Pony Club Brand Guidelines

OUR BRAND RULES

WELCOME

As we enter a new chapter in our 90 year history – and look to an exciting future – it is important for us to continue to present ourselves as an enthusiastic and engaging equine membership organisation dedicated to anyone under 25 years of age who wants to further their skills and experience, with or without their own horse or pony.

It is vital in a world where other organisations are competing for Members that The Pony Club is instantly recognisable and that The Pony Club brand is presented

with a consistent and modern style that reflects our personality and values, high standards, our achievements and our service to our Members. Our Brand Rules document will evolve, but it outlines a number of fundamentals to ensure that the look and feel of our communications complement our values and ethos of fun, friends and horsemanship. By rigorously applying these brand guidelines we reinforce and enhance our brand and appeal to the equine sector.

CHRISTOPHER BROMFIELD CHAIRMAN, THE PONY CLUB

WHO WE ARE We are an international voluntary youth organisation, dedicated to encouraging young people to ride and to care for horses and ponies, whilst promoting the highest ideals of sportsmanship. The Pony Club has been around since 1929, celebrating 90 years in 2019, and have been the starting point for a large majority of equestrian athletes, medal winners and anyone interested in riding and horse care.

BRAND CHARACTER

HORSEMANSHIP OPPORTUNITY COMMITMENT BELONGING FUN TEAM SPIRIT CHALLENGE FRIENDSHIP ACHIEVEMENT BOND EXHILARATION DETERMINATION HERITAGE

BENEFITS AND AIMS

The Pony Club is a voluntary youth organisation which is open to all young people under the age of 25 throughout the United Kingdom. The aims of The Pony Club are:

• To encourage young people to ride and to learn to enjoy all kinds of sport connected with ponies and riding.

• To give instruction in riding and horsemastership and to educate Members to look after and to take proper care of animals.

• To promote the highest ideals of sportsmanship, citizenship and loyalty to create strength of character and self-discipline.

BRAND POSITIONING

The Pony Club promotes the education of young people through the provision of instruction and examination in riding, horse care and animal welfare. At camps and rallies children are taught best practice in a fun and safe environment.

Competitions are held at Branches and Centres, and the National Championships allow Members to compete at the highest level. Tests and competitions help young people to develop potential and encourage them to strive for the highest standards of equestrian achievement. Many former Members go on to compete at international competitions which helps to raise the international sporting profile of the nation.

In determining the fees and charges for membership, the Trustees’ priority is to set these at a level so that membership of the charity is accessible to the widest possible section of the public. Traditionally, Pony Club Members had to have their own ponies, but the charity has established Pony Club Centres, which offer membership to children who do not have their own ponies.

An additional focus is to raise public awareness of the charity across as wide a spectrum as possible, and to that end the Trustees are looking at increased advertising and the use of social networking sites (subject to child protection considerations), to reach children who may not yet be aware of the charity and its work.

BRAND BENEFIT

The physical training offered by horse-riding brings considerable health advantages associated with rigorous exercise. The Pony Club publishes The Manual of Horsemanship, which is widely regarded as the most reliable and informative book in this area, and is distributed worldwide. The charity aims to educate everyone about riding and animal welfare, especially health and safety aspects, through its various publications, DVDs and educational material.

In conjunction with the Riding for the Disabled Association (RDA) and the other British Equestrian Federation (BEF) Member Bodies, the Trustees have recently introduced the Young Equestrian Leaders’ Award (YELA), an initiative recognised by Sport England to develop leadership skills amongst young riders. This will build on The Pony Club’s well established programme of Young Instructors’ Courses, which enable our older Members to become the instructors of the future The Pony Club is a committed participant in the national UK Coaching Certificate (UKCC), and a further 150 instructors of all ages are accredited through this scheme each year.

The great strength of The Pony Club is its army of dedicated volunteers, numbering in excess of 10,000. It is continually looking at ways that it can refresh itself through real and relevant initiatives, whilst always taking account of the twin pillars of high class instruction and animal welfare, which are central to its ethos.

OUR BRAND ESSENCE

The Pony Club is ‘the’ starting place for anyone with an interest in horses and riding, who wants to learn and have fun in a safe and caring environment.

OUR TARGET MARKET

Membership is open to anyone up to the age of 25; from total novices to those with more experience who aspire to the highest standards of riding and horse care, developed by training, assessment and access to a wide range of equestrian sports. Branch membership is for those with access to a horse or pony, and Centre membership is for those without access to a horse or pony.

