table of contents...soccer. the five outer rings (or scallops) create a contemporary soccer ball...
TRANSCRIPT
TABLE OF CONTENTSIntroduction ................................................................ 2 Our Brand History ........................................................................................ 4 Our Mantra ................................................................................................... 5 Our Brand Promise....................................................................................... 6 Our Brand Values ......................................................................................... 7Our Brand Elements.................................................... 8 Our Primary Logo......................................................................................... 9 Special Use Logo Versions ......................................................................... 10 Our Logo Versions ......................................................................................11 Our Logo Clear Space and Size Restrictions ........................................... 12 Logo Usage .................................................................................................13 Our Colours .................................................................................................. 14 Our Fonts ...................................................................................................... 15 Our Feature Graphic .................................................................................. 16 Partner Logos .............................................................................................. 21 Our Tagline ................................................................................................ 22Our Brand Collateral, Communication & Materials..23 Our Stationary ............................................................................................24 Our PowerPoint ......................................................................................... 25 Web Guidelines ......................................................................................... 26 Photo Usage .............................................................................................. 27 Writing Style .............................................................................................. 28 Social Media .............................................................................................. 29 Our Apparel ................................................................................................ 30Putting It All Together .................................................. 31
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INTRODUCTION
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This Ontario Soccer Brand Playbook is your game plan to the new and improved Ontario Soccer brand. Although sporting a fresh name and kit, Ontario Soccer is still the trusted and reputable organization that has been around since the turn of the 20th century. With the same history, heritage, leadership and expertise engrained in the very fabric of our being, we come to you with new colours and marks.
This is the guiding brand document for internal reference and external use, amongst members, partners and stakeholders. The contents of this Playbook are intended to ensure seamless consistency and striking execution of the Ontario Soccer brand, across all applications and touchpoints with our membership and beyond.
Allegiance to this Playbook will cement our new brand in the minds of the hundreds of thousands of Ontarians playing, officiating, coaching, volunteering and delivering the beautiful game. Together, we Play, Inspire, and Unite with the new Ontario Soccer mark on our chests.
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The lush of the grass field, the toughness of a leather ball, a makeshift net, the company of a few friends: that is all that is required to play the beautiful game. In Ontario, across our country, soccer is a daily community event that unites people from all walks of life.
Whether they have always called our province home, or have come to our nation carrying passports from every corner of the world, soccer is the common language that unites us all.
As a pastime, lifestyle or the most indescribable passion of all, soccer is enthralling. It charms and dazzles us in every which way it permeates our lives. The beauty of it all is its simplicity.
We are delirious fans of a game that began with European settlers bringing along an unassuming ball when they stepped upon our shores, widening the reach of the world’s eventual most popular sport. All of this beautiful madness over a grass field, a ball and group of friends. Hundreds of years later, nothing has changed. 3
OUR BRAND HISTORY
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For over 116 years, Ontario Soccer has been a guiding light in bringing forth the world’s most popular game, to every corner in the great province of Ontario. Founded in 1901 and acting as the most tenured and experienced amateur sports association in Canada, we have been known by various names in the past, but our reputation is timeless.
VISIONSoccer is Ontario’s sport of choice.
Through our day-to-day actions, we as an organization provide our vast membership with the tools and guidance that help cultivate a province, and a nation, that increasingly turn to the soccer field in their pursuit of sport. It is a decision made with little to no hesitation, as the value proposition demonstrated by all who make the sport possible, is authentic and powerful.
MISSION Lead and support the growth of soccer through innovative and sustainable programs and services.
While we live in a country enamored with sports that thrive in sub-zero temperatures, soccer in all its glory, heartbreak, and passion, is quickly becoming Canada’s game. Ontario Soccer is at the forefront, the true engine room of soccer in Canada, setting the standard in how soccer should be delivered and developed across the country.
OUR MANTRA
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PLAY.By making the beautiful game accessible, fun and meaningful for all who try it, we aim to encourage everyone to purely play (or coach, or officiate, or volunteer). Through the leadership we provide to the 650+ Districts, Clubs, and Private Academies within Ontario, we embolden all to simply start playing, keep playing, and never stopping.
