Style Guide 2021 TABLE OF CONTENTS
BRAND POSITION 4 FAMILY OF MARKS 17
Mission Statement 5 Tournament of Roses® 19 Vision Statement 5 Rose Parade® presented by Honda 21 Core Values 5 Rose Bowl Game® presented 25 by Northwestern Mutual OFFICIAL TRADEMARKS 6 USAGE 27 Social Media Platforms 7 Clear Space 28 TYPOGRAPHY 8 Minimum Sizing 29 Gotham 9 Incorrect Logo Application 31 Copperplate 10 Sloop Script 11
COLOR PALETTE 12
Primary Color Palette 13 Secondary Color Palette 14 Sponsorship Color Palette 15 2021 Rose Parade Theme Color Palette 16
3 2021 Brand Position BRAND POSITION
MISSION STATEMENT CORE VALUES As a volunteer driven, non-profit organization the Tournament of • Striving for excellence in everything we do Roses Association brings people together to create premier events • Respecting the Tournament of Roses heritage and entertainment celebrating the New Year. The Tournament of Roses enriches the lives of the many people and organizations it touches by • Being innovative and inspirational providing satisfying, meaningful and rewarding experiences. • Practicing teamwork with passion, commitment and enthusiasm VISION STATEMENT • Promoting volunteerism, diversity and community support • Operating with honesty and integrity The Tournament of Roses will: • Bringing people together • be a globally admired New Year’s celebration whose combined event audience is the largest in America. • Having fun!
• be respected as a vital community organization that provides significant economic benefits throughout the Southern California region and for participating in athletic conferences.
• combine a compelling vision of excellence with financial vitality and independence.
• serve as an inspiration and model for other volunteer and non-profit organizations throughout the world.
5 2021 Official Trademarks OFFICIAL TRADEMARKS
TRADEMARKS SOCIAL MEDIA PLATFORMS The Pasadena Tournament of Roses Association has protected and Follow Rose Parade and Rose Bowl Game on Facebook, Twitter, and controlled the use of its Rose logo and word marks since 1974, and has Instagram for the latest news and behind-the-scene action. Share your registered its identifying marks with both the U.S. Patent and Trademark posts with us by using #RoseParade and #RoseBowl. Office and the California Secretary of State. Usage of the Pasadena Tournament of Roses’ logos and marks must be approved in writing by the Pasadena Tournament of Roses Association.
Below is a list of legally protected marks associated with the Pasadena @roseparade @roseparade @rose_parade Tournament of Roses Association. The first appearance of each word mark in @rosebowlgame @rosebowlgame @rosebowlgame a document must be accompanied by a ® (superscript registration symbol) registration symbol positioned at the end of each word mark.
• America’s New Year Celebration® • Pasadena Tournament of Roses® • Rose Bowl® • Rose Bowl Game® • Rose Parade® • Rose Queen® • The Granddaddy of Them All® • Tournament of Roses® • Rose logos, as set forth on these pages
7 2021 Typography TYPOGRAPHY
Three primary typefaces have been selected to provide variety, consistency and legibility on all Pasadena Tournament of Roses communications. BOLD & ITALICS While there is flexibility in their usage, following AaBbCcDdEeFfGg the guidelines provided helps ensure the best 123456789 possible design outcomes. AaBbCcDdEeFfGg GOTHAM TYPEFACE 123456789 Gotham is the primary typeface designated for use on all communications. The font's contemporary, clean look provides excellent legibility along with MEDIUM & ITALICS a casual, friendly feel. The various weights offer the variety needed across multiple mediums and the ability to provide emphasis and differentiation AaBbCcDdEeFfGg through typography. 123456789 AaBbCcDdEeFfGg 123456789 BOOK & ITALICS AaBbCcDdEeFfGg 123456789 AaBbCcDdEeFfGg 123456789 LIGHT & ITALICS AaBbCcDdEeFfGg 123456789 AaBbCcDdEeFfGg 123456789
