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BRAND STANDARDS 11.09.09


BRAND STANDARDS

BRAND STATEMENT WHAT DOES NIKEFOOTBALL STAND FOR?

TYPOGRAPHY SILO BRANDING AND TYPEFACES MERCURIAL/CTR360/T90/TIEMPO

NIKEFOOTBALL DESIGN PRINCIPLES THE 11 DESIGN COMMANDMENTS

COMMUNICATION HIERARCHY RETAIL ATTRACT/ENGAGE AND CONNECT

LOGO BRANDING NIKEFOOTBALL/NIKESOCCER LOGO BRANDING SWOOSH

COLOR COLOR USAGE INSPIRATION

LOGO BRANDING SIGN-OFF URL/STAND ALONE URL NIKEFOOTBALL.COM

COLOR COLOR USAGE NIKEFOOTBALL WC10 PRIMARY COLORS

LOGO BRANDING SIGN-OFF MAKE THE DIFFERENCE

COLOR SILO POP COLORS

SILO LOGOS MERCURIAL/CTR360/T90/TIEMPO

PHOTOGRAPHY INSPIRATION/LOOK AND FEEL GRADING

LOGO BRANDING NIKEFOOTBALL+

MATERIALS INSPIRATION BE FROM THE GAME

LOGO BRANDING NIKESOCCER+ LOGO BRANDING PLAYERS LOUNGE LOGO BRANDING ELITE TRAINING & TRAINING TYPOGRAPHY INSPIRATION TYPOGRAPHY NIKEFOOTBALL WC10 TYPEFACES

MATERIALS NIKEFOOTBALL PALETTE GRAPHIC LANGUAGE THE LINE GRAPHIC LANGUAGE WORK EXAMPLES EXTRA GRAPHICS SILO ICONS


BRAND STANDARDS


BRAND STANDARDS

TO EVERY FOOTBALLER IN THE WORLD.


BRAND STANDARDS

NIKEFOOTBALL & WC2010 DESIGN PRINCIPLES

THE 11 DESIGN COMMANDMENTS FOR EVERYTHING THAT WE DO.


BRAND STANDARDS

BE CREATIVE BUT ALWAYS FROM WITHIN THE GAME.


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ICONIC SIMPLE. POWERFUL.


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BOLD

BE BIG, EXPRESSIVE, UNAPOLOGETIC.


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GRITTY RUTHLESS PALETTE WITH A BRILLIANT COLOR ACCENT.


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RAW

HAS AN EDGE FROM EMOTIVE TO MATERIAL.


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SAVILLE ROW MEETS STADIUM.


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CRAFTED GOD IS IN THE DETAILS. QUALITY RULES.


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TENSION AND CONTRAST IS KEY. FIND THE TWIST.


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WE ARE CONTEMPORARY.


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DISRUPTIVE

ADD DIMENSION & INTERACTIVITY AT RETAIL & OOH.


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LOGOTYPE STACKED AND HORIZONTAL VERSION


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LOGOTYPE EXAMPLE


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SWOOSH SWOOSH PROPORTION AND USAGE

THERE WILL BE INSTANCES WHERE ‘MAKE THE DIFFERENCE’ SIGN OFF ISN’T USED, AND THEREFORE TO AVOID HAVING TO DRASTICALLY INCREASE THE URL/SWOOSH LOCK-UP FOR A NIKE BRANDING PRESENCE, WE SUGGEST FOR THOSE LIMITED EXECUTIONS, THE SWOOSH MAY BE PLACED TOP RIGHT. THIS WAY THE URL CAN REMAIN SMALLER AND THE SWOOSH CAN BE CLEARLY VISIBLE. CARE SHOULD BE TAKEN THAT THE SWOOSH DOESN’T GET TOO SMALL. THEREFORE WE SUGGEST THE SWOOSH IS BETWEEN 15 AND 20% OF THE ENTIRE LAYOUT FOR GOOD VISIBILITY AND IMPACT.

