Page 1

Brand Guidelines


1 2

Tone of Voice Logos

logo elements

3

colors

4

spacing & restrictions

5

typography

6

brand extensions

7

photography & art direction


tone of voice


Target Audience Younger teen with a laid back personality. Not super rich, but definitely comes from upper middle class. They are “quietly serious” about their game. Meaning they don’t brag about it to their friends, but take it very seriously while they are playing. Mom and Dad love to brag about their kids golf game, and know their child takes it more seriously than they put on. (The “sell” will not only be to the kids, but to the parents) The crossover of target archetypes teach us a lot bout the brand’s voice. The Target Audience quietly takes the game seriously, but is an average kid. It is our belief that one of their biggest fears is one of “The Hero” (weakness/ vulnerability), but interestingly enough not for themselves, but perceived by others. Winning this championship will be a big ego boost to them and their game, but they play off that fact with jokes and nonchalantness... To this end we suggest a “serious” brand image, with a hint of whimsy & fun. Too serious will turn players away, too much fun will do the same.

Overall Message New, fresh, and a little edgy with an old school flavor that respects the history and traditions of the game.


COMPETITIVE FRESH FUN RESPECTFUL

1

tone of voice


logos


Full Lockup This logo includes both the logo mark and the name brand. It should be used in most circumstances as we are trying to create brand equity for a new event.


note 1 color and greytone logos should be used sparingly and have been made for only for “emergency� needs. The limited color palette of the overall brand means production costs should be limited.

2

logos


logo mark This logo should be used anywhere and everywhere possible. If size restrictions limit the use of a full lockup, this logo should be used in it’s place. The goal is for people to always see an American flag in the shape of a golf bag. The way we will achieve this goal is to place this logo on many locations as possible. This is our swoosh.


note 1 color and greytone logos should be used sparingly and have been made for only for “emergency� needs. The limited color palette of the overall brand means production costs should be limited.

2

logos


text lockup 1 This logo should rarely be used alone. It has been made as a separate asset for when the full lockup can be or should be separated on the same piece. For example: A polo shirt can have the logo mark on the left chest, and this text lockup on the arm to maximize size of both.


note greytone logos should be used sparingly and have been made for only for “emergency� needs. The limited color palette of the overall brand means production costs should be limited.

2

logos


text lockup 2 The main purpose of this text lockup is for tall, vertical locations, and visibility in small scale. This logo and the primary logo mark should never be seen in close proximity to each other.


note 1 color and greytone logos should be used sparingly and have been made for only for “emergency� needs. The limited color palette of the overall brand means production costs should be limited.

2

logos


We are the 50 A custom secondary mark has been produced to strengthen the overall brand. This should never be used as a stand-in for any logo, but more as a visual tag-line to the brand.


2

logo elements


colors


colors Our color palette is traditional and unyielding. The only reason to not have these exact colors would be production, but it should be kept to as close as possible. A dark navy shirt is fine, we do not have to PMS match a polo, but swapping out to royal is not acceptable.

scarlet RGB: 204 | 31 | 65 CMYK: 14 | 100 | 75 | 3 HEX: cc1f41 PMS: 193C


navy RGB: 11 | 35 | 54 CMYK: 94 | 77 | 51 | 59 HEX: 0b2336 PMS: 296C

3

colors


spacing & restrictions


Spacing The spacing of all logos should be equivalent to the size of the largest club inside the logo

safe area

bounding box

bounding box


safe area

safe area

safe area

bounding box

safe area

bounding box

safe area bounding box

safe area

safe area bounding box

safe area

safe area

ding box

safe area bounding box

text lockup Due to the fact that the text only lockup does not have a club to base it’s spacing on, the “I” in Fifty can be used as the unit of measure. For the second lockup the proper safe area is 50% of the width of the box design.

4

spacing & restrictions


ALTERATIONS The brand marks should never, under any circumstances be stretched, squeezed, or altered

TEXT ALTERED SQUEEZED

STRETCHED

SHEARED

WE ARE THE FIFTY


COLORS The colors, like the brand marks, should never be altered for any reason. As stated before the only reason to not have these exact colors would be production, but it should be kept to as close as possible. A dark navy shirt is fine, we do not have to PMS match a polo, but swapping out to royal is not acceptable.

wrong reds and blues

altered to match a “holiday�

4

spacing & restrictions


Scale & usage restrictions Our logos and name come with unique problems. Problems that could create confusing visuals and hurt the brand. To combat this we have created a set of “rules” for the logo marks that must be strongly adhered to.

restriction #1 The full lockup logo mark and the We are the 50 “map logo” should never be used in close promixity. It would be advised to never use these 2 logos on the same spread in printed materials.

NO YES

restriction #2 The same restriction goes for the type lockup #2. It Should never be used in close proximity to the primary logo mark or as a replacment. Ever. It would be advised to never use these 2 logos on the same spread in printed materials.

