BRAND GUIDE DRIVEN BY THE HEART OF A HUSKIE HUSKIE BRAND GUIDELINES

History 2 Our one and only green 4 Lockups Primary 5 Wide 6 DRIVEN Logomarks Primary 7 Secondary 8 Heritage 9 Retired 10 Logotype Primary 11 Logotypes for all 12 BY THE Huskie Health 13 Useage guidelines Correct usage 14 Incorrect useage 15 Identity system Verbal identity 16 Photography 17 USask identity 18 Huskie brand in action 19 OF Trademark policies 23 HEART Eliminated logos 24 A Contact information 25

HUSKIE Huskie Athletics Brand Guidelines 1 CELEBRATE THE TRADITION Heritage, Heart and Hustle, can be used to describe the mighty Huskies who represent the University of but also their classmates and USask alumni across Saskatchewan, and the world. These words define a university, an athletic program, a province and a community which respects and honours its past while passionately building on their legacy of excellence.

THE ORIGINS OF THE HUSKIES RUN DEEP: 1909 MEN’S HOCKEY 1911 MEN’S SOCCER WOMEN’S HOCKEY 1912 MEN’S FOOTBALL 1915 MEN’S BASKETBALL 1929 MEN’S AND WOMEN’S WRESTLING WOMEN’S BASKETBALL 1949 WOMEN’S VOLLEYBALL Green and white were established as MEN’S CROSS COUNTRY the official colours of USask sports in 1964 1909, and back then the teams were referred to as “the green and white.” 1967 MEN’S AND WOMEN’S TRACK AND FIELD The name “Huskies” first appeared in a September 1932 article in The WOMEN’S CROSS COUNTRY StarPhoenix and it caught on. Women’s 1971 teams became “Huskiettes” and men were “Huskies.” And our mascot went MEN’S VOLLEYBALL from being an actual husky (1946), 1976 to Hymie the Huskie (1970) to the beloved Howler we know today. 1984 WOMEN’S SOCCER

2 University of Saskatchewan BUILD THE LEGACY The legacy of the University of grows every day. Now, all of our athletic teams compete under the name Huskies, but any student, faculty member, staff member and alumni can call themselves a Huskie. After all, everyone who proudly wears our colours helps build our legacy.

Sharing the University of Saskatchewan Huskie identity across teams and sports reminds us that no matter how we communicate about our community, we are all part of the Huskie legacy and we are individually stronger because of it.

The marks and guidelines contained in this document ensure that the celebration of the Huskie tradition is done in WHAT MAKES A HUSKIE? a clear and consistent manner. Pride 9 Consistency is key to keep the 9 Heritage 9 Respecting and honouring those tradition strong—imitation and who battled before us variation only dilute its integrity. Heart 9 The following guidelines 9 Focused, driven, resilient and determined to win in guarantee that the University competition and in the classroom of Saskatchewan Huskie lore 9 Hustle 9 Always giving 100% effort grows and is celebrated for 9 Never being outworked generations to come.

Huskie Athletics Brand Guidelines 3 OUR ONE AND ONLY GREEN: 349C / 349U C90 / M33 / Y90 / K25 R11 / G106 / B65 #0B6A41 FIGHT, FIGHT, FIGHT FOR THE DEAR OLD GREEN AND WHITE! Saskatchewan, our University. And it’s shout, shout, shout and let your voice ring out, For Saskatchewan, our University. We’ll rise to a man, be it win or lose or draw, And cheer old Alma Mater with a rah-rah-rah! For Deo Patrie our mother strong and free — * With only green, white and black in our Saskatchewan our University — Rah! logo, full-colour reproductions can be reduced to just two colours bringing cost University Fight Song by Huskie Alumn Russell Hopkins circa 1930 savings when applicable.

