BRAND IDENTITY STYLE GUIDE 2021
TABLE OF CONTENTS INTRODUCTION 6
Project Brief Design Overview
BASIC ELEMENTS
13
Color Palette Typefaces Logo Details
STATIONARY 24 Letterhead Business Card Envelope CD Cover Folder
SIGNAGE 33 Entrance Informational Small Signs Directory Educational
UI DESIGN 44 Tablet Website Phone Website Mockups
MERCHANDISE Jerseys Shirts Cups & Mug
55
3
INTRODUCTION Project Overview Design Brief
PROJECT OVERVIEW For the upcoming 2021-2022 National Basketball Association (NBA) season, for the first time in league history, the state of Nevada will officially be debuting their newly purchased NBA team, the Las Vegas Kings. Formerly known as the Sacramento Kings, the franchise was relocated to Las Vegas, Nevada as former Sacramento Kings owner, Vivek Ranadivé, has sold the property to current Las Vegas Aces owner, Mark Davis. For the Las Vegas Kings to become a household name, we will be revamping our entire look as we focus on creating the official logo, colors, type, merchandise, signage, stationary, and more as we finalize the details of our new team. The identity of the Las Vega Kings will capture not only the vibrant lights of Las Vegas but pay homage to the great state of Nevada. Throughout the history of our state, we have had professional sports teams in 3 major leagues such as the Las Vegas Golden Knights (NHL), the Las Vegas Raiders (NFL) and the Las Vegas Aces (WNBA). We have yet to have our own professional basketball team within the biggest stage that basketball has to offer, the National Basketball Association (NBA). As the state of Nevada continues to expand and build their credibility within the major leagues, the Las Vegas Kings will continue to strengthen and uphold the same continuity that is being portrayed by our current professional teams. The Sacramento Kings have had a storied history, dating back to their origin in Rochester, New York as the Rochester Royals in the National Basketball League in 1923. From their transition and relocation to Cincinnati in 1957 to their third relocation in Kansas City in 1972, the Kings continued to etch their prowess wherever they went. After their final relocation in 1984 to Sacramento, the Kings enjoyed major success in the NBA, and it is an honor for us to take the mantle of the franchise for their new home here in Las Vegas.
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DESIGN BRIEF When it comes to the design of our new team, we wanted to have a similar color scheme that matches with some of our current professional teams such as the Las Vegas Aces and the Vegas Golden Knights. We are considering having an alternate black and silver theme to match with the design of the Las Vegas Raiders. The primary colors for the Las Vegas Lions will be red, black, gold and silver. To match the bright lights and capture the embodiment of Las Vegas, the design team feels that using gold and silver as the primary colors, with red and black as the secondary colors, will make a coherent look that will not only help our logo look bold and flashy, but also sleek and fit for a city that is known for the exuberant nightlife. The logo and brand will obviously be used with the intent of proper merchandising as we will be having our logo fit in with uniforms, the stadium, shirts, jerseys, and so much more. The idea of keeping a lion as a mascot fits perfectly with our overall design as the lion is known as the King of the Jungle and we want our players to be seen as resilient and hungry to be in the spotlight and make their presence known. As a professional sports team, we want to create a design that can intertwine easily with the rest of the National Basketball Association and by keeping the name of “Lion” and incorporating the now linked colors of gold and silver, the Las Vegas Lions will surely be a team that can properly stand out in their debut season.
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BASIC ELEMENTS Color Palette Typeface Logo Details Symbol Description Black & White Logo Master Logo Variations Minimum Clear Space & Scale Restrictions
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PRIMARY COLORS
PRIMARY TYPEFACE
For the color palette, we wanted to match the same color scheme that has been used by our fellow professional sports teams here in Nevada. Our colors are inspired by fellow teams such as the Las Vegas Knights from the National Hockey League, along with the Las Vegas Aces, from the Women’s National Basketball Association. For the primary colors, we chose a rustic pink for the highlights and had a bronze beige and dark navy. These colors were chosen to further match the idea of a “royal” court and to match the theme of a team that is fit for a King.
The “Modesto Expanded” typefaec is the primary typeface used for this logo. This typeface was chosen due to it’s strong, bold appearance, along with being a serif that matches the moniker of a “King.” The display is very elegant yet clear cut.