9 2021 TYPOGRAPHY
COPPERPLATE TYPEFACE Copperplate is to be used only as an accent font when Gotham will not provide the needed differentiation or design intent. This font should be BOLD used sparingly, primarily on headlines, subheads and potentially on captions. It should never be used for setting body copy or any larger AaBbCcDdEeFfGg copy blocks. The logotypes within the family of marks are built using 123456789 the Copperplate typeface. REGULAR AaBbCcDdEeFfGg 123456789 LIGHT AaBbCcDdEeFfGg 123456789
10 2021 TYPOGRAPHY
SLOOP SCRIPT TWO LESS SLANT Sloop Script Two Less Slant is a specialty script which is to be used on a very limited basis. This font is used in conjunction with content that requires a degree of elegance, sophistication or sense of tradition. An example of proper usage of this font would be for communications connected with the Royal Court or Rose Parade. The font must only be Regular used for headlines, ideally those that will appear larger than 16 pt. Exercise caution to ensure legibility when using this font. Aa Bb Cc Dd Ee Ff Gg 123456789
11 2021 Color Palette COLOR PALETTE
ROSE RED PANTONE®: 485 C/032 U CMYK: 0.100.100.0 RGB: 226.35.26 HEX: E2231A
PRIMARY COLOR PALETTE 80% 60% 40% 20% Each of the Pasadena Tournament of Roses’ logos and marks may be printed with Pantone® coated, Pantone® uncoated or process color inks. Consult your printer to determine how to provide the best color match on the selected paper stock. STEM GREEN
Match color reproduction is recommended whenever possible for PANTONE®: 356 C/355 U maximum color brightness and saturation. Refer to the current edition CMYK: 100.0.90.20 of the Pantone® Color Formula Guide for accurate color matching. RGB: 0.121.52 HEX: 007934
80% 60% 40% 20%
BLACK PANTONE®: BLACK C/BLACK U CMYK: 0.0.0.100 RGB: 0.0.0 HEX: 000000
80% 60% 40% 20%
13 2021 COLOR PALETTE
SECONDARY COLOR PALETTE HOCKLEY MAROON BIRD OF PARADISE The secondary color palette is used to provide variety and PANTONE®: 7650 C/7650 U PANTONE®: 1505 C/1505 U interest to the Tournament of Roses brand. The colors CMYK: 51.98.38.23 CMYK: 0.71.100.0 RGB: 117.33.87 RGB: 255.107.0 can be used to differentiate subjects or areas of emphasis HEX: 752157 HEX: FF6B00 in communications. Used judiciously, these two palettes complement the brand's primary palette. 80% 60% 40% 20% 80% 60% 40% 20%
COLOR TONES The more saturated color tones are the secondary color VIOLET LAVENDER palette's anchor and should provide the foundation for all PANTONE®: 262 C/262 U PANTONE®: 7676 C/7676 U CMYK: 67.91.40.35 CMYK: 62.67.9.0 communications. Care should be taken to create a pleasing RGB: 83.40.79 RGB: 117.100.160 hierarchy of color, rather than equal use of all colors. HEX: 53284F HEX: 7564A0 Selecting a more limited palette can often produce better results than trying to use the entire palette. 80% 60% 40% 20% 80% 60% 40% 20%
ACCENTS The accent palette is just what the name implies, and HIMALAYAN BLUE FORGET-ME-NOTS should be used judiciously where emphasis is desired. PANTONE®: 7459 C/7459 U PANTONE®: 638 C/638 U CMYK: 73.27.21.0 CMYK: 82.7.9.0 The accent palette should always be used subordinate to RGB: 63.150.180 RGB: 172.216 the "Tones" palette. It is advisable to again select a limited HEX: 3F96B4 HEX: 00ACD8
palette of accents on any one piece of communication, TONES rather than trying to use many colors. A pleasing, overall 80% 60% 40% 20% ACCENTS 80% 60% 40% 20% color harmony is the goal.
