Branding & Marketing Guidelines
Updated February 2022
Table of Contents Brand Name & Mission . . . . . . . . . . . 3 Color Palette. . . . . . . . . . . . . . . . . . . . 4 Typography. . . . . . . . . . . . . . . . . . . . . 6 Logo Use. . . . . . . . . . . . . . . . . . . . . . . 8 Embroidery. . . . . . . . . . . . . . . . . . . . 14 Brand Verbiage. . . . . . . . . . . . . . . . . 15 Content Production. . . . . . . . . . . . . . 16
Last updated: February 2022
BRAND NAME & MISSION Organization Name, Tagline, Mission, Slogan, Values, & Pledge
Correct Use of the Organization Name • • • •
The United States Pony Clubs, Inc. Pony Club USPC United States Pony Clubs
Pony Club, the name, logos, trademarks and copyrights are registered in the United States, and as such are owned by The United States Pony Clubs, Inc. Appropriate use is granted to clubs, centers, and regions.
Official Tagline •
“Where it all begins”
This is the official tagline of USPC and is trademarked for use both with the logo and on its own.
Mission Statement
The United States Pony Clubs, Inc. is an educational organization which builds the foundations of teamwork and sportsmanship through riding, mounted sports, care of horses and ponies, while developing and enhancing leadership, confidence, responsibility, and a sense of community in its youth and adult members.
Slogan
Sportsmanship Stewardship Leadership through Horsemanship
Core Values
H O R S E
orsemanship with respect to healthcare, nutrition, stable management, handling and riding a mount safely, correctly and with confidence.
rganized teamwork including cooperation, communication, responsibility, leadership, mentoring, teaching and fostering a supportive yet competitive environment.
espect for the horse and self through horsemanship; for land through land conservation; and for others through service and teamwork.
ervice by providing an opportunity for members, parents, and others to support the Pony Club program locally, regionally and nationally through volunteerism. ducation at an individual pace to achieve personal goals and expand knowledge through teaching others.
Pledge
“As a member of the United States Pony Clubs, Inc., I stand for the best in sportsmanship as well as in horsemanship. I shall compete for the enjoyment of the game well played and take winning or losing in stride, remembering that without good manners and good temper, sport loses its cause for being. I shall endeavor to maintain the best tradition of the ancient and noble skill of horsemanship, always treating my horse with consideration due a partner.” — Page 3 —
COLOR PALETTE Primary Color Palette for Logo and Type
USPC Blue
Logo & Main Headers
Dark Gold
Light Gold
CMYK 2-31-98-16 RGB 211-156-26 HEX #D39C1A Pantone 1245 C Pantone 1245 U
CMYK 16-21-76-0 RGB 217-191-93 HEX #D9BF5D Pantone 458 C Pantone 458 U
Embroidery: Madeira “Brown Gold” 1791
Embroidery: Madeira “Brown Gold” 1673
Tagline & Subheads
CMYK 100-85-5-22 RGB 20-55-125 HEX #14377D Pantone 280 C Pantone 280 U Embroidery: Robison-Anton “Blue” 5520
Reversed Subheads
Primary Color Palette for Color Bar Green
Red
CMYK 41-0-100-22 RGB 131-168-45 HEX #83A82D Pantone 377 C Pantone 377 U
CMYK 0-100-74-26 RGB 185-14-49 HEX #B90E31 Pantone 187 C Pantone 187 U
Embroidery: Robison-Anton “Mosstone” 9150
Embroidery: Robison-Anton “Miami Artillery” 9170
White CMYK 0-0-0-0 RGB 255-255-255 HEX #FFFFFF
— Page 4 —
USPC Blue
Goldenrod
CMYK 100-85-5-22 RGB 20-55-125 HEX #14377D Pantone 280 C Pantone 280 U
CMYK 0-32-100-0 RGB 253-181-21 HEX #FDB515 Pantone 130 C Pantone 109 U