4 University of Saskatchewan PRIMARY LOCKUP

COLOUR The Primary lockup is your number one go-to choice for all uses of the Huskie logo. It is one of the strongest and most recognizable marks in Canadian university sports, and it is unique to us. Use it when you want immediate recognition that you are a proud Huskie. To ensure it is being used properly, only use approved official logo files supplied by Huskie Athletics. LOGOMARK

LOCKUP = LOGOMARK + LOGOTYPE

LOCKUP A lockup combines our logomark (see page 7) with our logotype (see page 11) stacked on top of one another, with equal spacing between the logomark, the green line, and the lettering.

FOUR VERSIONS Your first choice for using the mark on a light

LOGOTYPE background is the colour version, followed by the black/white for grayscale printing. For use on a dark background, use the colour reverse option where colour is available or the black/white reverse for grayscale printing. When placed on black, the face of our Huskie dog BLACK/WHITE COLOUR REVERSE BLACK/WHITE REVERSE emerges from the darkness, revealing just the white of the face through the negative space.

Huskie Athletics Brand Guidelines 5 WIDE LOCKUP

To help with filling longer horizontal placements, the Huskies lockup also comes in a wide version. The green line now moves to the side and stretches the height of the logomark.

LOGOMARK WIDE LOGOTYPE

WIDE LOCKUP

BLACK/WHITE COLOUR REVERSE BLACK/WHITE REVERSE

6 University of Saskatchewan PRIMARY LOGOMARK

COLOUR The primary logomark is the Huskie head with the letters “U” and “S” behind it. Using on its own without the logotype can give your design a cleaner look. Only use a logomark by itself when it is on an obvious USask Huskies product.

FOUR VERSIONS Like the primary lockup (see page 5), your first choice for using the mark on a light background is the colour version, followed by the black/white for grayscale printing. For use on a dark background, use the colour reverse option where colour is available or the black/white reverse for grayscale printing. When placed on black, the face of our Huskie dog emerges from the darkness, revealing just the white of the face through the negative space.

* Note the difference between the black/ white and the black/white reverse: the BLACK/WHITE COLOUR REVERSE BLACK/WHITE REVERSE black/white features white-filled, black- outlined letters; with the black/white reverse letters being black-filled, white- outlined. Make sure to use the correct version or it will result in very thin letters from the outline disappearing into the background.

Huskie Athletics Brand Guidelines 7 SECONDARY LOGOMARK

Taken directly from the primary logomark, this secondary mark is still highly recognizable as a symbol for Huskie Athletics and its member teams. Known for their athleticism, intelligence and intense vigour, these majestic canines are renowned for their ability to work as a pack to win the day. Use the secondary logomark when your materials call for a simplified version of the primary logomark.

ONE VERSION With no colour to our Huskie dog, there’s only one version of the secondary logomark. When used on a black background, the white of our Huskie dog emerges from the darkness, revealing just the white of the face through the negative space.

* Do not outline the secondary logomark with white or any colour, to maintain the unveiling of the face through the darkness.

LOCKUPS FOR THE SECONDARY LOGOMARK ARE ALSO AVAILABLE FROM HUSKIE ATHLETICS, TO HELP YOU CUSTOMIZE YOUR PROJECT.

8 University of Saskatchewan HERITAGE LOGOMARK

COLOUR Like the historic river in which the USask campus lies on, the heritage S represents the winding, never ending journey to achieve academic and athletic greatness. It’s also a tip of the cap to our rich athletic heritage. Use this vintage logo when your materials call for a historic look.

THREE VERSIONS Only a single colour is needed to reproduce our vintage logomark. Use the green version as your first choice where colour is available. The solid white version is to be used on dark backgrounds, and a solid black is available in grayscale applications for light backgrounds.

BLACK WHITE

LOCKUPS FOR THE HERITAGE LOGOMARK ARE ALSO AVAILABLE FROM HUSKIE ATHLETICS, TO HELP YOU CUSTOMIZE YOUR PROJECT.

