BRAND GUIDELINES glasgow2018.com
Contents 1. Introducing the Brand page 3 2. Brand Elements page 4 3. Use of Welcome 2018 Logos page 6 4. Logo Association page 9 5. Applications of Glasgow 2018 Welcome Logo page 10 6. Typography page 11 7. Colour page 12 8. Approval Process page 13 2
1. Introducing the Brand The European Championships of all of our sports have an illustrious history and are the pinnacle of competition on the continent. The sports have recognised that to maintain and enhance their Championships prestige, commercial value and broadcast profile they must adapt and innovate. However they also firmly believe that, while working together to benefit from the power of aggregation, they must retain the autonomy, character and spirit of their individual Championships. To start on this exciting journey to create a new force on the world stage Glasgow and Berlin will host the inaugural European Championships an exciting new multisport event bringing together some of the continent s leading sports, with Glasgow and Scotland hosting Aquatics, Cycling, Golf, Gymnastics, Rowing and Triathlon, and Berlin hosting Athletics. Integral to the partnership are two of Europe s premier sporting cities, Glasgow and Berlin, and the free to air broadcasters across Europe, represented by the European Broadcasting Union. Brand Attributes Our Vision Create a must watch must attend experience that elevates the Champions of Europe Our Mission United, we celebrate the highest honour in European sport Core Values Internal Sentiments Uniting / Diverse / Inspiring / Longevity Personality Behavioural Style Ambitious / Accessible / Authentic / Challenging Essence What Defines Us The defining moments that create Champions Tagline The Moment. That sense of unity, the unification of people, their cultures and their passions all joining together to represent the strength in one and the power of many was central to the creative inspiration for our brand. 3
2. Brand Elements A Sense of Unity By uniting the existing European Championships in the same calendar window, outstanding sporting performances will be showcased and celebrated by a wider audience across multiple cities, venues and events. This platform recognises the achievement of becoming a European Champion and the honour it bestows. The Mark of a Champion Concept Explanation: A true champion has earned the right to wear this symbol. What makes a champion is not measured by a medal, talent, the most points, the fastest time, or the most records. It is not even being the best of the best. All of these things are benefits of what makes a true champion. But the real winners are those who overcome and prevail through adversity. They learn from their mistakes, and no matter what, they never give up on their dreams. 4
Master Symbol The Construction The master symbol is made up on a grid of 30 o. Each of the 5 exterior points come in together from symmetrically opposite sides creating natural leading lines and an overall well balanced master symbol. Each segment is made up of three tones showing the depth and complexity of the shape. 5
3. Use of Welcome 2018 Logos The Glasgow 2018 welcome logo represents the Championships in an unmistakeable manner; it may not be omitted nor any part of it be edited. No single element of the logo may be used alone and all elements should be scaled proportionally. The following outlines how you should use the Glasgow 2018 welcome logo. Application The colour and proportions of the logotype must not be altered. Consistent usage of the logos helps build recognition. When applying the logos, always use the reproduction artwork supplied. Do not redraw or in any way alter the artwork. If you have other size requirements, please get in touch with us at marketing2018@glasgow.gov.uk Exclusion Zone Exclusion Zone minimum 25mm / 94px minimum 35mm / 132px 6
On Dark and On Light Each supplied piece of artwork is available in both an on dark and on light version. It is crucially important when applying a piece of artwork to any document that the correct version is used, if used incorrectly the quality of appearance and legibility of a mark can be greatly compromised. When applying to a dark background it is the OD (On Dark) file that is to be applied, when applying to a light background it is the OL (On Light) file that is to be applied. Logos should be applied to a solid background and should not be used on images where the logo will not be clear. OD = On Dark A file ending with OD means its application is to be used On Dark backgrounds. OL = On Light A file ending with OL means its application is to be used On Light backgrounds. 7