CLOSE UP OF SWOOSH PROPORTION TO THE URL

A

X

A


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SWOOSH LOGO EXAMPLE


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URL

STAND ALONE URL

STACKED AND HORIZONTAL VERSION

STACKED AND HORIZONTAL VERSION


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URL EXAMPLE


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SIGN-OFF STACKED AND HORIZONTAL VERSION

THE SIGN OFF WILL APPEAR ON ALL EXECUTIONS TO UNDERLINE THE FOOTBALL STRATEGY FOR THE YEAR. THE RECOMMENDATION IS TO USE THE STACKED VERSION WHERE POSSIBLE. MAKE SURE IT HAS A STRONG POSITION AWAY FROM NIKEFOOTBALL+ DRIVER. CARE SHOULD BE TAKEN THAT THE SIGN OFF DOESN’T GET TOO SMALL. THEREFORE WE SUGGEST THE SIGN OFF IS BETWEEN 15 AND 20% OF THE ENTIRE LAYOUT FOR GOOD VISIBILITY AND IMPACT. FOR USAGE WITH THE HORIZONTAL VERSION 13.5% IS THE RECOMMENDATION. IN RELATION TO THE SIGN OFF THE NIKEFOOTBALL+ DRIVER CAN BE SET UP TAKING ITS WIDTH FROM THE WIDTH OF THE ‘MAKE THE’.

PROPORTION AND USAGE

15% OF TOTAL LAYOUT

20% OF TOTAL LAYOUT

HEADLINE TO BE 30-40% OF TOTAL AREA IBH EA FACCUM QUIS AD MAGNA FEU FEUIP EL INCILI QUAT LAMCORPERO OD MING EUGUE MIN VULLUPTAT. GUE DDFDDIO EXERCIN CIDUIS DUI BLAORE CONSEQ UISL IN VELIQUIS ET LUMMY NONSEQUISI.

HEADLINE TO BE 30-40% OF TOTAL AREA

A

A

IBH EA FACCUM QUIS AD MAGNA FEU FEUIP EL INCILI QUAT LAMCORPERO OD MING EUGUE MIN VULLUPTAT. GUE DDFDDIO EXERCIN CIDUIS DUI BLAORE CONSEQ UISL IN VELIQUIS ET LUMMY NONSEQUISI.

HEADLINE TO BE 30-40% OF TOTAL AREA

A

IBH EA FACCUM QUIS AD MAGNA FEU FEUIP EL INCILI QUAT LAMCORPERO OD MING EUGUE MIN VULLUPTAT. GUE DDFDDIO EXERCIN CIDUIS DUI BLAORE CONSEQ UISL IN VELIQUIS ET LUMMY NONSEQUISI.

A

A A

13.5% OF TOTAL LAYOUT


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SIGN-OFF

THE SIGN OFF CAN BE TRANSLATED PER COUNTRY IN ORDER TO GIVE THE MESSAGE ‘MAKE THE DIFFERENCE’ IMPACT AND CLARITY, UNDERLINING ANY INITIATIVE.

STACKED TRANSLATIONS

PORTUGUESE

GERMAN

FRENCH

SPANISH


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MAKE THE DIFFERENCE LOGO EXAMPLE


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SILO LOGOS

MERCURIAL SILO MARK


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SILO LOGOS

CTR SILO MARK


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SILO LOGOS

T90 SILO MARK

T90 SILO WORD MARK


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SILO LOGOS

TIEMPO SILO MARK


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NIKEFOOTBALL + STACKED AND HORIZONTAL VERSION

THE NIKEFOOTBALL+ BRANDING IS THE GATEWAY TO A NEW ELITE TRAINING EXPERIENCE FOR FOT’s. IT CAN BE FOR A VARIETY OF MEDIA WITH VARIOUS POP COLOR VARIATIONS AVAILABLE. PLEASE REFER TO THE NIKEFOOTBALL+ BRANDING GUIDE.