NO


restriction #3 When in close proximity to each other, the WE ARE THE 50 secondary mark should be no greater than 50% of the primary logo mark.

50%

100%

The only exception to this restriction will be merchandise. the WE ARE THE 50 mark can be used larger and promidently in merchandise sales. As long as the primary logo mark is pushed at the forfront of the brand, merchandise sales should not hurt the overall brand continuity.

4

spacing & restrictions


typography


headline Our primary headline typeface is “Blair Bold�, It is to be used only in situations that call for a headline. As it is in the same typeface family used to create the typography lockup mark, it should be used carefully and never compete with the hierarchy of the logo in any materials.

blair bold abcdefghijklm nopqrstuvwxyz 1234567890


body We will use “Arial� a standard san serif typeface easily accessible and legible.

Arial Arial Arial Obitatus volorum quam illestio quiasperion niti incid ut iur andipsam veliquas veles molorem nobit odios que quia assimpo rporerovit aligendae lictore ea consedia cullabo. Otaspid eliquati doluptatum vendae dolecatet mil moditatur? Quibus aut ari apellabor am fugias consequaerit magnis qui dolorio omnis sum sumque volorum quossin ventibu sciuntu repernatiume rest, cum nulla sa eatur aut ius consequos pra num rem aut ut optate sequi acesti dolorrum utem vollenimet pos dusda culparu ptatatur re moloreped que laut doluptae. Ent optatur, sum eature maximax imusandam dolorum harum delesci nobis dolut ipsam que nimus debit imi, siti aborit faccum re, optas deruptatust vollaut et venihit evenimenda sit prehent faci alita quame nos dolorest lite rehenih ilicil ipisqua ssimpore con res volorrum il is et estias alis dest ipiet ea sam aut rerferi aspidio. Solupta doluptatus repe voluptate cullore ssequat porias se rati sin reniati nvenis qui non repe debis arum volene dolupti sam inverch illigni mpelissit mo quis sentur, cus sime volupti des aut vene experiandam, sinventia qui toratemo qui omnis ario. Nemporpore, ipsa quossumquia aliquam volut labo. Et faccust dolorit ibusant empore, temporiam quation sequam volore alitae volorum cusam viti optiati od et, inusantium esed exceperum hil il inventem aute occaectum liciist, sequi blabo. Or sunti ut voluptat. Evelest essi omniendis dolorepudit, nonsect aquaspero te volenih illatestis sum restibus eaqui optatio. Sita volestor sit quis por si

5

typography


brand extensions


brand extensions Like with any good brand, the devil s in the details. The Barn has created a number of materials to help guide the overall direction of future collateral and design sense.


6

brand extensions


6

brand extensions


6

brand extensions


photography & art direction


Photography Photography for the We Are The Fifty should echo our tone of voice. Competitive, fresh, fun, and respectful to the history of the game. We can accomplish this in a couple of fashions, but a couple key ones are: - Do not show the face of the athlete. This will make the player imagine it is them. - Have the image shot from behind to push the idea of looking forward and into the future - When we do show faces, make sure they are having a good time. Not pure competitive. This is key in “lifestyle” shots

“Moving Forward”


“Lifestyle”

“Anyone”

7

photography & art direction


DO NOT Due to the nature of this event, photography will be hard to come by. We can not use athletes in the event because it will ruin their NCAA eligibility, so we will move to stock. Here are some “traps” to avoid in finding the right stock - especially because in year one the event will be exclusive to girls.

DO NOT Use models that are overly “photoshopped”, “done up”, or sexualized in any way.


DO NOT Use models that obviously are “only there to model.” We need the athletes in every image to be an obvious golfer.

DO NOT Use imagery that could be seen as degrading to females and their commitment to the sport. Every woman in this image has a bright pink bag, perfectly matching outfits, etc. This image says, “Isn’t that cute, these girls are out playing golf instead of gossiping while shopping.”

7

photography & art direction


art direction Unlike most brands, our logo CAN be used as a design element and rotated inside of “ads.� This style of guerrilla advertising is so that people who see our event, will never forget it, and visualizes our logo every time they see a golf bag.


the line A design element that is sure to be used across web, print, and other collateral is a horizontal line. In our brand we will be sure that this line has rounded edges to match the rounded edges in the logo. This detail will drive home the overall brand design and make a cohesive look

usual horizontal break

AGC rounded horizontal break

7

photography & art direction


This brand and all designs were produced with love and attention by The Barn. We thank you very much for your trust in our agency to produce such a game changing new brand for your organization and your event. We hope we have created something we call a “franchise brand.� A brand that will not only stand the test of time, but make an emotional connection to your audience. We hope to work with you again on other projects and we wish you all the luck in the future.

Nick Matarese President / Creative Director

TheBarnCreative.ORG


thank you


Designed and developed by The Barn | TheBarnCreative.ORG

Profile for Nick Matarese

We are the 50  

We are the 50  

Advertisement