resources.SpecialOlympics.org/brand

Special Olympics Brand Identity Guidelines

Accredited Programs | Version 1.0 / English Zero-G / 28 June, 2012 Version 1.0 Contents

Introduction 3 Using these guidelines 4 Communication audiences 5 Identity zones 6

1 Our brand 2 Visual identity 3 Brand in action 4 Brand management Our history 8 Building blocks 24 Stationery overview 52 Check-list 79 Our mission 9 Brand architecture 25 Recommended print stocks 52 Co-branding 80 A shared reputation 10 Brand mark 26 Letterhead 53 Artwork naming protocol 81 Guiding idea 11 Social media avatar 35 Email signature 56 List of standard templates & artworks 82 One guiding idea. Multiple stories. 12 Endorsement mark 36 Business card 57 Glossary 83 Personality 13 Primary color palette 37 Note 59 Contacts & Resources 84 Our brand model 20 Extended color palette 38 Envelope 60 Telling our story 21 Color gradients 39 Presentations 61 Effective brand communications 22 Color references 40 Banner, backdrops & flags 62 Typography 41 Press folders 66 Dynamic curve 44 Newsletters 67 Photography 49 Report covers 69 Mark application – quick guide 50 Informational leaflets 70 Posters 73 T-Shirts 74

2 Special Olympics Brand Identity Guidelines / Accredited Programs Introduction

Our brand is our reputation, a reputation Please note that we are not creating a ‘new’ brand identity for shared by all of the programs within Special Olympics. These guidelines have been created to consolidate and strengthen the existing Special Olympics brand worldwide in Special Olympics. This reputation exists line with the objectives of the Special Olympics strategic plan. in the hearts and minds of the public The guidelines balance our collective need to achieve greater and our stakeholders. Our reputation is recognition through a unified approach with the individual need to create appropriate diversity for distinct audiences, territories and informed primarily by what we do but it communication channels. is also influenced by what and how we communicate.

3 Special Olympics Brand Identity Guidelines / Accredited Programs Using these guidelines

These guidelines are divided in to four main sections. The first introduces you to the ideas and messages at the heart of our brand; the second section brings you through the graphic building blocks that create our visual identity and the third section brings these elements together to illustrate the brand in action. A final section provides information on managing the brand.

Core Idea Messaging Look & Feel Technical Take care These symbols will help you to identify This symbol highlights This symbol highlights This symbol highlights This symbol highlights This symbol alerts areas of specific interest to your area of specific ideas to be information that the elements that information of a you to common expertise or consideration. understood. At the will assist you in inform the visual technical nature mistakes to watch heart of effective considering the way appearance and relating to creating out for or areas that brand management is we communicate with graphic style of our and implementing may be open to shared under­standing. words. brand. artwork. misunderstanding.

This symbol introduces some simple exercises that may be useful to undertake prior to creating branded communications.

4 Special Olympics Brand Identity Guidelines / Accredited Programs Communication audiences

When communicating the Special Olympics brand there are broadly three main audiences: the general public, our members & supporters, and our sponsors & partners. Each of these audiences will have differing informational requirements based on their levels of sophistication and understanding of the issues we address and the work we do.

Your specific target audience will affect the approach you take to the quantity and detail of information presented, the directness or nuance of the message, and the degree to which Special Olympics will need to General public Members & supporters Sponsors & partners be explained and contextualized. We cannot assume that members Communications with members and This audience includes other of the general public know who supporters focus on deepening the programs within the Special Special Olympics is and what we do. nature of the relationship through Olympics Movement, government Communications with the general relevant information delivered over bodies, policy-makers, operational Take the time to identify the specific public need to be simple and direct in time. Although these communications and existing sponsorship partners. audience with whom you wish to order to establish recognition and the may contain more information than for Communications reflect a more communicate. If you have multiple right associations with our brand. the general public, they will still need professional relationship with Special audiences try to list them and their to be simple and focused. Olympics and contain a greater degree particular characteristics. of detail and nuance.

5 Special Olympics Brand Identity Guidelines / Accredited Programs Identity zones

Different areas of the identity 1. Core identity 2. Operational 3. Agency application require different degrees Simple is smart Make it easier to be on-brand Understand strategy of professional design input. We have categorized these areas into three The core identity zone represents The second zone focuses on The third identity zone is more different zones. the basic recognition elements presenting information to targeted and persuasive in its of the identity and is focused on our members, supporters and communication style. While application of the logotype and the partners. Items in this zone include retaining the clear authority of the use of our primary color palette. newsletters, annual reports, project core identity, these designs require updates and presentations. Unlike a more emotive approach to copy Items within this zone include Zone 1 this zone contains a wide and imagery to be effective in the signs, stationery or merchandise or range of information and is visually crowded public communications communications that only require more diverse. The secondary space. the core mark and primary color color palette is used to create palette. Items in this zone include outdoor, appropriate difference between TV and radio advertising and direct- items of communication. mail campaigns.

When creating communications,­ please Items in Zone 1 are either pre- Items in Zone 2 can be created Items in Zone 3 are generally find out if the item has already been designed as a template or require in-house with basic design created by professional designers designed and what skills and resources little or no design expertise skills. More complex or nuanced and agencies. you may require to create the item to an to apply. documents will require the skills appropriate standard. of a professional designer.

6 Special Olympics Brand Identity Guidelines / Accredited Programs Brand Identity Guidelines Section 1 Our brand

This section of the guidelines introduces you to the guiding ideas and personality traits that inform how we communicate. By understanding and internalizing the ideas at the heart of our brand we can commission and create communications that are appropriate to specific audiences while sharing a common underlying message and distinct personality.

7 Special Olympics Brand Identity Guidelines / Accredited Programs Our brand Our history

The idea behind Special Olympics began in Soon, her vision began to take shape, as Since its founding in 1968, Special Olympics the early 1960s, when Eunice Kennedy Shriver she held a summer day camp for young has grown from a competition involving saw how unjustly and unfairly people with people with intellectual disabilities in her 1,000 athletes to a worldwide movement intellectual disabilities were treated. She also own backyard. The goal was to learn what with four million athletes. Even as we saw that many children with special needs these children could do in sports and other grow in numbers, our story still centers on didn’t even have a place to play. She took activities – and not dwell on what they could brave individuals who achieve great things action. not do. together.

8 Special Olympics Brand Identity Guidelines / Accredited Programs Our brand Our mission

Provide year-round sports training and athletic What we do competition in a variety of Olympic-type sports Who* we do it for for children and adults with intellectual disabilities, giving them continuing opportunities to develop Why we do it physical fitness, demonstrate courage, experience joy and participate in a sharing of gifts, skills

* families and the wider and friendship with their families, other Special community also benefit from what we do. Olympics athletes and the community.

9 Special Olympics Brand Identity Guidelines / Accredited Programs Our brand A shared reputation

Diverse communities Common identity

Since 1968 Special Olympics has grown to become a worldwide movement with over 170 Accredited Programs. Each of these programs reflects the culture, customs and diversity of their local communities while sharing a reputation that defines Special Olympics.

Take the time to identify the most resonant stories from your program. From the local founders to the athletes, families, coaches, volunteers and partners – there are many stories to be told with local meaning.

10 Our brand Guiding idea

This overlap area at the heart of the Special Olympics brand is a space that can be defined by the three elemental ideas. REVEALING THE CHAMPION IN ALL OF US

These ideas, expressed visually in this illustration, transcend different languages, abilities and cultures to create a framework within which our shared story can be told. A story that can be told in many ways, in every language, for different audiences, while consistently expressing a shared purpose.

REVEALING THE CHAMPION IN ALL OF US

11 Special Olympics Brand Identity GuidelinesREVEALING / Accredited Programs THE CHAMPION IN ALL OF US Our brand One guiding idea. Multiple stories.

‘Revealing the champion in all of us’ combines these three elemental ideas into a single expression. It is just one of many ways to REVEALING THE CHAMPION IN ALL OF US express our guiding idea.

There are many other associated words Everyone and thoughts that can be used to express Grow Ambition these elemental ideas in a manner that resonates best for specific local Nurture Win Generous Together audiences. Release Purpose

Care Goal Community Change Pride Team Take the time to consider how you might Promotee Inclusionn express this guiding idea in a manner Transform Progress Acceptance that resonates for your community or Advocate Develop Partner for a specific audience. ASSOCIATED WORD S REVEAL ACHIEVE SHARE

12 Special Olympics Brand Identity Guidelines / Accredited Programs Our brand Personality

Our personality traits inform the tone of voice with which we communicate. Inspirational These traits should be considered collectively. It is the combination of traits that creates our unique personality. Joyful Inclusive

Remember that traits can be expressed implicitly in the content Determined and manner of how you communicate. Each trait does not have to be explicit in every item of communication produced. Courageous

When creating communications­ consider the emotions that these words evoke and evaluate the look and Authentic feel of your communications against them.

13 Special Olympics Brand Identity Guidelines / Accredited Programs Our brand Personality

Inspirational

The way we act and Our communications are communicate inspires people powerful, simple, direct, to do new things and to think inspire action and assist in in new ways. Special Olympics motivating people to unleash empowers people to reveal the transformative power and their inner champion. joy of sports.

14 Special Olympics Brand Identity Guidelines / Accredited Programs Our brand Personality

Joyful

We inspire people in a manner Our communications are up- that is uplifting and positive. A beat and bring a smile to key benefit of Special Olympics peoples’ faces, reflecting our is joy and this feeling is implicit belief that the joy of sports is a in everything we do. transformative power.

15 Special Olympics Brand Identity Guidelines / Accredited Programs Our brand Personality

Inclusive

Special Olympics is a We use words like ‘we’ and ‘our’ community-based movement when describing what we do. that transcends nationality, Our imagery is reflective of the race, creed, gender, age or diversity of our movement. social status. It creates a place for people of all abilities.

16 Special Olympics Brand Identity Guidelines / Accredited Programs Our brand Personality

Determined

What we do requires bravery, Our communications illustrate perseverance and courage. Our determination by celebrating determination to transform and recognizing the journey lives is reflected in the our athletes take, not just the strength and directness of our medals they win. communications.

17 Special Olympics Brand Identity Guidelines / Accredited Programs Our brand Personality

Let me win. But if I cannot win, let me be brave in the attempt. Special Olympics Athlete Oath

Courageous

Special Olympics celebrates Our communications have the the courage of its athletes and courage to challenge prejudice the challenges and barriers and speak up for what is right. that they overcome every day.

18 Special Olympics Brand Identity Guidelines / Accredited Programs Our brand Personality

Authentic

Special Olympics is a grass- Our communications celebrate roots movement. It is built on the genuine moments of the hope, desires, energy and transformation that take place determination of real people, in Special Olympics every day. in real communities, achieving We celebrate the personal real results. stories of achievement and joy.

19 Special Olympics Brand Identity Guidelines / Accredited Programs Our brand Our brand model

ENTRY POINTS GUIDING IDEA PERSONALITY

INSPIRATIONALINSPIRATIONAL SPORTS JOYFULJOYFUL COURAGEOUSCOURAGEOUS HEALTH AUTHENTICAUTHENTIC EDUCATION DETERMINEDDETERMINED COMMUNITY REVEALING THE CHAMPION IN ALL OF US INCLUSIVEINCLUSIVE Our brand model is a MISSION BENEFITS single diagram that PROMISE Provide year-round sports training brings together the and athletic competition in a DIGNITY variety of Olympic-type sports for Special Olympics unleashes PRIDE children and adults with different aspects of our intellectual disabilities, giving the human spirit through the JOY them continuing opportunities to FITNESS shared reputation across develop physical tness, EMPOWERMENT demonstrate courage, experience transformative power and joy and participate in a sharing of FRIENDSHIP the Special Olympics gifts, skills and friendship with joy of sports every day ACCEPTANCE their families, other Special COMMUNITY Movement. Olympics athletes and the around the world community. JUSTICE

Entry points Guiding Idea Promise Benefits While sports training and Our guiding idea is a visual Our promise is an These are some of the key competition is the most representation of our brand encapsulation of what benefits that are derived publicly recognized entry essence that transcends people can expect from from all who engage with point to Special Olympics, language and culture and Special Olympics. It is a more Special Olympics. Our our health, education and informs everything we do. emotive expression of our benefits also describe why community programs also mission. we do what we do. offer an opportunity for Mission different audiences to Our mission describes what Personality engage. we do, who we do it for and These traits inform our the benefits of what we do. tone of voice and how we communicate.

