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San Francisco City Football Club Brand Identity Guide

2


Table of contents

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

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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 cityfootball@sfcityfc.com and we will be glad to offer a little help.

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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 -

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San Francisco City Football Club Brand Identity Guide

Primary Colors

GOLD IN PEACE, IRON IN WAR. Official motto of San Francisco

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.

Black Iron

California gold

CITY RED

C:60 M:60 Y:40 K:100

pantone 116

pantone 186

CMYK

RGB

C:......................60 R:.........................0 M:.....................60 G:........................0 Y:......................40 B:.........................0 K:....................100

CMYK

RGB

CMYK

RGB

C:.........................0 R:................... 255 M:...................... 16 G:................... 210 Y:....................100 B:.........................0 K:.........................0

C:.........................0 M:...................100 Y:....................... 81 K:.........................4

R:....................227 G:..................... 24 B:...................... 55

Pantone Formula Guide Yellow.......................................... 97.00 Warm Red..........................................3

Pantone Formula Guide Warm Red................................ 73.90 Rub. Red................................... 24.60 Black................................................ 1.50

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

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Identity

Secondary Colors

Iron Accent

Gold accent

Red Accent

PantonE 425

pantone 121

pantone 710

CMYK

RGB

C:.........................0 R:...................... 95 M:........................0 G:.....................96 Y:.........................0 B:......................98 K:.......................77

White

CMYK

RGB

C:.........................0 R:................... 255 M:........................0 G:.................. 255 Y:.........................0 B:................... 255 K:.........................0

CMYK

RGB

CMYK

RGB

C:.........................0 R:................... 255 M:....................... 11 G:.................. 222 Y:......................69 B:.................... 108 K:.........................0

C:.........................0 R:.................... 241 M:..................... 79 G:.....................93 Y:...................... 58 B:......................94 K:.........................0

Gold Shade

Red Shade

pantone 118

pantone 1807

CMYK

RGB

C:.........................0 R:.................... 196 M:...................... 18 G:................... 160 Y:....................100 B:.........................6 K:...................... 27

CMYK

RGB

C:.........................0 R:......................181 M:...................100 G:...................... 18 Y:......................96 B:...................... 27 K:...................... 28

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

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San Francisco City Football Club Brand Identity Guide

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.

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Identity

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San Francisco City Football Club Brand Identity Guide

Secondary mark 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.

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Identity

Alternative mark 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.

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San Francisco City Football Club Brand Identity Guide

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.

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Identity

Color Variations

Kerning x

}

x

x

x

x

x

x

x

x

x

x

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.

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.

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San Francisco City Football Club Brand Identity Guide

Typeface - Secondary

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

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

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Identity

Typeface - Secondary

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

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.

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San Francisco City Football Club Brand Identity Guide

Typeface - Secondary

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

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.

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Identity

Typeface - Secondary

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

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

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San Francisco City Football Club Brand Identity Guide

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.

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San Francisco City Football Club Brand Identity Guide

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

letterhead – 8.5 x 11”

business card - 3.5 x 2”

steven Kenyon Vice President, community deVeloPment

San FranciSco city Football Club

steven@sfcityfc.com 619.884.7838 | www.sfcityfc.com san francisco city football club

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

San FranciSco city Football Club Gold in peace. iron in war. | www.SFcityFc.com

#10 envelope - 9.5 x 4.125”

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Identity

Stationery + Documents

Note On Letterhead:

letterhead – In Use - Regular stationary (Page 1)

Pay attention to use correct margins on letterhead. This will help deliver a consistent message across all communications.

San FranciSco city Football Club

Allow 3 3/8” Margin From Top Of page

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

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

lorem ipsum dolor sit amet, nullam vel, proin at id euismod urna, fermentum pellentesque id dignissim numquam metus. Massa et eleifend, vel libero suspendisse gravida morbi, quam odio dignissim nibh. aenean eu. Est felis vestibulum id, aliquam magna hac, suspendisse ac nisl nisl, nec velit inceptos duis ac suspendisse, eum turpis neque tellus arcu fermentum imperdiet. Elit volutpat pellentesque, ullamcorper cursus pede dui etiam faucibus per, libero eget, id ullamcorper. lacinia imperdiet. Sed tincidunt elementum, mi neque. Massa interdum porta maecenas 1” margin sed justo vel, fermentum elit, lacinia in congue nam, suspendisse sit lorem pellentesque. Velit leo 1” margin in a viverra quam, id eu quis quia, nunc nec arcu, velit maecenas tincidunt vel pede non ipsum, luctus ratione et hymenaeos aenean enim.

the bottom left corner of this page.

