SLAY Basketball Brand Book v1

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SLAY Basketball | Brand Book w w w. t a m a r s l a y. c o m

Brand Book | Table of Contents


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Brand Archetype


Brand Story


Logo & Approved Usage


Brand Colors




Branded Examples

Brand Book | Introduction Branding is more than a logo or a tagline – it’s based on perception. It’s the communication of values, characteristics, and unique attributes of your organization - it’s a complete story. The brand book holds all of the chapters to that story. It’s a living document that will evolve over time as the brand matures. At its core, the book identifies the SLAY Basketball’s key attributes, brand story and creative identity marks. The brand book sets distinct guidelines for maintaining the SLAY Basketball brand identity throughout various aspects of the organization.


Brand Archetype | The Hero Archetypes are familiar characters that fictitiously represent a brand. They help define the brand and breath life into it. Each archetype has its own set of characteristics, values, attitudes and behaviors.

PROMISE: Where there’s a will, there’s a way. CORE DESIRE: To prove worth through difficult action GOAL: To exert mastery in a way that improves the world FEAR: Weakness, letting people down or quitting STRATEGY: Become as competent as possible GIFT: Courage MOTIVATION: Mastery The hero archetype often presents itself in the form of a leader. The brand exists to help athletes and provide elite training to develop strength and discipline in basketball. The marketing of the hero brand will often include bold phrases and images to convey powerful messaging. The SLAY Basketball brand wants to challenge you, to inspire you to pursue achievement, no matter what it takes. Images incorporating strong colors and bold shapes are frequently used in the hero’s marketing efforts.


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Brand Attributes Brand attributes are similar characteristics to what a person can have. These are fundamental characteristics identified by the SLAY Leadership team as fundamental traits of great athletes. These attributes are an inherent part of the SLAY Basketball brand. These attributes help define message tone, style and more.

Focused Determined Committed Competitive Respectful Energetic Curious Coach-able


Brand Story The brand story highlights SLAY Basketball’s target audience and key differentiators in a short marketing narrative that can be used on the website, in promotional advertising and more.

At SLAY Basketball, we believe great athletes are made not born. Through dedication and training, an athlete can go from good to great. That’s the SLAY way. It’s our mindset, the way we train and the way we play. SLAY Basketball is an elite training program dedicated to providing industry leading training methods to take athletes from good to great.


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The SLAY Way™ Primary Logo - TheisMaiden logodo uses a font drawn The SLAY Way™ the way business, the way we specifically for the Town is meant to respresent the teach others and theand way we perform as athletes. three pillars that Maiden was founded on; fellowship, entrepreneurship and sportsmanship.

S - Stay ready L - Lead by example This logo should be used for marketing and promotional A - Act with materials, such courage as swag, ad campaigns, and posters. This Y You get what give city business materialsm logo may also be usedyou for official such as letterhead, business cards, and presentations.


Secondary Logos - The “M” icon is a shortened version of

Stayprimary Ready:logo. Going from “good dedication and prepathe This icon canto begreat” usedto intakes the colors Varisty ration.or We come prepared and ready to work. Navy Squash. One version displays an established date, however, either icon may be used. Lead by example: We are leaders. We model the behavior we want to see in our colleagues teams. ATTENTION - Theand logo should never be used in any way

other than the previously specified applications. Use of Act with courage: We persevere through adversity. We face our fears any stylized, animated, hand drawn or other versions of an and stare down the potential for failure. We trust our training and refuse unofficial logo is not permitted. This undermines the logo to let doubt or opposition sway us. system and brand consistency. You get what you put in: We believe great athletes are made. The effort we put into coaching and the effort our athletes put into training positively impacts that outcome.


SLAY Basketball Logo Usage Primary Logo - The SLAY Basketball logo features a font illustrated specifically for the word, SLAY with a simple line illustration of a basketball. This logo should be used for marketing and promotional materials, such as promotional items, marketing and advertising campaigns, and posters. This logo may also be used for official business materials such as letterhead, business cards, and presentations.