OUR LOGO EXCLUSION ZONE

When printed this logo should be used at a minimum of 50mm wide with an exclusion zone of 1/2 of the size of the logo.

Minimum size for on-screen use is 170px wide.

COLOUR WAYS

Primary logo

The primary logo comprises both the word and round graphic elements.

Negative logo

When the original is unreadable a negative version of the logo can be used.

Black logo

If a single colour printing process is used then the logo should be printed in black.

The primary colourway for the logo is blue over white.

DARK BLUE

Pantone 280 C

CMYK 100 89 34 22

RGB 0 33 105 #002169

There are four colours in the primary palette.

PRIMARY COLOURS AND USE THE PONY CLUB BADGE

The badge is the badge. It is not a logo and should only be worn as the badge on a jacket or as a Member’s badge.

PURPLE

Pantone 2613 C

CMYK 73 100 14 4

RGB 105 31 116

#691f74

LIGHT BLUE

Pantone 290 C

CMYK 32 6 6 0

RGB 184 216 235 #b8d8eb

GOLD

Pantone 117 C

CMYK 18 38 100 8

RGB 203 151 0 #cb9700

LOGO MISUSE

It is vital that the logo is used consistently wherever it appears.

• Do not stretch or alter the proportions of the logotype.

• Do not add any elements to the logotype in the exclusion zone.

• Do not remove any elements from the logotype.

• Do not change the colour of the logotypes from the master versions provided.

• Ensure the logo is always used large enough to be legible.

• Do not use any other font.

The Pony Club logo is the most important brand asset so must be used correctly on all communications whether inprint or online.

North Warwickshire

PONY CLUB

Social marque ONLY

• The ONLY circumstance when the logo can appear without the words ‘Pony Club’ is as a marque on social media.

90TH LOGO

Primary logo and exclusion zone

When printed this logo should be used at a minimum of 50mm wide with an exclusion zone of 1/4 of the size of the logo. Minimum size for on-screen use is 120px wide.

Branded clothing

All Branch and Centre branded clothing must be ordered through The Pony Club shop powered by Harry Hall (shop.pcuk.org)

For 2019 only a special logo has been created that should be used on all rosettes and communications.

Light purple and white logo

When required (when printing on a coloured background) there may be a need to reverse out colours to either replace the purple with white or replace the purple and light purple with white).

90TH COLOURS AND USE

The 90th logo features the purple from the primary palette with a paler purple.

PURPLE

Pantone 2613 C

CMYK 73 100 14 4

RGB 105 31 116 #691f74

Pantone 257 C

CMYK 24 43 0 0

RGB 200 161 203 #c8a1cb

PALE PURPLE

Rosettes

The logo to use for rosettes is determined by the colour process. For a white background use the two-colour logo and for foil and a dark background use the single colour logo.

Pull-up banners

Bunting

Sticker

Purchase information

Pull-up banners, bunting and stickers can be purchased from shop.pcuk.org

Front Reverse

SPORTS COLOURS

Each sport has been allocated its own colour to make it easily identifiable These colours should be used as the colour for anything relating to the sport.

ADDITIONAL COLOURS

These colours have been created for specific publications with one colour still to be allocated. These colours should be used for any printed materials related to these subjects.

SPORTS ICONS

Each sport has also been allocated its own icon to make it easily identifiable These are the only icons to be used for the sport where possible.

EXAMPLES OF USE

PRIMARY TYPEFACE

Montserrat is the primary typeface and is a free font available to download All external communications should be designed using Montserrat to demonstrate they are part of The Pony Club