Huskie Athletics Brand Guidelines 9 RETIRED LOGOMARKS

With a legacy of over 100 years of competition, a number of symbols and logos have been created to represent Huskie Athletics and thier storied programs. Having consistent, strong visuals across all Huskie sports elevates the brand and only makes it stronger. To show everyone we are truly one team, the following logos are retired. Everyone loves a comeback and that goes for logos as well. For approval on using these marks or any others not shown here please contact the Huskie Athletics Chief Athletics Officer at 306-966-7959.

COLLEGIATE S HERITAGE HUSKIE HOCKEY SCRIPT HUSTLIN’ HUSKIE

Note the differences in letterforms of the eliminated Huskies script (see page 24). The crossbar of the H, the loop in the k, and the underline off the s.

10 University of Saskatchewan PRIMARY LOGOTYPE

COLOUR Following the University of Saskatchewan brand identity, the Huskies logotype is designed using the Myriad Pro font family. A green line stretches the length of the logotype, with the same slashed edges as the “U” and “S” from the Primary logomark.

WIDE FORMAT To aid with filling longer placements, the Huskies logotype also comes in a wider version. The green line now moves to the side and stretches the height of the logotype.

THREE VERSIONS OF EACH There are three options in using the Huskie logotype. Use the colour version as your first choice where colour is available. The solid white version is to be used on dark backgrounds, and a solid black is available in grayscale applications for light backgrounds.

BLACK WHITE

Huskie Athletics Brand Guidelines 11 LOCKUPS FOR EACH LOGOTYPES FOR ALL LOGOTYPE ARE AVAILABLE FROM For every sport and entity within Huskie HUSKIE ATHLETICS, TO Athletics, a logotype has been created. Use HELP YOU CUSTOMIZE them recognizing teams or entities within YOUR PROJECT. Huskie Athletics.

12 University of Saskatchewan HUSKIE HEALTH

The most recent addition to the Huskie family is Huskie Health. Huskie Health began as sports physiotherapists treating Huskie student-athletes. With the opening of a new, state-of-the-art facility in , Huskie Health is now open to the general public to treat any injury that can be aided by physiotherapy.

Huskie Athletics Brand Guidelines 13 CORRECT USAGE

To maintain the mark’s integrity and avoid visual confusion, each of the Huskie lockups have an established protected space and minimum reproduction size. No other type or graphic element (including folds, trims or edges) should fall within the protected space shown, and a size appropriate for legibility should be used at all times.

For logos including our For logos including the When using a logotype alone, Huskie dog’s head, keep an heritage logomark, keep keep an area equal to the area equal to the height of an area equal to the height height of the H on all sides. the snout on all sides. inside the S on all sides.

For logos including For logos including For logos including the When using a logotype the Primary logomark, the Vintage logomark, Secondary logomark, alone, ensure a width ensure a width of at ensure a width of at ensure a width of at of at least 0.625” or 75 least 0.625” or 75 pixels. least 0.375” or 50 pixels. least 0.375” or 50 pixels. pixels.

14 University of Saskatchewan INCORRECT USAGE

Avoid these mistakes when using Huskie logos to avoid diluting the Huskie Athletics brand and keeping it as elite as our athletes.

SPORTBALL CLUB Do not combine logomarks Do not edit our logotypes. Do not layer logomarks. Do not invert colours. and logotype yourself.

WRONG RIGHT

Do not change our Do not outline Do not seperate pieces Do not stretch, skew colours from our beloved any of our marks. of our logomarks. or rotate our marks. green and white.

Do not swap out Do not reproduce Do not place on a Do not use expired marks our logomarks. in low quality. distracting background. (see page 24).

Huskie Athletics Brand Guidelines 15 VERBAL IDENTITY

Words are powerful. They shape ideas. Encourage action. Change lives. And when you write for a brand, words significantly influence the way people perceive your organization, and how they choose to interact with it.

