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ESPN Brand Identity Guide

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ESPN Brand Identity Guide B r a n d I d e n t I t y G u I d e The Brand Guidelines Applications Support Logos Logo Use & Color Process Collateral Corp Creative Consistency Campaigns Networks Multiple Logos Templates Partners Co-Promotion Affi liate Marketing Events Typography Contacts Media Formats Tune-in Photography Match-ups Policy & Resources HD Broadcasts Programs The Brand Identity Guide represents a system. It defines how we communicate the core ESPN brand to our fans and partners from a business, marketing and promotional perspective. From the Brand Promise to mandatory standards and process, the goal of this document is to protect the integrity of the ESPN brand in visual media. It should also serve to reinforce good brand identity practices within ESPN’s walls. HOMe Brand IdentIty GuIde The Brand The Brand Promise The Brand P romise What is it? A Brand Promise sums up the essence and meaning of a Brand and how the Brand connects to its consumers. It is what consumers expect from the Brand and what they attribute to it. The Promise and the supporting attributes serve as a guide to help manage and grow the Brand. The overall goal is to maximize those things that contribute to Brand strength and deliver on the SPORTS Brand Promise, and minimize those that do not. with AUTHORITY and PERSONALITY Sports Connects ESPN connects fans to sports over many platforms. Quality We strive to consistently deliver unmatched quality Sports strengthened by leadership and innovation. Television Radio Internet stropS Magazine Wireless Gaming Themed Entertainment BooksConsumer Products stropS s Sport Authority Integrity AUTHORITY Fans trust ESPN integrity as an independent, objective source. Authenticity ESPN is authentic—true to sports in a way that can’t be imitated. AUTHORITY Expertise AUTHORITY Fans value ESPN expertise and knowledge—they rely on it. AUTHORITY AUTHORITY AUTHORITY AUTHORITY AUTHORITY PeRsoNalitY Personality Humor ESPN is known for its humor, wit and irreverence. Passion ESPN passion for sports is apparent in the energy and enthusiasm displayed on all platforms. Community ESPN cares about the community of fans–regardless of age, gender or origin—and the social bond that sports enables. HOMe Brand IdentIty GuIde Guidelines Logo Use & Color Typography Photography 10 Logo 20 Playoff 25 Do’s 11 Tagline 21 Headline 26 Don’ts 12 Angle & Proportion 22 Text 27 Rights 13 Color 23 Don’ts 28 Stock Photography 14 Don’ts 15 Size 16 Space: Clear 17 Space: Lock-up 18 Multiple Logos: Columns 19 Multiple Logos: Rows Guidelines Applications Support Logos HOMe Logo Since 1979, the ESPN Logo has been a symbol of sports programming excellence. Over the past thirty years the company has evolved through innovation, technology, design and industry-leading content to become the worldwide leader in sports. The current logo, designed in 1985, is powerful, recognizable and timeless. Use this logo as a punctuation or signature to the overall message. Designed in 1985, the ESPN logo is powerful, recognizable and timeless. When represented in text, ESPN is all capitalized. Never use TM or ® on the ESPN logo or on any ESPN trademarks. Guidelines Applications Support Logos HOMe Tagline ESPN’s tagline, “The Worldwide Leader in Sports” is a registered trademark. It can appear as part of the logo (shown) or in a variety of type treatments depending on the context. It is commonly used as a sign-off at the end of programming, and its use serves to amplify the ESPN brand. It should most often appear in the approved headline fonts, Playoff, Helvetica, or Arial (see Guidelines; Typography). The choice whether to use the tagline or not is tied to the business and aesthetic needs of a given layout. THE WORLDWIDE LEADER IN SPORTS However, the ESPN logo without the tagline is simpler and preferred for marketing and promotion. Do not use the tagline without the ESPN logo. Guidelines Applications Support Logos GuIdeLIne S HOMe Angle & Proportion The correct lean angle for the ESPN logo is 97 degrees, 97 1 measured from the horizontal axis clockwise to the vertical of the letter “E”. The correct proportion for the ESPN logo, width to height, is 4 to 1. The specs for correct angle and proportion of the ESPN logo also apply to the ESPN found within each logo in the 1 2 3 4 entire family of ESPN logos. The logo sheet for the ESPN logo and many other ESPN properties are found in Section 4 and also at http://big.espn.com. The correct lean angle for the ESPN logo is 97 degrees, measured from the horizontal axis clockwise to the vertical of the letter “E”. The correct proportion for the ESPN logo, width to height, is 4 to 1. Guidelines Applications Support Logos GuIdeLIne S HOMe Color The following guidelines for color of the ESPN logo Values for ESPN red: Values for black: Acceptable values for grey: apply generally to the entire family of ESPN logos. Pantone red 032 Pantone process black C Pantone cool gray 9 Additional information specific to a particular logo within CMYK: 0. 