BRAND GUIDELINES

UNIVERSITY OF LOUISVILLE ATHLETICS BRAND GUIDELINES | 1 Table of Contents

Introduction...... 4

Color...... 6

Type...... 7

Secondary Typefaces...... 8

Logos...... 9

References...... 26

Licensing & Trademark...... 27

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Introduction

OUR PURPOSE The Cardinal spirit is a unique thing. In and to the public, including use of logos, BRAND ATTRIBUTES Below are the characteristics that represent the core of UofL Athletic’s brand. All order to show our fans, our city and the colors, typography and more. communication should in some way uphold or reflect one or more of these qualities: world what it means to be a UofL Cardi- nal, we must be consistent. Every form Consistency is the key to success. Just as Progressive Confident of communication—from how we look to we are on the field and in the classroom, Proud Modern we must be vigilant and attentive to what we say—must reflect the cardinal Loyal Family spirit. detail in all aspects of brand execution, Humble Resilient building trust and pride along the way. The guidelines in this document define Hard-working Committed the visual methods that create who we are and how we look, both to ourselves

DESIGNED FOR Due to the changing nature of media The Department of Athletics reserves ADAPTABILITY platforms, visual trends and internal the right to modify the guidelines con- SCOPE These brand guidelines apply generally support each other. However, due to the needs, the UofL Athletics brand plat- tained in this document at any time to to all athletic-related materials, includ- nature of collegiate athletics and differ- form is designed to be well-defined, but better align our brand with the current ing but not limited to athletic marketing ences in audience, it is natural that the still adaptable and flexible. landscape. materials, facility signs, environmental two platforms are distinct and separate. graphics, video/motion graphics, online/ social, internal communication and If you are unsure if your project should Lottie Stockwell . recruitment materials. conform the UofL Athletics brand, con- QUESTIONS? tact Lottie Stockwell at 502.852.2456 or Assistant Athletic Director for Brand Marketing Of note: The UofL Athletics brand is re- [email protected] University of Louisville Athletics lated to but separate from the main UofL 2100 S. Floyd, Louisville, KY 40292 brand platform. They are familial and (502) 852.2456 or [email protected]

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Typography and choice of font carries the tone of the UofL Athletics brand out into the world. Gotham is the primary workhorse of our brand platform, as well as several supporting typefaces that may be used.

Nothing says “UofL” quite like Cardinal Red. Our primary color is the cornerstone The Department of Athletics may, for special occasions or other purposes, extend of our brand, and as such it is imperative that reproduction of our brand palette be the typographic brand palette beyond the typefaces defined here. Permission to do Color consistent across all platforms and materials. Type so must be obtained by contacting (502) 852.2456 or [email protected].

CARDINAL RED BLACK PRIMARY PALETTE PRIMARY TYPEFACE Gotham

Strong. Modern, yet familiar and The wide range of weights and styles PANTONE 200 PANTONE PROCESS BLACK friendly. Unassuming and progressive. available in the Gotham family lends CMYK 16 / 100 / 87 / 6 CMYK 0 / 0 / 0 / 100 Gotham’s honest tone and extensible versatility and adaptability to a variety RGB 201 / 0 / 31 RGB 0 / 0 / 0 nature makes it the perfect typeface for of messaging needs. Any weight/version HEX C9001F HEX 000000 our brand. of Gotham may be used. THREAD MADEIRA 1147 & POLY-NEON 1747 THREAD MADEIRA 1000 & POLY-NEON 1800

GOTHAM THIN

WHITE METALLIC SILVER ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

GOTHAM LIGHT PANTONE OPAQUE WHITE PANTONE 877 ABCDEFGHIJKLMNOPQRSTUVWXYZ CMYK 0 / 0 / 0 / 0 CMYK 23 / 16 / 13 / 46

RGB 255 / 255 / 255 RGB 138 / 141 / 143 abcdefghijklmnopqrstuvwxyz

HEX FFFFFF HEX 8A8D8F GOTHAM BOOK THREAD MADEIRA 1001 & POLY-NEON 1801 THREAD MADEIRA 1147 & POLY-NEON 1747 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

BEAK YELLOW GOTHAM MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ PANTONE 130 abcdefghijklmnopqrstuvwxyz CMYK 0 / 30 / 100 / 0

RGB 253 / 185 / 19 GOTHAM BOLD HEX FDB913 ABCDEFGHIJKLMNOPQRSTUVWXYZ THREAD MADEIRA 1172 & POLY-NEON 1771 abcdefghijklmnopqrstuvwxyz

GOTHAM BLACK

NOTE: Use of this yellow is restricted to the reproduction of the primary mark (beak) ABCDEFGHIJKLMNOPQRSTUVWXYZ only. It may not be used for any other purpose. abcdefghijklmnopqrstuvwxyz

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The primary logo and supporting marks are the public face of our brand. There are multiple configurations and variations, to be used in a number of different applications. Each mark and their allowed uses are detailed in the following pages.

