Carolina Athletics Brand Identity Carolina Athletics Brand Identity Guidelines 2 Contents

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CAROLINA ATHLETICS BRAND IDENTITY CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 2 CONTENTS

VISION ...... 04 CAROLINA BRAND ...... 05 BRAND ATTRIBUTES ...... 06 BRAND OVERVIEW ...... 07

INTERLOCKING NC LOGO ...... 09 COLOR ...... 12

PRIMARY TYPOGRAPHY ...... 15 SECONDARY TYPOGRAPHY ...... 17 SUPPORTING TYPOGRAPHY ...... 18 CAROLINA LOGOTYPE ...... 19 TAR HEELS LOGOTYPE ...... 21 UNC LOGOTYPE...... 23 CAROLINA SCRIPT ...... 25 TAR HEELS SCRIPT ...... 28

SPORT LOCK-UPS ...... 31 STRUTTING RAM LOGO ...... 38 RAM HEAD LOGO ...... 41 TAR HEEL FOOT LOGO ...... 43 ARGYLE PATTERN ...... 46

INCORRECT USAGE ...... 50 CAROLINA ATHLETICS INTRODUCTION CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 4 INTRODUCTION

CONTENTS INTRODUCTION VISION VISION CAROLINA BRAND BRAND ATTRIBUTES Established as the nation’s first public university in 1789, The University of North Carolina at Chapel BRAND OVERVIEW Hill has been recognized as one of the nation’s best universities. Though our reputation and core values PRIMARY IDENTITY INTERLOCKING NC LOGO have remained consistent, our visual identity has varied throughout our history. Realizing the importance COLOR of a clear and distinctive brand identity when communicating with a global audience, we have spent the TYPOGRAPHY last 12 months envisioning the future of the Carolina Athletics brand. The objective of this exercise is to PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY ensure that our identity is consistent across all applications and captures new audiences in an authentic SUPPORTING TYPOGRAPHY and meaningful way. The results of our efforts are displayed here, and this guide will serve as a directive CAROLINA LOGOTYPE TAR HEELS LOGOTYPE for implementing the Carolina Athletics Brand Identity System moving forward. UNC LOGOTYPE CAROLINA SCRIPT The purpose of this guide is to provide a framework that enables the University of North Carolina TAR HEELS SCRIPT SECONDARY IDENTITY staff, partners and suppliers to express the Carolina Athletics brand effectively across a wide range of SPORT LOCK-UPS applications and media. STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 5 INTRODUCTION

CONTENTS INTRODUCTION VISION CAROLINA BRAND CAROLINA BRAND BRAND ATTRIBUTES What are the elements that make up Carolina’s brand identity? The words you choose. The type you BRAND OVERVIEW use. The colors, graphics and imagery you display. A unique and iconic primary logo. These are the PRIMARY IDENTITY INTERLOCKING NC LOGO key building blocks that help tell the Carolina story and shape the perception of Tar Heel Athletics. COLOR Underlying all Carolina brand expressions is a detailed, well-ordered system of visual assets. When TYPOGRAPHY implemented consistently, this unified system is an expression of the values of the Carolina experience. PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY The updated Carolina Brand Identity System honors UNC tradition while bringing a contemporary edge CAROLINA LOGOTYPE TAR HEELS LOGOTYPE to the brand, making it timeless and distinct. It is designed to serve as an evolution of an already iconic UNC LOGOTYPE identity and position the brand for the future. CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY To continue to lead in the landscape of collegiate athletics, the Carolina Athletics brand must evolve to SPORT LOCK-UPS keep pace with our needs. The updated identity system is designed to do just that. Vibrant, exciting and STRUTTING RAM LOGO forward-thinking, our visual system is flexible enough to build communications that are fun and dynamic, RAM HEAD LOGO TAR HEEL FOOT LOGO or create messaging that is clean, simple and elegant. ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 6 INTRODUCTION

CONTENTS INTRODUCTION VISION BRAND ATTRIBUTES CAROLINA BRAND BRAND ATTRIBUTES Brand attributes are a set of characteristics that represent the essence of the Carolina brand. BRAND OVERVIEW These attributes identify personality traits and serve as a filter for all of the components of the identity PRIMARY IDENTITY INTERLOCKING NC LOGO system. These are the characteristics associated with Carolina Athletics: COLOR TYPOGRAPHY ATHLETIC PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY COMPETITIVE SUPPORTING TYPOGRAPHY DISCIPLINED CAROLINA LOGOTYPE TAR HEELS LOGOTYPE EXCELLENT UNC LOGOTYPE INNOVATIVE CAROLINA SCRIPT LEADING TAR HEELS SCRIPT SECONDARY IDENTITY PROUD SPORT LOCK-UPS RESPONSIBLE STRUTTING RAM LOGO RAM HEAD LOGO SERVICE-DRIVEN TAR HEEL FOOT LOGO TEAM-ORIENTED ARGYLE PATTERN TRADITION-DRIVEN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 7 INTRODUCTION