THORN FLY TRAP PANTONE®: 377 C/377 U PANTONE®: 368 C/368 U CMYK: 58.22.100.0 CMYK: 59.2.100.0 RGB: 120.153.4 RGB: 118.188.33 HEX: 789904 HEX: 76BC21
80% 60% 40% 20% 80% 60% 40% 20%
SUNFLOWER POPPY PANTONE®: 7510 C/7510 U PANTONE®: 7409 C/7409 U CMYK: 20.48.89.3 CMYK: 3.32.98.0 RGB: 199.137.62 RGB: 244.178.35 HEX: C7893E HEX: F4B223
80% 60% 40% 20% 80% 60% 40% 20%
14 2021 COLOR PALETTE
HONDA COLOR PALETTE The Rose Parade logo introduces one additional sponsor color, Honda HONDA RED Red. This color must be used when reproducing the Honda logo and may PANTONE®: 186 C not be used for any other design elements. The Honda Red must always TIYO®: TICA7023 (uncoated) be used at 100% saturation and may never be screened back to create a CMYK: 0.100.86.6 lighter tone. RGB: 204.0.0 HEX: CC0000
NORTHWESTERN MUTUAL COLOR PALETTE NORTHWESTERN The Rose Bowl Game logo includes one additional sponsor color, MUTUAL BLUE Northwestern Mutual Blue. This color must be used when reproducing PANTONE®: 7693 C/294 U the Northwestern Mutual logo and may not be used for any other design CMYK: 100.77.27.11 C/100.53.2.21 U elements. The Northwestern Mutual color should always be used at 100% RGB: 14.73.123 saturation and may never be screened back to create a lighter tone. HEX: 0E497B
15 2021 COLOR PALETTE
ENLIGHTENMENT EMPOWERMENT ACHIEVEMENT PANTONE®: Violet C/U PANTONE®: 1945 C/U PANTONE®: 361 C/375 U CMYK: 75.100.0.0 CMYK: 15.100.90.10 CMYK: 75.0.100.0 RGB: 102/45/145 RGB: 190/30/45 RGB: 57/181/74 HEX: 662D91 HEX: BE1E2D HEX: 39B54A
80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20%
DREAM CELEBRATION EDUCATION PANTONE®: 2592 C/U PANTONE®: 185 C/U PANTONE®: 2935 C/xxx U CMYK: 50.100.0.0 CMYK: 0.90.85.0 CMYK: 85.50.0.0 2021 ROSE PARADE RGB: 146/39/143 RGB: 239/65/54 RGB: 27/117/188 HEX: 92278F HEX: EF4136 HEX: 1B75BC COLOR PALETTE Each year, the Tournament of Roses originates a new theme 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% for the Rose Parade. A Rose Parade composite logo is designed to coincide with, and support the new theme. In IMAGINATION ACCOMPLISHMENT SCHOLARSHIP addition to the primary and sponsorship colors used within PANTONE®: Rhodamine Red C/U PANTONE®: 130 C/xxxx U PANTONE®: 2995 C/312 U the logo, the colors on this page are represented in the logo CMYK: 0.100.0.0 CMYK: 0.50.100.0 CMYK: 70.15.0.0 as well. Care should be taken to create a pleasing hierarchy RGB: 236.0.140 RGB: 247/148/29 RGB: 39/170/225 of color, rather than equal use of all colors. Selecting a more HEX: EC008C HEX: F7941D HEX: 27EAAE1 limited palette can often produce better results than trying 80% 60% 40% 20% 80% 60% 40% 20% 80% 60% 40% 20% to use the entire palette. Color harmony is the goal.
BELIEVE PANTONE®: 3965 C/xxx U CMYK: 20.0.100.0 RGB: 215/223/35 HEX: D7DF23
80% 60% 40% 20%
16 2021 Family of Marks FAMILY OF MARKS
The Pasadena Tournament of Roses Association logos, Rose Parade logos and the Rose Bowl Game logos make up the Tournament of Roses' Family of Marks. In the following sections we will cover all approved logos, logomarks, and logotypes.
The logos, marks, and accompanying typography must be presented in a clear, consistent manner. To be effective, the system depends on the cooperation and support of all persons reproducing this mark. It is the responsibility of each user to adhere to these guidelines.
Any reproduction of the logos and marks should be made from the digital, vector artwork either supplied to you, or available for download from our website: tournamentofroses.com/about/resources/logos.
All usage must be approved by the Tournament of Roses Marketing and Communications Department (for all Association and Rose Parade logomarks) and the Rose Bowl Game Department (for all Rose Bowl Game logomarks). For artwork submissions and/or usage request and approval, please contact:
PASADENA TOURNAMENT OF ROSES Marketing and Communications Department
391 South Orange Grove Boulevard Pasadena, California 91184 626.449.4100 Rose Parade: [email protected] Rose Bowl Game: [email protected]
18 2021 FAMILY OF MARKS
PASADENA TOURNAMENT OF ROSES ASSOCIATION LOGOS FULL-COLOR The Pasadena Tournament of Roses primary logo should be present on all Tournament related collateral and digital media. The logos, logomarks, and logotypes are not to be altered from the approved configurations. Do not modify or cover any logo or mark with words or graphic elements. No other typographic formats may be substituted in any of the Pasadena Tournament of Roses’ logos and logotypes.
Anything that distracts from clear legibility of the logos is to be avoided. The background must provide high contrast to the logo elements. All Tournament of Roses Tournament of Roses Tournament of Roses logos may be used over images or patterned Primary Logo Logomark backgrounds as long as there is clear and distinguishable contrast, the image or background does not compete with the logo(s) in use, and the logos are easily readable and legible.