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NIKEFOOTBALL+ LOGO EXAMPLE


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DRIVER. NON SILO & SILO SPECIFIC BRANDING

THE NIKEFOOTBALL+ DRIVER LOGOS ARE USED TO BRING AWARENESS TO THE INITIATIVE OR SILO SPECIFIC CONNECTIONS THROUGH NIKEFOOTBALL+. PLEASE USE THE STACKED VERSIONS WHERE POSSIBLE. PLEASE REFER TO THE NIKEFOOTBALL+ BRANDING GUIDE.

NON SILO SPECIFIC - NIKEFOOTBALL+ STACKED

CTR360 - NIKEFOOTBALL+ STACKED & HORIZONTAL

NIKEFOOTBALL +

MERCURIAL - NIKEFOOTBALL+ STACKED & HORIZONTAL NON SILO SPECIFIC - NIKEFOOTBALL+ HORIZONTAL

T90 - NIKEFOOTBALL+ STACKED & HORIZONTAL

TIEMPO - NIKEFOOTBALL+ STACKED & HORIZONTAL


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NIKEFOOTBALL+ ALCOVE EXAMPLE CTR360 ALCOVE

MERCURIAL ALCOVE

T90 ALCOVE

TIEMPO ALCOVE

THE NIKEFOOTBALL+ DRIVER LOGOS USED IN THE ALCOVE ARE CONSTRUCTED USING THE SILO TYPEFACES, PLACED NEXT TO THE NIKEFOOTBALL+ LOGO.


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SOCCER + DRIVER. NON SILO & SILO SPECIFIC BRANDING

THE SOCCER+ DRIVER LOGOS ARE USED TO BRING AWARENESS TO THE INITIATIVE OR SILO SPECIFIC CONNECTIONS THROUGH NIKESOCCER+. PLEASE USE THE STACKED VERSIONS WHERE POSSIBLE. PLEASE REFER TO THE NIKESOCCER+ BRANDING GUIDE.

CTR360 - NIKESOCCER+ STACKED & HORIZONTAL

MERCURIAL - NIKESOCCER+ STACKED & HORIZONTAL

NON SILO SPECIFIC - NIKESOCCER+ STACKED

T90 - NIKESOCCER+ STACKED & HORIZONTAL

TIEMPO - NIKESOCCER+ STACKED & HORIZONTAL

NON SILO SPECIFIC - NIKESOCCER+ HORIZONTAL


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PLAYERS LOUNGE SIMPLIFIED AND DETAILED VERSION

PRIMARY

THE PLAYERS LOUNGE IS A NEW INSTORE INITIATIVE AIMED AT GIVING THE FOOTBALL OBSESSED TEEN AN EXCLUSIVE INSIGHT INTO NIKEFOOTBALL WITH THE CHANCE TO MEET, PLAY WITH AND LEARN FROM WORLD FOOTBALL’S TOP LEVEL PLAYERS AND COACHES. ACCOMPANYING THE LOGO IS A STRONG GRAPHIC PRESENCE USING THE ANGLED LINE LANGUAGE WHICH HAS BEEN DEVELOPED FOR NIKEFOOTBALL AND CAN BE FOUND LATER ON IN THIS GUIDE. FOR MORE INFO ON THE PLAYERS LOUNGE BRANDING, PLEASE REFER TO THE PLAYERS LOUNGE STYLE GUIDE.

SECONDARY


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PLAYERS LOUNGE LOGO EXAMPLE


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ELITE TRAINING & BASIC TRAINING PRIMARY AND SECONDARY VERSION

ELITE TRAINING PRIMARY LOGO

BASIC TRAINING SECONDARY LOGO


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ELITE TRAINING LOGO EXAMPLE


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TYPE USAGE

BE BIG

MAKE THE MESSAGING STAND OUT. IMAGERY CAN BE STRENGTHENED WITH STRONG, BOLD TYPOGRAPHY THATS NOT AFFRAID TO SPEAK OUT. MAKE THE HEADLINE MEMORABLE.


