Sport Chek Rebrand

SPORT CHEK

GRAPHIC STANDARDS MANUAL

Designer Keturah Stephen

Date 01.15.2018

TABLE OF CONTENTS 2

Creating the Brand....................................5 1.0 Logo 1.1 About the Logo...................................... 11 1.2 Logo & Reverse..................................... 12 1.3 Logo Variations: Stacked............... 14 1.4 Logo Variations: Vertical................15 1.5 Logo with Tagline............................... 17 1.6 Clear Space............................................18 1.7 Minimum Size......................................19 1.8 Improper Uses.....................................20 1.9 Express Logo......................................... 21 2.0 Colour 2.1 Colour Palette...................................... 23 3.0 Typography 3.1 Montserrat.............................................25 3.2 Typography: Montserrat...............26 3.3 Web Fonts............................................. 27

4.0 Imagery 4.1 Icon Set....................................................29 4.2 Brand Photography........................ 30 5.0 Staff Clothing 5.1 Staff Shirts............................................. 34 5.2 Staff Sweater.......................................36 5.3 Staff Cap................................................38 5.4 Staff Lanyard...................................... 40 5.5 Staff Identification Card.............. 42 6.0 Social Media Presence 6.1 Facebook................................................ 44 6.2 Instagram..............................................46 6.3 Twitter.....................................................48 6.4 Youtube................................................. 50

8.0 Animation 8.1 Animation .............................................56 9.0 Exterior 9.1 Exterior.....................................................58 9.2 Exterior: Express Logo.................. 60 10.0 Interior 10.1 Flags.........................................................62 11.0 Packaging 11.1 Shopping Bags...................................64 11.2 Gift Card................................................66

7.0 Website 7.1 Website: Home Page.......................52 7.2 Website: Product Page..................54

Sport Chek Graphic Standards Manual 3

CREATING THE BRAND 4

With over 20 years of proudly serving Canadian citizens, we are providing a new look that embraces our Canadian spirit and the history we have fostered in this country.

This rebrand provides a more modern and functional system, as well allows for the brand itself to be expanded to many forms of communication.

Maintaining these graphic standards helps Sport Chek connect with families and communities

around Canada. Brand consistency will allow for quick recognizability.

This standards guide will serve as a reference for all forms of communication—print, digital and web. As well outlines the correct usage for brand elements—logos, colour and typefaces.

Sport Chek Graphic Standards Manual 5

BRAND ESSENCE 6

Sport Chek’s visual identity communicates our brand concisely and reflects our true Canadian roots.

Connecting with our Canadian audience is critical to our further growth and success.

PROUDLY

CANADIAN.

Sport Chek Graphic Standards Manual 7

We will continue our legacy of inspiring families and children around the country to be their best.

Sport Chek will continue to support local sports and youth programs.

ALWAYS

ASPIRATIONAL. 8

Embracing and supporting our Canadian community is at the heart of Sport Chek.

WE’RE A

COMMUNITY.

Sport Chek Graphic Standards Manual 9

THE LOGO 10

1.1 About the Logo

The logo is the most visible element of the Sport Chek brand. Its purpose is simply meant to identity our brand through its use of typography, colour and symbol.

Used consistently, the logo will be recognized throughout Canada.

symbol

This page displays the “standard logo,� which is a combination of wordmark without the descriptor.

The Sport Chek wordmark is typeset in desktop and web font called Montserrat.

wordmark + date

Sport Chek Graphic Standards Manual 11

1.2 Logo & Reverse

The colour reverse versions are primarily used in digital and web, such as on social media applications.

Black & White The Black & White logo should only be used when colour is permitted, such as newspaper or photocopies.

The Reverse Red and Gray Version should only be used when quality colour production value is good.

Standard Logo: Reverse Red Version

12

Standard Logo: Reverse Dark Gray Version

Standard Logo: Black & White

Standard Logo: Reverse Black & White Version

Sport Chek Graphic Standards Manual 13

1.3 Logo Variation: Stacked

Variations of the logo should only be used when the standard logo cannot be applied.

The stacked logo is ideal for vertical applications on materials, such as printed advertisement.

Stacked Logo: Full Colour

14

The Black & White variations should only be used when colour is permitted, such as newspaper or photocopies.