Embroidery: Robison-Anton “Blue” 5520
Embroidery: Robison-Anton “Merit Gold” 5763
COLOR PALETTE Disciplines & Supported Activities
Vaulting
Distance Riding
Driving
Member Benefits
HEX CODE #747678 RGB 116, 118, 120 CMYK 3, 2, 0, 53
HEX CODE #784727 RGB 120, 71, 39 CMYK 0, 41, 68, 53
HEX CODE #513109 RGB 81, 49, 9 CMYK 0, 40, 89, 68
HEX CODE #7D1A33 RGB 125, 26, 51 CMYK 0, 79, 59, 51
Fox Hunting
Show Jumping
Western Dressage
(fka Horsemasters)
HEX CODE #FEEE3E RGB 254, 238, 62 CMYK 0, 6, 76, 0
HEX CODE #F6A611 RGB 246, 166, 17 CMYK 0, 33, 93, 4
HEX CODE #F57420 RGB 245, 116, 32 CMYK 0, 53, 87, 4
HEX CODE #BE1E22 RGB 190, 30, 34 CMYK 0, 84, 82, 25
Hunter Seat
Western Trail
Quiz
Tetrathlon
HEX CODE #1D5C42 RGB 29, 92, 66 CMYK 68, 0, 28, 64
HEX CODE #7F8952 RGB 127, 137, 82 CMYK 7, 0, 40, 46
HEX CODE #5C9340 RGB 92, 147, 64 CMYK 37, 0, 56, 42
HEX CODE #91D841 RGB 145, 216, 65 CMYK 33, 0, 70, 15
Polo
Horse Management
Riding Centers
Polocrosse
HEX CODE #1B3E6F RGB 27, 62, 111 CMYK 76, 44, 0, 56
HEX CODE #3E6376 RGB 62, 99, 118 CMYK 47, 16, 0, 54
HEX CODE #35C4F3 RGB 53, 196, 243 CMYK 78, 19, 0, 5
HEX CODE #4AB6AE RGB 74, 182, 174 CMYK 59, 0, 4, 29
Eventing
Games
Gymkhana
Dressage
HEX CODE #5886C7 RGB 88, 134, 199 CMYK 56, 33, 0, 22
HEX CODE #73539A RGB 115, 83, 154 CMYK 25, 46, 0, 40
HEX CODE #C898CB RGB 200, 152, 203 CMYK 1, 25, 0, 20
HEX CODE #A6257A RGB 166, 37, 122 CMYK 0, 78, 27, 35
— Page 5 —
Members
TYPOGRAPHY
Aa Aa Aa Aa
Primary Typeface System
Primary Serif Font: Times New Roman
The primary serif font is the font used for the Pony Club logo. This font should be used for main headings. The headings should be in bold formatting, and may appear in all caps or regular capitalization depending the desired aesthetic. Headings may appear in black or USPC blue. The primary serif font is the preferred font for body text, used in regular formatting and in black. This font can also be used for captions and descriptions, used in italic formatting and in black or USPC blue. When using both fonts for designs, the primary serif font should be higher ranking in the hierarchy of headings, with the sans serif font as secondary to mirror how the logo and tagline appear.
Times New Roman Regular
Times New Roman Bold
Primary Sans Serif Font: Myriad Pro The primary sans serif font is the font used for the Pony Club tagline. This font can be used for headings when the serif font is not being used in a document and for subheads. It can be used in regular, italic, or bold formatting depending the desired aesthetic and colors can include USPC blue, dark gold, light gold, or white. This font is an alternative for body text or captions and descriptions.
Myriad Pro Regular
Myriad Pro Bold
— Page 6 —
TYPOGRAPHY Typeface Hierarchy Examples
TITLE HERE
Times New Roman Bold 28pt
SUBTITLE 1
Myriad Pro Bold 20pt
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Tellus pellentesque eu tincidunt tortor aliquam nulla facilisi cras. Suscipit tellus mauris a diam maecenas sed enim.
Subtitle 2
Times New Roman Regular 12pt
Times New Roman Bold Italic 16pt
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Tellus pellentesque eu tincidunt tortor aliquam nulla facilisi cras. Suscipit tellus mauris a diam maecenas sed enim.
TITLE HERE
Times New Roman Regular 32pt
SUBTITLE
Times New Roman Bold 20pt
Subtitle
Myriad Pro Semibold Italic 14pt
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Tellus pellentesque eu tincidunt tortor aliquam nulla facilisi cras. Suscipit tellus mauris a diam maecenas sed enim.
