UCanTri Brand Book

02

BRAND STRATEGY

THE LOGOS

Overview

Primary

Secondary

Submark

COLOURS

TYPOGRAPHY

Primary

05

BRAND ELEMENTS

Brand

06

07

IMAGERY

08

SOCIAL MEDIA

Social Media Avatars

Tiles Insagram

Instagram Highlights Banners

BRAND IN USE

Brand Application Brand Application

Brand Application

STRATEGY

WHO WE ARE

Here is where you are going to explain a little bit about the brand, who are they, what do they do, what are their goals.

UCanTri (UCT) is a group of individuals who got together for the love of life and a healthy lifestyle, who welcomes newbie and aspiring triathletes alike into the fold. The goal is not just to join multisport events but also to form a bond like no other, like a family, while still being able to keep up a healthy lifestyle and enjoying each other’s company in the process

OUR BRAND VALUES

Brand values determine UCanTri’s identity, message and personality. These brand principles guide story, actions, behaviours and decision making processes.

We create a happy atmosphere

Free of judgements, for all members of this family by helping each other out and encouraging each other in whatever his/her goal/s may be.

We are a family We are inclusive

Members of the family help and support each other, no matter what.

Whatever your age, state, you can start doing triathlon.

OUR BRAND PERSONALITY

Brand personality is a framework that helps UCanTri shape the way people feel about its service, values and mission.

UCanTri’s brand personality elicits an emotional response among its peers and its potential audience with the intention of inciting positive actions that benefit the team.

DETERMINED, DEDICATED, FAMILY-ORIENTED, HELPFUL, ENERGETIC, VISIONARY.

EXPERT, EMPATHETIC INCLUSIVE PROFESSIONAL

HONEST, DYNAMIC

PAGE/ 7 @gerarddesigns Branded keywords are keywords or phrases used by our potential audience and sport to seek more specific information about UCanTri.

LOGOS

OVERVIEW

We have a ‘branded house’ model where UCT is the masterbrand and our secondary logos are clearly endorsed by UCT. This approach should be adopted when branding any future acquisitions or product developments. Care should be taken not to confuse the viewer by keeping the number of logos as limited as possible. Each secondary logo should have a simple meaningful name that is pre-fixed by the parent UCT.

UCanTri

Our logo consists of three figures that represents individual sports. The orientation of the figures in the symbol respects the succession of disciplines; swimming-cycling-running. Additionally the orientation creates a never-ending cycle symbolizing motion and dedication to the discipline. The logo was stylized in such a way to depict fluidity and energy as well as to create an overall more approachable look to its elements. The logo is encased by a circle that not only holds all the elements together but also symbolizes community.

Lastly Hidden within the Logo are the letters U,C and T.

Placements: The complete logo should ideally be placed on the top left of any canvas.

UCanTri

UCT

MINIMUM WIDTH: 13MM, 50PX

PAGE/ 10 @gerarddesigns PRIMARY LOGO

SECONDARY LOGO

Our secondary logo consists of three shapes stylized to resemble the letters of the brand. The orientation of the figures creates a shape that is visually appealing, balanced and stable. The secondary logo’s purpose is to

further supplement the brand’s recallability and to serve as a stylized monogram version of the brand.

UCanTri

UCT

MINIMUM WIDTH: 25MM, 95PX

PAGE/ 11 @gerarddesigns Placements: The complete logo should ideally be used especially in smaller scale mediums.

SUBMARK

Submark logos are simple, small, but i dentifiable brand designs. Submarks fit in condensed spaces where the larger logo variations won’t work.

The main focus for the submark is its usage of bold lines and simple lines making them identifiable even when scaled down.

Placements: Use as Social media display image and favicon.

FAVICON

UCT

MINIMUM WIDTH: 20MM, 75PX

MINIMUM WIDTH: 8MM, 30PX

PAGE/ 12 @gerarddesigns A favicon is usually your logo down to it’s simplest form, and used mainly as the little icon next to your web address.

LOGO MISUSE

These are the common logo misuse. To ensure consistency throughout your brand please make sure that you do no use the logo in the below variations.

UCanTri

Do not change the letter colours

Do not rotate the logo

Do not outline the logo

Athletics

Do not add in a drop shadow

Do not add in any other text

Do not place the logo in a shape

Do not stretch or warp the logo

COLOUR PALETTE

Black: We use black as our base dark color to keep things simple but also to symbolize metal and cycling.