BRAND STANDARDS

TYPE USAGE

BE EXPRESSIVE

GIVE THE TYPOGRAPHY ATTITUDE. BE ORIGINAL AND EXPERIMENTAL. THERE ARE MANY WAYS TYPOGRAPHY CAN BE USED IN CONJUNCTION WITH OUR ‘ANGLED’ LANGUAGE SHOWN FURTHER ON IN THIS DECK.


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NIKE FOOTBALL WC10 TYPEFACE PRIMARY

NIKE FOOTBALL WC10 TYPEFACE SECONDARY

THE TYPEFACE RHODE HAS BEEN CHOSEN TO BE THE LEAD WITH ALL BRAND MESSAGING FOR WC10. ALL HEADLINES, SIGN-OFFS AND URL’S ARE TO BE DESIGNED USING THIS TYPEFACE.

THE TYPEFACE FS CLERKENWELL HAS BEEN CHOSEN TO BE SECONDARY FONT. ALL BODY COPY OR PARAGRAPHS WHERE LOTS OF TEXT IS NEEDED WILL BE DONE IN THIS TYPEFACE.

RHODE BLACK CONDENSED

FS CLERKENWELL BOLD

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

RHODE BOLD CONDENSED

FS CLERKENWELL REGULAR

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

RHODE MEDIUM CONDENSED

FS CLERKENWELL LIGHT

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789


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WC10 TYPE EXAMPLE PRIMARY


BRAND STANDARDS

WC10 TYPE EXAMPLE SECONDARY


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MERCURIAL BRANDING & TYPEFACE MERCURIAL SILO MARK

AVANT GARDE BOLD

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 MERCURIAL SILO MARK WITH BENEFIT

AVANT GARDE MEDIUM

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 SECONDARY MARK

AVANT GARDE BOOK OBLIQUE

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 AVANT GARDE LIGATURES

ACEFGHKLM NPRSTUVW


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MERCURIAL SILO TYPE EXAMPLE


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CTR BRANDING & TYPEFACE CTR SILO MARK

GRAVUR CONDENSED

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 CTR SILO MARK WITH BENEFIT

AG OLD FACE BOLD

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

CTR LABEL LAYOUT


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CTR360 SILO TYPE EXAMPLE RETAIL FILM


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T90 BRANDING & TYPEFACE T90 SILO MARK

BALLS BOLD

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 T90 SILO WORD MARK

T90 SILO WITH BENEFIT


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T90 SILO TYPE EXAMPLE


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TIEMPO BRANDING & TYPEFACE TIEMPO SILO MARK

ROCKWELL EXTRA BOLD

TIEMPO SILO WITH BENEFIT

ROCKWELL REGULAR

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 BICKHAM SCRIPT PRO. UPPER AND LOWER CASE AND SPECIAL CHARACTERS

ABC DE F GHIJKLMN OPQRST U VWX YZ 0123456789


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TIEMPO SILO TYPE EXAMPLE


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COMMUNICATION HIERARCHY RETAIL ATTRACT/ENGAGE AND CONNECT STRATEGY

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POWER AND ACCURACY. ONE TOUCH AND YOU SEE HER. THE TOP CORNER. BEAUTIFUL. STRIKE IT CLEAN AND HIT IT EVERY TIME. THE BALL. THE NET. THEY BELONG TOGETHER.

A NEW SHOT SHIELD LETS PLAYERS MAKE EVERY SHOT WITH PINPOINT ACCURACY. INSTEP PODS AND SHAPE-CORRECTING MEMORY FOAM CREATE CONSTANT PRESSURE ACROSS THE SURFACE OF THE FOOT FOR TRUER STRIKES. SWERVE FINS DELIVER GREATER FRICTION ON THE BALL FOR INCREASED SPIN ON CURLS.