RU ST I C P INK
BRONZE BEIGE
DARK N AVY
MODESTO EXPANDED
#D81D47 R216 G29 B71 C9 M100 Y70 K1
#BE9E59 R190 G158 B89 C26 M34 Y76 K2
#121D26 R18 G29 B38 C84 M71 Y58 K72
abcdefghijklmnopqrstuvwxyz 1234567890
SECONDARY COLORS
SECONDARY TYPEFACE
For the secondary colors, we wanted to keep things simple, so along with the solid black motif, we wanted to add a light silver. This silver represents the “shine” and the highlights of a brand new team. It gives off a notable hue that matches well with the overall logo.
The “Basic Gothic Pro” is the secondary typeface used for all of the body text, as well as various headlines. The “Basic Gothic Pro” typeface was chosen because of the symmetrical design and the professional stature that the typeface represents. It is sleek and matches the boldness of the primary typeface.
solid black
l i ght silv er
#000000 R0 G0 B0
#F1F1F3 R241 G241 B243 C4 M3 Y2 K0
C75 M68 Y67 K90
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Basic Gothic Pro Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
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BLACK & WHITE LOGO + WITH RATIO
SYMBOL DESCRIPTION
1 A symbolic crown to represent idea of “King” of Las Vegas. 1.5x
2 An emblem shape to match the idea of a Knight or a crest to match the medieval vibe. 3 The official basketball for the Las Vegas Kings. A unique color to make the logo stand out.
8.5x
4 To represent the “Las Vegas Kings”, the mascot, the Lion, was chosen, to represent the King of the Jungle.
3.0x
5.5x 15
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MASTER LOGO
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VARIATIONS
18
MINIMUM CLEAR SPACE
RESTRICTIONS
0.5x
1 Do not alter positioning of any elements
0.5x
MINIMUM SCALE
1.50 in
0.9 in 19
2 Do not take out any elements of the logo
1.50 in
0.9 in
3 Do not stretch vertically
4 Do not stretch horizontally
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STATIONARY Letterhead Envelope Business Card CD Cover Folder Mockups
21
LETTERHEAD
ENVELOPE 0.5 in
6.7 in
1.5 in
0.25 in
0.5 in 1.8 in
11 in 9.5 in
1.75 in
4 in
1.75 in
23
8.5 in
24
BUSINESS CARD
CD COVER
2 in
3.5 in
4.75 in
4.75 in
0.6 in
0.8 in 2.7 in
0.8 in
4.75 in
25
2.1 in
26
PRESENTATION FOLDER
MOCKUPS
8.5 in
12 in
1.5 in
3.5 in
9 in
27
1.75 in
4.5 in
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SIGNAGE DESIGN DIRECTIONAL INDICATIONAL SIGNS ENTRANCE BILLBOARD INFORMATIONAL
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ENTRANCE SIGNAGE 20 ft
8 ft
10 ft
6 ft
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DIRECTIONAL
1.5 ft
3 ft
4.5 ft
33
5.5 ft
34
ENTRANCE
30 ft 15 ft
5 ft
6 ft
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SI GNAGE - BI LLB OA RD
16 ft
40 ft
6 ft
38
INFORMATIONAL - SCHEDULE
12.5 ft
5 ft 5in
6 ft 2 ft
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USER INTERFACE TABLET DESIGN MOBILE DESIGN MOCKUPS
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MOBILE 1 5 2
3 7 6
4
1
2 3
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NAVIGATION BAR Home, Page links, search, tickets, and shop.
4
UPCOMING SCHEDULE Showcases recaps and times for the schedule.
6
HEADER Cycles through the latest news & games.
5
VIDEO RECAPS Highlights from past games and interviews.
LATEST NEWS Promotions and specific news regarding team. MERCHANDISE Section for previewing official clothes/merch.
7 8
NEWSLETTER Subscription for news.
FOOTER Page links, social media, and contact information.
TABLET 1
5 2
6
3 7
4
1
2 3
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NAVIGATION BAR Home, Page links, search, tickets, and shop.
4
UPCOMING SCHEDULE Showcases recaps and times for the schedule.
6
HEADER Cycles through the latest news & games.
5
VIDEO RECAPS Highlights from past games and interviews.
LATEST NEWS Promotions and specific news regarding team. MERCHANDISE Section for previewing official clothes/merch.
8
7 8
NEWSLETTER Subscription for news.
FOOTER Page links, social media, and contact information.
MERCHANDISE PACKAGING JERSEYS
BRAND IDENTITY STYLE GUIDE 2021 Designed by Ralph Mallare for Las Vegas Kings A GRC 420 Company | (C) Fall 2021