INSPIRE. As thought leaders and experts in the progression of soccer development, we also aim to inspire Ontario’s best: the Players, Coaches, Match Officials, and Volunteers who aspire for more, and envision themselves as part of the evolution of soccer in Ontario.
UNITE.All in all, the game of soccer is the common thread that links and strengthens us as one. No matter what the difference in philosophies, goals, and opinions we as the larger membership express, soccer at its purest form is a game that galvanizes us, awes us, captivates us, and bonds us together.
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OUR BRAND PROMISE
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Ultimately, our brand priority is two-fold:
1) To act as an advocate and empower our membership of 21 Districts and over 650+ Clubs and Private Academies, in their mission to grow/develop the game and foster Ontario’s love for soccer.
2) To guide the development of the best Players, Coaches, Match Officials, and Administrators at a high performance level, in order to identify and advance the best talent in the Ontario Player Development League, League1 Ontario, Provincial and National Teams, to the highest levels of the game possible.
OUR BRAND VALUES
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Modern & ProgressiveOntario Soccer is a 21st century organization that will deliver soccer in forward-thinking ways and philosophies.
InnovativeNew technologies and processes will ensure that the evolving game is respected and optimized to its fullest potential.
RelevantCommunicating and engaging with Membership is done in a captivating and relatable manner.
PlayfulNot taking ourselves too seriously, we bring about the game in a fun and memorable way!
InspiringLeading by example, we inspire those around us to uphold these values and make soccer as accessible, enjoyable, and fulfilling as possible.
UnitedConsidering our core player-centric value, Ontario Soccer will be the voice that echoes the enthusiasm and cheers of a united Ontario.
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OUR BRAND ELEMENTS
OUR PRIMARY LOGO
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Our primary logo should be used in 4 colour process for most print and digital communications materials. This version of the logo should always be placed on a white or light coloured background for optimum contrast.
Combining modern and sleek design elements, our primary logo is the new face of Ontario Soccer.
The five outer rings (or scallops) create a contemporary soccer ball shape, representing our five most important stakeholder groups: Players, Coaches, Match Officials, Volunteers and Administrators. The inner three shapes, celebrating our mantra of Play, Inspire and Unite, create an Ontario trillium at the very centre of our mark.
The bold new colours of red and black aligns us with other reputable Ontario sport organizations as well as our National Governing Body.
The robust Stratum 2 font, made famous by the 2010 Winter Olympics, anchors our identity with the simple words of ‘Ontario’ and ‘Soccer’, the essence of our purpose.
Lastly, the ‘Est. 1901’ embodies the year we were founded and proudly reminds us of our rich heritage.
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SPECIAL USE LOGO VERSIONS
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HORIZONTAL LOGOThe horizontal version of our logo should only be used in instances where there is not enough space for the primary logo.
TAG LOGOThe tag logo should only be used in instances where the logo needs to be prominent. This can be used where the background is too busy for either the primary logo or the knock out logo.
STROKE LOGOThe stroke version of our logo should only be used in specialized instances approved by Ontario Soccer.
NOTE: Red background for viewing only
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All logo versions, including the primary logo mark and all alternate versions, can only be used with the express written consent from Ontario Soccer.
OUR LOGO VERSIONS
2 COLOUR LOGOThe 2 colour logo should be used when full colour printing is not available. This logo should also be used in applications like embroidery and screen printing.
SECONDARY LOGO SUPPLEMENTARY LOGO
1 COLOUR LOGOFor 1 colour applications of our logo, the red / PMS 185 version of the logo is preferred. In black and white / greyscale applications, the black logo must be used. When possible, these logos should only be used on a white background.
KNOCK OUT LOGOOn dark, busy, coloured or patterned backgrounds, the use of a white knock-out logo is permitted.
NOTE: Black background for viewing only
PMS 185 PMS 185BLACK BLACK
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OUR LOGO CLEAR SPACE ANDSIZE RESTRICTIONS
CLEAR SPACEThe clear space surrounding all sides of the logo must be greater than or equal to the width of a scallop from the logo.
MINIMUM SIZEThe minimum size recommended for our logo is 1.25” in height.
If the logo is required smaller than 1.25” in height, then “EST 1901” must be removed. However, the minimum size cannot be lower than 0.75” in height.
