HALIFAX WANDERERS FC
brand book September 2025
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HALIFAX WANDERERS FC
table of contents brand overview
Intro............................................................4 Mission........................................................ 5 Slogan..........................................................6 Motto.......................................................... 7 Brand Message...........................................8 Core Values.................................................9
brand Elements
Our Name.................................................20 Logo........................................................... 22 Variations and Usage...............................24 Wordmark................................................ 28 Variations and Usage...............................29
Brand Toolkit
Colour........................................................33 Typography...............................................35 Iconography............................................. 36 Use Cases.................................................. 37 2
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brand overview
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introduction The Halifax Wanderers Football Club Brand Book is a record and reference to the story of the Halifax Wanderers’ brand. Its purpose is to serve as a uniform toolkit of guidelines for how the Halifax Wanderers brand should be represented in creative productions, including but not limited to: print and digital written content, graphic design, photo, video & social media posts. It establishes a uniform, yet flexible toolkit of assets and associated guidelines to be interpreted for different creative mediums and applications.
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our mission Make the community stronger Through the power of sport This is the ‘WHY’ behind everything we do as a football club. Our club’s beginnings are rooted in this mission. What if a historic community gathering place (Wanderers Grounds) could be transformed into a space that brings people together again? Through sport, we can influence positive change, igniting a passion for a brighter tomorrow. We are at the crossroads between the old and the new. Past and future. Different ideals combining now into Halifax.
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our slogan together from aways A representation of the ‘Wanderers Community’. We are not limited by our geography. Much like Nova Scotia, Wanderers (players, staff, supporters) come from all over the world. We are a club representing people of many ideals, backgrounds, cultures, genders, beliefs and interests. It is the purpose behind our mission: Make the community stronger through sport.
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our motto Ar Cala
Ar Dachaigh
Ar n-anam
Translates from Scottish Gaelic to:
our harbour
our home
our soul
How we interpret the message:
past
present
future
Who we are
What we do
Why we do it
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our brand message our home. our team. A rallying cry to the community. Nova Scotia is our home, and the Halifax Wanderers are our collective team. We are more than a football club; we are an embodiment of the passion for sports that has existed in our region for generations. Unlike other markets in the CPL, Atlantic Canadian provinces do not have their own team in the NHL, CFL, MLB etc. Haligonians may support the Bruins, the Leafs, the Patriots, etc., our goal is for their ‘home team’ to be the Halifax Wanderers.
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purpose innovation
togetherness
passion
our core values
inclusion
joy
integrity humility
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HALIFAX WANDERERS FC
our harbour, our home, our soul connecting our motto to our brand and values Our Harbour is what is fundamentally a part of our brand; it’s who we are. Individuals who show humility and integrity working together for our shared purpose. Our Home is what we’re hoping to accomplish with our brand; it’s what we do. A group of people who strive for inclusion and innovation. We recognize that by coming together, we can move things forward. Wanderers Grounds (our home) is our best example of this community feeling (our team). Our Soul is the feelings and experiences we hope to convey through our brand; it’s why we do it. A togetherness that inspires a passion for the beautiful game and, as a result, experiences joy.
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purpose Following through on our mission: Make the Community Stronger through the power of sport
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passion Atlantic Canadians are proud to call this region their home and support their neighbours. The Wanderers are an outlet to express that passion.
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joy We can create moments for collective celebration. every goal and victory is shared bETWEEN players, staff, and community members.
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integrity Respecting our past while striving for a better future. our actions define who we are.
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humility RESPECTING THAT THE CLUB AND COMMUNITY ARE BIGGER THAN ONE INDIVIDUAL AND that we are at our best when working together. “If you want to go fast, go alone. If you want to go far, go together”
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inclusion Our Motto Together From Aways stretches further than location; different interests, backgrounds, experiences and ideals make up our community.
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togetherness fostering a sense of belonging and identity in our community. As a central symbol of local pride, we can make individuals feel like they are a part of something bigger than themselves.
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innovation Atlantic Canadians are resilient and resourceful, we can reflect that through our actions on and off the PITCH.
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brand elements
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HALIFAX WANDERERS FC
our name
halifax wanderers football club shortened
halifax wanderers fc colloquial
halifax wanderers 3-letter code
hfx 20
HALIFAX WANDERERS FC
our name story Our name is inspired by the Wanderers Amateur Athletic Club (1882-1982). This local sports club competed in various sports, including soccer.
We spell out the city name of Halifax to clearly identify our location to our audience and allow for easy recognition.
The original Wanderers founded The Wanderers Grounds, our home field in downtown Halifax. This field’s name has been unchanged throughout its history and is an equally significant inspiration for our name.
Our name uses Football Club instead of Soccer Club to better connect with sports’ global landscape.
halifax wanderers football club The current Halifax Wanderers Football Club carries on that legacy of bringing the community together through sport with the responsibility to make the community even stronger.
Since it’s founding in 1882, the Wanderers Grounds has been a gathering place for Nova Scotians to celebrate community and sport. Numerous large events and matches have been played on the same grass that the current Wanderers now play.