FULL-COLOR Tournament of Roses Primary Logotype The full-color Tournament logos must be used on a white or lightly toned background (20% or less screen of black). Anything that distracts from clear legibility of the logos is to be avoided.
FULL-COLOR WITH REVERSED TYPE FULL-COLOR WITH REVERSED TYPE The full-color with reversed type Tournament logos are to be used on a background that offers high contrast to the logo elements, or tone equal to, or greater than 80% black. Anything that distracts from clear legibility of the logos is to be avoided.
Tournament of Roses Tournament of Roses Primary Logo Logomark
Tournament of Roses Primary Logotype
19 2021 FAMILY OF MARKS
ONE-COLOR BLACK The one-color black Tournament logos must be used on a white or lightly ONE-COLOR BLACK toned background (20% or less screen of black). Anything that distracts from clear legibility of the logos is to be avoided.
ONE-COLOR WHITE The one-color white Tournament logos are to be used on a background that offers high contrast to the logo elements, or tone equal to, or greater than 80% black. Anything that distracts from clear legibility of the logos is to be avoided.
ONE-COLOR ROSE RED Tournament of Roses Tournament of Roses The one-color rose red Tournament logos are only to be use on a limited Primary Logo Logomark basis. The one-color red rose logos are used in conjunction with content that requires a degree of visual impact, boldness, and modern edge. An example of proper usage of these logos would be infographs. The one-color
red rose logos must be used on a white or lightly toned background (20% Tournament of Roses Primary Logotype or less screen of black). Anything that distracts from clear legibility of the logos is to be avoided.
ONE-COLOR ROSE RED ONE-COLOR WHITE
Tournament of Roses Tournament of Roses Tournament of Roses Tournament of Roses Primary Logo Logomark Primary Logo Logomark
Tournament of Roses Primary Logotype Tournament of Roses Primary Logotype
20 2021 FAMILY OF MARKS
ROSE PARADE PRESENTED BY HONDA LOGOS FULL-COLOR The Rose Parade presented by Honda Logo should be present on all Rose Parade related collateral and digital media. The logos, and logotypes are not to be altered from the approved configurations. Do not modify or cover any logo with words or graphic elements. No other typographic formats may be substituted in any of the Rose Parade logos and logotypes.
Anything that distracts from clear legibility of the logos is to be avoided. The background must provide high contrast Rose Parade presented by 2021 Rose Parade Theme Honda Logo (Primary Logo) Composite Logo to the logo elements. All Rose Parade logos may be used over images or patterned backgrounds as long as there is clear and distinguishable contrast, the image or background does not compete with the logo(s) in use, and the logos are easily readable and legible.
COMPOSITE THEME LOGOS AND LOGOTYPES In addition to the Rose Parade logos, each year a composite theme logo and logotype is created to coincide with the year's parade theme. These specialty logos are to be used only as secondary logos or visual elements. The Rose Parade presented by Honda logo must still be present. 2021 Rose Parade 2021 Rose Parade Theme Date Theme Logotype (horizontal) Composite Logo 2021 ROSE PARADE THEME LOGOTYPE AND DATE The theme logotype and/or date logotype may be used as separate elements when the use of the Rose Parade primary logo elements have been satisfied. The theme logotype must be used on white or background of 10% of black.
FULL-COLOR The full-color Rose Parade logos must be used on a white or lightly toned background (20% or less screen of black). Anything that distracts from clear legibility of the logos is 2021 Rose Parade 2021 Rose Parade Theme to be avoided. Theme Logotype (vertical) Date Logotype
21 2021 FAMILY OF MARKS
FULL-COLOR WITH REVERSED TYPE The full-color with reversed type Rose Parade logos are to FULL-COLOR WITH REVERSED TYPE be used on a background that offers high contrast to the logo elements, or tone equal to, or greater than 80% black. Anything that distracts from clear legibility of the logos is to be avoided.
Rose Parade presented by Honda Logo
2021 Rose Parade Theme 2021 Rose Parade Theme Date Composite Logo Composite Logo
22 2021 FAMILY OF MARKS
ONE-COLOR BLACK The one-color black Rose Parade logos must be used on a ONE-COLOR BLACK white or lightly toned background (20% or less screen of black). Anything that distracts from clear legibility of the logos is to be avoided.