ATTENTION - The logo should never be used in any way

other than the previously specified applications. Use of any stylized, animated, hand drawn or other versions of an unofficial logo is not permitted. This undermines the logo system and brand consistency.

Primary Logo


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Incorrect Logo Usage The logo should not distorted, stretched, rotated, or flipped in any way. The logo should not be displayed in any unofficial colors or any combination of colors outside of the official logo colors.


Brand Colors There are several approved colors for use in digital designs that allow newly created content to remain consistent with the overall SLAY basketball branding. Ready Red is the main brand color and should always stand front and center in visual communications. To accent and support the primary color, use black, white and/or gray.

Ready Red

PANTONE RGB 195, 32, 52 HEX/HTML C32034 CMYK 16, 100, 85, 6

Slay Gray

PRIMARY COLORS The primary colors used in the SLAY logo are Ready Red and Slay Gray.

SECONDARY COLORS Aside from the primary logo colors, secondary colors could be used to create online promotional graphics or environmental graphics.

PANTONE RGB 189, 189, 192 HEX/HTML BDBDC0 CMYK 26, 20, 19, 9


RGB 0, 0, 0 HEX/HTML 000000 CMYK 0, 0, 0, 100


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Memorable Maroon

Noble Navy

PANTONE 202C RGB 130, 21, 37 HEX/HTML 821525 CMYK 29, 100, 84, 35

PANTONE RGB 15, 63, 101 HEX/HTML 0F3F65 CMYK 100, 78, 36, 24

Youthful Yellow

Pierre Purple

PANTONE 7408 C RGB 249, 199, 18 HEX/HTML F9C712 CMYK 2, 21, 100, 0

PANTONE RGB 68, 17, 91 HEX/HTML 44115B CMYK 83, 100, 29, 28

Optimistic Orange

Growth Green

PANTONE RGB 242, 98, 35 HEX/HTML F26223 CMYK 0, 76, 99, 0

PANTONE 354 RGB 5, 177, 76 HEX/HTML 05B14C CMYK 80, 0, 100, 0


League Spartan ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%

Bebas Neue Pro ABCDEFGHIKLMNOPQRSTUVWXYZ 01234567890!@$%

Summer Lovin' ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$%

Lato 11

ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@$%

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Typography Fonts are used to visually reinforce the brand story in all official marketing and communications from SLAY Basketball. The clear, legible and easily accessible font, Lato, should be used in all body (Lato Regular) and headings (Lato Black). The body fonts are clear, clean design that allow for legibility at almost any size and its wide range of styles give it the stamina to thrive in bodies of text as well as in display settings. League Spartan, Bebas Neue and Summer Lovin are design fonts that should only be used in limited design elements, which includes emphasis text found in a creative setting (e.g. website, prospectus, marketing materials).

Headlines ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 22 pt 123456789£$?!<>{}[]#™®

Alternate Headline 28 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#


ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®

Body Copy 12 pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz.,“”’‘ 123456789£$?!<>{}[]#¢™®


Promotional Branding | Examples


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Environmental Graphics


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ABOUT At SLAY Basketball, we use environmental graphics to tell our story, to encourage and to inspire our coaches, athletes and guests. We celebrate our athletes by showcasing their achievements. We celebrate our history by showcasing stories from our founder's success in basketball and we reinforce the values of the SLAY Way using bold typography on the walls and on our courts.


Branding Resource w w w. h a v e n c reat iv ea ge n cy. c o m T h e S L AY B a s k e t b a l l b r a n d w a s p r o u d l y d e v e l o p e d b y H AV E N C r e a t i v e a g e n c y . F o r a d d i t i o n a l b r a n d i n g , design or marketing support, please reach out to us.

h e l l o @ h ave n c re at i ve a ge n c y. co m 8163 KENSINGTON DR. SUITE C PMB #418 Wa x h a w , N C 2 8 1 7 3 704.885.1857