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our logo The Halifax Wanderers logo takes the shape of a Citadel as a nod to the natural historic site located steps from the Wanderers Grounds. Within the shape is a depiction of the Angus L. MacDonald Bridge above the Atlantic Ocean and an anchor at the bottom. Under the bridge are the words “Ar Cala, Ar Dachaigh, Ar N-Anam”, which is Scottish Gaelic for “Our Harbour, Our Home, Our Soul”. The logo utilizes the local shorthand of HFX for Halifax, though this is spoken as ‘Halifax’ as opposed to ‘H-F-X’
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the story behind our logo the halifax citadel
macdonald bridge
Halifax owes its existence to the Citadel. The iconic fortress sits atop a hill in the heart of downtown, with a view of the Atlantic Ocean. Citadel Hill overlooks our home at Wanderers Grounds.
Since 1955, the MacDonald Bridge has connected Halifax with Dartmouth. The bridge is a symbol of unity and community.
w wave pattern A series of waves is comprised of the letter W for ‘Wanderers’. The pattern within the aqua water represents Halifax’s harbour in the Atlantic Ocean. Individually, we are one droplet; together, we are an ocean.
scottish gaelic the anchor An iconic symbol representing our nautical history, resilience and humility.
The club’s motto of ‘Our Harbour, Our Home, Our Soul’ is translated into Scottish Gaelic. Nova Scotia is one of the few regions in the world where the language is still spoken.
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primary
monochrome white
pride
monochrome navy
monochrome black
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monochrome logos Monochrome logos are only to be used in applications limited to a two-colour palette or in one-colour printing, like logo lockups and special edition merchandise. The monochrome logo in white can be used on Harbour Blue, Aqua Ocean, and any dark colours outside of our colour palette. Our Monochrome logo in black or navy should be for limited use on a light-colored background.
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H
H
H
H
H
logo spacing & sizing
H
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The clear space surrounding the logo is defined by the height of ‘HFX Wanderers’ within the logo. This “safe space” ensures that our logo remains visually distinct and uncluttered in any application. Maintaining this clear space guarantees the clarity and attention on this symbol of our legacy. To further ensure clarity and legibility of the logo, it should be reproduced no smaller than 1” in print applications, or 75px digitally.
H
H
1” 75px
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improper use
Do not invert the colours in the logo.
Do not rotate the logo.
Do not add extra strokes to the logo.
Do not stretch or distort the logo.
Do not change the text within the logo
Do not alter the colour palette of the logo.
Do not add elements to the logo.
Do not change the outer Citadel of the logo. 27
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our wordmark The Halifax Wanderers Wordmark utilizes our RIFT font in a curved shape with ‘FC’ placed above an anchor. Spelling out ‘Halifax’ in full provides additional context that our name is always spoken and written as Halifax Wanderers. Including the FC notes our use of Football Club over Soccer Club.
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logo spacing & sizing The clear space surrounding the logo is defined by the height of ‘Halifax’ within the logo. This “safe space” ensures that our logo remains visually distinct and uncluttered in any application.
H
H
H
H
H
H
H
To further ensure clarity and legibility of the logo, it should be reproduced no smaller than 1/3” tall in print applications, or 25px digitally.
H 1/3” 25px
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improper use
Do not alter the colours in the logo.
Do not stretch or distort the logo.
Do not add a stroke to the logo.
Do not rotate the logo.
Do not alter the arc of the logo.
Do not add elements to the logo.
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brand toolkit
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our colours
harbour blue
aqua ocean
naval grey
beacon yellow
wave white
Inspired by the Halifax Harbour and the night sky
Inspired by the Atlantic Ocean that shapes the province of Nova Scotia
Inspired by the Royal Canadian Navy and its historical connection to Halifax
Inspired by the lighthouses that dot Nova Scotia’s coast
Inspired by the crests of the waves on Atlantic Canadian shores
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colour use
PMS 000C RGB 255 255 255 CMYK 0 0 0 0 HEX #FFFFFF
PMS 420C RGB 187 191 195 CMYK 27 19 18 0 HEX #BBBFC3
PMS 295C RGB 0 40 86 CMYK 100 84 36 39 HEX #002856
PMS 298C RGB 60 180 229 CMYK 65 10 1 0 HEX #3CB4E5
PMS 120C RGB 251 215 110 CMYK 2 14 68 0 HEX #FBD76E
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typography rift Rift is our workhorse typeface. It is the cornerstone of the Wanderers brand identity, showcased everywhere that carries our name. Strong enough to stand on its own, yet versatile when paired with practically any other typeface.
Calluna
rift is great for big, bold headers or for subtitles, with some breathing room Calluna is ideal for higher-volume text, with its exaggerated serifs guiding the eye through blocks of copy. We love its old-world charm, but the touch of modernism makes it a great pairing for Rift. Styled in italics, it looks great for calling out key points.
Calluna is our answer to a body-copy typeface that blends classic character with modern edges. Inspired by Halifax’s heritage as the home of Canada’s first newspaper, its design is fluid, guiding, reminiscent of newsprint and letters of marque. It brings our iconic past into the club we are today.
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iconography
the citadel
the anchor
the rampant lion
the wave
the bridge
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