and certificates.

RULE 2: The partnership lock-up will not be required when seen alongside other partnership branded assets such as social media assets.

Here the SH2OUT logo will take primary position after dropping the partnership lock-ups. The reason for removing the lock-ups is due to lack of space on elements such as social posts.

Narrowing this down, we would like to use the partnership lock-up as much as possible, having Rule 1 as the main option, but where there is not enough space for the lock-ups Rule 2 will be used.

ADDITIONAL PARTNERSHIP LOGO

SH2OUT BRAND GUIDELINES

BRAND ELEMENTS The graphic elements are derived from the brand perry buoy and swimmer element of the logo. They should have a transparency between 20-50%.

The graphic should not take over more than 25% of the piece of communication, and should always sit within the corner of a page, slightly off the edge of the page as shown on the right.

The perry buoy represents the safety element of the brand and should be an element used to highlight this throughout elements of design.

It can be used in both full colour on a white background or over a photograph or in white over a single coloured background.

SH2OUT BRAND GUIDELINES

COLOUR PALETTES Our colour palette is built up of a combination of the British Triathlon and RLSS UK brand colours to bring in the consistency and representation of the two brand building a partnership.

The dark grey should be used mostly for main body text, with the red and the blue mainly being used for headings and design elements.

The yellow should be used sparingly and as an additional colour to the palette.

R255 G211 B0 C0 M16 Y100 K0 Pantone 116 #ffd300

R208 G18 B45 C11 M100 Y82 K3 Pantone 186c #d0122d

R30 G66 B138 C99 M80 Y12 K1 Pantone 7687c #1e428a

R87 G87 B86 C0 M0 Y0 K80 Grey 80% Black #575756

SH2OUT BRAND GUIDELINES

OUR FONTS IN PRINT

THIS IS A HEADLINE

Our brand fonts follow those of British Triathlon.

All our fonts are clean and contemporary, designed to be easily readable and look professional, even at smaller point sizes.

This is Brandon Grotesque, Light set at 10 point with 12 point leading. It is small body text. Main body text can be used between the sizes of 8 point and 12 point with respective leading.

Headlines utilise Trebuchet MS Bold and body copy uses Brandon Grotesque Light or Medium (for bolder sections) italic versions can also be used where required. To keep this consistency, we don’t use any other typefaces. Although where Brand Grotesque is not an option, Trebuchet MS Regular should be used.

OUR WEB SAFE FONTS Trebuchet MS, Bold should be used for headlines and Trebuchet MS, Regular is used for body copy when a web safe font is required.

Trebuchet MS, Bold

Brandon Grotesque, Light This is Brandon Grotesque, Light set at 10 point with 12 point leading. It is small body text. Main body text can be used between the sizes of 8 point and 12 point with respective leading.

Brandon Grotesque, Medium Sub-headings should be used between the sizes of 14 point and 18 point and should not be used for more than 50 words. These can be used in Brandon Grotesque, Light and Medium and Trebuchet MS. When tracking is being used it must between -20 and 20 for main body and -20 and 100 for headings.

OUR FONTS FOR INTERNAL DOCUMENTS Trebuchet MS, Bold should be used for headlines and Trebuchet MS, Regular is used for body copy when a font is required for internal documents.

SH2OUT BRAND GUIDELINES

USING THE ‘2’ When looking at typing the identity name ‘SH2OUT’ we prefer to have the ‘2’ subscripted (smaller and below the baseline). This is ideally the first option in how SH2OUT should be written in text form, which highlights the H2O element of the brand name. We understand that this is not always possible and can often add additional time when talking about the brand. To ensure the brand gets represented properly we have created 2 rules for how the ‘2’ should be written.

RULE 1 When writing any form of word document, other important document or when representing the brand as a first point of contact. For instance, if it is the first time someone has come in contact with SH2OUT then it should be written as a subscripted ‘2’ – SH2OUT. Examples of where the subscripted ‘2’ should be used is in all documents, presentations and all forms of printed assets. It should also be used on the website. This should be the first choice when the brand is public facing.

RULE 2 Rule 2 should be implemented when working on an internal basis. For instance in emails and internal communications. Rule 2 is the second option to save time when responding internally and access to the subscripted ‘2’ isn’t as easy.

When using Rule 2 SH2OUT should be written all in capitals - SH2OUT. There is only one exception to the use of Rule 2, when the brand is public facing, and this is in social media posting. When posting on social media and replying to public posts it would take too much time to write SH2OUT with the subscripted ‘2’, so we have allowed the exception to have SH2OUT written in capitals.

SH2OUT BRAND GUIDELINES

PHOTOGRAPHY Our photography should celebrate our sport.

It should be natural and not staged, capturing moments and emotions. Mid or post-action shot, of people participating, or having just taken part in the sport is ideal for showing the dynamism, personality and competition within open water swimming. Not only should it show open water swimming, but also the safety side of the sport.

Shots can be colour or black and white, which can add a little drama to a more official document.

SH2OUT BRAND GUIDELINES