20 Special Olympics Brand Identity Guidelines / Accredited Programs Our brand Telling our story Communications style guide

Write the message with your target Keep it short & sweet! After you Avoid jargon and acronyms. audience in mind. Look at your have written your message, re-read Avoid busy flyers and make sure to communications from the perspective it and look for any words you can leave plenty of white space to let the of the person receiving the message. take out. The quicker they can read These simple suggestions information breath. (Visualize someone who is a part of your message, the more likely your will assist you in creating this audience. By connecting with this audience is to read and understand it. Avoid using all capitals except in short powerful messages that representative individual in your mind, (Don’t include any information your titles or headers. (Remember that express our mission. and imagining how they might respond, target audience really doesn’t need.) all caps are perceived by some as you will more effectively create shouting in written media). Use action words. communications that resonate with the Avoid center alignments except target audience.) Group all related information so it is where you wish to convey a more quickly understood. Identify the most appropriate entry traditional or classic style. point for your target audience. Use bullets to give information While this might be the sporting quickly. achievement of one of our athletes, Create contrast between headlines it could also be a story growing out and body text, large image and of one of our health, community or smaller details. education programs. Use design, images and wording to Tell stories about athletes and communicate that we are athlete- volunteers that communicate centric. transformation, achievement and community. Caption photographs with the names of the athletes and create context. Use language that is inclusive: ‘We’ and ‘Our’. Left or right alignment is stronger and more interesting Use headings to quickly tell the reader what your story or content is about.

21 Special Olympics Brand Identity Guidelines / Accredited Programs Our brand Effective brand communications A few words before the visual identity...

When preparing a brief or creating an item of communications please start by Done? considering the following: You are now ready to look • specific objective you wish to achieve at the visual identity... • audience you wish to connect with • context within which that connection will be made • feelings and thoughts you wish to evoke • limitations and possibilities of the proposed communications channels • how you might leverage the personality and individual stories of Special Olympics.

Our brand identity creates a consistent and recognizable form...

... to contain content with local avor!

Our brand identity is like a glass that contains stories and facts about what we do and presents them in a way that is recognizably Special Olympics. The real flavour and resonance of our communications is provided by our local stories—stories about individual athletes, active communities and effective partnerships— stories that resonate and connect.

22 Special Olympics Brand Identity Guidelines / Accredited Programs Brand Identity Guidelines Section 2 Visual identity

This section of the guidelines introduces you to the basic building blocks of our visual identity such as our mark, color and typography. By using this kit of parts we can create a consistent house style that is unified while having the flexibility to create diverse messages.

23 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Building blocks

Symbol Logotype

The visual identity comprises a set of building blocks that are combined to Accredited Program Name create communications within the Special Olympics house style. Symbol+ Logotype +Program Name = Mark Primary color palette Mark Symbol These core colors are used for all core The symbol is a universal element of identity items such as stationery and other Primary the visual identity and is used on all official communications. Color Palette communications. Typography Logotype Ubuntu should be used for all official The logotype should be used in lock-up with documents and informational texts. Ubuntu typeface the symbol and is available in a variety of Dynamic curve languages as appropriate. This element is used to contain the brand Accredited Program name mark and provides a dynamic graphic Dynamic Photography The Accredited Program Name should always element for layout. Curve be used in lock-up with the symbol and Secondary color palette logotype for program communications and These colors are used to bring appropriate branding. It is set in the Ubuntu Italic font. diversity and difference within a range of  communications items.

Photography Images are the most effective way to illustrate what we do and they reflect the joy and power of the Movement.

Secondary colors

24 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Brand architecture

Organizational brand Example Club/Team Marks

Special Olympics is at its heart communities of people who organize themselves around a shared WICKLOW WINCHESTER ALSTON DOLPHINS COUNTY COUGARS mission. These organizations are recognized by SPECIAL OLYMPICS SPECIAL OLYMPICS SPECIAL OLYMPICS IRELAND VIRGINIA VIRGINIA the Special Olympics Mark. The mark is used by Accredited Programs to identify communications from their particular organization and to endorse Program Name activities and partnerships that exist in their Club or Team branding offers an opportunity to build a respective territory. sense of local community representation. Guidelines are Special Olympics is active in many available for those programs wishing to recognize teams in this way. different areas and each of these needs to be appropriately recognized. It is also important to clearly Health, Education & Events / Games Endorsed represent the relationship between Community Programs these aspects of Special Olympics.

Brand Strategy IN SUPPORT OF Please note that our primary brand is Special Special Olympics Healthy Athletes ® Olympics and everything we do should build Special Olympics Ireland Games recognition and positive associations in this Limerick 2023 Program Name name and symbol. Events, games and activities provide entry-points that clearly link back to our organization.

These guidelines are in the process of Naming Naming Naming The prefix Special Olympics is used in the naming The prefix Special Olympics is used in the naming Special Olympics does not necessarily appear being created for Health, Education & of the activities. of the event. in the main name of the event but is used Community branding and for Events/ to endorse the activity. e.g. “The Springfield Games branding. Identity Identity Picnic in support of Special Olympics Vermont” The communications are created within the The identity for an event should reflect the Special Olympics identity house style. The character of the specific location of the event and Identity Accredited Program Mark is used to endorse the the date (season/year) on which it is taking place. The communications are created within specific local activity where appropriate. The identity is endorsed by the Special Olympics the organizer’s house style. The Accredited Symbol locked into the core mark developed for Program Mark is used to endorse the specific e.g. the event. activity. Special Olympics Healthy Athletes Special Olympics Unified Sports e.g. e.g. Special Olympics World Games Lagos 2051 Law Enforcement Torch Run Special Olympics Ireland Games Limerick 2019 for Special Olympics

25 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Brand mark Introduction

MARK

The Special Olympics Accredited Program Mark is used to brand communications and items created by Special Olympics Accredited Programs.

The mark is created by combining the Special LOGOTYPE Olympics Symbol, the Special Olympics Logotype and the name of the Accredited Program set in the typeface Ubuntu Italic.

The mark should always be used in its full lock- up version (Symbol, Logotype and Program Program Name SYMBOL Name) for all initial touchpoints. ACCREDITED PROGRAM NAME

The story behind our symbol...

Our symbol expresses the guiding idea for our brand. It contains within it an expression of achievement, change, revelation and community. Our symbol transcends language and is a universal expression of our Movement.

ACHIEVE REVEAL together.

26 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Brand mark Standard two line lock-up

Color In color application the symbol is printed in Special Olympics Red (Pantone® 186) and the logotype and Accredited Program Leave this space free around the mark name is printed in Special Olympics Grey (Pantone® 418).

Free space Free space should be left around the mark. Other graphic elements or information should be used in this area.

Minimum size MIN: 1/3 Inch or 8mm The minimum size is ⅓ inch or 8mm in height. Please note this is a recommendation for Program Name standard print only. The minimum size will depend on the method of reproduction being used, the substrate onto which it is being printed, or the materials out of which the mark is being fabricated.

Please use process color mix created for artwork. Colors should be visually matched to an up-to-date Pantone® Swatch.

27 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Brand mark Lock-up options

There are a number of lock-ups of the mark that PRINT USE provide flexibility for different layout situations. The standard lock-up has been optimized for Two Line Lock-up (Standard Version) Centered Lock-up placement of the mark in the top-right or bottom-right of regular print items.

Two Line (Standard) The lock-up with the logotype used across two lines is the best option for general use where space may be restricted. Program Name

Single Line The one line lock-up is ideal where more Single Line Lock-up horizontal space can be afforded for the mark.

Centered The centered lock-up of the mark is best for Program Name vertical application or center-axis layouts. Program Name

Web/Online The convention for websites, emails and eZines is that the symbol appears in the top left corner. For these applications a lock-up ONLINE USE with the symbol to the left is available. Web/Online Lock-up Note This lock-up may also be used in situations All of these lock-up options are available in a where the mark must be placed on the left variety of artwork versions and file formats. side of an item – e.g. Envelopes. An adapted version of the lock-up has also been developed for programs with longer names. Standard lock-up refers to use with scripts that read from left to right. Program Name

28 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Brand mark Long name version

A special version of the mark has been GENERAL PRINT USE St. Vincent & St. Vincent & The Grenadines created for Accredited Programs whose The Grenadines name extends beyond 16 character spaces. Two Line Lock-up (Standard Version) Centered Lock-up In these situations, the three-line and centred versions of the mark have been altered to accommodate this. Here is an example of how the mark has been altered for the St. Vincent & The Grenadines mark. St. Vincent & St. Vincent & The Grenadines The Grenadines St. Vincent & The Grenadines The Two Line Lock-up and Web/Online Lock-up are as per the standard Accredited Program mark proportions. Single Line Lock-up

Accredited Programs with names over 16 characters include: St. Vincent & Brunei Darussalam The GrenadinesSt. Vincent & The Grenadines St.Bosnia Vincent and Herzegovina & St. Vincent & The Grenadines The DominicanGrenadines Republic United Arab Emirates St.British Vincent Virgin Islands & St. Vincent & The Grenadines The GrenadinesNorthern California ONLINE USE Southern California St. Vincent & District of Columbia Web/Online Lock-up The Grenadines St. Vincent & The Grenadines St. Vincent & The Grenadines US Virgin Islands

St. Vincent & The Grenadines

St. Vincent & The Grenadines

29 St. Vincent & Special Olympics Brand Identity Guidelines / Accredited Programs The Grenadines Visual identity Brand mark Translations & bilingual versions

Examples of logotype translations set in Serpentine Bold Oblique

When creating translations of the Special Olympics Logotype the typeface Serpentine Bold Oblique should be used. The relative size and positioning of the type should be consistent with the English version of the mark. Polska Brazil When creating master artworks all fonts within the translated mark should be outlined prior to distribution.

Bilingual Mark In territories where the mark is required in two languages the two languages should both be set in Serpentine Bold Italic following the two-line version. France Bolivia

Bilingual Two-line Lock-up Bilingual Centered Lock-up

30 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Brand mark Artwork versions

Specific artworks are available for each of the lock-ups in two color, single color and white. Two Color (with type in Grey) Two Color (with type in Black)

Two Color: These versions of the mark are for File formats use against white backgrounds. The preferred PNG artworks have been version uses Special Olympics Grey for the generated for Office use in logotype – putting greater emphasis on the software applications such as symbol. Program Name Program Name Microsoft Word and Microsoft Powerpoint. Single Color: This version of the mark is for use in single color. Ideally when using a single EPS artworks have been color the mark should be printed in Special generated for use by Olympics Red, Special Olympics Grey or Black Single Color (Black) Single Color (Red) Professional Designers and against a light, low-contrast background. can be scaled to any size Ensure there is sufficient contrast between the without losing quality. Mark color and background color.

White: This version of the mark is for use against dark solid colors and appropriate Program Name Program Name photographic images.

Single Color (Grey) White

Program Name Program Name

31 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Brand mark Non-roman versions

Cyrillic – ‘Special Olympics Russia’

When creating the mark for non-Roman languages the same hierarchy and construction Специальная as the Roman fonts should be used. The symbol remains consistent, regardless of the localized Олимпиада logotype and Accredited Program name. Специальная Олимпиада Cyrillic version России For languages that use Cyrillic scripts, Ubuntu can России be used in Bold Italic for the logotype and regular italic for the Accredited Program. Simplified Chinese – ‘Special Olympics China’

Simplified Chinese The logotype reads from left to right and is set in a robust block script such as 儷黑 Pro.

Arabic & Hebrew The standard version of the mark for print ˁ㼈 applications when using Arabic and Hebrew has the logotype to the right of the mark. This ˁ㼈 facilitates the positioning of the mark on the top left or bottom left of print applications. Arabic – ‘Special Olympics’ The centred version lock-up the mark is standard across all languages.

32 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Brand mark Standard print positioning

Position for Two Line (standard) or single line lock up of the mark in print Standard position The two line or single line lock-up of the mark X should be positioned on the top right or bottom right of the page. The mark should be an equal distance from the two closest edges. X The actual distance will depend on the size and nature of the item being produced.

This position gives the Special Olympics Mark a prominent location on most print items. It Program Name also keeps the mark away from document binding which tends to be on the left edge of a document. X Documents created in scripts that read X from right to left have the mark positioned X on the top or bottom left of the page. Right to left reading scripts Program Name Please note that for scripts that read from Program Name right to left the mark should be positioned on the top left or bottom left. This also takes into account that the binding of books and documents in these languages is generally on the right side. Scripts that read from right to left include Arabic and Hebrew.