Stacked Logo: Black& White

1.4 Logo Variation: Vertical

Variations of the logo should only be used when the standard logo cannot be applied.

The horizontal logo without the years is ideal for horizontal applications on materials, such

as mobile and tablet website application.

The Black & White variations should only be used when colour is permitted, such as newspaper or photocopies.

Horizontal Logo: Full Colour

Horizontal Logo: Black& White

Sport Chek Graphic Standards Manual 15

YOUR BETTER STARTS HERE 16

1.5 Logo with Tagline

The tagline should only be in combination with the Standard and Horizontal logos.

Standard Logo with Descriptor: Full Colour

YOUR BETTER STARTS HERE Horizontal Logo with Descriptor: Full Colour

Standard Logo with Descriptor: Black & White

YOUR BETTER STARTS HERE Horizontal Logo with Descriptor: Black & White

Sport Chek Graphic Standards Manual 17

1.6 Clear Space

The logo must be placed within a specific isolation area. This will give the logo presence when used in combination with other identities or graphic elements.

The clear space is defined by “x,” the height of the “SPORT” in the logo.

x= height of “SPORT”

18

Typically the clear space for the Sport Chek Express logo similar to that below, however it will be rarely used other than on store fronts, otherwise the Standard Logo will always be used.

1.7 Minimum Size

Minimum logo sizes are established at these defined sizes to maintain legibility. Additionally, the year has been removed to maintain legibility.

The minimum size for the standard logo without the year is 34mm wide.

Standard Logo: Minimum Size

The minimum size for the horizontal logo without the year is 54mm wide.

The minimum size for the stacked logo without the year is 54mm wide.

Horizontal Logo: Minimum Size

Stacked Logo: Minimum Size

Sport Chek Graphic Standards Manual 19

1.8 Improper Uses

The examples below illustrate the improper usage of the logo. Any changes from the approved logo is not permitted.

The examples shown below are not meant to form a complete list, but exemplify some inappropriate uses.

For the brand to be successful and impactful the logo must be used correctly and not compromised.

Do not change the space between the wordmark and the tagline.

Do not change the size or relationship of the tagline to the wordmark.

Do not typeset the logo.

Do not stretch, condense or distort the logo in anyway.

Do not add to the logo.

Do not place the logo in a shape.

Do not place the logo on top of an image that makes it illegible.

Do not pattern the logo.

Do not crop or crowd the logo.

Do not create new logos.

Do not use other fonts.

Do not change the sequence of the logo symbol.

Do not use logo symbol on its own, unless specified.

20

1.9 Express Logo

This sub-brand logo consists of the Sport Chek wordmark and symbol.

The clear space guidelines that apply (see page 18).

The Sport Chek Express logo should only be utilized on store fronts.

Express Logo: Full Colour

Express Logo: Black & White

Sport Chek Graphic Standards Manual 21

THE COLOUR 22

2.1 Colour Palette

Being a Canadian company, Red is critical to the brand, however stands as a supporting colour.

The minimal colour palette is essential to capturing and conveying the brand. Never use unapproved

colours, or create a new colour palette with the exception of images.

Web/Digital Websites and other digital material should use the RGB or Hex Code values shown.

Red

Dark Gray

White

PANTONE 419 XGC C20 M100 Y100 K0 R201 G37 B44 #C9242B

PANTONE 440 C C0 M0 Y0 K93 R57 G56 B57 #383739

C0 M0 Y0 K0 R255 G255 B255 #FFFFFF

Sport Chek Graphic Standards Manual 23

THE TYPOGRAPHY 24

3.1 Montserrat

Montserrat is a desktop and web font that boldly expresses who and what Sport Chek stands for.

It is a modern sans serif font family consisting of thin to black. This font was designed to rescue the beauty of urban typography that emerged

in the first half of the twentieth century. Updated November 2017: The family was redrawn by Jacques Le Bailly at Baron von Fonthausen.

Montserrat serves not just in the logo, but as the primary typeface for multiple applications.

ABCDEFGHIJKLMNOP QRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 1234567890%$#@& Montserrat Black Italic

Sport Chek Graphic Standards Manual 25

3.2 Typography: Montserrat

The primary font to be used on print and digital applications is Montserrat.

for headings and sub-headings.

Never set an entire document or paragraph in Montserrat Black.

Montserrat Regular is preferred weights for copy in print.