90. 86. 0 CMYK: 0. 0. 0. 100 pms 877 metallic silver – print only RGB: 255. 0. 48 RGB: 0. 0. 0 CMYK: 0. 0. 0. 30 the ESPN family (ESPN X Games, ESPN Classic, etc.) WEB: FF 00 33 WEB: 00 00 00 RGB: 129. 129. 131 can be found on the logo sheet dedicated to that logo. WEB: 81 81 83 1–6: Preferred logo for color backgrounds. 7 & 8: When the background is textured, or when not using colors from the primary palette, the ESPN mark should appear in white. 9: On light colored fields, the mark should appear in black. 1. 2. 3. 4. 5. 6. 7. 8. 9. Guidelines Applications Support Logos HOMe Don’ts Shown are several of the most common examples of unacceptable handling of the ESPN logo. These examples and any other non-standard variations are discouraged in any and all media unless otherwise 1. 2. 3. permitted and approved by ESPN. 1. DO NOT skew the logo. 2. DO NOT distort the logo. 3. DO NOT configure the logo vertically. 4. DO NOT omit portions of the logo. 4. 5. 6. 5. DO NOT obstruct the logo. 6. DO NOT rotate the logo. 7. DO NOT fill the logo with pattern. 8. DO NOT color block the logo. 9. DO NOT reverse the logo. 10. DO NOT create decorative patterns with the logo. 7. 8. 9. 11. DO NOT outline the logo. 12. DO NOT use drop shadows on the logo. 10. 11. 12. Guidelines Applications Support Logos GuIdeLIne S HOMe Size Some fans would say the ESPN logo is always too small, minimum size .625" / 5/8" and there is no such thing as an ESPN logo that is too large. However, taste and legibility dictate the appropriate size for each situation. The ESPN logo itself holds up very well at smaller sizes, however, taglines or other text may become illegible. Use caution when scaling down any of the logos in the ESPN brand family. Minimum size for the ESPN Logo is 5/8"(.625" or 17 mm). To maintain legibility, please do not use the logo at smaller sizes. Guidelines Applications Support Logos GuIdeLIne S HOMe Space: Clear This diagram illustrates the minimum amount of space surrounding the logo. To ensure consistency, space is X calculated in “X” spaces (a square equal in height to the X lower section of the ESPN logo in that layout). The safety zone is relative to the height of the bottom section of the ESPN logo. The safety zone can always be bigger than the “x” space, but never smaller. The ESPN logo should always be surrounded by at least one “x” space. Guidelines Applications Support Logos GuIdeLIne S HOMe Space: Lock-up 8 8 Similar to Clear Space, the Lock-up space is the minimum amount of space required as a cushion around the ESPN 8 logo when it is being used in a lock up with another logo. This applies to the creation of new brands within the ESPN family and is recommended for all kinds of products and title treatments. It may also apply in certain instances X X of co-branding. X This lock-up diagram illustrates the minimum amount of space allowable. “X” is the dimension, where “X” is defined as the height of the top bar (roughly one-third) of the ESPN logo. Guidelines Applications Support Logos GuIdeLIne S HOMe Multiple Logos: Columns When representing multiple logos from the ESPN family of brands, there are special considerations beyond the basic spacing requirement described in Guidelines; Space: Clear. Logos that are stacked or arranged in a column should be justified left. The more logos involved, the more space should be given as padding between them. The width of the logos can vary as long as legibility is maintained. Balance the logos by their visual weight, not by their actual dimensions. Especially when using logos with very different proportions, it is important that the logos feel balanced in terms of their visual weight. Always justify left. Guidelines Applications Support Logos GuIdeLIne S HOMe Multiple Logos: Rows When representing multiple logos in a row, size, spacing single row center axis aligned and alignment are critical. Logos should be aligned by their center axis. The minimum clear space rule defined on page 16, Clear Space, must be observed. It is often necessary to reduce the size of the logos in order to ensure that there is enough clear space while still maintaining legibility. Balance the logos by their visual weight, not by their actual dimensions.
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