Program Name X X X X

33 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Brand mark Background color

Color mark Place color mark on white background Place single color mark on low contrast background The color mark should only be used against white.

Single color marks On backgrounds that have a tonal value of Program Name Program Name between white and 30% black, the single color mark should be used in a dark color.

On backgrounds that have a tonal value greater than 30% the White version of the mark should be used.

Low contrast Program Name Program Name When positioning the mark against a photographic background, place the single color or white mark as appropriate against a low-contrast section of the photograph.

When placing single color mark against a background, please ensure that there is appropriate contrast between the color of the mark and the background color.

Program Name Program Name 0% 30% 100% 34 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Brand mark Social media avatar

Generic Avatar The symbol may be used on its own when Generic creating avatars for Facebook, Twitter or other social media sites. When using the mark on its own it may be used in either white on red or red on white.

Localized Avatar The avatar may also be localized using the dynamic curve to contain the name of the program or an abbreviation (GB; IRL; VT etc) as appropriate. It is also possible to use a colored version of the curve to more clearly differentiate the program within a twitter Localized – Using Accredited Program name or abbreviation stream.

A master Adobe Photoshop file is available for the creation of localized avatars.

Naming Please note that either the program name (e.g. Special Olympics Great Britain) or an abbreviation of the name (e.g. Special 中国 GB Nigeria Nederlands Olympics GB) should be used when naming your twitter or Facebook account.

35 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Endorsement mark for third-party application

An endorsement mark has been created for use by third-parties who wish to recognize Full Color / Horizontal Full Color / Vertical their association with, or support of, your Minimum distance Special Olympics Accredited Program. IN SUPPORT OF IN SUPPORT OF When creating your The mark has been created in a badge-format endorsement mark please to facilitate easy and robust application with ensure that the symbol and the minimum of guidance. type are given appropriate The Badges are available in full color and single Program Name breathing space within the color versions and there are no restrictions on Program Name IN SUPPORbadge. TheT OF type should not be the color or contrast of backgrounds they are too close to the edge of the placed against. badge.

The Badge is available in vertical and horizontal Single Color / Horizontal Single Color / Vertical options.

Accreditation Line IN SUPPORT OF The accreditation line can be altered to suit the IN SUPPORT OF nature of the relationship between the third- party sponsor or partner and your program.

Phrases can include: Program Name – IN SUPPORT OF Program Name – BENEFITING Program Name – IN PARTNERSHIP WITH – PROUD SPONSOR OF Accreditation line – PRESENTED BY

36 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Primary color palette

The Special Olympics primary color palette consists of Special Olympics Red and Special Olympics Grey. This is the color combination that we wish to be associated with. These two colors are supported by Black, Biscuit and White for core applications of the brand visual identity such as stationery and signage.

Special Olympics Grey Pantone® 418 Process: 0c/0m/15y/75k RGB: 99R/99G/89B Hex: #636359

Special Olympics Red Pantone® 186 Biscuit Process: 0c/100m/100y/0k Pantone Wam Grey 1 RGB: 255R/0G/0B Black Process: 0c/0m/8y/8k Please note that white should be considered Hex: #FF0000 RGB: 227R/226G/212B an important color within the palette. Use Hex: #E3E2D4 of white space within design layouts and the use of the mark against white backgrounds contribute to the feeling of a bright, open and contemporary identity. White

37 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Extended color palette

A range of secondary colors have been specified to support the primary palette. These colors can be used to add personality to

Secondary colors may be used to cover large designs and to differentiate between communication items. areas or to provide highlights within a design. Colors may also be combined to create ‘Special Olympics Red’ gradients. To maintain a fresh and clean look and feel, gradients should be created from colors within the same color family. Please refer to color specifications in the appendix for full CMYK, RGB, Pantone and Hexadecimal references.

‘Gold’

Avoid using too many secondary colors on a design. We suggest that you limit the colors on any item to the primary color palette plus colors from within the same range within the ‘Bronze’ secondary palette.

Please use process color mix created for artwork. Colors should be visually matched to an up-to-date Pantone® Swatch.

‘Silver’

38 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Color gradients

Color gradients can be used to create greater dynamism within your design. Gradients are created by using different depths of the same color.

When creating gradients make sure to graduate between process colors (CMYK). If blending between spot colors special Light Red Mid Red Light Turquoise Mid Turquoise artwork should be created. Light Red Dark Red Light Turquoise Dark Turquoise For a subtle gradient, move from the light to the mid-tone of the color. For more pronounced gradients, move from the light to Light Magenta Mid Magenta Light Green Mid Green the dark tone. Light Magenta Dark Magenta Light Green Dark Green

Light Purple Mid Purple Light Yellow Mid Yellow

Light Purple Dark Purple Light Yellow Dark Yellow

Light Blue Mid Blue Light Orange Mid Orange

Light Blue Dark Blue Light Orange Dark Orange

White Biscuit Light Grey Mid Grey

Light Grey Dark Grey

39 Special Olympics Brand Identity Guidelines / Accredited Programs Visual Identity Color references

Please use the color breakdowns as provided here.

Primary Colors Pantone® C/M/Y/K R/G/B Hex Pantone® C/M/Y/K R/G/B Hex

SO Red 186C 0/100/100/0 237/28/36 #ED1C24 Biscuit Warm Gray 1C 0/0/8/12 227/226/212 #e3e2d4

SO Grey 418C 0/0/15/75 99/99/89 #636359 Black Black 0/0/0/100 0/0/0 #000000

White - 0/0/0/0 000/000/000 #ffffff

Secondary Colors

Light Red 186C 0/100/100/0 237/28/36 #ED1C24 Light Green 382C 30/0/100/0 191/215/48 #bfd730 Mid Red 1945C 0/100/100/25 187/19/26 #bb131a Mid Green 376C 40/0/100/20 136/172/46 #88ac2e Dark Red 202C 0/100/100/50 139/3/4 #8b0304 Dark Green 370C 50/0/100/40 89/133/39 #598527

Light Magenta Process Magenta 0/100/0/0 236/0/140 #ec008c Light Yellow 109C 0/10/100/0 255/221/0 #ffdd00 Mid Magenta 215C 0/100/20/20 196/0/99 #c40063 Mid Yellow 110C 0/25/100/10 230/176/15 #e6b00f Dark Magenta 222C 0/100/40/40 158/0/64 #9e0040 Dark Yellow 1255C 0/40/100/30 185/124/15 #b97c0f

Light Purple 2587C 60/90/0/0 127/63/152 #7f3f98 Light Orange 137C 0/50/100/0 247/148/29 #f7941d Mid Purple 267C 75/95/0/10 92/47/136 #5c2f88 Mid Orange 1505C 0/60/100/10 222/18/28 #de761c Dark Purple 2695C 90/100/0/20 59/35/123 #3b237b Dark Orange 159C 0/60/100/50 143/74/2 #8f4a02

Light Blue Process Cyan 100/20/0/0 0/149/218 #0095da Light Grey 413C 0/0/0/30 188/190/192 #bcbec0 Mid Blue 300C 100/40/0/10 0/114/180 #0072b4 Mid Grey 415C 0/0/8/50 148/149/141 #94958d Dark Blue 294C 100/80/0/20 2/63/136 #023f88 Dark Grey 418C 0/0/15/75 99/99/89 #636359

Light Turquoise 3262C 70/0/50/0 57/187/157 #39bb9d Mid Turquoise 3282C 80/0/50/20 0/151/132 #009784 Dark Turquoise 3302C 90/0/50/60 0/92/81 #005c51

40 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Typography

Ubuntu: Latin Abcdefghijklmno Ubuntu is the preferred typeface of SpecialLight12345 Olympics. It should be used for informational communications produced by Special Olympics. Regular67890 Ubuntu has been chosen for its clarity and It currently comes in a range of languages: Latin (Western), Greek and accessibility both in print and on screen. It is Cyrillic. Arabic and Hebrew versions of UbuntuMedium!@£$%^& are under development at available in a range of weights and styles. the time of writing these guidelines. Bold¡€#¢§ˆ¶¨

Ubuntu: Greek Ubuntu: Latin Ubuntu is available as a free Mac or PC ΑΒΓΔΕΖΗΘΙΚΛΜΝΞ download at font.ubuntu.com Abcdefghijklmno αβγδεζηθικλμνξοπρ Light12345 Ubuntu: Cyrillic

If using Ubuntu typefaces within Microsoft Regular67890 Office documents (Word/Powerpoint) please АБВГДЕЖЗИЙКЛ note that these documents should only be Medium!@£$%^& shared with third parties or members of the абвгдежзийклмн public in PDF format. Otherwise, Arial should be used in place of Ubuntu. Arial is available as Bold¡€#¢§ˆ¶¨ standard on all PC and Mac computers. Ubuntu: Greek ΑΒΓΔΕΖΗΘΙΚΛΜΝΞ αβγδεζηθικλμνξοπρ

Ubuntu: Cyrillic 41 SpecialАБВГДЕЖЗИЙКЛ Olympics Brand Identity Guidelines / Accredited Programs абвгдежзийклмн Visual identity Typography Readability of informational text

Good design can improve the readability and access of our documents such as guides, reports and newsletters. The following suggestions will assist you in

Consider the reader when creating a piece ensuring that our documents are easy to read and use. of communication. Keep your design simple and readable and let your content – both Layout Font Size and Type Font Color and Contrast photographic images and stories – excite Break up the text into short paragraphs Make the text large enough for easy Maintain high contrast between the text the audience. and bullet points so that it’s easy to skim reading and use the Ubuntu font for all and background. Black text on a white (no “wall of words” to discourage your informational texts. or very light background is the most readers). readable text. Use bold type to highlight important Keep the layout simple and uncluttered, words and phrases. Be cautious with colored text. Never with plenty of margin and white space put text in light colors such as orange or The next page provides some suggested (blank areas that give the eyes a chance yellow against a light background. sizes of type to use. Please note that the to rest). ideal size of the type is relative to the Avoid printing text on colored Left justify the text to make it easier to width of the column of type. backgrounds unless the background is read. Readers sometimes overlook titles very light (such as pale yellow). Shading that are centered. the background reduces contrast and makes the text harder to read.

For ease of reading, do not put informational text on top of photos or patterned backgrounds.

42 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Typography Recommended text sizes

Type size: 14pt / Line space: 21pt / Suggested for introductory paragraphs

Here are some standard sizes of text to be Special Olympics provides year-round sports training and athletic competition in a used for informational documents such as correspondence, reports and manuals. Please variety of Olympic-type sports for children and adults with intellectual disabilities, note that the format of the document being giving them continuing opportunities to develop physical fitness, demonstrate courage, created will inform the ideal size to be used. experience joy and participate in a sharing of gifts, skills and friendship with their families, other Special Olympics athletes and the community.

Type size: 9pt / Line space: 14pt Type size: 10.5pt / Line space: 16pt Body copy for smaller formats, narrow columns Body copy for A4/US Letter formats, wider columns

Special Olympics provides year-round sports training and Special Olympics provides year-round sports training and athletic athletic competition in a variety of Olympic-type sports competition in a variety of Olympic-type sports for children and adults for children and adults with intellectual disabilities, with intellectual disabilities, giving them continuing opportunities to giving them continuing opportunities to develop physical develop physical fitness, demonstrate courage, experience joy and fitness, demonstrate courage, experience joy and participate in a sharing of gifts, skills and friendship with participate in a sharing of gifts, skills and friendship with their families, their families, other Special Olympics athletes and the other Special Olympics athletes and the community. community.

This is the standard size used for text in our letters and other such correspondence.

43 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Dynamic curve

The Dynamic Curve is a graphic device that can be used to give our communications­ a recognizable house style. The curve device also

The curve is based on a perfect circle. This protects the mark from other graphic elements on the page giving our lets the curve reflect the shape of the Special core identifier greater standout and recognition. Olympics symbol and be suggestive of a globe.

A range of pre-prepared curve artworks have been created for use across a range of standard formats.

The curve should only be recreated using a perfect circle. The curve device should be used sparingly – primarily on the front covers, posters or flyers. It does not need to be used on the inside pages of a brochure for example.

44 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Dynamic curve Construction

When using the curve to position the standard mark the space is larger on the right-hand-side. The dynamic curve is created by dividing the Note that the curve space using a circle. Note how the circle is not is based on a circle. centered on the item. This creates a more dynamic division of space. This also creates a larger space on the right side within which to place the mark.

The curve can be used on both horizontal and vertical formats.

Note how the curve is biased to one side creating a more X 2X dynamic shape.