Montserrat Light should be used as pull-quotes, call-outs and captions.

Montserrat Black should be used

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890%$#@& Montserrat Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890%$#@& Montserrat Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890%$#@& Montserrat Light

26

3.3 Web Fonts

Montserrat Extra Bold and Semi Bold are primarily used for headings and sub-headings. Do not set Extra Bold and Semi Bold in paragraphs.

Open Sans Condensed Bold is only used for call-outs to fit information in a smaller space with a small amount of text.

Montserrat Regular and Light are primarily used in short to long paragraphs and captions.

* When Montserrat is unavailable, the use of Helvetica is permitted.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890%$#@&

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890%$#@&

Montserrat Extra Bold

Montserrat Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890%$#@&

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890%$#@&

Montserrat Semi Bold

Open Sans Condensed Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890%$#@&

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890%$#@&

Montserrat Regular

Web Safe Font: Helvetica Regular

Sport Chek Graphic Standards Manual 27

THE IMAGERY 28

4.1 Icon Set

All the icons are based upon a perfect circle. Never stretch, condense or distort.

The icons are designed to distinguish the varying sporting and activity goods Sport Chek provides.

Basketball

Volleyball

Soccer

Fan Wear

Active Wear

Cycling

Baseball

Football

Tennis

Water Sports

Fitness

Curling

Rugby

Hockey

Golf

Winter Sports

Shoes

Yoga/Pilates

Sport Chek Graphic Standards Manual 29

4.2 Brand Photography

Brand Photography is essential to expressing a consistent focus on who is Sport Chek.

Well exposed photos without lose of detail. Great contrast between the subject and the background.

30

The colours should focus on accentuating our brand colours, with exception with promoting other brands and their products.

Authenticity should be a focus on how Sport Chek represents itself, truly Canadian.

Sport Chek Graphic Standards Manual 31

32

BRAND APPLICATIONS Sport Chek Graphic Standards Manual 33

5.1 Staff Shirts

These Staff Shirts will serve as a unifying element for everyone to come together as a family.

On the front of the apparel the logo is 1.5 inches by 3 inches. On the back the symbol is separated from the wordmark at 5.5 in by 5.5 in.

Front: Medium Size

34

Back: Medium Size

Similar shirts can be made as promotional material at events to promote Sport Chek.

Sport Chek Graphic Standards Manual 35

5.2 Staff Sweater

These Staff Sweater will serve as an extension of the Staff Shirt (page 34) during colder weather or on its own. Otherwise the Staff Shirt is preferrably worn.

On the front of the apparel the logo is 1.5 inches by 3 inches. On the back

Front: Medium Size

36

Back: Medium Size

the symbol is separated from the wordmark at 5.5 in by 5.5 in.

Similar shirts can be made as promotional material at events to promote Sport Chek.

Sport Chek Graphic Standards Manual 37

5.3 Staff Cap

Staff Caps will serve as apart of the uniform unifying everyone as team mates and a family working together. However the Cap is not a manadatory uniform item.

On the front of the cap the symbol without the wordmark is 2 inches by

Front: One Size Fits Most

38

2 inches with nothing on the sides or back of the cap.

These Caps can be made as promotional material at events to promote Sport Chek.

Sport Chek Graphic Standards Manual 39

5.4 Staff Lanyard

Staff Lanyards will serve as apart of the uniform unifying everyone as team mates and a family working together. The lanyards carries each employees Identification Card.

The Lanyard utilizes the Horizontal logo that is 3 inches wide.

One Size Fits Most

40

These Lanyards can be made as promotional material at events to promote Sport Chek.

Sport Chek Graphic Standards Manual 41

5.5 Staff Identification Card

Staff Identification Card will serve as apart of the uniform unifying everyone as team mates and a family working together. The ID Card attached to the Lanyard.

The horizontal logo is used in all white. The staff name copy is set

First Name Last Name POSITION

Front

42

in Montserrat at 16pts. on 21pts. leading. The position is in Montserrat at 11pts on 13.2pts leading.

The profile photo is black and white at 1.4 inches by 1.7 inches.

Sport Chek Graphic Standards Manual 43

6.1 Facebook

Social media is critical to promoting the brand. Facebook utilizes events, promotional and long posts.

The logo symbol will stand alone for the icon because the brand name, Sport Chek, will always be present.