HUSKIE OR HUSKIES? Use the plural form when using the name by itself: 9 University of Saskatchewan Huskies 9 The Huskies Use the singular form when using it as a descriptor: 9 Huskie Athletics 9 Huskie Football 9 Huskie athletes

WHAT’S IN A NAME? Just as it’s important to properly use the Huskie Athletics name, it is also important to properly identify where our teams play. Use the following official names for the rinks, fields and courts: 9 Education gym – wrestling 9 in Nutrien Park – cross country, football, soccer 9 Ron and Jane Graham Centre Court at the Physical Activity Complex (PAC) – basketball, volleyball 9 Merlis Belsher Place – hockey 9 Field House – track and field

16 University of Saskatchewan PHOTOGRAPHY

When choosing photos to represent the Huskies, choose ones that proudly display our hard-working, hustling, intense student-athletes and our loud, excited fans in a full stadium. We want to feel the action!

Avoid photos of injured or resting athletes, mistakes or well-guarded players and quiet or empty stands,

Huskie Athletics Brand Guidelines 17 USASK IDENTITY

Using the USask visual identity ensures the Huskies are proudly representing where they come from. For a complete explanation of the USask visual identity, please refer to the Visual Expression Guide at communications.usask.ca/visual.

USASK LOGO

Where possible, use of the official university logo should be added to Huskie designs.

TYPOGRAPHY

regular / semibold / bold / black / light

The main font for USask material is Myriad Pro. There are varying weights to choose from to suit your design, such as light, semi bold and black. These can be used effectively to emphasize a point within a body of text or to fit within the tight spaces of a small ad.

18 University of Saskatchewan HUSKIE BRAND IN ACTION

From team apparel, merchandise, stationery, fan give-aways and everything inbetween, the Huskie brand should be applied beautifully and dillegently. For help creating your Huskie branded materials, please contact Huskie Athletics at 306-966-1111 or [email protected].

University stationery with Huskie branding applied for official documentation.

Huskie Athletics Brand Guidelines 19 HUSKIE BRAND IN ACTION

Our parkade banner displayed proudly on College Drive.

HERITAGE. HEART. HUSTLE. HUSKIE PRIDE. TICKETS AVAILABLE AT HUSKIES.USASK.CA

20 University of Saskatchewan HUSKIE BRAND IN ACTION

Huskie Tickets brochure.

Huskie Athletics Brand Guidelines 21 HUSKIE BRAND IN ACTION

The Huskies brand on team apparel and fan merchandise.

22 University of Saskatchewan TRADEMARK POLICIES

Huskie Athletics names, logos and symbols belong to the University of Saskatchewan, and as such, fall under University of Saskatchewan trademark policies.

1 2 3 COMMERCIAL USE NON-COMMERCIAL LOGO AND OF UNIVERSITY USE OF UNIVERSITY SECONDARY TRADEMARKS TRADEMARKS LOGO USE

The Commercial Use of University The Non-commercial Use of The Logo and Secondary Logo Use Trademarks policy ensures that University Trademarks policy policy ensures the correct official University of Saskatchewan ensures that any University of primary logo and/or secondary and Huskie names, logos and Saskatchewan and Huskie names, logo(s) are used to represent the symbols enhance and promote signs and symbols being used by University of Saskatchewan in all the university’s image and abide clubs and organizations being instances. The full policy can be by existing royalty bearing licence operated as non-profit entities have found here: agreements. The full policy can be proper University of Saskatchewan policies.usask.ca/policies/ found here: approvals in place. The full policy operations-and-general- policies.usask.ca/ can be found here: administration/logo-and- policies/operations-and- policies.usask.ca/policies/ secondary-logo-use.php general-administration/ operations-and-general- university-trademarks. administration/non-commercial- php#AuthorizationandApproval use-of-university-trademarks.php

Huskie Athletics Brand Guidelines 23 ELIMINATED LOGOS

The following logos were created for specific projects that have been completed or are old logos that have been overhauled to follow these new guidelines. As such, the following logos Any logo using this Huskies have been completely eliminated from use. script design is eliminated and NOT to be used.

24 University of Saskatchewan For approvals, questions and concerns please contact

HUSKIE ATHLETICS University of Saskatchewan 87 Campus Drive Saskatoon, SK S7N 5B2

306-966-1111 [email protected]