45 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Dynamic curve Simple or layered curves

Simple Curve Layered Curve Single arc, flat color Three arcs, graduated color

Simple Curve Center arc is 1 created using The most basic form of dynamic curve can be a perfect created using the single curve of a perfect circle 2 circle and using flat color.

Layered Curve More complex layered versions of the dynamic curve can also be created using multiple 3 curves as illustrated on the far right.

When creating a layered curve create the central curve using a perfect circle. The two tonal areas above and below are created by X2x2X x scaling the curve vertically to create a deeper curve above and shallower curve below. There are three tonal areas within the layered As illustrated the edge curve [1] is filled with curve: a light (or overprinting) gradient. The second curve [2] is filled with a solid color from the Area 1 uses a graduation 1 of a light color (such as light range of the color palette. The third biscuit) to white. curve is filled with the same color graduating 2 Areas 2 uses a light color to a darker version of itself. from the color palette. Area 3 uses the same color within a gradient to a darker version of 3 itself. This creates a recognizable difference between area 2 and 3.

46 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Dynamic curve Positioning the mark

The dynamic curve is as a device to house and Print application Sign application protect the mark.

Program Name

Program Name Program Name Note that in sign application for items such as vertical signs the Special Olympics Accredited Program Mark can become the dominant element of the layout with the curve providing an embellishment where required.

Program Name

Program Name

Program Name

Program Name Program Name

47 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Dynamic curve Print artworks

Top Base Half

Artworks for the curve have been created in a range of standard formats and colors. These can be combined with the Accredited Program Mark to easily and effectively brand print items.

Each format and version is supplied without curveRed device the local program mark. These can be added during the creation of the final item artwork. Accredited Program Mark PNG and EPS files have been created with transparent backgrounds facilitating the overlaying of the mark onto the curve. A white frame has been included within the design to facilitate desk- top printing.

Alternative color options can be created, as appropriate, by local designers using the secondary color palette. This will require adaptation of master artworks within Adobe Illustrator. White curveWhite device

48 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Photography

Many styles of photographs can be used for Special Olympics communications. These images can be used to educate, explain, raise awareness, illustrate need, evoke emotions, foster values or create empathy.

With all of these options it is important to remember that photographs are never used Dynamic action Close-up / Personal in isolation. The meaning and effect of the photographs are focused by the context they are placed in, the headlines they are used with, the captions that accompany them or when simply branded with the Special Olympics Mark.

Try to caption photographs with the names of the athletes involved and some context about their specific story.

Creating context Expression

49 Special Olympics Brand Identity Guidelines / Accredited Programs Visual identity Mark application Quick guide

Only use original artwork and standard colors The EPS file format is used The PNG file format in TIF JPG PNG EPS TIF JPG PNG EPS Use only official master artwork files. Do not photocopy, scan or attempt to re- by professional designers only for office use within 1 draw your own version of the mark. Color references: When printing the mark and can be scaled to large Microsoft Word or Microsoft ® sizes without losing quality. Powerpoint applications. in spot color the symbol is printed in Special OlympicsProgram Red Name (PantoneProgram Name186) andProgram Name Program Name Program Name Program Name Program Name Program Name the type in printed in Special Olympics Grey (Pantone® 418) or Black.

Position the mark correctly X Standard position for X The standard position of the mark for print is in either the top right or bottom the mark on printed items is top-right or 2 right corner. The symbol should sit equidistant from the nearest document Program Name bottom-right edges. Consider the position of the mark relative to other elements and document edges and select the optimum lock-up option to suit.

Give the mark room to breathe Leave sufficient space around the mark so that it can be clearly recognized 3 and is not encroached upon by any other elements. The general rule is that the minimum free space around the mark should be equal to the height of the ‘O’ in ‘Olympics’. Program Name

Place the mark on an appropriate background Two Color Single Color The mark should be placed on a background which does not interfere with 4 recognition. When placing the two color version of the mark use a white background. When placing a single color version of the mark make sure to use a Program Name Program Name low contrast background and make sure there is appropriate contrast between the mark color and the background color. Where possible place the mark on the dynamic curve device to insulate it from Program Name Program Name the other items on the page and to make it stand-out.

50 Special Olympics Brand Identity Guidelines / Accredited Programs Brand Identity Guidelines Section 3 Brand in action

This section shows you all the elements of the identity brought together. When looking at the various examples please consider the context in which each one might be applied. These visuals offer a visual prompt to the generation of new communications and should not be viewed as a definitive presentation of what is possible.

51 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Stationery overview Standard items & recommended print stocks

1

The standard stationery items are: New Jersey

1 Letterhead (A4/US Letter) Ms Jane Smith 1024 Commonwealth Avenue Print artwork: Adobe InDesign Template Alston, MA 10246 eLetterhead: MS Word Template Re: Team Sponsorship 2

March 26th, 2012 Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the 2 Business Card s industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type leashe and scrambled it to make a type specimen book. It has survived not only ve centuries, but also the leap s un Print artwork: Adobe InDesign Template Dear Jane, ial Olympic h the into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s withSpec the it throug release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishingthe human spir d Address line 1, City, County,Lorem Zipcode, Ipsum Countr isy simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the ve power and joy of software like Aldus PageMaker including versions of Lorem Ipsum. mati Program Name industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type ansfor ound the worl 3 A5 Note tr y day ar and scrambled it to make a type specimen book. It has survived not only ƒve centuries, but also the leap ever a. It is a long established fact that a reader will be distracted by the readable content of a page whenspor ts into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the org looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution ympics. Print artwork: Adobe InDesign Template release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing of letters, as opposed to using 'Content here, content here', making it look like readable English.SpecialOl New Jersey software like Aldus PageMaker including versions of Lorem Ipsum. b. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default James Olsen 4 Envelope 4 Ms JaneIt Smith is a long established fact thatmodel a reader text, and will abe search distracted for 'lorem by the ipsum readable' will uncovercontent ofmany a page web when sites still in their infancy. Football and Unied Sports Manager 1024 Commonwealthlooking at its layout Avenue. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of c. Various versions have evolved over the years, sometimes by accident, sometimes on purpose. Alston, letters,MA 10246 as opposed to using 'Content here, content here', making it look like readable English. Many Print artwork: Adobe InDesign Template Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have Special Olympics New Jersey Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, evolved over the years, sometimes by accident, sometimes on purpose. 3 Princess Road, Lawrenceville, NJ 08648, USA 5 from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discov- Tel Fax Mobile Presentation +1 609 896 8000 +1 609 896 8040 +1 0 7789 123456 ered the undoubtable source. Email [email protected] Twitter @sonewjersey www.SONJ.org MS Powerpoint Template Sincerely, Sub-heading in bold

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the Recommended print stocks industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type 5 and scrambled it to make a type specimen book. It has survived not only ve centuries, but also the leap Bright white wove (not overtly textured) Anne Other into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the Vice President, Marketingrelease of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing uncoated paper and card stocks should be [email protected] software like Aldus PageMaker including versions of Lorem Ipsum. It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using used for printing stationery. Recommended Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content Special Olympics New Jerseyhere, content here', making it look like readable English. 3 Princess Road, Lawrenceville, NJ 08648, USA Directors: A.N. Other (Chairperson), A.N. Other, A.N. Other, A.N. Other, A.N. Other, A.N. Other, Tel +1 609 896 8000 Fax +1 609 896 8040 www.SONJ.org A.N. Other, A.N. OtherA.N. Other, A.N. Other, A.N. Other, A.N. Other, A.N. Other, A.N. Other 3 stocks include: Email Twitter Registered Charity or any additional legal information should be placed here. Created by the [email protected] Contrar@SONewJerseyy to popular belief, LoremJoseph P Ipsum Kennedy Jr isFo undation.not simply Authorized random and accredited text by Special. It Olhasympic rootss, Inc for thein Beneta piece of classical Latin literature from 45 BC, makingof Persons with it over Intellectual 2000 Disabilitie yearss old. Richard McClintock, a Latin professor at Conqueror Brilliant White by ArjoWiggins Creative Papers Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from New Jersey a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the Paper: 100g / Card: 300g undoubtable source. Contrary to popular belief, Lorem Ipsum is not simply random text. Contrary to

Environment White Smooth by Neenah Paper 21 Special Olympics New Jersey Paper: 70 text (104g) / Card: 100 cover (270g)

Options PC White Vellum by Mohawk Fine Papers

Paper: 70 text (104g) / Card: 100 cover (270g) Special Olympics New Jersey 3 Princess Road, Lawrenceville, NJ 08648, USA Tel +1 609 896 8000 Fax +1 609 896 8040 Email [email protected] Twitter @SONewJersey www.SONJ.com These recommendations are FSC certified papers, ensuring the paper is responsibly sourced.

52 Special Olympics Brand Identity Guidelines / Accredited Programs

New Jersey

New Jersey

Ms Jane Smith 1024 Commonwealth Avenue Ms Jane Smith Alston, MA 10246 1024 Commonwealth Avenue Alston, MA 10246

Re: Team Sponsorship

March 26th, 2012 Re: Team Sponsorship New Jersey March 26th, 2012 Dear Jane,

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Other, Tel Fax www. 5 Directors and support information (if +1 609 896 8000 +1 609 896 8040 SONJ.org A.N. Other, A.N. OtherA.N. Other, A.N. Other, A.N. Other, A.N. Other, A.N. Other, A.N. Other Special Olympics New Jersey Anne Other Registered Charity or any additional legal information should be placed here. Created by the Email [email protected] Twitter @SONewJersey required) and accreditation (mandatory) Sincerely, Vice President, Marketing Joseph P Kennedy Jr Foundation. Authorized and accredited by Special Olympics, Inc for the Benet 3 Princess Road, Lawrenceville, NJ 08648, USA Directors: A.N. Other (Chairperson), A.N. Other, A.N. Other, A.N. Other, A.N. Other, A.N. Other, set in 6pt Ubuntu on 9pt line spacing [email protected] of Persons with Intellectual Disabilities Tel +1 609 896 8000 Fax +1 609 896 8040 www.SONJ.org A.N. Other, A.N. OtherA.N. Other, A.N. Other, A.N. Other, A.N. Other, A.N. Other, A.N. 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53 Special Olympics BrandVice Identity President Guidelines, Mark / Accreditedeting Programs [email protected]

Special Olympics New Jersey

3 Princess Road, Lawrenceville, NJ 08648, USA Directors: A.N. Other (Chairperson), A.N. Other, A.N. Other, A.N. Other, A.N. Other, A.N. Other, Tel +1 609 896 8000 Fax +1 609 896 8040 www.SONJ.org A.N. Other, A.N. OtherA.N. Other, A.N. Other, A.N. Other, A.N. Other, A.N. Other, A.N. Other Email Twitter Registered Charity or any additional legal information should be placed here. Created by the [email protected] @SONewJersey Joseph P Kennedy Jr Foundation. Authorized and accredited by Special Olympics, Inc for the Benet of Persons with Intellectual Disabilities

Program Name Program Name

Ms Tracy Beary Ms Tracy Beary 136 Capel Street 136 Capel Street Dublin 1, Ireland Dublin 1, Ireland