— Page 7 —
Times New Roman Regular 12pt
LOGO USE Official USPC Logos
USPC Full Color Pin Logo
The USPC Full Color Pin Logo should be used as the primary logo for both print and digital items. Below are acceptable versions of the USPC Line Pin Logo. Versions with the tagline may appear either with or without the tagline. This logo is available as a PDF, JPEG, or PNG. This logo is NOT available in a vector format.
Approved USPC Full Color Pin Logos:
Stand Alone Full Color Pin
Horizontal Full Color Pin
Stacked Full Color Pin — Page 8 —
LOGO USE USPC Line Pin Logo
Official USPC Logos
The USPC Line Pin Logo may be used secondary for any single-color items when full color items are not possible or when a vector version of the logo is needed. The USPC Line Pin Logo should only appear in the following colors: USPC Blue (1 color), USPC Blue with gold (2 color), all white, or all black. Below are acceptable versions of the USPC Line Pin Logo. Versions with the tagline may appear either with or without the tagline. This logo is available as a PDF, JPEG, PNG, SVG, or EPS.
Approved USPC Line Pin Logos:
Stand Alone Line Pin
Horizontal Line Pin
Stacked Line Pin
US Version - Horizontal and Stacked Line Pin — Page 9 —
LOGO USE
Additional Design and Branding Assets The color bar is an additional design and branding asset that may be used on its own or with the logo.
Color Bar with Logo
When the color bar is used with the logo, there are designated files that have been designed to allow proper clear space and specific alignment with the Pony Club mark. Please only use these files that have been approved by the National Office, do not create your own compilation of the logo and the color bar.
Approved Logos with Color Bar:
— Page 10 —
LOGO USE
Additional Approved USPC Logos & Icons
USPC Discipline Icons
The USPC Discipline Icons are available as additions to the USPC logo and are not replacements for the actual logo when creating discipline specific items. The USPC Discipline Icons should only appear in the approved discipline color, all white, or all black. Below are acceptable versions of the USPC Discipline Icons. These icons are available as a JPEG or PNG.
USPC Competitive Disciplines
Approved USPC Discipline Icons:
Dressage
Eventing
Games
Gymkhana
Horse Management
Polocrosse
Quiz
Show Jumping
Resource Disciplines
Tetrathlon
Distance Riding
Western Dressage
Driving
Polo
Western Trail
Foxhunting
Vaulting — Page 11 —
Hunter Seat Equitation
LOGO USE
Additional Approved USPC Logos & Icons
Approved Supplementary USPC Logos
Included below are all other additional approved supplementary USPC logos. These logos are created for specific events, products, or other purposes at the national level. Other than the logos outlined below, the official Pony Club logo may not be used in conjunction with other verbiage or images to create a supplementary logo, unless otherwise created by and/or approved by the USPC Marketing & Communications Director.
Approved Supplementary Logos:
USPC Color Bar Circle Logo
Pony Club Annual Fund
Shop Pony Club
NYB
Pony Club Podcast
USPC Convention* * Inside image changes each year dependent location
NYC & Academy of Achievement
USPC Festival Logo
50 Year Club — Page 12 —
Pony Club Blog
Center Program
LOGO USE
Proper Use of USPC Logos and Design Assets
Things to Avoid
Using our logos, icons, and design assets consistently ensures brand recognition and allows creativity elsewhere. Any designs that deviate from what is provided in this document must be approved and/or created by the USPC Marketing & Communications Director. The designs provided are not to be changed, altered, or redesigned in any way. The color of the designs cannot be changed in any way. Please avoid the following: West Coast
Do not stretch the logo
Do not add effects to the logo
Do not change the color of the logo
Do not add verbiage to the logo
H o rse Do not add images to the logo
Do not use the pin in words
Do not rotate the logos
Do not place the logo in a shape or container
Do not flip the logo
Do not place logos over a busy background
Do not change the color bar colors
Do not replace the color bars
Old Logos
Do not use old versions of the logos, icons, design assets, or color bar.
