GR365_Chelsea Football Club_Graphic Standard Guidelines

Chelsea Football Club Graphic Standard Guidelines

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A Letter from the Chairman

Our ambition with Chelsea Football Club has always been to make it the best club in the world, both on the pitch and in how we work with, and give back to the community off it.

Chelsea Football Club is first and foremost a club rooted in tradition and community. We are also an ambitious club, and we have always strived to be the very best. In order to do that, we must constantly strive to improve and sometimes take risks.

Chelsea has a very rich history, and we know we are very fortunate to play a part in that. The Club was here before us, and will be here long after us.

Our job is to ensure we are as successful as we can be today, as well as build for the future.

The Owner and Board thank you for your continued support for the Club.

Sincerely,

Bruce Buck Chairman

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Table of Contents 1.0 History 1.1 1.2

Trophies Stamford Bridge Stadium

2.0 Brand Guidelines 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8

Previous Brand Preferred Brand Clear Space Brand Scale Incorrect Usage Color Palette Color Usage Secondary Graphics

4.0 Stationery 4.1 Business System 4.2 Letterhead 4.3 Envelope 4.4 Business Card

5.0 Applications 5.1 Team Uniform 5.2 Merchandise 5.3 Social Media & Website 5.4 Ticket 5.5 Team Transportation 5.6 Poster 5.7 Pennant

3.0 Typography 3.1 3.2

Primary Typography Secondary Typography

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1.0 History 1.1 Trophies 1.2 Stamford Bridge Stadium

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Chelsea Football Club // Graphic Standard Guidelines

1.1 Trophies

Premier League 1955, 2005, 2006, 2010, 2015, 2017 8

FA Cup 1970, 1997, 2000, 2007, 2009, 2010, 2012, 2018

Chelsea Football Club // Graphic Standard Guidelines

1.1 Trophies

Uefa Champions League 2012

Uefa Europa League 2013, 2019

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Chelsea Football Club // Graphic Standard Guidelines

1.2 Stamford Bridge Stadium

Early Day Stamford Bridge is one of the oldest football grounds in the country and has been the home of Chelsea Football Club since our formation in 1905. Stamford Bridge opened as a sporting arena on 28 April 1877.

For the first 27 years of its existence it was used almost exclusively for the traditionally popular Victorian pursuit of athletics meetings by the London Athletic Club.

In 1904 the ownership of the modest ground changed hands when Mr Henry Ausgustus (Gus) Mears and his brother, Mr J T Mears, obtained the deeds, having previously acquired additional land (formerly a large market garden) with the aim of hosting a newer sport they had fallen in love with - football - which had swept the north of England and the Midlands and was growing in interest rapidly in the capital city.

It was quickly a success with a 60,000 crowd in the first year, promotion to Football League Division One after two, and three FA Cup finals held there between 1920 and 1922.

Present Day The current capacity stands at just over 41,000 and the ground has gone from being a huge oval shape to one with all four sides close to the pitch. There is almost no part of the current stadium that hasn’t markedly changed in recent years with only the huge old Shed wall remaining from the original stadium. It be can be seen outside of the current ground, opposite the Megastore and box office.

As well as all the work on the stadium itself, much of the remaining 12.5 acre site has seen building work, with two four-star hotels, restaurants, conference and banqueting facilities, an underground car park, a health club, a music venue and business center all added.

Stamford Bridge has come a long, long way since the original athletics venue was first opened in 1877, as can be seen in the video below, which is one of many features telling the Chelsea FC story in the club’s extensive and exciting Museum.

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2.0 Brand System 2.1 Previous Brand 2.2 Preferred Brand 2.3 Clear Space 2.4 Brand Scale 2.5 Incorrect Usage 2.6 Color Palette 2.7 Color Usage 2.8 Secondary Graphics

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Chelsea Football Club // Graphic Standard Guidelines

2.1 Previous Brand The previous brand features the lion rampant regardant in a blue circle, which is outlined with gold on the inside and outside. The circle bears the club’s name, two balls and two roses, which are England’s national symbols.

