identity guide - cal south...cal south identity guide | typeface usage page 7 typeface usage there...

As of 03-18-2011

Cal South IdentIty GuIde

Introduction & Logo ConfigurationPage 2

Minimum Size, Clear Space & Tag Line UsePage 3

Color SpecificationsPage 4

Logo Application on Color BackgroundsPage 5

Prohibited Logo UsagePage 6

Typeface UsagePage 7

Cal South CopyPage 8

Additional Cal South Marks and SealsPage 9

Cal South ApprovalPage 10

Last updated 03/19/13.

Identity GuideReferences

Cal South IdentIty GuIde | Introduction & Logo Configuration

INTRODUCTIONThis guide was developed to provide the foundation for consistency of the Cal South brand across all media, business documents and apparel. These include broadcast, web, merchandise, collateral, promotions and advertising. Consistently expressing the Cal South visual identity builds strong brand awareness.

Please follow the guidelines outlined in this manual for the most effective expression of the Cal South brand.

The Cal South logo is the most visible component of the overall brand identity. The primary logo consists of two parts:

1. Bear and Soccer Ball graphic

2. Cal South type.

The primary logo has two presentations:

1. Vertical; in which the Bear/Ball graphic is stacked above the Cal South text.

2. Horizontal; in which the Bear/Ball graphic is beside the Cal South text.note: In the horizontal logo, the Bear/Ball graphic must always be to the left of the Cal South text.

The secondary logo consists of only the Cal South text.

Logo Configuration

Presentation

Cal South IdentIty GuIde | Minimum Size, Clear Space & Tag Line Use

When the logo is reduced, there is a point at which it becomes ineffective. By establishing a minimum size for the logo it is ensured the logo is always prominent and readable.

The primary Vertical Cal South logo should never be reproduced smaller than 0.625 inches across in print and no smaller than 75 pixels on the web. The horizontal, or text only Cal South logo should never be reproduced smaller than 0.125 inches tall and no smaller than 25 pixels on the web.

example: Minimum size logos in print.

example: Suggested clear space shown as “x”. (Height of “Cal South” text.) Acceptable. Unacceptable.

example: Tag line use with clear shape shown as “x”. (Half the height of “Excellence in Soccer” text.)

0.625” 0.125”

0.125”

To preserve the integrity of the logo and ensure maximum impact in environments where it appears with other elements, clear space must be maintained on all sides of the logo.

When placing the logo next to other elements, be sure to not overcrowd

The tag line “Excellence in Soccer” is not mandatory in the use of the Cal South logo. When space is available for incorporation it must be placed below the logo. The tag line should be the same width as the “Cal South” text, placed at a distance of half the height of “Excellence in Soccer” below “Cal South”, and set in Frutiger 65 Bold, CMYK 0/0/0/60 or RGB 128/130/133 (60% black).

Minimum Size

Clear Space

Tag Line Use

Cal South IdentIty GuIde | Color Specifications

COLOR SPECIFICATIONSThe Cal South logo utilizes four colors: PMS 300C (Blue), PMS Yellow C (Yellow), Black (60%), and White. This full-color version is the preferred usage for all printed materials or promotional items. PMS colors are specified here for those purposes. When standard 4-color offset printing is used for printed materials, the logo may be reproduced in the 4-color equivalents of the Pantone colors. RGB values are provided for onscreen usage.

Cal South Blue

Pantone: 300C

CMyK: 100/44/0/0

RGB: 0/121/193

Pantone: 281C

CMyK: 100/72/0/32

RGB: 0/62/126

Cal South Yellow

Pantone: Process Yellow C

CMyK: 0/0/100/0

RGB: 255/239/0

Pantone: 294C

CMyK: 100/58/0/21

RGB: 0/85/150

Black 60%

CMyK: 0/0/0/60

RGB: 128/130/133

Cal South Soccer Magazine Blue

Pantone: 296C

CMyK: 100/46/0/70

RGB: 0/45/86

White

CMyK: 0/0/0/0

RGB: 255/255/255

Blue, Yellow, Grey, and White is the established primary logo palette and is preferred for use on all printed materials or promotional items.

Below are PMS, CMYK, and RGB numbers for other colors approved by Cal South for use as accent colors to the primary Cal South branding logo palatte. Please note that these colors are NOT for use on the Cal South logo itself, and are meant to be used around it for cohesive support.

When 4 color is not an option, a monochromatic or single color version of the logo may be used.

When monochromatic, the “Cal” in “Cal South” text should be White.

Black or Blue is the preferred option. Black, Blue, and White options are available for certain 1-color print jobs.

Additional Branding Colors

Single Color / Monochromatic

example: Acceptable monochromatic logo usage.

Cal South IdentIty GuIde | Logo Application on Color Backgrounds

LOGO APPLICATION ON COLOR BACKGROUNDSAlthough the 4-color logo on a white background is the preferred usage, there will be instances when the logo must appear on a color background. To maintain the legibility of the logo and brand integrity, there always must be sufficient contrast between the logo and the background on which it appears.

For application of the logo on a dark or black background, it is acceptable to use an approved color variation for maximum contrast and legibility.

The Cal South logo may be printed on a color, pattern or photographic background if there is adequate contrast with the logo.

note: These rules also apply to black and white logo usage. Always maintain sufficient contrast between the logo and the background on which it appears.

Shown here are examples of acceptable and unacceptable usage of the logo on various backgrounds:

Background Control

example: Acceptable and unacceptable usage of the logo on various backgrounds. Acceptable. Unacceptable.