YOUR BETTER STARTS HERE.

Facebook Icon

Facebook Banner

44

All social media icons sizes change over time, therefore the logo symbol is set at 75% of the icon size of 170px by 170px.

Sport Chek Graphic Standards Manual 45

6.2 Instagram

Social media is critical to promoting the brand. Instagram utilizes photography, promotional materials and short to medium length posts.

The logo symbol will stand alone for the icon because the brand name, Sport Chek, will always be present.

Instagram Icon

Instagram Banner

46

All social media icons sizes change over time, therefore the logo symbol is set at 75% of the icon size of 110px by 110px. For best image quality the minimum width should be 1080px.

Instagram posts should reference brand photography for consistency.

Sport Chek Graphic Standards Manual 47

6.3 Twitter

Social media is critical to promoting the brand. Twitter utilizes promotional materials and short length posts.

The logo symbol will stand alone for the icon because the brand name, Sport Chek, will always be present.

YOUR BETTER STARTS HERE.

Twitter Icon Twitter Banner

48

All social media icons sizes change over time, therefore the logo symbol is set at 90% of the icon size of 400px by 4000px.

Sport Chek Graphic Standards Manual 49

6.4 Youtube

Social media is critical to promoting the brand. Youtube utilizes video based promotional materials of varying lengths.

The logo symbol will stand alone for the icon because the brand name, Sport Chek, will always be present.

YOUR BETTER STARTS HERE.

Youtube Icon

Youtube Banner

50

All social media icons sizes change over time, therefore the logo symbol is set at 75% of the icon size of 800px by 800px. The banner image recommendation is 1440px, however only 423px are visible.

Sport Chek Graphic Standards Manual 51

7.1 Website: Home

The website serves as the online destination to purchase products.

Desktop width is 1920px, tablet is 768px and mobile is 375px.

H1: Montserrat, 60pts, SemiBold H2: Montserrat, 42pts, SemiBold

Desktop: Home Page

52

H3: Montserrat, 24pts, ExtraBold H4: Montserrat, 20pts, Regular p: Montserrat, 36pts, Regular Tablet and mobile typographic styles vary. Use page 27 as a typographic reference.

Sport Chek Graphic Standards Manual 53

7.2 Website: Product Page

The website serves as the online destination to purchase products.

The desktop width is 1920px, tablet is 768px and mobile is 375px.

H1: Montserrat, 60pts, SemiBold H2: Montserrat, 42pts, SemiBold

Desktop: Product Page

54

H3: Montserrat, 24pts, ExtraBold H4: Montserrat, 20pts, Regular p: Montserrat, 36pts, Regular Tablet and mobile typographic styles vary. Use page 27 as a typographic reference.

Sport Chek Graphic Standards Manual 55

8.1 Animation

The animation is designed to be used at the end of Sport Chek videos. In addition, the animation can be used at sponsored events to promote the brand.

View here bit.ly/2E9hsu8.

Screen caps

56

Sport Chek Graphic Standards Manual 57

9.1 Exterior

Larger and/or suburban locations will use the Standard logo.

The size and location of the logo will vary depending on its location and structure.

Experimental Store

58

Average Department Store

Sport Chek Graphic Standards Manual 59

9.2 Exterior: Express Logo

Experimental Store

60

Smaller and/or city centre locations will use the Sport Chek Express logo.

The size and location of the logo will vary depending on its location and structure.

Average Store Front

Sport Chek Graphic Standards Manual 61

10.1 Flags

The interior flags will be used to show the different sections in the store. The maple leaf is used at the bottom of the flag without the logo symbol stroke.

Other Flag Examples

Basketball Flag

62

Sport Chek Graphic Standards Manual 63

11.1 Shopping Bags

Similar to Sport Chek’s previous shopping bags. White plastic will be utilized to emphasize the logo and website address.

Small Bag

Medium/Large Bag

64

Extra Large Bag

Sport Chek Graphic Standards Manual 65

11.2 Gift Card

For the standard gift card, the standard logo and reverse versions will be utilized.

During special occasions throughtout the year photography may be used.

White Gift Card with Standard Logo

66

Red Gift Card with Standard Reverse Logo

Photographic Gift Card with Standard Logo

New Gear! New Goals!

Sport Chek Graphic Standards Manual 67

THANK YOU

68