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BRAND STANDARDS

COLOR USAGE

BE RUTHLESS

EARTHY, DARKER HUES ARE THE BASE STARTING POINT. THESE REPRESENT THE GRITTY, TOUGH SIDE OF FOOTBALL. PLAYERS ARE OUT THERE TO WIN. IT’S NOT A GAME. IT’S A BATTLE.


BRAND STANDARDS

COLOR USAGE

BE BRILLIANT

EACH SEASONAL SILO HAS A SPECIFICLY CHOSEN COLOR THAT STANDS PROUD IN RETAIL, BACKED AGAINST MORE EARTHY, DARKER HUES FOR CLEAR CONTRAST.


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NIKEFOOTBALL BRAND COLOR USAGE

THE PRIMARY COLORS FOR NIKEFOOTBALL WC10 ARE BROWN PMS 8601 OR 8624 FOR VINYL. THEY MAKE UP 80% OF THE USAGE, WITH PMS GREEN 7482 BEING THE POP ACCENT FOR THE REMAINING 20%.


BRAND STANDARDS

SEASONAL SILO ACCENT COLORS

THE HO09 - SU10 SILO SEASONAL ACCENT COLORS HAVE BEEN CHOSEN TO REPRESENT EACH PRODUCT, GIVING THEM A RECOGNIZABLE POSITIONING WITHIN RETAIL.

SU10

HO09 MERCURIAL

CTR360

T90

TIEMPO

PMS HEXACHROME CYAN C - C98 M0 Y0 K0

PMS 485C - C0 M95 Y100 K0

PMS 877C SILVER - C0 M0 Y0 K40

PMS 382C - C30 M0 Y98 K0

SP10 MERCURIAL

PMS 102C - C0 M0 Y95 K0

CTR360

PMS 485C - C0 M95 Y100 K0

T90

PMS 802C - C50 M0 Y100 K0

TIEMPO

PMS 877C SILVER - C0 M0 Y0 K40

MERCURIAL

PMS 2577C - C40 M54 Y0 K0

CTR360

PMS 506C - C20 M86 Y38 K62

T90

TIEMPO

PMS PROCESS BLUE C - C100 M10 Y0 K10

PMS 871C - C18 M30 Y60 K20

FA10 - TBD


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PHOTOGRAPHY


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PHOTOGRAPHY


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PHOTOGRAPHY


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PHOTOGRAPHY

BE OWNABLE

ALL SHOTS NEED TO BE GRADED AND CONTRASTED TO CREATE DRAMA, IN THE NIKEFOOTBALL STYLE. THIS UNIQUE WAY OF PHOTOGRAPHY AND RETOUCHING HAS BEEN DEVELOPED FOR WC10 AND MUST BE ADHERED CAREFULLY FOR CONSISTENCY.


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MATERIALS


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MATERIALS AUTHENTIC & TRUE

USE MATERIALS DIRECTLY FROM THE GAME. STADIUMS CONTAIN MANY INSPIRING, CONSISTENT RANGES OF MATERIAL WHICH CAN BE TRANSLATED INTO NIKE RETAIL SPACES. THIS KEEPS NIKE FOOTBALL AT THE GRASS ROOTS OF AUTHENTICITY.


BRAND STANDARDS

THE MATERIALS BVELOW ARE TAKEN FROM THE BOOTROOM AND SCALED DOWN FOR PRICING. WHEN BUDGET ALLOWS, USE MAXIMUM MATERIALS IN THE SPACE, OTHERWISE USE COLOR AND GRAPHICS TO HELP SUPPORT THE FOOTBALL LANGUAGE.