Academic units, student organizations and any other non-athletic entity who wishes Secondary to use an official UofL Athletics logo must obtain approval by contacting (502) 852- Typefaces Logos 2456 or [email protected]

Mercury Text Vitesse OVERVIEW 1. Primary Mark 5. Primary Lockup There is a need for an adaptable, high-performance serifed The quintessential 21st century slab serif. Collegiate-inspired 2. Secondary Mark (restricted) 6. Wordmark Lockup typeface within our brand. Best for publication body copy, but still classic enough not to look forcefully retro. Perfect for 3. Lettermark 7. Archival Marks Mercury Text is the perfect companion to Gotham. headlines, posters and environmental graphics. 4. Wordmarks 8. Additional Marks

MERCURY TEXT ROMAN VITESSE THIN ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ GENERAL APPLICATION To maintain a high level of quality and consistency in a variety of applications, the abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz GUIDELINES following guidelines must be followed when applying the logo:

MERCURY TEXT ROMAN ITALIC VITESSE LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ Quality abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz The logo should be reproduced from an original vector-based electronic file. To

MERCURY TEXT SEMIBOLD VITESSE BOOK order, contact Athletics at (502) 852-6171 or by emailing [email protected]. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Size

MERCURY TEXT SEMIBOLD ITALIC VITESSE BOLD To maintain clarity, the logo should not be reproduced to a size where detail is lost. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Color MERCURY TEXT BOLD VITESSE BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ Printed applications should use the CMYK color space version of the marks, while abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz web or screen-based applications (video, presentations, mobile, etc.) should use the RGB color space with hexadecimal or RGBa values.

MERCURY TEXT BOLD ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

NOTE: All marks contained in the following pages are protected by both copyright and licensing regulations. For more information on this, see page 27.

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Primary Logo

The primary logo (The Birdhead) is However, in instances where including COLOR VARIATION the default choice of mark for most this would incurr additional cost (e.g. applications. merchandise) due to ink or thread, it is permissable to omit the white trap.

At all times, the white trap (stroke) COLOR FULL around the primary mark should be maintained in order to separate it from dark and complex backgrounds. ONE COLOR ONE

Clear Space

Observe the protected area around the Regardless of scale, the size of the clear X logo. Nothing should intrude into this zone for the primary logo must equal the COPYRIGHT REQUIREMENTS For most uses, the primary mark should ample, athletic uniforms, large signs, specified clear space when employing size of a box represented in the yellow have an adjacent registered copyright national broadcast graphics, etc. do not the logo in any application. box labeled “X” (equaling the width/ mark signifying a federally registered necessitate the copyright symbol to be height of the bird’s eye). work. displayed.

Previous versions (used prior to 2012) of On apparel, the adjacent registered the primary mark displaying a trade- trademark symbol must be embroidered mark symbol should be replaced with in the same color as the fabric (tone-on- this newer, correct artwork. tone) so as to not draw attention Incorrect Version Certain applications, at the discretion Questions about copyright symbol use In October 2012, UofL Athletics revised This version is no longer allowed to be of the Department of Athletics, may should be directed to (502) 852-2456 or art to remove the elongated “crease” used under any circumstance, and when omit the copyright symbol. For ex- [email protected]. running from the back of the head to- possible, any previous use should be ward the eye. replaced with the current primary logo.

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Secondary Custom Logo Secondary Logo

Restricted Use Restricted Use

The secondary logo is currently the “winged bird” version of the primary mark. The customized secondary logo has historically been used as a team-specific logo. Introduced in 2000 as the primary athletic logo, it is a larger illustration that also incorporates the gothic wordmark Currently, use of this logo by the department or other parties is restricted. Approval to use this mark must be sought by contacting Lottie Stockwell at (502) 852.2456 or Currently, use of this logo by the department or other parties is restricted. Approval [email protected]. to use this mark must be sought by contacting Lottie Stockwell at (502) 852.2456 or [email protected]. Existing signs or other permanent items utilizing the mark are acceptable.

Existing signs or other permanent items utilizing the mark are acceptable.

