Brand Guidelines
Table of Content
01. Brand story 02. Logo 03. Colour 04. Typography 05. Graphics 06. Imagery 07. Application
01.
Brand Story
Mission
To help children and youth discover ability through the freedom of adaptive sports.
Vision To change lives by enabling our athletes with the same opportunities and experiences that are available to other children within their schools, families and communities.
Values Inclusion | Ability | Freedom We value inclusion and want all children and youth to be offered the same opportunities no matter their abilities or skill level. We value allowing adaptive athletes to experience freedom through skiing.
02. Logo
Primary Logo
Track 3’s primary logo includes a triangle icon replacing the “A” that represents the three tracks left in the snow by an amputee skiing with one ski and two outriggers. All logos may be bright blue, white, or black.
02. Logo
Secondary Logo
Track 3’s secondary logo retains the elements of their primary logo but adds in their company values. The company values are an important part of their identity and it allows a quick screenshot of what Track 3 stands for.
02. Logo
Logo Icon
Track 3’s icon can be found in both logos, but can also stand on it’s own. The icon may be used when the primary and secondary logos do not meet space or size requirements.
02. Logo
Logo Misuse
Both logos for Track 3 must follow set rules to ensure cohesion across branding. I. The logos may not be stretched or warped in any way. II. Outlines may not be used in any way. III. The logo must consist of only one colour at a time. IV. The size of all elements must remain the same
02. Logo
X
X
X X
Clear Space
X=
The height of the stem of the letter T.
Track 3’s logo should have clear space equal to the height of the stem of the capital T in their name. There should be no graphic or text elements placed in this area. This allows the logo to always remain visible and be separate from other visual elements.
03.
Dark blue
Colour
#2154b8
Track 3 uses 6 main colours that can be combined in any way. Always ensure there is enough contrast between text and background colours.
Bright blue #2982db
Perriwinkle #5e8ce3
Base #fafafa
Charcoal #121212
Lavendar #dee6f6
04.
Typography
Zeitung Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 .,;:!?&$#@
Primary Type
Track 3’s primary typeface is Zeitung Pro, a highly legible sans serif font. Zeitung pro can be used in the weight bold or semi-bold. It should be used for headings and sub-heading, but not body copy.
04.
Typography
PT Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 .,;:!?&$#@
Secondary Type
Track 3’s secondary typeface is Pt Sans regular, a sans serif font that combines traditional appearance with modern trends and has enhanced legibility. The font is used for body copy and only the regular weight should be used.
05.
Graphics
Illustrations
Track 3’s branding includes illustrations that appeal to children and youth and give the organization a friendly, fun feel. All illustrations have a watercolour base with linework overtop. Diversity must be represented and all future illustrations must be a similar style.
Iconography
Icons were created to further support Track 3’s brand identity and communication. All icons have a watercolour base similar to the illustrations and should follow the same style. They may be used in partnership with information across assets.
06.
Imagery
Photography Photography
Photography is an important part of Track 3’s branding. Photo’s should be diverse and mainly include people. Photography of the various programs and kids skiing should remain the focus.
06.
Imagery
Photography
Track 3’s photography should use natural colours or, in some cases, a blue overlay. Overlays may be used when type is placed over an image or when the original photo is not looking how intended. The blue overlay should use the colour perriwinkle and be at 50% opacity.
07.
Application
Posters
This poster series illustrates how Track 3’s branding and assets can be used to create marketing material. Colour, typography, and illustrations are used to cohesively promote the brand.
07.
Application
Social Media
Social media assets provide a direct reflection of Track 3’s outlined branding. Colour, typography, illustrations, and icons communicate the brand voice and promote the brand.
07.
Application
Web Design
Track 3‘s website is their main hub for information on programs, volunteering, donating and more. The website is to be kept clean and minimal and stick to the identity outlined in this book.