OLD: drop shadow behind pin & wrong blue
OLD: wrong blue and gold
OLD: old pin and wrong colors
OLD: old pin not cleaned up
OLD: previous version of SPC logo and wrong pin
OLD: wrong blue, text not same stroke, bit misaligned
OLD: wrong blue and vector should be used for one color
OLD: previous version of Festival and wrong pin
— Page 13 —
EMBROIDERY
Embroidery of USPC Logo and Placement on Co-branded Items
Approved Embroidery of Logo
The USPC Logo is available to leaders through the leader resources or by contacting the Marketing and Communications Director. The embroidery file is only available as a DST file and cannot be altered or changed. The DST file can only be opened by your embroiderer, but we do have PDF previews available of each file. Discipline icons are also available for embroidery on request. Please contact the Marketing and Communications Director with any questions. NOTES: • •
• • • •
See the approved color palette in this document for embroidery thread colors. The words "Pony Club" can be stitched in either USPC Blue for light colored backgrounds or in white for dark colored backgrounds. For co-branding with your region, club, or center logo: the horizontal logo must be stitched on the left sleeve, leaving the pocket area open for your logo/text of choice. USPC recommends using generic clothing / non-branded apparel, but if you use a branded clothing item that is identifiable you must check the policies of that brand to check if embroidery of other logos on their apparel is allowed. The pin was removed from the "o" for more clear brand identification, so the color bars MUST be included on embroidery for the horizontal or stacked logo. Color bars are not required for screen printing of the full color pin logo or the vector line pin logo (an alternative to the embroidery option for apparel and merchandise). The Pony Club logo should be embroidered on co-branded attire for formal Pony Club occasions (ex: jackets or polos worn at rallies or meetings). Clubs, centers, and regions are welcome to create their own clothing with just the local logos or screen printed apparel with the other Pony Club logos for relaxed casual wear that won't be worn at formal Pony Club events (ex: t-shirts, lounge wear, etc. worn for fun at home or school).
Approved USPC Embroidery:
Horizontal Color Bar
Stacked Color Bar Available as 3" x 3" or 2.5" x 2.5"
Stand Alone Pin — Page 14 —
BRAND VERBIAGE Correct Use of USPC Specific Verbiage and Event Titles
Pony Club Verbiage & Terminology
Some Frequently Misused Terminology: • Clubs and Centers – Make sure to say “Club or Center” not just club; Refer to “DC or CA” not just “DC”. • Certifications – Do not say “Ratings” this is outdated and not the proper term; Say “Not Tested” vs “Unrated”. • Certifications must be written using a hyphen i.e., D-1, D-2, D-3 etc. • Pony Club Members – Do not say “Pony Clubbers” *we do not club ponies*, instead say “Pony Club Members”. • Note: remember that members include adults/all ages now, so be cautious when referring to “youth”, “children”, or “kids” when you really might mean “member”. • Note: remember that members no longer graduate. • Shop Pony Club – Do not say “Bookstore”.