Clear Space Clear Space

If approved for use, observe the Regardless of scale, the size of the If approved for use, observe the Regardless of scale, the size of the protected area around the logo. Nothing clear zone for the secondary logo must protected area around the logo. Nothing clear zone for the secondary logo must should intrude into this specified clear equal the size of a box represented in should intrude into this specified clear equal the size of a box represented in X space when employing the logo in any the yellow box labeled “X” (equaling X space when employing the logo in any the yellow box labeled “X” (equaling application. the height of the black mask behind the application. the height of the black mask behind the wordmark letters). wordmark letters).

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Primary Lettermark Wordmark

The Gothic “L” mark is a supplemen- The lettermark is the only UofL athletic The wordmark is succinct and instantly tal icon that may be used in lieu of the mark that may be used as a typographic identifiable on a national stage. It primary mark. substitution. plays as a supporting role in the brand platform as a unique mark. It visually In addition to being used as a brand compliments the angular nature of our signifier, the lettermark may be used as primary mark. a typographic substitution for words beginning with the letter l.

Clear Space Clear Space

Observe the protected area around the Regardless of scale, the size of the clear Observe the protected area around the Regardless of scale, the size of the clear logo. Nothing should intrude into this zone for the lettermark must equal the logo. Nothing should intrude into this zone for the wordmark must equal the specified clear space when employing size of a box represented in the yellow specified clear space when employing size of a box represented in the yellow X the letter mark in any application. box labeled “X” (equaling the height of the wordmark in any application. box labeled “X” (equaling the width of

the horizontal bar). X the O).

COLOR VARIATION COLOR VARIATION FULL COLOR FULL COLOR FULL ONE COLOR ONE COLOR ONE

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Secondary Wordmark

The secondary wordmark is a supple- The secondary wordmark is available in COLOR VARIATION mental community mark that may be two different configurations (inline and used on promotional materials and stacked) to offer flexibility in position- merchandise. The mark expresses the ing and use.

community of fans and supporters, the COLOR FULL university at large and also our city. ONE COLOR ONE X Clear Space Observe the protected around the Regardless of scale, the size of the clear logo. Nothing should intrude into this zone for either mark must equal the size specified clear space when employing of a box represented in the yellow box the secondary wordmarks in any labeled “X” (equaling the height of the application. horizontal bar of the L). COPYRIGHT REQUIREMENTS For most uses, the wordmarks (primary Certain applications, at the discretion and secondary) should have an adjacent of the Department of Athletics, may registered copyright mark signifying a omit the copyright symbol. For example, federally registered work. athletic uniforms do not necessitate the

copyright symbol to be displayed. X Previous versions of the secondary marks displaying a trademark symbol Questions about copyright symbol use should be replaced with this newer, cor- should be directed to (502) 852-2456 or rect artwork. [email protected].

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Wordmark Lockups

Lockups are available for the depart- These wordmark lockups may be used COLOR VARIATION ment itself, as well as all of the UofL on marketing and promotional materials Athletics NCAA teams, both with and by coaches and staff. without the primary mark incorporated. No unit or entity besides those listed be- The wordmark lockups combine the low may create a customized wordmark standard UofL Athletic wordmark with lockup using this style. FULL COLOR FULL a customized titleplate set in Gotham.

• Athletics (departmental use) • Rowing • Baseball • Soccer • Basketball • Softball • Cross Country • Swimming & Diving • Field Hockey • Tennis ONE COLOR ONE • Football • Track & Field • Golf • Volleyball • Lacrosse

COPYRIGHT REQUIREMENTS For most uses, the wordmark lockups Questions about copyright symbol use should have an adjacent registered should be directed to (502) 852-2456 or Clear Space copyright mark signifying a federally [email protected]. Observe the protected around the registered work. logo. Nothing should intrude into this specified clear space when Certain applications, at the discretion employing the wordmark lockups in any of the Department of Athletics, may application. omit the copyright symbol. For example, athletic uniforms do not necessitate the

Regardless of scale, the size of the clear copyright symbol to be displayed.

X X zone for either mark must equal the size of a box represented in the yellow box labeled “X” (equaling the width of the O in “Louisville”).

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Unacceptable Logo Use

VISUAL EXAMPLES The success of the University of Louisville Athletics brand identity relies on the clar- ADDITIONAL RESTRICTIONS 1. Co-branded situations (using a UofL Athletics mark in conjunction with another ity and consistency with which it is implemented. Distorting or changing it reduces brand/multiple brand logos) are not preferred. In situations requiring co-brand- its legal protection and diminishes its impact. ing, the UofL logo must retain primary importance when possible.