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Chelsea Football Club // Graphic Standard Guidelines

2.2 Preferred Brand The current brand is the rejuvenation of the previous brand.

The elements from the previous brand are refined and adjusted in size and scale. The establishment year of the club has been added to one of the elements of the current brand logo. The characteristic of the lion has been refined and modernized to be the key element of the logo.

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Chelsea Football Club // Graphic Standard Guidelines

2.3 Clear Space To the most effective, the branding treatment of Chelsea Football Club should always be surrounded by the precisely minimum amount of clear space. This territory will set it off far distinctly from any other accompany copy, photography, illustrative materials, and other graphic elements.

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Chelsea Football Club // Graphic Standard Guidelines

2.4 Brand Scale The standard and minimum brand sizes described below help to ensure the brand reproduces with optimal legibility. The minimum size of the brand is 1 inch in width. The simplified version of the brand should be used in any other situations when the brand smaller than 1 inch in width is needed.

3 Inches

1.5 Inch

0.75 Inch

0.5 Inch

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Chelsea Football Club // Graphic Standard Guidelines

2.5 Incorrect Usage A B C D E F

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Do Do Do Do Do Do

not not not not not not

condense the brand. shear, expand, or rotate the brand. use any background colors outside the color palette. decrease opacity. alter any of interior colors. apply any 3D effects on the brand.

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B

C

D

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Chelsea Football Club // Graphic Standard Guidelines

2.5 Incorrect Usage G H I J K L

Do Do Do Do Do Do

not not not not not not

any gradation on the background. flip the side on any of the elements of the brand. use the brand in an outlined form. use any gradation on the brand. use perspective effect on the brand. apply color halftone effect on the brand.

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H

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K

L

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Chelsea Football Club // Graphic Standard Guidelines

2.6 Color Palette Primary Colors

Pantone 293 U C=92, M=71, Y=1, K=0 R=33, G=90, B=168 HEX #215AA8

Pantone 540 U C=82, M=67, Y=36, K=18 R=62, G=81, B=112 HEX #3E5170

Secondary Colors

Pantone P 112-3 U C=92, M=71, Y=1, K=0 R=33, G=90, B=168 HEX #215AA8

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Pantone Strong Red U C=10, M=92, Y=41, K=0 R=216, G=57, B=104 HEX #D83968

Chelsea Football Club // Graphic Standard Guidelines

2.7 Color Usage The brand can be reproduced in full color which incorporates primary and secondary colors or single color version that appears on a solid black or the primary blue background for prints or digital artwork.

Full color version

Black version

One color version

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Chelsea Football Club // Graphic Standard Guidelines

2.8 Secondary Graphics Secondary graphics below are allowed to be used as graphic elements for the brand in order to enhance the personality of the brand. All of secondary graphics can only be used in the brand primary or secondary color.

Geometrical graphic pattern (solid)

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Chelsea Football Club // Graphic Standard Guidelines

2.8 Secondary Graphics Secondary graphics below are allowed to be used as graphic elements for the brand in order to enhance the personality of the brand. All of secondary graphics can only be used in the brand primary or secondary color.

Geometrical graphic pattern (outline)

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3.0 Typography 3.1

Primary Typography

3.2 Secondary Typography

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Chelsea Football Club // Graphic Standard Guidelines

3.1 Primary Typography The Neue Kabel typeface family, from Marc Schütz, takes the original charm of Rudolf Koch’s 1927 design and ushers it into the 21st century. It maintains the rhythm and proportions of Koch’s typeface, and adds the consistent design traits and family structure of a 21st century sans serif.

Neue Kabel

Chels!

Aa Bb Cc Dd Ee Ff Aa Bb Cc Dd Ee Ff Aa Bb Cc Dd Ee Ff Aa Bb Cc Dd Ee Ff

Regular Medium Bold Extra Bold

123456789!@#$%^&*()_ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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Chelsea Football Club // Graphic Standard Guidelines

3.2 Secondary Typography Designed for the Bauer foundry, the Serifa font family was based on the geometric linear forms of Frutiger’s Univers. Square, unbracketed, slab serifs have been added. A readable face, Serifa can be used for text and display work

Serifa

Chels!