MONTSERRAT

Extra Light

ABCDEFGHIJKLMNOPQRST

abcdefghijklmnopqrstuvwxyz

1234567890

Light

ABCDEFGHIJKLMNOPQRST

abcdefghijklmnopqrstuvwxyz

1234567890

Regular

ABCDEFGHIJKLMNOPQRST

abcdefghijklmnopqrstuvwxyz

1234567890

Medium

ABCDEFGHIJKLMNOPQRST

abcdefghijklmnopqrstuvwxyz

1234567890

Bold

ABCDEFGHIJKLMNOPQRST

abcdefghijklmnopqrstuvwxyz

1234567890

ExtraBold

ABCDEFGHIJKLMNOPQRST

abcdefghijklmnopqrstuvwxyz

1234567890

Black

ABCDEFGHIJKLMNOPQRST

abcdefghijklmnopqrstuvwxyz

1234567890

SECONDARY TYPEFACE

We have a secondary typeface to provide contrast within printed materials

PSFournier STD

Light

ABCDEFGHIJKLMNOPQRST

abcdefghijklmnopqrstuvwxyz

1234567890

Regular

ABCDEFGHIJKLMNOPQRST

abcdefghijklmnopqrstuvwxyz

1234567890

Bold

ABCDEFGHIJKLMNOPQRST abcdefghijklmnopqrstuvwxyz

1234567890

Heavy

ABCDEFGHIJKLMNOPQRST

abcdefghijklmnopqrstuvwxyz

1234567890

SOCIAL MEDIA MARQUE

This is the only occasion that the roundel can be used on its own

It should also always appear in The Pony Club primary blue.

SOCIAL MEDIA GUIDELINES

STATIONERY EXAMPLES

Letterhead

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Dear Sir / Madam

16th February 2018

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Yours sincerely Natum que officim

Agendas

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Time: 2.15pm

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Outline Agenda

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Powerpoint slides

Templates for Powerpoint presentations are available from The Pony Club head office.

HEADLINE

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pcuk.org 1

HEADLINE

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HOW IT ALL WORKS

Merchandise

All branded merchadise is available from The Pony Club shop powered by Harry Hall (shop.pcuk.org)

Harry Hall

We are now working in partnership with Harry Hall who are sourcing and producing all our merchandise. To see the full range of clothing go to shop.pcuk.org

PARTNERS/ SPONSORS

The Pony Club Shop

We are now working exclusively with Harry Hall, who stock and sell all Pony Club merchandise.

The Pony Club International Alliance

BRAND AMBASSADORS

Area Representatives

(CHAIRMAN)

Pleasance Jewitt (Retires 2020) area9@pcuk.org

AREA 1

Catriona Willison (Retires 2019)

Craigend Farm, Fintry, Glasgow G63 0LS Tel 01360 860257 or 07979 735274

Email area1@pcuk.org

AREA 2

Sheila Clifford (Retires 2019) Furnace Farm, Chester Le Street, Co. Durham DH2 2AQ Tel 0191 388 3756 Email area2@pcuk.org

AREA 3

Nicola Morrison (Retires 2020) The Barn, Newton-le-Willows, Bedale, North Yorkshire DL8 1TP Tel 01677450998 or 07850 617245

Email area3@pcuk.org

AREA 4

Rosalind Slinger (Retires 2019) Woodnook Farm, Roach Road, Samlesbury, Preston, Lancashire PR5 0RB Tel 01254 852560

Email area4@pcuk.org

AREA 5

Meg Green (Retires 2021)

Ty’r Aer Mawr, Bodfari, Denbigh LL16 4HY Tel 01745 710374

Email area5@pcuk.org

AREA 6

Caroline Brown (Retires 2020) The Lodge, Grantham Road, Coleby, Lincs LN5 0AP Tel 01522 810821

Email area6@pcuk.org

AREA 7

Andrew James (Retires 2021)

5 Heath Road, Market Bosworth, Nuneaton, Warwickshire CV13 0NT

Tel 01455 291273 or 07737 877697

Email area7@pcuk.org

AREA 8

Hetta Wilkinson (Retires 2020) White House Farm, Easthorpe, Colchester, Essex CO5 9HG

Email area8@pcuk.org

AREA 9

Pleasance Jewitt (Retires 2020)

No.5 Rectory Farm, Duntisbourne Abbots, Nr Cirencester, Glos GL7 7JW

Tel 01285 821715

Email area9@pcuk.org

AREA 10

Isobel Mills – (Retires 2021)

The Stables, New Lodge Farm, Peterchurch, Hereford HR3 6BJ

Tel 07976 779140

Email area10@pcuk.org

AREA 11

Martin Wright (Retires 2019)

1 White Cottages, Swanley Village Road, Swanley, Kent BR8 7NQ

Tel 01322 663247 or 07831 528734

Email area11@pcuk.org

AREA 12

Helen Jackson (Retires 2019)

Hanger Farm, Fingest, Henley-on-Thames, Oxfordshire RG9 6QB

Tel 01494 881321 or 07941 818738

Email area12@pcuk.org

AREA 13

Sara Tremlett (Retires 2019)

4 Barkworth Way, West Chiltington, West Sussex RH20 2PQ

Tel 01798 817476

Email area13@pcuk.org

AREA 14

Louly Thornycroft (Retires 2020)