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letterhead – In Use - Press release format

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San FranciSco city Football Club

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

For immediate releaSe aPril 24tH, 2015

media contact: Charles Wollin ................. 415-259-7189................charles@sfcityfc.com

Allow 1.5” Margin From Bottom Of page

Jacques Pelham ......... 415-713-4317............... jacques@sfcityfc.com

preSS releaSe headline placeholder SubHEaDliNE PlaCEHolDEr

Letterhead - Subsequent pages (page 2+)

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Subsequent pages uses 1” margin all around

San FranciSco, caliF.

lorem ipsum dolor sit amet, nullam vel, proin at id euismod urna, fermentum pellentesque id dignissim numquam metus. Massa et eleifend, vel libero suspendisse gravida morbi, quam odio dignissim nibh. aenean eu. Est felis vestibulum id, aliquam magna hac, suspendisse ac nisl nisl, nec velit inceptos duis ac suspendisse, eum turpis neque tellus arcu fermentum imperdiet. Elit volutpat pellentesque, ullamcorper cursus pede dui etiam faucibus per, libero eget, id ullamcorper. lacinia imperdiet. Sed tincidunt elementum, mi neque. Massa interdum porta maecenas sed justo vel, fermentum elit, lacinia in congue nam, suspendisse sit lorem pellentesque. Velit leo in a viverra quam, id eu quis quia, nunc nec arcu, velit maecenas tincidunt vel pede non ipsum, luctus ratione et hymenaeos aenean enim. Nec interdum congue ut ante, fermentum vitae lacinia nunc tempus litora fringilla. Mollis commodo. Vehicula ut vitae sem, morbi vitae, pulvinar voluptatibus phasellus. Nulla eros elit mauris ligula, sapien placerat. Wisi tristique non accumsan id. Etiam scelerisque nobis sed torquent et. lacinia elit imperdiet. Volutpat semper, eros libero in rutrum morbi, velit blandit. Nec et velit at curabitur ligula commodo, phasellus felis, mauris arcu primis consequat bibendum quisque, egestas purus et nibh wisi posuere ullamcorper, ac proin augue. ut est convallis ridiculus, venenatis nec rerum curabitur eget metus, tellus suscipit quam sit lorem dui, quisque quisque ullamcorper. Diam donec. Eget montes integer libero libero urna, etiam nunc et id egestas eget. Habitant suscipit euismod, velit libero nibh et, urna a auctor, ut donec ut dolor nulla. Volutpat sollicitudin amet curabitur, arcu sed fusce facilisis per non ac, libero in pulvinar wisi nibh amet. tincidunt sodales. Pede viverra lectus, magna vel, quisque leo velit nec sed odio. Eget donec vel. Cum vitae libero, in mi nibh at nullam, maecenas tellus sed egestas tempus.

Nec interdum congue ut ante, fermentum vitae lacinia nunc tempus litora fringilla. Mollis commodo. Vehicula ut vitae sem, morbi vitae, pulvinar voluptatibus phasellus. Nulla eros elit mauris ligula, sapien placerat. Wisi tristique non accumsan id. Etiam scelerisque nobis sed torquent

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San Francisco City Football Club Brand Identity Guide

IDENTITY STANDARDS

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.

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Resources

Protecting The Primary Mark 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 Uses

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

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

SFCFC Primary Markto be used when printing in grayscale (black and white).

SFCFC Primary Mark To be used when One Color Imprinting or Silk Screening When using a Light Ink on a Dark Background

Proper use for grayscale printing. File: SFCFC 2015 - Grayscale.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 SFCFC Primary Mark To be used when One Color Imprinting or Silk Screening When using a Dark Ink on a Light Background

One Color Imprinting or Silk Screening (Dark Ink on a Light Background) File: SFCFC 2015 - One Color - Lightfield.eps

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San Francisco City Football Club Brand Identity Guide

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 x

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x x


Resources

Safety Margin

x

x x

x

x

x x

x x

x

ExampleS Safety margin used incorrectly

Safety margin used correctly

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San Francisco City Football Club Brand Identity Guide

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.

CORRECT

INCORRECT

CORRECT

INCORRECT

CORRECT

INCORRECT

CORRECT

INCORRECT

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 be used as a repeated element in closed patterns.

26


Resources

USING PROPER ARTWORK + COLORS 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.

CORRECT

INCORRECT

CORRECT

INCORRECT

CORRECT

INCORRECT

CORRECT

INCORRECT

CORRECT

INCORRECT

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

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.

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San Francisco City Football Club Brand Identity Guide

using logos + wordmarks

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.

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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 cityfootball@sfcityfc.com @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.

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Acknowledgements

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.

SF City FC - Brand Identity Guidelines - Web Version  
SF City FC - Brand Identity Guidelines - Web Version  
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