Re: Team Sponsorship

Re: Team Sponsorship March 26th, 2012 March 26th, 2012

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The will point of be using distracted Lorem Ipsum is that itby has athe more-or readable-less normal distribution content of a page when 3 Standard text size is 10.5pt Ubuntu Light [email protected] of letters, as opposed to using 'Content here, content here', making it look like readable English. looking at its layout. The pointMany of desktop using publishing Lorem packages andIpsum web page is editors that now useit Loremhas Ipsum a more-or as their default-less normal distribution on 16pt line spacing model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various of letters, as opposed to usingversions 'Content have evolved over here, the years, content sometimes by hereaccident,', sometimes making on purpose. it look like readable English. 5 4 8pt on 11pt line spacing Many desktop publishing packages and web page editors now use Lorem Ipsum as their default Name: Ubuntu Bold, SO Red model text, and a search for Sincerely'lorem, ipsum' will uncover many web sites still in their infancy. Various Address: Ubuntu Regular, SO Grey versions have evolved overSpecial the years, Olympics sometimes Program Name by accident, sometimes on purpose. Channels highlighted in bold as illustrated Special Olympics Program Name First Address Line, Second Address Line, Postal Code, Country Directors: A.N. Other (Chairperson), A.N. Other, A.N. Other, A.N. Other, A.N. Tel Anne+321 Other 321 321 4321 Fax +321 321 321 4322 www.ProgramURL.org Other, A.N. Other, A.N. Other, A.N. OtherA.N. Other, A.N. Other, A.N. Other. 5 Directors and support information (if First Address Line, Second Address Line, Postal CEmaiode,Vicel C Presidentountr,y Marketing DirectTwors:itt erA.N. Other (Chairperson), A.N. Other, A.N. Other, A.N.Registered Other, A.N. Charity or any additional legal information should be placed here. Tel Fax [email protected]. info@ProgramURLorg .org @ProgramTwitter Created by the Joseph P Kennedy Jr Foundation. Authorized and accredited by required) and accreditation (mandatory) +321 321 321 4321 +321 321 321 4322 ProgramURL.org Other, A.N. Other, A.N. Other, A.N. OtherA.N. Other, A.N. Other, A.N. Other. Email Sincerely, Twitter Registered Charity or any additional legal information should beSpecial placed Ohere.lympic s, Inc for the benet of persons with intellectual disabilities set in 6pt Ubuntu on 9pt line spacing [email protected] @ProgramTwitter Created by the Joseph P Kennedy Jr Foundation. Authorized and accredited by 4 Special Olympics, Inc for the benet of persons with intellectual disabilities Mandatory accreditation text should read: Special Olympics Program Name First Address Line, Second Address Line, Postal Code, Country Directors: A.N. Other (Chairperson), A.N. Other, A.N. Other, A.N. Other, A.N. Created by the Joseph P. Kennedy Jr. Foundation. Tel +321 321 321 4321 Fax +321 321 321 4322 www.ProgramURL.org Other, A.N. Other, A.N. Other, A.N. OtherA.N. Other, A.N. Other, A.N. Other. Email Twitter Registered Charity or any additional legal information should be placed here. [email protected] @ProgramTwitter Created by the Joseph P Kennedy Jr Foundation. Authorized and accredited by Authorized and accredited by Special Olympics, Inc for Special Olympics, Inc for the benet of persons with intellectual disabilities the benefit of persons with intellectual disabilities. Anne Other 54 Special Olympics BrandVice Identity President Guidelines, Mark / Accreditedeting Programs [email protected]

Special Olympics Program Name

First Address Line, Second Address Line, Postal Code, Country Directors: A.N. Other (Chairperson), A.N. Other, A.N. Other, A.N. Other, A.N. Tel +321 321 321 4321 Fax +321 321 321 4322 www.ProgramURL.org Other, A.N. Other, A.N. Other, A.N. OtherA.N. Other, A.N. Other, A.N. Other. Email Twitter Registered Charity or any additional legal information should be placed here. [email protected] @ProgramTwitter Created by the Joseph P Kennedy Jr Foundation. Authorized and accredited by Special Olympics, Inc for the benet of persons with intellectual disabilities Brand in action Letterhead Sub-program

Blackrock County When letterheads are required for sub-programs New Jersey they can be recognized as illustrated.

Ms Jane Smith 1 Blackrock County 1024 Commonwealth Avenue 1 Sub-program name is set in 10.5pt Alston MA 10246 Ubuntu Regular, SO Red. New Jersey

Note that the sub-program name aligns Re: Team Sponsorship with the baseline of the Special Olympics March 26th, 2012 logotype and the left margin of the body Dear Jane, text. Ms Jane Smith Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the 2 Address should be for the sub-program 1024 Commonwealth Avenue industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type if appropriate. Do not use multiple and scrambled it to make a type specimen book. It has survived not only ƒve centuries, but also the leap Alston into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the addresses on the letterhead. release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing MA 10246 software like Aldus PageMaker including versions of Lorem Ipsum. Note also how the directors are not It is a long established fact that a reader will be distracted by the readable content of a page when included on the sub-program letterhead. looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of The accreditation line should still be used. letters, as opposed to using 'Content here, content here', making it look like readable English. Many Re: Team Sponsorship desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose. March 26th, 2012

Sincerely,

Dear Jane, Anne Other Co-ordintor, Blackrock County, Special Olympics New Jersey [email protected] Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the

industry's standard dummy text everSpecial sinceOlympics New the Jersey 1500s, when an unknown printer took a galley of type 2 17 Granville Avenue, Kirstanton, NJ 08649, USA Tel +1 609 896 8000 Fax +1 609 896 8040 Email [email protected] Twitter @SONewJersey www.SONJ.org and scrambled it to make a type specimenCreated by the Joseph P Kennedy book. Jr Foundation. A uthorizedIt has and accredited sur by Specialvived Olympics, Inc. for thenot bene t of personsonly with intellectual ƒve disabilitie centuries,s but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing

55 Special Olympicssoftware Brand Identitylike Aldus Guidelines PageMak / Accrediteder including Programs versions of Lorem Ipsum.

It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various versions have evolved over the years, sometimes by accident, sometimes on purpose.

Sincerely,

Anne Other Co-ordintor, Blackrock County, Special Olympics New Jersey [email protected]

Special Olympics New Jersey 17 Granville Avenue, Kirstanton, NJ 08649, USA Tel +1 609 896 8000 Fax +1 609 896 8040 Email [email protected] Twitter @SONewJersey www.SONJ.org Created by the Joseph P Kennedy Jr Foundation. Authorized and accredited by Special Olympics, Inc. for the bene t of persons with intellectual disabilities Brand in action Email signature

1

..... 2 Serena R. Boykin Signatures should be formatted in a consistent way 3 Online Media and Graphic Designer at the end of all emails...... 4 Special Olympics Program Name 1 Email signature is set in 9pt Arial on 12pt line Address Line 1, Address line 2 spacing. (Ubuntu is not used within the email correspondence). All type is set in SO Grey County, City, Zipcode, Country (RGB: 99/99/89) 5 Tel +XX 123 123 1234 2 Five bold periods (full stops) are set above the Fax +XX 123 123 1234 name of signatory to create a short line. Name Mobile +XX 123 123 1234 is set in Arial bold. Color: black (RGB: 0/0/0) Email [email protected] 3 Signatory’s title is set in Arial Italic. Skype: PersonsName 4 Five bold periods (full stops) are set in SO Red Twitter: @SpecialOlympics (RGB: 255/0/0) above the name of signatory to ..... create a short line. Special Olympics Program Name is set in Arial bold. Color: SO Red (RGB: www.SpecialOlympics.org 255/0/0)......

5 Use Arial Bold for the labels within the contact information. 6 Created by the Joseph P. Kennedy Jr. Foundation. Authorized and accredited by Special Olympics, Inc for the benefit of persons with 6 Accreditation text or other credits or disclaimers should be set in Arial Italic. intellectual disabilities. We recommend that graphics are not incorporated into your email signature as it can give the recipient the impression that there is an attached file.

56 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Business card Specifications for front

Example of card with 1 maximum content

2 Format 54mm x 85mm Program Name Printed two color on White Uncoated Card: The card-holder’s name and job title are in 1 Firstname Surname 4 SO Grey (Pantone 418) 2 a consistent position Job Title / Appropriate Location Information 5 SO Red (Pantone 186) The Program Name and the address and 6 Special Olympics Program Name 6 contact information builds up from the 5 First Line of Address, Town/County, XX 01234, Country bottom line. This design accommodates up 4 Tel Fax Mobile 1 +1 321 321 4321 +1 321 321 4322 +1 0 4321 123456 Mark is positioned 3.5mm from to a maximum of six lines of information 3 Email [email protected] Skype @PersonsName both the top and right edges 2 Twitter @specialolympics Facebook SpecialOlympicsXX 1 www.SpecialOlympics.org 2 Single line version of mark 3 13.5mm in height 3

3 Margin: 4.5mm Note: The business card template has been designed to accommodate the maximum amount of information and contact points required. However in situations where less information is required on the card a larger size font can be used. 4 8.5pt Ubuntu Bold, 10pt line spacing Standard size text – 7pt / 10pt for contact information Larger text option – 8.5pt / 11pt for all information 5 7pt Ubuntu Italic

6 7pt Ubuntu on 10pt line spacing Program Name: Ubuntu Bold, SO Red Address: Ubuntu Regular, SO Grey New Jersey New Jersey Channels highlighted in bold as illustrated [See note on larger type size.] James Olsen James Olsen Football and Unied Sports Manager Football and Unied Sports Manager For bilingual cards the reverse of the card Special Olympics New Jersey should be created in the second language as per the front. Special Olympics New Jersey 3 Princess Road, Lawrenceville, NJ 08648, USA Tel +1 609 896 8000 Fax +1 609 896 8040 3 Princess Road, Lawrenceville, NJ 08648, USA Mobile Email Tel +1 609 896 8000 Fax +1 609 896 8040 Mobile +1 0 7789 123456 +1 0 7789 123456 [email protected] Twitter www. Email [email protected] Twitter @sonewjersey www.SONJ.org @sonewjersey SONJ.org

57 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Business card Specifications for reverse

The business card can be embellished through 1 2 the use of various texts in white on Special Special Olympics unleashes Olympics Red. This is an optional design element and if you prefer the reverse can be Let me win. the human spirit through the kept blank. But if I cannot win, transformative power and joy of Texts can be translated into local languages as sports every day around the world appropriate. let me be brave in the attempt SpecialOlympics.org 1 The Special Olympics Athlete Oath Special Olympics Athlete Oath

2 The Special Olympics Brand Promise (This may be signed off with your Program’s own website address). 3 4 3 The Special Olympics Mission Special Olympics provides year-round sports (This offers the most explicit description training and athletic competition in a variety of of the movement and may be preferable Olympic-type sports for children and adults in territories where awareness of Special with intellectual disabilities, giving them Olympics is low). continuing opportunities to develop physical Revealing the champion in all of us 4 Tagline tness, demonstrate courage, experience joy SpecialOlympics.org (If your program or region uses a specific and participate in a sharing of gifts, skills and tagline this may be used in this option and friendship with their families, other Special may be signed off with your program’s Olympics athletes and the community. specific Special Olympics website address). SpecialOlympics.org

Master Artwork for Business Cards is available.

58 Special Olympics Brand Identity Guidelines / Accredited Programs

Program Name

Ms Tracy Beary 136 Capel Street Dublin 1, Ireland

Re: Team Sponsorship

March 26th, 2012

Dear Jane,

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only „ve centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with Brand in action Note desktop publishing software like Aldus PageMaker including versions of Lorem Ipsum.

A5 pre-printedIt is a long established note fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using 'Content here, content here', making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default 1 model text, and a search for 'lorem ipsum' will uncover many web sites still in their infancy. Various 2 versions have evolved over the years, sometimes by accident, sometimes on purpose.Program Name Format: A5 (148mm x 210mm) Printed two color on White Uncoated Stock: 4 SO Grey (Pantone 418) / SO Red (Pantone 186) Sincerely,

1 Mark is positioned ±8mm from both the top and right edges.

2 Single line version of mark, 16mm in height. Anne Other Vice President, Marketing 3 8pt on 11pt line spacing Name: Ubuntu Bold, SO Red [email protected] Address: Ubuntu Regular, SO Grey Channels highlighted in bold as illustrated.

3 4 Gradient of Special Olympics grey is used to suggest curve device.

Special Olympics Program Name

First Address Line, Second Address Line, Postal Code, Country Directors: A.N. Other (Chairperson), A.N. Other, A.N. Other, A.N. Other, A.N. This item is generally used for hand-written Tel +321 321 321 4321 Fax +321 321 321 4322 www.ProgramURL.org Other, A.N. Other, A.N. Other, A.N. OtherA.N. Other, A.N. Other, A.N. Other. Email Twitter Registered Charity or any additional legal information should be placed here. informal notes. See note on paper stocks. [email protected] @ProgramTwitter Created by the Joseph P Kennedy Jr Foundation. Authorized and accredited by Special Olympics, Inc for the benet of persons with intellectual disabilities

Special Olympics Program Name First Line of Address, Town/County XX 12345, Country Tel +X 123 123 1234 Fax +X 123 123 1234 Email [email protected] Facebook SpecialOlympics Twitter @SpecialOlympics www.SpecialOlympics.org

59 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Envelopes Standard branding

3

For all sizes of envelopes the same 4 5 2 construction is used with the branding and address being positioned in the top left corner Address line 1, Address line 2 1 Address line 1, City, County, Zipcode, Country City, County, Zipcode, Country as illustrated here. www. Program Name Program Name SpecialOlympics.org

1 Two line version of mark: 13mm in height. Please note that in envelope application the symbol is used to the left of the logotype. Ms Jane Smith Ms Jane Smith 2 The symbol is positioned 10mm in from 1024 Commonwealth Avenue 1024 Commonwealth Avenue the top and left edge of the envelope. Alston, MA 10246 Alston, MA 10246 3 A 0.5pt line in Special Olympics Grey is used to separate the mark and the address. It should be at ±5mm to the right of the mark.

