1. Our story
1. 1 History
1. 2 Mission Statement
1. 3 Vision Statement
1. 4 Brand Values
1. 5 Brand Personality
3. Colours
3. 1 Brand Colours
3. 2 Single Colour Variations
3. 3 Reversed Single Colour Variations
5. Application
2. Logo
2. 1 Logo
2. 2 Logo Spacing
2. 3 Logo Misuse
4. Typography
4. 1 Primary Typeface
4. 2 Secondary Typeface
Swanstone Park Football Club (SPFC) was founded in 2023, in a small town in England, where football was a beloved pastime. The club’s origins can be traced back to the park that shares its name, where locals used to play and practice football.
In 2023, a group of dedicated football players from the town decided to form a club, which they named Swanstone Park Football Club, in honor of the park where they used to play. The club faced many challenges, but their hard work and dedication paid off, and SPFC began to establish itself as a respected and competitive team in the local football scene.
Today, Swanstone Park Football Club is a proud symbol of the town’s love for football and its community spirit. The club’s story is a testament to the power of perseverance, hard work, and passion for the game.
Swanstone Park Football Club is committed to fostering a love for football within our community. We strive to provide an inclusive and supportive environment that promotes teamwork, sportsmanship, and individual growth. Our aim is to develop skilled and disciplined players who embody the spirit of the game and represent our town with pride. We also seek to engage with the community of fans behind the club and create an environment that celebrates the love of football.
1.3
Our vision for Swanstone Park Football Club is to be a leading club in the local football scene, known for our commitment to excellence, integrity, and community engagement. We aspire to create opportunities for players to reach their full potential, to inspire a new generation of football enthusiasts, and to contribute to the development of football in our town and beyond. We will achieve this by building a strong foundation of values, nurturing a culture of innovation, and continuously striving for excellence in all aspects of the game. We also seek to engage with the community of fans behind the club and create an inclusive environment where everyone feels welcome and valued.
1.4
Confidence — Commitment — Style — Unity — Excellence — Community
1.5
Passionate — Successful — Inclusive — Bold — Resilient — Innovative
Our logo is composed of three elements, our name, foundation year and our icon, the football pitch swan. The logo should never be modified in any way, including altering fixed elementes within the logo.
Our icon is inspired by the name of our origin place and our love for football. It forms our letter, S, and a swan while referencing lines you find on a football pitch. The icon should also never be modified.
Make sure to leave ample spacing when placing the logo. Spacing should constitute of at least two lines of the text within the logo.
The logo should never be modified in any way, i ncluding altering fixed elementes within the logo.
Here are examples of what is ment by that.
Elements have been removed
Additional and unneccesary effects have been added
Colour has been changed. Icon has changed in size Logo has been squashed or stretched
Typeface and font size has been changed
HEX: #25283D
RGB: 37, 40, 61
CMYK: 90%, 80%, 46%, 55%
HEX: #FFFFFF
RGB: 255, 255, 255
CMYK: 0%, 0%, 0%, 0%
HEX: #C6A332
RGB: 198, 163, 50
CMYK: 22%, 30%, 88%, 8%
HEX: #000000
RGB: 0, 0, 0
CMYK: 91%, 79%, 62%, 97%
HEX: #AD3932
RGB: 173, 57, 50
CMYK: 23%, 86%, 78%, 16%
When the need for single colour use of the logo is necessary, these are the only three options acceptable.
3.3
When the need for single colour use on a solid background, these are the only three options acceptable. In that case, the logo should always be used in white.
Our primary typeface is Roc Grotesk, used in either Medium or Regular, depending on the size of text and/or the importance of the message. Our primary typeface should only be used for headers and footers of any kind, but never for body text. Do not distort this text in any way, it should be used in its true form. The typeface is available through Adobe Fonts services.
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Our secondary typeface is Degular, used in Regular. Our secondary typeface should only be used for body text. Do not distort this text in any way, it should be used in its true form. The typeface is available through Adobe Fonts services.
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Lára Margrét Arnarsdóttir
London College of Communication
Diploma in Professional Studies
Self-Initiated Project
