United States Pony Clubs, Inc. Branding & Marketing Guidelines

Page 1

Branding & Marketing Guidelines

Updated January 2024


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: January 2024


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 that builds the foundations of teamwork and sportsmanship through riding, mounted sports, and the 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

Dark Gold

Logo & Main Headers CMYK 100-85-5-22 RGB 20-55-125 HEX #14377D Pantone 280 C Pantone 280 U Embroidery: Robison-Anton “Blue” 5520

Tagline & Subheads

Light Gold

Reversed Subheads

CMYK 0-26-88-17 RGB 211-156-26 HEX #D39C1A Pantone 1245 C Pantone 1245 U

CMYK 0-12-57-15 RGB 217-191-93 HEX #D9BF5D Pantone 458 C Pantone 458 U

Embroidery: Madeira “Brown Gold” 1791

Embroidery: Madeira “Brown Gold” 1673

Primary Color Palette for Color Bar Green

Red

White

USPC Blue

Goldenrod

CMYK 22-0-73-34 RGB 131-168-45 HEX #83A82D Pantone 377 C Pantone 377 U

CMYK 0-92-74-27 RGB 185-14-49 HEX #B90E31 Pantone 187 C Pantone 187 U

CMYK 0-0-0-0 RGB 255-255-255 HEX #FFFFFF

CMYK 84-56-0-51 RGB 20-55-125 HEX #14377D Pantone 280 C Pantone 280 U

CMYK 0-28-92-1 RGB 253-181-21 HEX #FDB515 Pantone 130 C Pantone 109 U

Embroidery: Robison-Anton “Mosstone” 9150

Embroidery: Robison-Anton “Miami Artillery” 9170

Embroidery: Robison-Anton “Blue” 5520

Embroidery: Robison-Anton “Merit Gold” 5763

— Page 4 —


COLOR PALETTE Disciplines & Supported Activities

Members HEX CODE #BE1E22 RGB 190, 30, 34 CMYK 0, 84, 82, 25

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

Western

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 #b3854c RGB 179, 133, 76 CMYK 0, 26, 58, 30

Hunter Seat

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 —


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

Polo

Western Dressage

Driving

Trail

Foxhunting

Western — Page 11 —

Hunter Seat Equitation

Vaulting


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.

Approved Supplementary Logos:

USPC Color Bar Circle Logo

70th Anniversary

NYB

Pony Club Annual Fund

USPC Convention* * Inside image changes each year dependent upon location

NYC & Academy of Achievement

USPC Festival Logo

50-Year Club — Page 12 —

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 and from provided by USPC are not allowed. 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

Please 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. Please login to www.ponyclub.org, mouse over the “Leaders” tab, then click on “Promote Pony Club.” Others who need logos should contact 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. We do have PDF previews available of each file. Discipline icons are also available for embroidery upon 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; Instead, say “Not Tested” vs “Unrated.” • Certifications must be written using a hyphen i.e., D-1, D-2, D-3 etc. • Pony Club Members—Please 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” Full Title: 2022 USPC Championships Abbreviated 1: USPC Championships Abbreviated 2: Championships

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 USPC Marketing and 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. Handheld 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 - Should follow the best practices on that image type (profile image vs. post vs. story) for the platform being designed for (Note: These dimensions could change and depend upon the platform being used.). 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 not necessary. Official USPC Hashtags Official hashtags of USPC include: • #PonyClubProud • #USPonyClubs • #UnitedStatesPonyClubs • #USPC Event hashtags include: • #YYYYUSPCConvention • #YYYYUSPCFestival 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, and 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, and take anything like that to a private message.

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