The following examples visualize some potential mistakes that must be avoided. 2. Co-branded situations within the university (e.g. an event requiring UofL Ath- letics and an academic unit) should not use two UofL logos on the same material. Dual branding is not allowed. 1. Do not alter colors or use patterns

2. Do not alter proportions 3. UofL Academic units, student organizations and other non-athletic entities within the university are not permitted to use UofL Athletic marks without per- 3. Do not fade or add texture mission from the Assistant Director of Athletic Marketing, by contacting (502) 852-2456 or [email protected] 4. Do not rotate the logo

5. Do not invade clear space 4. UofL Athletics must adhere to the UofL Brand Guidelines (non-athletic) when using non-athletic institutional logos. Questions about the institutional brand 6. Do not combine marks can be made by contacting the Director of Brand Design in the Office of Commu- nications & Marketing by contacting (502) 852-2898 or branding@louisville.edu. 7. Do not blur the logo

8. Do not skew the logo 5. Use of an official UofL Athletic logo on merchandise or other printed promo- tional or marketing material requires compliance with licensing regulations (see 9. Do not flip orientation page 27 for more information). Internal/campus entities are not exempt, and must comply with these regulations. 10. Do not crop the logo

11. Do not add elements BIKE CLUB 12. Do not use the silouette

NOTE: the above examples apply to all UofL Athletic marks

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Additional Logos & Marks

YOUTH MARK HELMETS CARDINAL ATHLETIC FUND GOCARDS.COM

The youth mark’s use is restricted to UofL Athletics camps for UofL Athletic helmet design is the only application where it is The Cardinal Athletic Fund provides scholarship support for The gocards.com campaign was launched in 2012 to advertise kids, and marketing/promotional items for youth. permissible to flip the orientation of the primary mark. UofL student-athletes through annual donations from it’s and promote the new UofL Athletics website. The marks from members. this may still be used internally by the department staff for marketing materials who’s purpose is enhanced by calling at- This mark is not to be used by anyone besides the staff of the tention to the website. The mark is not intended to be used by CAF. For more information or questions, contact cafemail@ itself on public-facing materials. louisville.edu

LOUISVILLE FIRST This trademarked campaign, wordmark and insignia are used as accent art and is UOFL ALUMNI CARDINAL KIDS CLUB CARDS FOREVER not intended for standalone use as a department logo or mark. The UofL Alumni Association was granted permission to use The Cardinal Kids Club is a membership-based fan organiza- These marks are best employed on marketing materials where it is appropriate to the primary athletic mark as part of their signature. tion for children under the age of 13. evoke pride in the spirit of UofL Athletics, as opposed to purpose of branding the material as UofL (organizationally). This mark is not to be used by anyone besides the staff of the This mark may only be used for Kids Club events and related Alumni Association. For more information or questions, con- materials. tact [email protected]

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Facility Archival Logos Logos

Within the UofL Athletics brand there exists a handful of facilities that, due to the PROTECTED UofL Athletics has a rich history deco- Only Adidas and Retrobrand CLC nature of their gift agreements, have their own marks. Marks of these nature are not VAULT MARKS rated with a variety of proud symbols. College Vault licensees may use these standard or encouraged, as their use is limited. We wish to protect these marks and protected marks on apparel. their use, and as such the logos shown These marks are not to be used by any one other than the facilities staff and should below are covered by both copyright and Questions about archived logo use not be used for purposes of signage. licensing restrictions and may not be should be directed to (502) 852-2456 or used without permission. [email protected].

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Licensing & References Trademark

EDITORIAL PHRASES Within the UofL Athletics brand there are key phrases often used that, for sake of OVERVIEW The logos and wordmarks contained in Additionally, all uses of University of consistency and clarity, we must define: this document are federally registered Louisville Athletic logos and trademarks content of the University of Louisville must be licensed and are subject to the • University of Louisville Cardinals and any use of such must include the ‰ regulations of the Licensing Program. • Louisville Athletics designation whenever they are used. By • University of Louisville Athletics accessing and using any of these images, Any person, organization or corporate • University of Louisville Athletic Department logos, designs or marks, you are agreeing entity wishing to use the University of • Louisville Cardinals to do so in accordance with the terms Louisville Athletic logos and trademarks • Cardinal [insert sport] of your contract with the University of must obtain the right to do so in written Louisville or as otherwise expressly per- form by contacting Lottie Stockwell at mitted by an authorized UofL Athletics (502) 852.2456 or [email protected]. representative.

REGISTERED & University of Louisville‰ Cardinals™ TRADEMARKED NAMES Louisville Cardinals‰ Louisville™

UofL‰ Cards™

The Ville‰ Go Cards™

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