Fivepenny House, Shillingtonstone Lane, Okeford Fitzpaine, Blandford DT11 0RB

Tel 01258 860614

Email area14@pcuk.org

AREA 15

Deborah Custance-Baker (Retires 2019)

Hayne House, Silverton, Exeter EX5 4HE

Tel 01392 861750 or 07889 260446

Email area15@pcuk.org

AREA 16

Susie Bucknall (Retires 2021)

Lower Hookner Farm, North Bovey, Newton Abbott, Devon TQ13 8RS

Tel 01647 221385

Email area16@pcuk.org

AREA 17

Liz Lowry (Retires 2019)

31 Coach Road, Comber, Co. Down BT23 5OX

Tel 02891 870766

Email area17@pcuk.org

AREA 18

Julie Hodson (Retires 2021)

Cefngranod, Sarnau, Llandysul, Ceredigion SA44 6QB

Tel 01239 654314

Email area18@pcuk.org

AREA 19

Di Hadley – (Retires 2021)

Canty Bay, North Berwick

EH39 5PJ

Email area19@pcuk.org

BRAND

AMBASSADORS

Centre Coordinators

(CHAIRMAN)

Katy Powell centrechairman@pcuk.org

AREA 1

Lea Allen

Cairnton House, Abroath, Angus DD11 5SU

Tel 07801 278785

Email leaarea1@hotmail.co.uk

AREA 2

TBC

AREA 3

Georgina Ashton

Granstable House, Biggin Lane, Little Fenton, Sherburn in Elmet, North Yorkshire LS25 6HQ

Tel 07795 071741 or 01937 557701

Email georginaashton@ outlook.com

AREA 4

Vicki Jackson

42 Courtfield, Ormskirk L39 1LB

Tel 07769 412272

Email area4pcuk@mail.com

AREA 5

TBC

AREA 6

Amelia Payne

Rose Cottage Farm, Limby Hall Lane, Swannington, Leicestershire LE67 8QF

Tel 07816 955757

Email amelia@ameliapayne.co.uk

AREA 7

Anne Grindal

Arbury House Farm, Withybrook Road, Bulkington, Bedworth CV12 9JW Tel 07968 074990

Email pcarea7centres@gmail.com

AREA 8

Diane Pegrum

Shaftesbury Farm, Lindsey Street, Epping, Essex CM16 6RE

Tel 01992 572173 or 07890 919558

Email diane@pegrum.plus.com

AREA 9

Laura Aitken

37 Banks Road, Badsey WR11 7TB

Tel 07970 600151

Email lauraarea9@gmail.com

AREA 10

Hayley Marsh

Graycot, The Rampings, Longdon, Tewkesbury GL20 6AL

Tel 07837 117938

Email hayley@hayleymarshvet physio.co.uk

AREA 11

Amber Barson-Greally

2 St. Augustine’s Cottages

Bowzell Road, Sevenoaks Weald DA5 2AL Tel 07949 579264

Email pc.area11@gmail.com

AREA 12

Ali Dane

Ridgeway View, Manor Road, Wantage, Oxfordshire OX12 8NF Tel 07712 776321

Email ali_surreydane@hotmail.co.uk

AREA 13

Emma Elliott

31 Jacksons Road, Hedge End, Southampton SO30 2GG

Tel 01489 790496 or 07879 086908

Email emma.elliott77@ gmail.com

AREA 14

Sara Greenwood

Holbrook, Chetnole Road, Yetminster, Dorset DT9 6HQ

Tel 07773 782052 or 01935 873924

Email s-sgreenwood@ tiscali.co.uk

AREA 15 AND 16

Penny Steadman

Brook Farmhouse, Tedburn St Marys, Exeter, Devon EX6 6DS Tel 0789 996 3003 or 01647 270042

Email penny.steadman@ btconnect.com

AREA 17

Sandra Vollands

38 Magherascouse Road, Ballygowan BT23 5RU, Co Down Tel 02897 528980 or 07974 348446

Email sandravollands@aol.com

AREA 18

Helen Davies

Panteg, Llandyfaelog, Kidwelly, Carmarthenshire, SA17 5RA

Tel 01267 267312 or 07845 397211

Email helen.t.davies@gmail.com

AREA 19

Richard Johnston–Smith

56 Easthouses Way, Easthouses, Dalkieth, Midlothian EH22 4UA

Tel 07725 260691

Email richard@deuxltd.com