Event Titles
USPC Convention
Logic: "YEAR" + "USPC" + "Convention" Full Title: 2022 USPC Convention Abbreviated 1: USPC Convention Abbreviated 2: Convention
USPC Festival
Logic: "YEAR" + "USPC" + "Education" or "Championships" + "Presented by X, Sponsored by X" Full Title (Overall): 2021 USPC Festival Presented by X, Sponsored by Y Abbreviated 1: 2021 USPC Festival Abbreviated 2: USPC Festival Abbreviated 3: Festival Full Title (Festival Education): 2021 USPC Festival Education Presented by X, Sponsored by Y Abbreviated 1: 2021 USPC Festival Education Abbreviated 2: USPC Festival Education Abbreviated 3: Festival Education Full Title (Festival Championships): 2021 USPC Festival Championships Presented by X, Sponsored by Y Abbreviated 1: 2021 USPC Festival Championships Abbreviated 2: USPC Festival Championships Abbreviated 3: Festival Championships
USPC Championships
Logic: "YEAR" + "USPC" + "Championships" + "Region Location [East, West, Central]" Full Title: 2022 USPC Championships East Abbreviated 1: USPC Championships East Abbreviated 2: Championships East
Incorrect Examples
Incorrect verbiage of events includes: "Symposium" and "Champs"
— Page 15 —
CONTENT PRODUCTION Guidelines for Content Production - Print and Digital
Guidance for All Content Created
Original Assets • Use only video, photos, images, music, and sound that meet one of the following options (listed in order of preference): • Must be owned by USPC. • Must be created by a USPC employee, therefore owned by USPC. • Must be created by a USPC volunteer or individual that releases permission for USPC to use. Please use photo/video release forms provided by USPC as needed. • Stock media allowed ONLY if it is citable (provide where you obtained this) and it is clearly marked by owner as “Free for commercial use with no attribution required”. USPC Branding • Utilize this document for correct colors, fonts, logos, and design assets. • Please do not use colors outside of the branding guide for primary text, objects, caption boxes, background frames, etc. so we can maintain brand consistency. • Please do not use fonts other than Myriad Pro and Times New Roman for primary text and captions, so we can maintain brand consistency. • If you are unsure that it aligns with brand consistency and want to double check the look matches all other items USPC produces, feel free to reach out to Marketing & Communications. The goal is to not be able to tell the difference in creators / authors. All media items published by USPC should appear the same look and standard as produced by the USPC National Office
Best Practices • Content published by USPC National Office must be appropriate and align with USPC mission, beliefs, and policies. • Ensure all images and videos associated with riding or handling a horse are demonstrating safe behavior. • Proper clothing, including footwear, headgear, etc. is a must. • Use proper Pony Club verbiage and terminology. • Use correct grammar guide, spelling, and assure no typographical errors. • Any instructional content must not contradict the Pony Club Manuals of Horsemanship, and anything referencing competition must align with current rules. Please reference the manuals and rulebooks when needed. • Videos, photographs, and designs must be done as professional as possible. Hand held cameras, shaking, and low video quality create a difficult picture to watch. Blurry photograhs are hard to identify. A tripod or stand should be used when possible to increase the quality of the video. A clean backdrop or background that is picked up (free of clutter) when possible looks better and is less distracting. Clean designs are helpful to get your message across efficiently. Other Marketing / Intellectual Property & Copyright Notes • Include the USPC logo • Include USPC website where possible. Formatting should be all lowercase as follows: ponyclub.org • Include copyright notice where possible. Format: © 20XX The United States Pony Clubs, Inc.
— Page 16 —
CONTENT PRODUCTION Guidelines for Content Production - Print and Digital
Video Guidance
Videos created by or for USPC should follow the parameters outlined below. Video Specifications • 1920 x 1080 resolution • 1080p HD at 30 fps • Export as H.264 (final output will be a MP4 file) • If using Adobe Premiere Pro – Select “H.264” use the preset: “Youtube 1080p Full HD”
Social Media Guidance
Social Media created by or for USPC should follow the parameters outlined below. Specifications • Social Media Posts - 1080 x 1080 pixels • Social Media Stories - 1080 x 1920 pixels Best Practices • Do not tag youth members or individuals that do not provide permission to tag. • Cite information used for infographic and slides with text. Include cover photos in all slides with text. • Use margins on graphics with text - do not put the graphic all the way to the edge. • Social media logos should not be included unless the handles are below the icon, or you are linking to that site, otherwise the graphic is null. Official USPC Hashtags Official hashtags of USPC include: • #PonyClubProud • #USPonyClubs • #UnitedStatesPonyClubs • #USPC Event hashtags include: • #USPCConventionYYYY • #USPCFestivalYYYY • #USPCChampionships[LOCATION]YYYY Do's & Don'ts Do… • Keep posts relevant to USPC • Stay consistent with USPC values, mission statement, and branding. • Make sure graphics are on brand with the USPC color scheme • Remain active and post consistently • Post thoughtfully…what you share is a reflection of USPC • Check for grammar and spelling before posting • Interact and engage with users on the pages • Take criticism to a direct message as soon as possible, don’t argue on the public facing posts Don’t… • Post anything unrelated or irrelevant to USPC, your club/center/region, or your discipline • Post anything from your personal life • Argue on discussions topics, take anything like that to a private message • Repeat pictures/posts — Page 17 —