4 The address is set in 8pt Ubuntu on 11pt line spacing. Address line 1, City, County, Zipcode, Country Program Name 5 For longer addresses the address can be set across two or three lines.

Ms Jane Smith 1024 Commonwealth Avenue Alston, MA 10246

60 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Presentations Powerpoint templates

Microsoft Powerpoint is used to create presentations. A template has been created in the Special Olympics visual identity. To localize the template for your program please follow the following steps. 1 Open the Slide Master page (View > Master > Slide Master) and replace ‘Program Name’ text with the name of the accredited program. 2 In the footer of the white body pages replace ‘Program Name’ with the name of the accredited program. Save file as PPT template and use as basis 1 for future presentations. 2 You can also save this updated file as the default theme on your computer. 3 Where possible include images to tell your story. A picture paints a thousand words. Use the template to drop in full images. 4 Punctuate your longer presentations with chapter slides. 5 Use simple strong messages to make a point. Save your presentation as a PDF in order to 3 4 5 share your presentation with third-parties.

61 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Banner, backdrops & flags Overview

3 2

As an organization active in 1 the area of sports and events banners, backdrops and flags are Ireland an important application of our brand. There are many formats but as illustrated here they can Revealing ˁ㼈 be accommodated within our the champion ˁ㼈 South Africa in all of us identity system. 4

Some examples: SpecialOlympics.org 1 Variety of horizontal banners with SpecialOlympicsKY.org core branding elements only Nippon son.or.jp

2 Vertical banner with core branding elements only 5 3 Vertical banner with image Proudly supported by 4 Double-sided flag. Note 6 modification of artwork on reverse China 7 to ensure alignment between both

sides Proudly supported by

5 Variety of horizontal banners with Ireland Games single sponsor branding India Ireland Limerick 2019 6 Square banner with multiple Proudly supported by partners – note white background OFFICIAL SUPPORTERS facilitates easy application of Great Britain multiple third-party marks

7 Sample event banner

62 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Banner, backdrops & flags Vertical banner artwork

Artworks are supplied in Adobe Illustrator and can be adapted for a specific program. 1 Replace ‘Program Name’ text with the Program Name Program Name name of the Accredited Program in Ubuntu Italic. 1 2 The remaining part of the banner can be Program Name Program Name 4 used to contain additional information. This could include: – The program’s web address 4 – Sponsor or partner logos – Photograph of Special Olympics athletes or activities. 2

3 When using photographs within Option A 3 the photograph should be marked within the main curve element as illustrated. 4 As required the banner format can be reduced or extended to suit the required Option A – Mark on white Option B – Mark on red proportions or content.

63 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Banner, backdrops & flags Horizontal banner artworks

Artworks are supplied in Adobe Illustrator and can be adapted for a specific program. 1 Replace ‘Program Name’ text with the 1 name of the accredited program in Program Name Ubuntu Italic. 2 The remaining part of the banner can be used to contain additional information. Option A – Mark on white This could include: 2 – The program’s web address – Sponsor or partner logos – Photograph of Special Olympics athletes or activities 3 As required the banner format can be 1 Program Name reduced or extended to suit the required proportions or content.

Option B – Mark on red

3 Program Name

64 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Banner, backdrops & flags Flag artwork

Artworks are supplied in Adobe Illustrator and can be adapted for specific program. Note how the lock-up for the mark is reversed to ensure that the symbol aligns on the front and reverse of the flag. Program Name 1 Program Name 1 Replace ‘Program Name’ text with the name of the Accredited Program in Ubuntu Italic.

If required the proportion of the flag can be Layered curve – Reverse Layered curve – Front adapted. This artwork has been created at a ratio of 2:3.

Program Name 1 Program Name

Flat color – Reverse Flat color – Front

65 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Press folders

1 2

These two examples of a press Option A folder illustrate different Two color approaches to branding such an Graphic Only. item.

1 Option A uses only the core graphic elements of the identity. By using the mark as large as possible on the cover, it makes the identity visible in photographs of participants holding the folder.

2 The inside of this option is graphic only and can include an introductory text or mission statement for Special Olympics. 3 4 3 Option B illustrates the use of an image on the cover. Use a single Option B strong image for maximum impact. Full color The curve device does not need to be Includes photographic used on the back cover. images throughout.

4 The inside of this option uses photography to illustrate what Special Olympics does. Try to use good quality images from your program and remember to caption them in a way that tells a story about the athlete featured in the photograph.

66 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Newsletters Localising newsletters

1 2 JANUARY 2016 FEBRUARY 2012 3 Ireland 3

Connect Connect Ireland When designing your newsletter consider how it will be produced Team Ireland at the and how much content needs to be World Games in Athens accommodated. Page 3

HEADING 4 Lorem ipsum dolor sit amet, consec- 1 Short newsletter masthead has been tetur adipiscing elit. Vivamus nec dui augue, id lobortis dui. Quisque erat designed without bleed so it can be nisl.

printed on a desk-top printer. Cras at lacus sed ante dictum ultricies. Nunc vel semper massa. Nam posuere accumsan nisi a 2 Professionally produced newsletters can tempus. Suspendisse sagittis mollis justo ut accumsas at lacus sed ante dictum ultricies. Nunc vel semper use full bleed images and graphics. On your marks, get ready for the 4 year cycle massa. Nam posuere accumsan nisi a tempus. Suspendisse sagittis mollis Lorem ipsum dolor sit amet, consectetur FAMILIES ARE TERRIFIC! justo ut accumsan. Lorem ipsum adipiscing elit. Vivamus nec dui augue, Lorem ipsum dolor sit amet, consecte- dolor sit amet, consectetur adipisc- id lobortis dui. Quisque quis erat nisl. tur adipiscing elit. Vivamus nec dui 3 Program Mark appears in the top ing elit. In quis quis, imperdiet vitae Fusce laoreet, mi malesuada hendrerit augue, id lobortis dui. Quisque quis purus. Cras at lacus sed ante dictum consequat, elit eros volutpat mauris, et erat nisl. Fusce laoreet, mi malesuada ultricies. right corner in a version that suits the gravida nibh neque ut sapien. Duis mi hendrerit consequat, elit eros volutpat lacus, semper nec hendrerit eget, mauris, et gravida nibh neque ut SPORT ONE posuere nec lacus. Sed felis est, pellen- sapien. Duis mi lacus, semper nec masthead content. Nunc vel semper massa. Nam posuere 5 ON YOUR MARKS tesque sit amet volutpat quis, imperdiet hendrerit eget, posuere nec lacus. Sed accumsan nisi a tempus. Nam posuere vitae purus. Cras at lacus sed felis est, pellentesque sit amet accumsan nisi a tempus. Suspendisse volutpat quis, imperdiet vitae purus. sagittis mollis justo ut accumsan. 4 Note how the secondary color palette SUB HEADING GOES HERE Cras at lacus sed ante dictum ultricies. GET READY Lorem ipsum dolor sit amet, consectetur Nunc vel semper massa. Nam posuere SPORT TWO adipiscing elit. Vivamus nec dui augue, id accumsan nisi a tempus. Suspendisse can be used within the newsletter to Lorem ipsum dolor sit amet, consecte- lobortis dui. Quisque quis erat nisl. Fusce sagittis mollis justo ut accumsan. tur adipiscing elit. In quis quis,us sed laoreet, mi malesuada hendrerit conse- Lorem ipsum dolor sit amet, consecte- FOR THE ante dictumm posuere accumsan nisi quat, elit eros volutpat mauris, et gravida tur adipiscing elit. In quis quis, imper- highlight content and add local flavor. a tempus. nibh neque ut sapien. Duis mi lacus, diet vitae purus. semper nec hendrerit eget, posuere nec SPORT TWO lacus. Sed felis est, pellentesque sit amet 4 YEAR CYCLE Cras at lacus sed ante Tur adipiscing elit. In quis quis,us sed 5 When placing text over images be sure volutpat quis, imperdiet vitae purus. Cras dictum ultricies. Nunc vel ante dictum ultricies. Nunc vel semper at lacus sed ante dictum ultricies. Nunc vel semper massa. Nam massa. Nam posuere accumsan ni. to use a low-contrast area of the image semper massa. Nam posuere accumsan nisi a tempus. Suspendisse sagittis mollis posuere accumsan nisi a justo ut accumsan. Lorem ipsum dolor tempus. to ensure readability. PUBLICATION SUPPORTED BY

PO Box 321 Address Line One, XX 54321 – Tel 321 321 4321 Email [email protected] www.ProgrameName.org 6 6 Recognize sponsors and partners appropriately but remember that in our own publications Special Olympics is always the dominant brand and should Short Newsletter: 1 – 4 pages Long Newsletter: 4+ pages be separate from partners. For newsletters that are single page or up to four pages For newsletters with more than four pages a full a text based cover is generally used. Unless they are page image cover gives greater impact and creates professionally produced at high-volume this option is an attractive magazine feel for your publication. generally produced in MS Word. This option will generally require the skills of a professional design.

67 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Newsletters Sub-program newsletters

2 2 1 1 Santa Barbara Far West Suburban Area 2

Illinois

FanMailJANUARY 2016 NewsSPRING 2016 Newsletters can be created in Microsoft Word using the curve Only by facing the facts and resolving Only by facing the facts and resolving device to create the masthead. to meet the challenge head-on can to meet the challenge head-on can Newsletters of this nature usually something be done. something be done. In memory of Eunice Kennedy Shriver, 1921-2009, SO Founder. In memory of Eunice Kennedy Shriver, 1921-2009, SO Founder. exist at a local or sub-program level. Notice how the sub-program HEADING HEADING Lorem ipsum dolor sit amet, consec- Lorem ipsum dolor sit amet, consec- tetur adipiscing elit. Vivamus nec dui tetur adipiscing elit. Vivamus nec dui is recognized in the messaging and augue, id lobortis dui. Quisque erat augue, id lobortis dui. Quisque erat nisl. nisl. not in the mark. The mark is used to