Aa Bb Cc Dd Ee Ff Aa Bb Cc Dd Ee Ff Aa Bb Cc Dd Ee Ff Aa Bb Cc Dd Ee Ff

Light Regular Medium Bold

123456789!@#$%^&*()_ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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4.0 Stationery System 4.1

Business System

4.2 Letterhead 4.3 Envelope 4.4 Business Card

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Chelsea Football Club // Graphic Standard Guidelines

4.1 Stationery System

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Chelsea Football Club // Graphic Standard Guidelines

4.1 Stationery System

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Chelsea Football Club // Graphic Standard Guidelines

4.2 Letterhead

11"

8.5"

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Chelsea Football Club // Graphic Standard Guidelines

4.2 Letterhead

2.25" 2" 1"

1"

0.25"

0.5"

1.5"

0.5"

2.25" 0.5"

0.75"

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Chelsea Football Club // Graphic Standard Guidelines

4.3 Envelope

4.15"

9.5"

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Chelsea Football Club // Graphic Standard Guidelines

4.3 Envelope

0.25"

1.25" 1"

0.25" 0.75" 0.5"

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Chelsea Football Club // Graphic Standard Guidelines

4.4 Business Card

2"

3.5"

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Chelsea Football Club // Graphic Standard Guidelines

4.4 Business Card

1.5" 0.25"

1"

0.25"

0.3"

1.3" 1"

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5.0 Application 5.1

Team Uniform

5.2 Merchandise 5.3 Social Media & Website 5.4 Ticket 5.5 Team Transportation 5.6 Poster 5.7 Pennant

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Chelsea Football Club // Graphic Standard Guidelines

5.1 Team Uniform // Home The home uniform should be worn by players during the home game at Stamford Bridge stadium. This uniform uses primary colors on the shirt and shorts.

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Chelsea Football Club // Graphic Standard Guidelines

5.1 Team Uniform // Away The away uniform should be worn by players during the away games outside of the home stadium. This uniform uses secondary colors on the shirt and shorts.

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Chelsea Football Club // Graphic Standard Guidelines

5.1 Team Uniform // Pregame Jacket

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Chelsea Football Club // Graphic Standard Guidelines

5.2 Merchandise // Scarf

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Chelsea Football Club // Graphic Standard Guidelines

5.2 Merchandise // T-Shirt

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Chelsea Football Club // Graphic Standard Guidelines

5.2 Merchandise // T-Shirt

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Chelsea Football Club // Graphic Standard Guidelines

5.2 Merchandise // Ball

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Chelsea Football Club // Graphic Standard Guidelines

5.2 Merchandise // Cap

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Chelsea Football Club // Graphic Standard Guidelines

5.3 Social Media & Website

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Chelsea Football Club // Graphic Standard Guidelines

5.3 Social Media & Website

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Chelsea Football Club // Graphic Standard Guidelines

5.3 Social Media & Website

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Chelsea Football Club // Graphic Standard Guidelines

5.4 Ticket

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Chelsea Football Club // Graphic Standard Guidelines

5.5 Team Transportation // Private Jet

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Chelsea Football Club // Graphic Standard Guidelines

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Chelsea Football Club // Graphic Standard Guidelines

5.5 Team Transportation // Bus

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Chelsea Football Club // Graphic Standard Guidelines

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Chelsea Football Club // Graphic Standard Guidelines

5.6 Poster

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Chelsea Football Club // Graphic Standard Guidelines

5.7 Pennant

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About This is a student project for Spring 2021’s GR365 Strategies for Branding taught by Thomas McNulty at Academy of Art University. No part of this book or other part of the project was produced for commercial use.

Typeface Neue Kabel (Monotype) Serifa (URW Type Foundry) Software Adobe Creative Suites Adobe Photoshop Adobe Illustrator Adobe InDesign

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