Usage File Formats EPS v. PNG files Proud Supporter.EPS When should an EPS be used? A file ending with.eps is known as an EPS. An important note about an EPS is that it is a SVG (Scalable Vector Graphic). This means it can be enlarged without any deterioration of quality. You have been supplied with CMYK.eps files. The CMYK colour mode (four colour process - Cyan, Magenta, Yellow, Black) is the colour mode used across all printed material. When creating any printed file, whether a paper document, brochure or event graphics, all placed artwork should use the.eps files supplied..png When should a PNG be used? A file ending with.png is known as a PNG. A PNG file is a cross-platform file format that retains colour closest to its truest value when used in digital applications (RGB). The RBG colour mode is an additive colour mode in which red, green and blue light are added together in various ways to reproduce a broad array of colours. Being on-screen it gives much brighter and more vibrant results compared to CMYK. You have been supplied with RGB.png files. When creating any digital design, whether a website banner, animation or any social media template, all placed artwork should be.png version. Please note, if you require any other file types, please get in touch with us at marketing2018@glasgow.gov.uk The.png files are also best to use across Microsoft programmes (Word, Powerpoint and similar). 8
4. Logo Association Clear visual separation is required between the Glasgow 2018 welcome logo and your logo. At all times, it is best to ensure that your logo and the Glasgow 2018 welcome logo are the same size. Logo width or height must not exceed the boundary line at any point. 9
5. Application of the Glasgow 2018 Welcome Logo Stationary, Promotional Items - Exceptions For stationary (e.g. letterhead and compliment slips) and some other applications, care should be taken to avoid confusion about the author. For example, when used for a letter it may be deemed that Glasgow 2018 is jointly responsible for the content of the letter. In these cases your logo should be more prominent than the Glasgow 2018 welcome logo. In order to preserve the integrity of the Glasgow 2018 brand logo and keep it relevant and exclusive to the European Championships, the positioning of the logo may vary as shown in the examples provided. Please also note that logos are not allowed to appear together, implying a composite mark, and a suitable distance must be given between the logos. 10
6. Typography Primary Typeface Titillium Ambitious. Accessible. Authentic. Challenging. United, we celebrate the highest honour in European Sport. To us, Championships means being part of something amazing; a family of like-minded individuals and organisations who share the common belief that being unified gives us new opportunities to touch the lives of millions. Secondary Typeface Verdana ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz () &?! 0123456789.,:;-_* / Although Titillium is the Glasgow 2018 primary typeface, not everyone has access to this font. Therefore, the font Verdana regular is our secondary font and is used on occasions when the use of Titillium is not possible. For headers, Verdana Bold is used whilst body copy is always Verdana regular. 11
7. Colour Background Colour The European Championships core colour palette consists of six primary colours each with three tones along with two background colours (On Light and On Dark). Primary Colours Below are the six primary brand colours: Pantone Pro. Cyan C R-0 G-159 B-218 C-100 M-0 Y-0 K-0 #009FDA Mid-Tone R-0 G-147 B-211 C-100 M-0 Y-0 K-10 #0093D3 Dark-Tone R-0 G-130 B-185 C-100 M-0 Y-0 K-25 #0082B9 On Dark Pantone 2765 C R-28 G-14 B-82 C-100 M-100 Y-10 K-55 #1C0E52 Pantone 485C R-213 G-43 B-30 C-0 M-96 Y-100 K-0 #D52B1E Mid-Tone R-198 G-42 B-27 C-0 M-96 Y-100 K-10 #C62A1B Dark-Tone R-173 G-39 B-21 C-0 M-96 Y-100 K-25 #AD2715 On Light Pantone Cool Gray 2 R-225 G-226 B-224 C-5 M-3 Y-5 K-11 #D5D6D2 Pantone 368C R-105 G-190 B-40 C-70 M-0 Y-100 K-0 #69BE28 Pantone Rub. Red C Mid-Tone R-101 G-168 B-44 C-70 M-0 Y-100 K-10 #65A82C Dark-Tone R-91 G-151 B-40 C-70 M-0 Y-100 K-23 #5B9728 R-202 G-0 B-93 C-0 M-100 Y-18 K-20 #CA005D Mid-Tone R-186 G-11 B-87 C-0 M-100 Y-18 K-30 #BA0B57 Dark-Tone R-167 G-11 B-78 C-0 M-100 Y-18 K-42 #A70B4E Pantone Pro. Yellow C R-249 G-227 B-0 C-0 M-0 Y-100 K-0 #F9E300 Mid-Tone R-230 G-210 B-5 C-0 M-0 Y-100 K-10 #E6D205 Dark-Tone R-215 G-197 B-8 C-0 M-0 Y-100 K-18 #D7C508 Pantone 151 R-255 G-121 B-0 C-0 M-64 Y-100 K-0 #FF7900 Mid-Tone R-220 G-111 B-24 C-0 M-64 Y-100 K-10 #DC6F18 Dark-Tone R-202 G-103 B-21 C-0 M-64 Y-100 K-20 #CA6715 12
8. Approval Process Glasgow 2018 has established a process to ensure timely sign off on brand approvals. This process must be followed every time you wish to use the Glasgow 2018 welcome brand assets. Please note there is a five working day SLA on brand approvals. If a request requires extra levels of sign off which will require additional time (8 working days in total) you will be notified by Marketing. To ensure deadlines are achievable please submit your request as early as possible. Questions concerning usage of the Glasgow 2018 assets should be referred to marketing2018@glasgow.gov.uk If your files are too large to be sent via email (>10Mb) please send artwork via WeTransfer to marketing2018@glasgow.gov.uk Send artwork to marketing2018@glasgow.gov.uk for approval Request reviewed by Glasgow 2018 team Approved Approval Declined Glasgow 2018 advises of approval via return email Glasgow 2018 advises of decline and provides changes required Make amendments and re-submits to Glasgow 2018. Process and SLA as above 13
Contact us If you have any queries on anything contained within this guidance or if you would like to request permission to use the 2018 Brand for any potentially permitted purpose, please contact: marketing2018@glasgow.gov.uk Glasgow 2018 European Championships 32 Albion Street Glasgow G1 1LH Scotland, UK Official Supporter