Cras at lacus sed ante dictum Cras at lacus sed ante dictum endorse the communication as being ultricies. Nunc vel semper massa. ultricies. Nunc vel semper massa. Nam posuere accumsan nisi a Nam posuere accumsan nisi a tempus. Suspendisse sagittis mollis tempus. Suspendisse sagittis mollis part of the Accredited Program. justo ut accumsas at lacus sed ante justo ut accumsas at lacus sed ante dictum ultricies. Nunc vel semper dictum ultricies. Nunc vel semper On your marks, get ready for the 4 year cycle massa. Nam posuere accumsan nisi a On your marks, get ready for the 4 year cycle massa. Nam posuere accumsan nisi a tempus. Suspendisse sagittis mollis tempus. Suspendisse sagittis mollis Lorem ipsum dolor sit amet, consectetur FAMILIES ARE TERRIFIC! Lorem ipsum dolor sit amet, consectetur FAMILIES ARE TERRIFIC! justo ut accumsan. Lorem ipsum justo ut accumsan. Lorem ipsum adipiscing elit. Vivamus nec dui augue, Lorem ipsum dolor sit amet, consecte- adipiscing elit. Vivamus nec dui augue, Lorem ipsum dolor sit amet, consecte- dolor sit amet, consectetur adipisc- dolor sit amet, consectetur adipisc- 1 This masthead has been designed id lobortis dui. Quisque quis erat nisl. tur adipiscing elit. Vivamus nec dui id lobortis dui. Quisque quis erat nisl. tur adipiscing elit. Vivamus nec dui ing elit. In quis quis, imperdiet vitae ing elit. In quis quis, imperdiet vitae Fusce laoreet, mi malesuada hendrerit augue, id lobortis dui. Quisque quis Fusce laoreet, mi malesuada hendrerit augue, id lobortis dui. Quisque quis purus. Cras at lacus sed ante dictum purus. Cras at lacus sed ante dictum consequat, elit eros volutpat mauris, et erat nisl. Fusce laoreet, mi malesuada consequat, elit eros volutpat mauris, et erat nisl. Fusce laoreet, mi malesuada without bleed so it can be printed on a ultricies. ultricies. gravida nibh neque ut sapien. Duis mi hendrerit consequat, elit eros volutpat gravida nibh neque ut sapien. Duis mi hendrerit consequat, elit eros volutpat lacus, semper nec hendrerit eget, mauris, et gravida nibh neque ut lacus, semper nec hendrerit eget, mauris, et gravida nibh neque ut SPORT ONE SPORT ONE posuere nec lacus. Sed felis est, pellen- sapien. Duis mi lacus, semper nec posuere nec lacus. Sed felis est, pellen- sapien. Duis mi lacus, semper nec desk-top printer from MS Word. Nunc vel semper massa. Nam posuere Nunc vel semper massa. Nam posuere tesque sit amet volutpat quis, imperdiet hendrerit eget, posuere nec lacus. Sed tesque sit amet volutpat quis, imperdiet hendrerit eget, posuere nec lacus. Sed accumsan nisi a tempus. Nam posuere accumsan nisi a tempus. Nam posuere vitae purus. Cras at lacus sed felis est, pellentesque sit amet vitae purus. Cras at lacus sed felis est, pellentesque sit amet accumsan nisi a tempus. Suspendisse accumsan nisi a tempus. Suspendisse volutpat quis, imperdiet vitae purus. volutpat quis, imperdiet vitae purus. sagittis mollis justo ut accumsan. sagittis mollis justo ut accumsan. 2 Note how the local community or sub- SUB HEADING GOES HERE Cras at lacus sed ante dictum ultricies. SUB HEADING GOES HERE Cras at lacus sed ante dictum ultricies. Lorem ipsum dolor sit amet, consectetur Nunc vel semper massa. Nam posuere Lorem ipsum dolor sit amet, consectetur Nunc vel semper massa. Nam posuere SPORT TWO SPORT TWO adipiscing elit. Vivamus nec dui augue, id accumsan nisi a tempus. Suspendisse adipiscing elit. Vivamus nec dui augue, id accumsan nisi a tempus. Suspendisse Lorem ipsum dolor sit amet, consecte- Lorem ipsum dolor sit amet, consecte- program are acknowledged within the lobortis dui. Quisque quis erat nisl. Fusce sagittis mollis justo ut accumsan. lobortis dui. Quisque quis erat nisl. Fusce sagittis mollis justo ut accumsan. tur adipiscing elit. In quis quis,us sed tur adipiscing elit. In quis quis,us sed laoreet, mi malesuada hendrerit conse- Lorem ipsum dolor sit amet, consecte- laoreet, mi malesuada hendrerit conse- Lorem ipsum dolor sit amet, consecte- ante dictumm posuere accumsan nisi ante dictumm posuere accumsan nisi quat, elit eros volutpat mauris, et gravida tur adipiscing elit. In quis quis, imper- quat, elit eros volutpat mauris, et gravida tur adipiscing elit. In quis quis, imper- name of the newsletter and not the a tempus. a tempus. nibh neque ut sapien. Duis mi lacus, diet vitae purus. nibh neque ut sapien. Duis mi lacus, diet vitae purus. semper nec hendrerit eget, posuere nec semper nec hendrerit eget, posuere nec SPORT TWO SPORT TWO mark. This gives appropriate emphasis lacus. Sed felis est, pellentesque sit amet lacus. Sed felis est, pellentesque sit amet Cras at lacus sed ante Tur adipiscing elit. In quis quis,us sed Cras at lacus sed ante Tur adipiscing elit. In quis quis,us sed volutpat quis, imperdiet vitae purus. Cras volutpat quis, imperdiet vitae purus. Cras dictum ultricies. Nunc vel ante dictum ultricies. Nunc vel semper 3 dictum ultricies. Nunc vel ante dictum ultricies. Nunc vel semper at lacus sed ante dictum ultricies. Nunc vel at lacus sed ante dictum ultricies. Nunc vel on the local community. semper massa. Nam massa. Nam posuere accumsan ni. semper massa. Nam massa. Nam posuere accumsan ni. semper massa. Nam posuere accumsan semper massa. Nam posuere accumsan posuere accumsan nisi a nisi a tempus. Suspendisse sagittis mollis nisi a tempus. Suspendisse sagittis mollis posuere accumsan nisi a justo ut accumsan. Lorem ipsum dolor tempus. justo ut accumsan. Lorem ipsum dolor tempus. 3 Note the use of bold sub-headings and pull-out quotes to help the reader PO Box 321 Address Line One, XX 54321 – Tel 321 321 4321 Email [email protected] 4 PO Box 321 Address Line One, XX 54321 – Tel 321 321 4321 Email [email protected] engage with the content.

4 Local contact details are included in the footer.

68 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Report covers MS Word template

2 1

SpecialOlympics.org SpecialOlympics.org

Report covers have been created in MS Word format and can be customized to differentiate between reports or to localise with the Accredited Program mark

1 Image can be changed by inserting new image in the header of the title page and sending to the back.

2 Web address can be replaced in the header with the local program address.

3 Accredited Program mark can be inserted in footer of title page.

4 Curve device is available in red or white Report heading goes 4 Report heading goes options. Other colors may be created using the secondary color palette but here in Ubuntu Light here in Ubuntu Light Subheading goes here in regular font Subheading goes here in regular font require the input of a professional Second line of subhead goes here Second line of subhead goes here designer.

5 Headline: 42pt Ubuntu Light Subtitle: 10.5pt Ubuntu Bold

3 3

69 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Informational leaflets Cover design options

SOOR.org SOProgramURL.org SpecialOlympics.org

Your choice of cover can range from graphic only to half or full A Quick photography. Each option requires a Guide to different level of skill to create. Special 1 Typographic cover Olympics Strong visual impact and clarity of text. Don’t be afraid to keep the design Competition simple and clear. It suggests accessibility Divisioning, Honest Effort, and is appropriate for instructional Quotas & Selections, Advancement, Frequently Asked Questions and informational leaflets for internal audiences. A Quick Guide to A Quick Guide to 2 Split cover This option ensures that the text is Special Olympics Special Olympics easy to read regardless of the choice of Competition Competition image. Divisioning, Honest Effort, Quotas & Selections, Advancement, Divisioning, Honest Effort, 3 Full image cover Frequently Asked Questions Quotas & Selections, Advancement, Frequently Asked Questions This option gives the greatest emphasis to the image but may require the assistance of a professional designer to execute correctly.

Australia Australia Australia

These options apply to all formats of cover. 1 2 3

70 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Informational leaflets Leaflet formats & cover series

1

SOOR.org SOOR.org SOOR.org

2 Leaflets and printed information can be created in a variety of formats and our identity can be adapted to suit.

1 Format options A Quick Guide to Each of the cover design options Special Olympics A Quick Guide to can also be adapted to work across Competition Special Olympics Divisioning, Honest Effort, Quotas & Selections, Advancement, Competition different formats from vertical to Frequently Asked Questions Divisioning, Honest Effort, A Quick Guide to Special Olympics Competition Quotas & Selections, Advancement, horizontal formats. Frequently Asked Questions Divisioning, Honest Effort, Quotas & Selections, Advancement, Frequently Asked Questions

2 When using photography please Australia Australia Australia take time to select an appropriate image to suit the format. Care should also be given to the manner 3

in which the image is cropped. SOOR.org SOOR.org SOOR.org SOOR.org SOOR.org SOOR.org 3 Series using color Color is an effective way to create added diversity within a series of leaflets.

4 Create a dynamic curve device using gradients of color from the same hue. Colors may be selected from A Quick Guide to Code of Ethics Special Olympics the secondary color palette. Note A Quick Guide to Organising and good practice Healthy Athletes Special Olympics A Quick Guide to Volunteer guide Inter-Club Events Lorem ipsum dolor sit amet, consectetur how the mark is reversed out in Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean iaculis nibh. Competition LoremSpecial ipsum dolor sit amet, consecteturOlympics adipiscing elit. Aenean iaculis nibh. adipiscing elit. Aenean iaculis nibh. Divisioning, Honest Effort, 4 white when used against color. Quotas & Selections, Advancement, Frequently Asked Questions Competition Divisioning, Honest Effort, A Quick Guide to Special Olympics Competition Quotas & Selections, Advancement, Frequently Asked Questions Divisioning, Honest Effort, Quotas & Selections, Advancement, Frequently Asked Questions

Australia Australia Australia Australia Australia Australia

71 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Informational leaflets Suggestions for internal layout

2

2 Leaflet title Specific leaflet design will depend on the nature and purpose of the content Leaflet title Where does lorem itself, however these suggestions ipsum come from? There are many variations of passages of Lorem Ipsum

available, but the majority have suffered alteration in It is a long established fact that a reader will be interestred in this. will assist in creating more effective some form, by injected humour, or randomised words which don't look even slightly believable. If you are going to use a passage of Lorem Ipsum, you need to Why do we use lorem ipsum? be sure there isn't anything embarrassing hidden in layouts. It is a long established fact packages and web page the middle of text. All the Lorem Ipsum generators on that a reader will be editors now use Lorem Ipsum the Internet tend to repeat predefined chunks as distracted by the readable as their default model text, necessary, making this the first true generator on the content of a page when and a search for 'lorem ipsum' Internet. It uses a dictionary of over 200 Latin words, looking at its layout. The will uncover many web sites point of using Lorem Ipsum is still in their infancy. 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Various now use Lorem Ipsum as their default model text, and point of using Lorem Ipsum is versions have evolved over the electronic typesetting, remaining essentially that it has a more-or-less years, between different levels of headings and a search for 'lorem ipsum' will uncover many web sites normal distribution of letters, unchanged. It was popularised in the 1960s with the still in their infancy. Various versions have evolved as opposed to using 'Content over the years, sometimes by accident, sometimes on here, content here',nglish. release of Letraset sheets containing Lorem Ipsum Many desktop publishing different levels of body text. purpose (injected humour and the like). packages and web page 4 1 passages, and more recently with desktop publishing software like Aldus PageMaker including versions of 2 Use white space within the overall design Lorem Ipsum. 6 7 to create space for the information to Why do we use lorem ipsum? 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There are many variations of passages of Lorem Ipsum randomised words which don't look even slightly desktop publishing available, but the majority have suffered alteration in believable. If you are going to use a passage of Lorem It has roots in a piece of some form, by injected humour, or randomised words Ipsum, you need to be sure there isn't anything which don't look even slightly believable. If you are embarrassing hidden in the middle of text. All the 4 Use a different background to distinguish going to use a passage of Lorem Ipsum, you need to Lorem Ipsum generators on the Internet tend to classical Latin literature be sure there isn't anything embarrassing hidden in repeat predefined chunks as necessary, making this the middle of text. All the Lorem Ipsum generators on the first true generator on the Internet. a sub section with the information. This the Internet tend to repeat predefined chunks as It uses a dictionary of over 200 Latin words, from 45 BC.” necessary, making this the first true generator on the combined with a handful of model sentence 4 Internet. It uses a dictionary of over 200 Latin words, structures, to generate Lorem Ipsum which looks combined with a handful of model sentence also helps to add appropriate contrast to structures, to generate Lorem Ipsum which looks reasonable. The generated Lorem Ipsum is therefore “Contrary to popular always free from repetition, injected humour, or belief, Lorem is not the overall design. non-characteristic words etc. 5 It is a long established fact that a reader will simply random text.” be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is reasonable. 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8 9

72 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action Posters Stylistic range

A poster’s primary role is to attract attention and deliver a simple clear message or idea. When designing posters keep the design simple and direct. As illustrated the specific tone is defined by the specific nature of the message or event. Note the consistent use of the mark and dynamic curve to unify the diverse expressions.

1 The use of a strong black and white image is supported by the use of bold centered typography in red and white. The tone of this poster emphasizes our courage and determination. 1 2 3

2 The use of a strong black and white image is supported by the use of bold centered typography in red and white. The tone of this poster is inspirational and powerful.

3 This poster uses graphic elements and color to create a fun event. It suggests a welcoming, inclusive and joyful personality.

73 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action T-shirts Athlete program level branding – No sponsorship

1 3

2

Athlete T-shirts or uniforms used ±60mm for competitions should not carry ±110mm ±80mm any sponsorship branding. They can Great Britain be branded with the Accredited Panamá Program mark. For T-shirts created Event or Team for specific Special Olympics events South Africa Graphic the event branding may be included. (IF REQUIRED)

1 Large application using centred lock-up. Used when no other graphic elements required. Symbol height: ±110mm / 4.3”

2 Medium sized application using 中国 Bharat Argentina horizontal lock-up. Can be used on its New Zealand Nigeria Jamaica own or when accommodating an event title or graphic. Symbol height: ±80mm / 3.15”

3 Crest application. Can be used on team t-shirts or jerseys when team numbers Polska New York Italia Thailand Utah are required. Symbol height: ±60mm / 2.3”

4 When using dark colored T-shirts the brand should be printed in white.

5 When using light colored T-shirts other than white the brand should be printed 4 5 in black or a color that creates sufficient contrast with the T-shirt base color.