Cal South IdentIty GuIde | Prohibited Logo Usage

PROHIBITED LOGO USAGEPlease refer to the guide below for examples of restricted usage.

Do not alter the proportions of the logo components. This includes:

Moving Individual Logo Elements (ex. Ball)

Improper Scaling/Stretching (ex. 100% Width, 75% Height)

Skewing

Distorting

Do not edit the colors of the logo or add any of the following effects:

Gradients

Bevel/Emboss

Lighting or Lens Flare

Excessive Drop Shadow (35%+ opacity)

Do not combine with other elements such as:

Logos

Shapes

Text

To maximize readability, please refer to the following guidelines:

Outlines – Do not outline the Cal South logo. If necessary, contact the Marketing Department for suggestions.

Shadows – Use black with a multiply effect. Do not exceed 35% opacity.

Glow – Use a white glow. Do not exceed 35% opacity.

Proportions

Graphic Effects

Combining Elements

Outlines/Shadows/Glow

Cal South IdentIty GuIde | Typeface Usage

TyPEFACE USAGEThere are multiple approved typefaces for use with the Cal South brand. Use these fonts as designed – do not artificially extend, or compress them to fit your needs.

The united font family is used primarily for headings and subheads.

United Sans Cond - Mediuma b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z

United Sans Cond - Heavya b c d e f g h i j k l m n o p q r s t u v w x y zA B C d E f G h i j k L M n O P q R S T U v w x y z

United Sans Cond - Blacka b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z

note: Other variations of the United font family are acceptable for use upon approval of the marketing department.

The Frutiger font family is used primarily for body copy in printed materials.

Frutiger - 45 Lighta b c d e f g h i j k l m n o p q r s t u v w x y zA B C D E F G H I j K L M N O P q R S T U V W x Y z

Frutiger - 65 Bolda b c d e f g h i j k l m n o p q r s t u v w x y za B C d e F G h I j K l M n o P q R S t u v W x y z

United

frutiger

The arial font family is used for web materials to maximize compatibility with the viewers font library and related software.

Ariala b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z

Arial Bolda b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z

note: Other standard web fonts are also acceptable for use.

web Use

Cal South IdentIty GuIde | Cal South Copy

CAL SOUTH COPyjust as use of the Cal South logo must be consistent to support the brand, copy used in any public forum must be consistent as well. This extends to the name of the organization and how it is described.

The name of the organization may be shown in one of two ways:

California State Soccer association – South (Cal South)

Cal South

California State Soccer Association – South (Cal South) must always include the parenthesized call-out of Cal South. Cal South may be used as a stand alone. Any subsequent mention of the Association in the rest of the document should be as Cal South.

Questions About UsageFollowing these guidelines will help to promote the Cal South brand. If you have questions about usage, please contact the marketing department at 714.451.1533. Or email [email protected].

The approved description of Cal South is:

about Cal South

The California State Soccer Association - South (Cal South) is a 501c(3) California public benefit corporation and is the official youth and adult state soccer association of the United States Soccer Federation, United States Adult Soccer Association and United States Youth Soccer. Cal South represents 280+ Affiliate Member Leagues and Clubs comprising membership of more than 195,000 registered players, coaches, referees and league administrators. The organization, with a service area that extends from San Luis Obispo to San Diego, provides rewarding recreational and competitive opportunities for players of all ages, genders and skill levels. For more information about Cal South, visit www.calsouth.com.

In the event that a single sentence descriptor is required, that description must read:

the California State Soccer association – South (Cal South) is the official youth and adult state soccer association for Southern California.

As the number of member clubs, leagues and registered players changes, updates will be made in the approved description.

Last updated 03/19/12.

Organization name

description

Cal South IdentIty GuIde | Additional Cal South Marks and Seals


Programs

Certified and/or Sanctioned Programs and Tournaments

ADDITIONAL CAL SOUTH MARKS AND SEALSUse of these marks is prohibited unless permission is received from the specific Cal South program director or committee chair.

Cal South has a number of programs that have their own marks. These include, but may not be limited to, Coaching Education, Olympic Development Program (ODP), Coaches Association, Pro+, LA Futbol Circuit, Signature League, TOPSoccer, Soccer Nation Expo, State Cup and National Cup

Cal South certifies and/or sanctions programs and tournaments. These include, but may not be limited to, Leagues, Adult Leagues, Referee Programs, Sanctioned Tournaments and Registrars.

E

DU C A T I

O

N

COACHING

T

OU R N A M E N

T

SANCTIONED

Cal South IdentIty GuIde | Cal South Approval

The use of Cal South’s logo and any of its marks is permitted by any Affiliate Member in Good Standing. Marks may be used in the following:

Cal South member club websites

Cal South member club printed or online materials, signage or other displays

Cal South member club uniforms

Cal South member club merchandise

Use of these marks must comply with the requirements provided in this Identity Guide.


Acceptable Use

Any use of the Cal South logo and any of its marks that does not comply with the Identity Guide is not permitted. Non-permitted use may be submitted on a case by case basis to Cal South for approval. Examples of non-permitted use that require approvals include, but are not limited to:

Incorporation of Cal South logo or marks into another logo

any electronic or digital literature that promotes non-Cal South sanctioned services or products

Implied or explicit endorsements of any kind

licensing agreements

non-Acceptable Use

CAL SOUTH LOGO & MARKS APPROvALUse of the Cal South logo and associated marks must comply with the requirements provided in this guide. Permission to use the Cal South logo or any of its marks for a non-permitted purpose must be secured in writing. To do so, contact the Cal South marketing department at 714.451.1533. Or email [email protected].

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