1.25” HighMinimum
0.75” HighMinimum
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LOGO USAGE
Ensure that our logo is not compromised by elements in the background it is being placed on. Our logo should have adequate clear space behind and around it to allow full visibility. If a specific image must be used, adjust the crop to allow space for our logo.
When possible, use images that have enough clear space to allow uninterrupted use of our primary logo.
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Improper logo version Proper logo version
Improper logo placement Proper logo placement
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OUR COLOURS
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CMYK C 0 M 100 Y 100 K 0
RGB R 234 G 0 B 42
ONTARIOSOCCER RED
PMS 185
HEX: #ea002a
CMYK C 0 M 0 Y 0 K 100
RGB R 35 G 31 B 32
BLACK
HEX: #231f20
CMYK C 0 M 0 Y 0 K 50
RGB R 147 G 149B 152
50% BLACK
HEX: #939598
RGB R 209 G 211 B 212
CMYK C 0 M 0Y 0 K 20
20% BLACK
HEX: #d1d3d4
PRIMARY COLOURS SECONDARY COLOURS
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OUR FONTS
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
ROBOTO LIGHT
STRATUM 2 BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
ROBOTO REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
ROBOTO BOLD
The Stratum 2 Bold font in Ontario Soccer Red should be used for headlines. Sub Headings should be in Roboto Bold, and body copy should be Roboto Light or Regular, depending on font size. Any type smaller than 8 pt should not be Roboto Light, due to possible printing and legibility issues.
EXAMPLE:
HEADLINESub HeadLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam.
Stratum 2 Bold is available from Ontario Soccer. Please email [email protected] for download information.Roboto is available for download at www.fonts.google.comNOTE: if Stratum 2 Bold and Roboto are not available to use, please substitute with Arial.15
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OUR FEATURE GRAPHIC
Our Feature Graphic is based on our logo knocked out of a red background.
A section of the Feature Graphic is cropped and used as a mask or overlay
on images. The knocked out sections would showcase the focal point of the
image and draw the eye to the players’ faces, the action or the emotion of the
scene.
The Feature Graphic should be used in external communications that would
contain images. However, it should be used sparingly, possibly as a front cover
on booklets, as treatment for hero images in collateral, or page dividers. It is
not meant to be used on every image.
In special instances where the red Feature Graphic may seem overpowering,
the use of the gray Feature Graphic is permitted, upon approval from Ontario
Soccer.
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HORIZONTAL FEATURE GRAPHIC
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Selected areas of the Feature Graphic are outlined in gray
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VERTICAL FEATURE GRAPHIC
Selected areas of the Feature Graphic are outlined in gray.
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GRAY FEATURE GRAPHIC
Selected areas of the Feature Graphic are outlined in gray.
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HOW TO USE FEATURE GRAPHIC WITH IMAGES
Two image layers are used in the Photoshop layered working file to achieve the proper look. The top image layer would be masked by a portion of the Feature Graphic.
A black colour layer, set to “Colour” is placed above the bottom image layer, to create a grayscale version of the image. This desaturates the image so that the image colour does not conflict with the red Feature Graphic.
The red Feature Graphic layer is set to “Multiply”.
A layer of white is used under the red Feature Graphic to help bring out the true red colour while still maintaining image details.
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PARTNER LOGOS
When adding partner logos, please ensure that the two logos appear visually balanced. Any use of our logo with a partner logo must be approved by Ontario Soccer prior to use.
The stroke weight for the divider line cannot be lower than 0.5 pt.
In all partner logo lock ups, the primary logo must be used. Special permission must be given for use of any other logo version.
Offical Apparel & Equipment Supplier
Offical Professional Soccer Partner
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OUR TAGLINE
Play. Inspire. Unite.Play.Inspire.Unite.
Play. Inspire. Unite.
The official tagline can be used as a supporting element to the Ontario Soccer logo, but can also be used independently. When used with the logo, the logo must always have greater visual weight than the tagline. For this reason, the recommended font for the tagline is Roboto Light. The tagline can be used in any of the approved brand colours (see page 6 for swatch values). For special instances where the tagline in Roboto Light may appear too thin (on top of images, complex backgrounds, or smaller than 9 pt), the tagline can be displayed in Roboto Regular.