MATERIALS PALETTE

FLOOR CONCRETE

VENEERED TIMBER (DOUBLE FUMED/U.V. OILED FINISHED EUROPEAN OAK). SAMPLE AVAILABLE ON REQUEST

ASTRO TURF FOR SEATING AREA WWW.LAZYLAWN.CO.UK LAZYLAWN LAZY SUPREME

WALL/FIXTURE WALL BEHIND SERVICE DESK CERAMIC TILES OR PAINT RAL 7013/PMS 449 C SATIN FINISH

VENEERED TIMBER (DOUBLE FUMED/U.V. OILED FINISHED EUROPEAN OAK) SAMPLE AVAILABLE ON REQUEST

PAINT BROWN WALL PARTS BROWN PAINT RAL 8019

SERVICE DESK

MANNEQUIN PODIUM

BENCHES

BLACKENED STEEL OR PAINT RAL 7021 SATIN FINISH

BLACK PAINT RAL 8022 HIGH GLOSS

BROWN FAUX LEATHER

WALL FIXTURES AND FREESTANDING FIXTURES PS SERIES / OR EXISTING FIXTURES TO BE SPRAY PAINTED OR POWDER COATED RAL 8019 / PMS 412C

SIGNAGE TINTED GLASS VINYL

BLUE PERSPEX PMS PROCESS CYAN C

CLEAR ACRYLIC WITH WHITE BACK

COPPER VINYL PMS 876 C

CLEAR VINYL


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THE LINE

THE NIKEFOOTBALL WC10 GRAPHIC LANGUAGE IS BASED AROUND THE SIMPLICITY OF AN ANGLED LINE. THIS LINE ORGINATES FROM 45O AND WORKS THROUGH TYPE, LOGOS, INSTORE GRAPHICS, PRINT, POSTERS, VIDEO AND ALL OTHER MEDIA. THE FOLLOWING PAGES DEMONSTRATE HOW THIS CAN EVOLVE.

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45


BRAND STANDARDS

GRAPHIC LANGUAGE

BE BOLD


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GRAPHIC LANGUAGE

BE SIMPLE


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GRAPHIC LANGUAGE

BE THOUGHT FULL


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GRAPHIC LANGUAGE EXAMPLE CTR360/NIKEFOOTBALL+ LEAFLET


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GRAPHIC LANGUAGE EXAMPLE BLACK PACK


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GRAPHIC LANGUAGE EXAMPLE BLACK PACK


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GRAPHIC LANGUAGE EXAMPLE PLAYERS LOUNGE


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GRAPHIC LANGUAGE EXAMPLE PLAYERS LOUNGE


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GRAPHIC LANGUAGE EXAMPLE ELITE TRAINING PACKAGING


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GRAPHIC LANGUAGE EXAMPLE BRAZIL BROCHURE


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GRAPHIC LANGUAGE EXAMPLE BRAZIL BROCHURE


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GRAPHIC LANGUAGE EXAMPLE 3D INSTALLATION FOR RAM MEETING


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GRAPHIC LANGUAGE EXAMPLE INTERSPORT MEETING AT RAM


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GRAPHIC LANGUAGE EXAMPLE BOOTROOM


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GRAPHIC LANGUAGE EXAMPLE BOOTROOM


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GRAPHIC LANGUAGE EXAMPLE TEAMSPORT INSTORE GRAPHIC


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GRAPHIC LANGUAGE EXAMPLE ATHLETE AMBIENT INSTORE WALL GRAPHICS


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GRAPHIC LANGUAGE EXAMPLE WC10 PATTERN


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GRAPHIC LANGUAGE EXAMPLE HOUSE OF FOOTBALL WC10 LOGO


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EACH SILO HAS AN ICON GRAPHIC ASSOSIATED WITH IT. THESE HAVE BEEN DEVELPOPED AS ADDITIONAL ELEMENTS TO COMPLEMENT THE SILO LANGUAGE. (I.E. T90_ MASTER ACCURACY, MERCURIAL_MASTER SPEED, CTR360_MASTER CONTROL).

SILO ICONS T90

MERCURIAL

CTR360


BRAND STANDARDS

EXPERAMENTAL SILO POSTERS


THANK YOU


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