Rose Parade presented by 2021 Rose Parade Theme Honda Logo (Primary Logo) Composite Logo
2021 Rose Parade 2021 Rose Parade Theme Date Theme Logotype (horizontal) Composite Logo
2021 Rose Parade 2021 Rose Parade Theme Theme Logotype (vertical) Date Logotype
23 2021 FAMILY OF MARKS
ONE-COLOR REVERSE The one-color reverse Rose Parade logos are to be used on ONE-COLOR REVERSE a background that offers high contrast to the logo elements, or tone equal to, or greater than 80% black. Anything that distracts from clear legibility of the logos is to be avoided.
Rose Parade presented by 2021 Rose Parade Theme Honda Logo (Primary Logo) Composite Logo
2021 Rose Parade 2021 Rose Parade Theme Date Theme Logotype (horizontal) Composite Logo
2021 Rose Parade 2021 Rose Parade Theme Theme Logotype (vertical) Date Logotype
24 2021 FAMILY OF MARKS
ROSE BOWL GAME PRESENTED BY NORTHWESTERN MUTUAL LOGOS FULL-COLOR The Rose Bowl Game presented by Northwestern Logo (primary logo) should be present on all Rose Bowl Game related collateral and digital media. The logos are not to be altered from the approved configurations. Do not modify or cover any logo with words or graphic elements. No other typographic formats may be substituted in any of the Rose Bowl Game logos.
Anything that distracts from clear legibility of the logos is to be avoided. The background must provide high contrast to the logo elements. All Rose Bowl Game logos may be used over images or patterned backgrounds as long as there is clear and distinguishable contrast, the Rose Bowl Game presented image or background does not compete with the logo(s) in use, and the by Northwestern Mutual Logo logos are easily readable and legible. (Primary Logo)
FULL-COLOR The full-color Rose Bowl Game logos must be used on a white or lightly toned background (20% or less screen of black). Anything that distracts from clear legibility of the logos is to be avoided.
FULL-COLOR WITH REVERSED TYPE FULL-COLOR WITH REVERSED TYPE The full-color with reversed type Rose Bowl Game logos are to be used on a background that offers high contrast to the logo elements, or tone equal to, or greater than 80% black. Anything that distracts from clear legibility of the logos is to be avoided.
Rose Bowl Game presented by Northwestern Mutual (Primary Logo)
25 2021 FAMILY OF MARKS
ONE-COLOR BLACK The one-color black Rose Bowl Game logos must be used on a white or ONE-COLOR BLACK lightly toned background (20% or less screen of black). Anything that distracts from clear legibility of the logos is to be avoided.
ONE-COLOR REVERSE The one-color reverse Rose Bowl Game logos are to be used on a background that offers high contrast to the logo elements, or tone equal to, or greater than 80% black. Anything that distracts from clear legibility of the logos is to be avoided.
Rose Bowl Game presented by Northwestern Mutual (Primary Logo)
ONE-COLOR REVERSE
Rose Bowl Game presented by Northwestern Mutual (Primary Logo)
26 2021 Usage USAGE
In the previous section we went over the Family of Marks and the usage of the different CLEAR SPACE REQUIREMENTS versions. In this section we will expand on the correct usage of the Family of Marks by going over clear space requirements, minimum sizing, and incorrect logo applications CLEAR SPACE In order to protect legibility of the family of marks, clear space requirements are shown to the right. The diagrams represent the minimum clear space allowed when placing any of the logos, logotypes, or marks. The clear space allows logos to reside in their own space, with clear separation from any other logos, visual elements or typography used within the communications.
28 2021 USAGE
PRINT REPRODUCTION To ensure the visual integrity of the Family of Marks appears PRINT REPRODUCTION (TO SCALE) accurately and legible when reproduced in print or digital, minimum sizing requirements are detailed to the right.
.75” .5”
.875” .875”
.875”
.625” .25” 1”
.125”
29 2021 USAGE
EMBROIDERY REPRODUCTION To ensure the visual integrity of the Family of Marks appears EMBROIDERY REPRODUCTION (NOT TO SCALE) accurately and legible when reproduced in embroidery, minimum sizing requirements are detailed to the right.
1.5” .875”
1.75” 1.75”
1.5”
.625” 1.75” 2”
.1875”
30 2021 USAGE
INCORRECT LOGO APPLICATIONS To preserve the brand to the highest standards, the logos should be used as provided. They are not to be altered or modifi ed. When applying the logos to any collateral or digital media, ensure that no other logo or graphic element compete, and the legibility of the logo is crystal clear. On the right are examples of incorrect usage and application.
31 2021