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OUR BRAND COLLATERAL, COMMUNICATION
& MATERIALS
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OUR STATIONARY
OUR POWERPOINT
SLIDE TITLE
• Body copy placement
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SUBJECT DIVIDER
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WEB GUIDELINES
The rules outlined in this guide with respect to brand colours,
typography and imagery, should be adhered to as much as possible
across all platforms, including web.
TYPOGRAPHY
The brand font package includes Roboto - a web-safe font for use
on the Ontario Soccer website and online banners, etc. Stratum2
text should be used as an image to ensure header font appears
correctly on all screens.
IMAGERY
Imagery should follow the examples provided in this guide, and
should always be optimized for web, converted to RGB colour
profiles and 72 dpi.
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PHOTO USAGE
Our photography should always evoke a positive response from
the viewer. The images could convey a range of reactions such as
emotion, pride and sportsmanship.
We are proud of all our members, so when selecting images to use
for Ontario Soccer, please consider using images that showcase
our diverse membership; including all ages, ethnicities, genders and
abilities.
Where possible, please avoid using images that show the previous
OSA logo, or any photos that have brand logos other than Adidas
(our brand of choice).
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WRITING STYLE
When writing news stories, bulletins, marketing material or web content for
Ontario Soccer, it is essential to utilize a professional, informative and objective
tone.
Consistent terminology is also integral to upholding our brand and writing style.
Ontario Soccer = Our new organizational name. No acronyms shall be used.
U# = Our numbering system for age groups. A capital ‘U’ followed by the age
(without spaces).
Match Officials = the community of referees, assessors, mentors, scouts, and
more. ‘Referee’ should only be used to describe the main official on the field.
Districts, Clubs and Private Academies = group of terms used to describe our
membership.
OPDL = Ontario Player Development League
Abilities Soccer = term used to describe soccer for peoples with disabilities
Canada Soccer = Our national governing body. Canadian Soccer Association to be
used only in legal contexts and the acronym CSA is not to be used at all. 28
SOCIAL MEDIA
Our social media presence should have a consistent look across
the various social media platforms. For image posts, the Feature
Graphic can be used to help bring visual interest to the image, as
well as to further promote our brand identity.
Due to size restrictions, our soccer ball icon should be used. This
icon is approved for web use only, but should not be used in print
publications, unless special permission is given.
400 x 400 pixel Facebook Social Post
851 x 315 pixel Facebook Cover
*Relevant Social Media Sizes - 2017
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Social Site Profile Size Cover Size Share Size
Twitter 400px x 400px 1500px x 500px 440px x 220px
Facebook 180px x 180px 851px x 315px 1200px x 630px
Instagram 110px x 110px 161px x 161px 1080px x 1080px
YouTube 250px x 250px 2560px x 1440px 1280px x 760px
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OUR APPAREL
The Ontario Soccer mark is the primary logo to appear on all staff, volunteer and partner apparel. Subbrand logos are not to be appear on official gear, unless approved by Ontario Soccer management.
ColourThe colour of base apparel is limited to the official Brand Colours of Ontario Soccer, which include red, black, grey and white.
Personlization Department, program or event details may be embroidered on the sleeve of any Ontario Soccer branded tops. No text is to be placed underneath the primary mark on the chest. If the additional embroidery can not be placed on the sleeve, it may be placed on the back.
Brand of ApparelAdidas is the designated branded of Ontario Soccer apparel. In the event that adidas apparel is not available, unbranded clothing may be used.
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PUTTING IT ALL TOGETHER
PhotographyDoes this image evoke
an emotional response? Does the image convey
Ontario Soccer’s diverse membership?
Feature GraphicHave I chosen the correct
feature graphic to help frame the image I’ve
selected? Is the feature graphic colour I’ve chosen
complimentary of the image?
LogoHave I placed the primary logo correctly?
TaglineHave I followed the tagline guidelines correctly?
ColourHas the appropriate shade of brand colours been used?
FontHave I chosen the appropriate font for my headline, subheading and/or body copy?
When you have finished your communication piece, read through these check points to make sure that the elements you’ve chosen are consistent with Ontario Soccer’s brand.
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ONTARIO SOCCER
7601 Martin Grove Road Vaughan, Ontario
L4L 9E4
@OntarioIsSoccer
Ontario Soccer
@Ontario_Soccer
Ontario Soccer