74 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action T-shirts Lock-up for sub-programs, clubs or teams

Sub-program / Team / Club When creating shirts for sub- Local expression programs, clubs or teams, a lock-up 1 can be used that gives primacy to the actual team name. This acknowledges the importance of local teams within CLUB/TEAM ALSTON Special Olympics and facilitates the NAME COUGARS SPECIAL OLYMPICS creation of distinct team identities for SPECIAL OLYMPICS VIRGINIA 2 games within a program. Program PROGRAM NAME Standardized 1 The name of the team has primacy on the 3 shirt ensuring team or club recognition between competing teams. The choice of typeface and design of this element is at the discretion of the program.

2 The name of the Accredited Program to which the sub-program, team or club is affiliated is set in all capitals Ubuntu Bold AREA as illustrated here. MERCER COUNTY SPECIAL OLYMPICS 3 The Special Olympics symbol is centred SPECIAL OLYMPICS SPECIAL24 OLYMPICS GREAT BRITAIN NEW JERSEY NEW HAMPSHIRE beneath the program name.

4 The color, typestyle or motif created for each team reflects the local identity of the club or team while clearly identifying the club or team as being within the Special Olympics Accredited Program.

4

75 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action T-shirts Shield format for sub-programs, clubs or teams

4

2 WICKLOW Sub-program, club or team t-shirts may DOLPHINS also be locked up into a shield format. SPECIAL OLYMPICS PROGRAM NAME 1 The shield can be used as illustrated at a 1 recommended height of ±120mm. CLUB/TEAM 2 The shield can be created in two color NAME SPECIAL OLYMPICS 3 It can also be created in single color. PROGRAM NAME CLUB/TEAM NAME 5 SPECIAL OLYMPICS PROGRAM NAME

When creating shields for sub-programs, clubs WINCHESTER or teams a variety of approaches can be taken. 7 COUNTY SPECIAL OLYMPICS 3 PROGRAM NAME 4 A simple symbol or illustration that relates to the name or location.

5 A monogram in a bold robust style. 6 For sub-programs, clubs or teams that use area numbers consider giving the CLUB/TEAM 6 numbers more personality through the NAME choice of typeface and choice of color. SPECIAL OLYMPICS AREA PROGRAM NAME

Please note that club or team identities are for use on team shirts or SPECIAL OLYMPICS uniforms only. PROGRAM NAME

76 Special Olympics Brand Identity Guidelines / Accredited Programs Brand in action T-shirts Volunteer with sponsorship branding

When creating volunteer T-shirts which incorporate sponsor brands, the Special Olympics Accredited Nederland Program Brand Mark should always HOOFDSPONSORS SON be dominant over sponsor brands. Nederland

Nederland HOOFDSPONSORS SON 1 Single sided T-shirt with Special Olympics and partner brands on the front.

2 Doubled sided T-shirt with Special Olympics mark used large on the front with the partner brands on the 1 2 reverse. Note the repeat of the Special Olympics brand in a dominant position on the reverse.

3 When using dark colored T-shirts the brand should be printed in white.

4 When using light colored T-shirts other than white the brand should be printed in black or a color that creates Nederland Nederland Nederland Nederland Nederland sufficient contrast with the T-shirt HOOFDSPONSORS SON HOOFDSPONSORS SON HOOFDSPONSORS SON HOOFDSPONSORS SON HOOFDSPONSORS SON base color.

3 4

77 Special Olympics Brand Identity Guidelines / Accredited Programs Brand Identity Guidelines Section 4

Brand management

Now that you understand our brand and our visual identity we need to ensure that we manage it effectively going forward. Managing a brand is like tending to a garden. It is a constant process to ensure that we retain coherency while allowing for new ideas to flourish.

78 Special Olympics Brand Identity Guidelines / Accredited Programs Management Check-list

Brief Design Production

Creating a piece of communications When preparing a brief or creating Before designing check that you have When producing artwork ensure that will require you to write a brief, an item of communications please the following: the following are addressed: create a design, and in many cases consider the following: have the design printed or produced the specific objective you wish to a clear brief with an understanding of original mark artwork has been in some fashion. achieve the specific audience and objectives used in the right color and with appropriate visibility This simple check-list provides you with the specific audience you wish to an understanding of the visual the top-line considerations for each connect with and the ideas that will identity building blocks and the the Ubuntu typeface has been used stage of the process. resonate with them Special Olympics house style for informational texts

the context within which that original mark artworks for your headlines have been given connection will be made Accredited Program and the Ubuntu appropriate typographic contrast typeface for informational texts and sub-headings are used as the feelings and thoughts you wish to appropriate within body copy evoke identified artwork and copy writing requirements limited selection of colors is the limitations and possibilities of the used from the color palette with proposed communications channels supplied information arranged into appropriate use of the primary a clear hierarchy to focus messages how you might leverage the palette and ensure simple effective impact personality and guiding idea of the the dynamic curve is used effectively Special Olympics brand considered copy solutions that – and not over-used! leverage the idea of ‘Revealing the what stories of individual and champion in all of us’ in a manner that all images are appropriately collective achievement, revelation, is appropriate to your audience and captioned or contextualized to tell a transformation or community that are locally resonant. compelling story support your objective. the final design is as simple and focused as possible.

79 Special Olympics Brand Identity Guidelines / Accredited Programs Management Co-branding

Option 1 Option 2 Special Olympics dominant Partner or Event dominant

When we partner with other When approaching a potential Material produced by Special Olympics Material created by Sponsors/ organisations or sponsor brands it co-brand opportunity find out the will generally be created with the Partners will generally be created is important to acknowledge the co- following questions to identify the Special Olympics visual identity and within their own visual identity, branding relationship with the most most appropriate option. the partner brand being recognized in or the identity of the co-branded appropriate brand hierarchy. a supporting role. opportunity. In these instances If Special Olympics is leading and Special Olympics will usually be the Please note that what is presented here driving the activity apply option 1. When applying this option please ensure beneficiary of the sponsorship and our is an initial guide to assist in defining If the partner is leading apply the following: mark is used as an endorsement. and recognizing the most appropriate option 2. The Special Olympics mark is the When applying this option please ensure approach. Other facts and relationships What is the name of the event? dominant brand either in terms of the following: may need to be considered. If Special Olympics is dominant in the scale or position. title apply option 1. The overall branding and theme If Special Olympics does not appear The role of the sponsor brand within of the event or campaign is not in in main title or is used as a suffix the relationship is clearly identifiable. conflict with the mission and ethics apply option 2. E.g. Accreditation texts such as of Special Olympics. ‘Global Sponsor’, ‘proudly supported Ensure that the partner brand does If Special Olympics is one of several by‘, ‘Official supplier’, etc. are used in not swamp or subsume the Special equal partners apply option 2. proximity to the partner brand. Olympics brand – especially in co- If the co-brand opportunity takes branded events. place outside of the Sports, Health, Education or Community scenarios The role of Special Olympics is clearly apply option 2. identifiable. e.g. Accreditation texts ‘in support of’ or ‘benefiting’, etc. For Special Olympics associated are used in proximity to the Special events such as EKS Day, or campaigns Olympics mark or within the title of such as Spread the Word, the the event. Special Olympics mark is used as an endorsement at an equal status to other supporting organizations such as Best Buddies. In these instances apply option 2.

80 Special Olympics Brand Identity Guidelines / Accredited Programs Artwork naming conventions

Management Artwork naming protocol

Master artworks within the visual Special ASSET COLOR identity should use the following Olympics Mark_ 1c-Grey naming convention. Identi er Symbol_ 1c-Red BizCrd_ 2c-Grey Letter_ 2c-Blk A4Curve_ BLK etc. WHT

SO_VT_Mark_Hor_2c-Red.eps

PROGRAM DESCRIPTOR ORIENTATION FORMAT Intl_ Hlth-Alth_ 1-Line_ .eps MA_ Smr-Games_ 2-Line_ .png NJ_ Proj-Unify_ Center_ .doc NH_ UnifSprt_ Web_ etc. NY_ etc. Top_ IRL_ Base_ GB_ etc. FR_ DE_ DK_ etc.

81 Special Olympics Brand Identity Guidelines / Accredited Programs Management List of standard templates & artworks (06.12)

File Formats tEMPLATES – Office Use Professional use

PNG artworks have been generated These templates can be adapted for These files can be used and adapted for Office use in software applications local program use using Microsoft by professional designers using Adobe such as Microsoft Word and Microsoft Word or Powerpoint as appropriate. Illustrator, InDesign or Photoshop as Powerpoint. appropriate. eLetterhead EPS artworks have been generated for A4 & US Letter MS Word files Accredited Program mark Banners use by Professional Designers and can be Adobe Illustrator master artworks for full Adobe Illustrator master files in vertical Report cover scaled to any size without losing quality. range of standard lock-ups. and horizontal options A4 & US Letter MS Word files EPS Files have been created using Adobe Endorsement mark Dynamic curve Fact sheet Creative Suite 5. Adobe Illustrator Adobe Illustrator master files for standard A4 & US Letter MS Word files print formats Social Media Avatar Presentation Adobe Photoshop Club/Team shield MS Powerpoint Adobe Illustrator master files Preprinted stationery: Adobe InDesign artwork of the following Color palette – Letterhead (A4 and US Letter) Adobe Illustrator EPS – used by designers – A5 Note for easy use of extended color palette – Business Card – Envelope

82 Special Olympics Brand Identity Guidelines / Accredited Programs Management Glossary

Artwork—Print or production ready Coated paper—Paper having a coating Primary color palette—the colors that files. applied to one or both sides. These we use to unify our communications and coatings produce a variety of finishes: aid recognition. Bleed—When a graphic extends beyond dull, gloss, matte, etc. the edge of the page RGB—Red, Green, Blue; The color system Color palette—A system of designated used for on-screen applications, including Brand benefits—These are some of the colors that are used in conjunction with the Web. key benefits that are derived from all each other to achieve visual consistency. who engage with Special Olympics. Our Reverse—Objects that are white or a benefits also describe why we do what Guiding idea—Our guiding idea is a visual light color on a dark-colored background. we do. representation of our brand essence that Secondary color palette—the colors transcends language and culture and Brand equity—Brand equity refers to beyond the primary color palette that are informs everything we do. the value that accrue to a brand name or used to differentiate communications identity compared with the value if the Masterbrand—The primary brand from and provide appropriate expression to same product did not have the brand which all sub-brand and associated brands the visual identity. name or identity. derive their value. Uncoated paper—Paper that is free of Brand personality—These traits Mission—Our mission describes what we any applied coating to either side. These inform our tone of voice and how we do, who we do it for and the benefits of papers are available in a variety of colors, communicate. what we do. weights, and finishes (laid, smooth, vellum, writing). Brand promise—Our promise is an PMS (Pantone© Matching System)—A encapsulation of what people can expect standard color-matching system used by from our brand. printers and graphic designers for inks, papers, and other materials. A PMS color CMYK—The acronym used for a printing is a standard color defined by percentage technique that uses the four process mixtures of different primary inks. colors—cyan, magenta, yellow and black (CMYK). Pre-printed—A document that is printed in advance with certain visual elements, and made available to run through a laser printer for customization.

83 Special Olympics Brand Identity Guidelines / Accredited Programs Management Contacts & resources

Every single participant in the Special Olympics Movement can play a role in aligning and strengthening our brand around the world. These guidelines as well as a comprehensive suite of tools, messaging materials and templates are available for all to download from resources.SpecialOlympics.org/brand

We encourage you to contact [email protected] with any questions, queries or comments you may have at any stage.

Also please feel free to share any case studies and images of any successful brand campaigns or execution in your program or region.

Acknowledgements

The Special Olympics Brand Identity Guidelines for We acknowledge the outstanding work and Accredited Programs have been created following extraordinary commitment from our brand a comprehensive and collaborative process led by strategist and creative consultant Ciarán ÓGaora the Project Ignite Steering Committee. Thank you and his team at Zero-G, as well as brand consultant to each member who volunteered their time and Noel Toolan. Under their stewardship, our council in support of this important project. Special Olympics brand has gone through a vital process of evolution and maturity. We are now set on a path that will result in greater alignment between Programs and help raise the profile and understanding of Special Olympics around the world.

84 Special Olympics Brand Identity Guidelines / Accredited Programs