White: We use white as our base light color to keep things simple and to complement black.

Sky Blue: We use sky blue as one of our two accent colors. It doubles in meaning as a symbol for water and swimming.

Hot Pink: We use hot pink as one of our two accent colors. It doubles in meaning as a symbol for blood and running.

BLACK

#faf3f0

RGB: 250, 243, 240 CMYK: 1, 3, 3, 0

SKY BLUE

#18d8ef RGB: 24, 216, 239 CMYK: 60, 0, 11, 0

HOT PINK

#1d1d1b

RGB: 29, 29, 27 CMYK: 71, 65, 67, 90

WHITE

#00000 RGB: 0, 0, 0 CMYK: 0, 0, 0, 0

USING TINTS

Using our accent colors as extensions of our brand often creates a pairing with photography. And with photography, oftentimes we require some images to be overlayed with our colors. Here we use our accent colors and black as overlays utilizing transparency even percentages.

SKY BLUE

HOT PINK

BLACK

Here we see the usage of the logo on different colored backgrounds. When it comes to multicolored

backgrounds such as pictures, we use the white version.

PAGE/ 17 @gerarddesigns LOGO USAGE

TYPOGRAPHY

PRIMARY TYPEFACE

Here is UCT’s primary typeface. We use Mont Bold for our Headers and when highlighting important texts to signify emphasis and value. This font is very sharp and straightforward, perfect for a sporting culture.

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SECONDARY TYPEFACE

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HIERARCHY

Here is where you can show off the typographic hierarchy, how will each of the fonts in previous pages be used. What is the leading, tracking and kerning for each font.

THIS IS THE HEADLINE FONT

This font will be used for sub-headings.

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Horizontal Layout

H E R E

Vertical Layout Square Layout

BRAND MARKS

These are our brandmarks. It is the most valuable asset within our visual identity and should be treated as such. The brandmarks consists of two key elements as shown; the monogram and the discipline/sport exhibited. Both have been crafted specifically for UCT and they are uniquely ours.

Please only use supplied artwork files,do not attempt to recreate or redraw.

All brandmarks are also supplied as white versions so that they can be reversed out of dark backgrounds.

ICON SET

Our icon set is tailor-made for the the daily activites our brand experiences, helping to create a cohesive image throughout digital and print media.

BRAND PATTERN

Our brand pattern was created with the direction provided by our moodboard that revolves around the aesthetic provided by the 70s and 80s era Miami beach, famously depicted in Miami Vice and GTA Vice City from its colors, patterns all the way to photography and artstyle.

ILLUSTRATION STYLE

Our Illustrations serve as an extension of our brand elements alluding to the pop-art trend used in the 70s and 80s mixed in with neon line signages that were popular at the time, creating images that depict various activities and exercises.

IMAGERY

IMAGE DIRECTION

Our application on photography is an extension of our brand as it helps amplify our message. Ideally shots that create geometric angles, close-up shots or distant action shots would create a cohesive and impactful visual aid that supplements our brand.

SOCIAL MEDIA AVATARS

Use this space to show off the social media avatars the client will be using. Explain which colour variation will be used for what platform.

UCanTri Team PH

The difference between try and triumph is just a little umph. ucantriph@gmail.com

Following Message Email

INSTAGRAM TILES

Our feed is essential in showing of who we are what we are all about. We try to balance functional design and expressive design as much as possible.

INSTAGRAM STORIES

Our presence in various video sharing platforms such as facebook stories, instagram stories/reels and tiktok, it is only fitting to have frames appropriate for our brand whenever we share our daily experiences.

UCT

INSTAGRAM HIGHLIGHTS

Our Instagram Highlight icons primarily makes use of the elements found in our main logo, supplemented by our brand icons.

BANNERS

Our banners for show the wide range of functional and expressive design we have. Our logo is interdependent with all our other brand elements and therefore does not necessarily need to be part of our banner.

BRAND IN USE

BRAND APPLICATION

Brand application refers to the physical representation and consistent application of brand identity across visual and verbal media. In visual terms, this can include signage, uniforms, liveries, interior design and branded merchandise. This refers to marketing and branding as a unified whole.

BRAND APPLICATION

Our brand applied on textile and our team uniforms aids in expressing our brand especially during competitions and training.

BRAND

Here are samples of our brand applied onto print media such as merchandise and business cards. Being able to translate our onto various objects is made easy through the use of our brand elements to sustain cohesion.