CONTENTS INTRODUCTION VISION BRAND OVERVIEW CAROLINA BRAND BRAND ATTRIBUTES The building blocks for communicating the Carolina brand identity in a unified, consistent way have BRAND OVERVIEW been established by a team of University stakeholders. Comprised of core elements including logo, color PRIMARY IDENTITY INTERLOCKING NC LOGO and typography, as well as extended expressions, treatments and textures, this wide range of tools is COLOR designed to be flexible and expandable enabling creativity and innovation across all media. To effectively TYPOGRAPHY define the Carolina brand experience, these core elements must be aligned across every touch point. PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY The following sections provide creative guidance on how to use the brand palette. CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE With a shared design sensibility, each element can be used to elevate the Carolina brand in a way CAROLINA SCRIPT that is immediately recognizable. The brand identity reinforces our mission to educate and inspire TAR HEELS SCRIPT SECONDARY IDENTITY through athletics. SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING CAROLINA ATHLETICS PRIMARY IDENTITY CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 9 PRIMARY IDENTITY

CONTENTS INTRODUCTION VISION CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY SPORT LOCK-UPS STRUTTING RAM LOGO INTERLOCKING NC LOGO RAM HEAD LOGO Established in 1789, The University of North Carolina at The interlocking NC logo is recognized globally as the primary to help bring balance to the mark in size, scale and the TAR HEEL FOOT LOGO Chapel Hill is the nation’s first public university. Over the symbol of Carolina Athletics. The version included here is relative position of its foundational shapes. ARGYLE PATTERN years, as traditions began and evolved, a variety of logos and built on a strong foundation—honoring the brand equity verbiage came to signify the University or one of its many that has accrued over decades of competition and further The interlocking NC logo continues to serve as the primary BRAND APPLICATION facets. The interlocking NC mark was introduced in the 1800s reinforcing the brand for the next generation. representation of the Carolina Brand and is used as the main INCORRECT USAGE and is still in use today. identifying device for athletics. In primary or secondary colors, TRADEMARKS & LICENSING Though they may not be recognizable to the untrained eye, the NC logo works well across all media, and will be adopted subtle refinements have been made to the primary mark. The across all Carolina sports teams. logo has been rebuilt using consistent and practical geometry CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 10 PRIMARY IDENTITY

TAR HEELS SCRIPT X SECONDARY IDENTITY SPORT LOCK-UPS X STRUTTING RAM LOGO RAM HEAD LOGO X = 1/4 HEIGHT OF INTERLOCKING NC LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING

NOTE: Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. There may be cases where it is difficult to allow the full-recommended clear space (e.g., a very small display ad), and your best judgment should prevail. It is very important that designers or desktop publishers do not attempt to construct the logo themselves. Do not reproduce the logo by scanning a previously printed version. Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements. CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 11 PRIMARY IDENTITY

The logo can be used in the color variations shown below. CONTENTS INTRODUCTION VISION CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 12 PRIMARY IDENTITY

CONTENTS INTRODUCTION

VISION Carolina Blue WHiTe naVY Blue BlaCK SilVer FlaT GreY CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT COLOR SECONDARY IDENTITY When it comes to communicating the Carolina Athletics brand, Navy blue, black and metallic silver have been included as At times, an opportunity arises to utilize an expanded color color is quintessential. The following color configurations part of the secondary color palette. The secondary colors palette or colors outside of the primary palette. This is SPORT LOCK-UPS show how Carolina’s primary and secondary colors can be complement the primary palette. These colors may be used to typically seen in the occasional use of a unique uniform. STRUTTING RAM LOGO expanded analogously to build harmonious color palettes and provide variety and visual interest. Though acceptable for special occasions, colors outside of RAM HEAD LOGO complementary pairings. the primary color palette are not intended for long-term use. TAR HEEL FOOT LOGO Navy blue is a very dark shade of the color blue. Navy is ARGYLE PATTERN Use of Carolina Blue at UNC dates from 1795, when the authoritative and powerful. It suggests loyalty and integrity. Beyond the field of play, color plays a critical role in BRAND APPLICATION Dialectic (blue) and Philanthropic (white) debating societies of The color black is authoritative and powerful. Pitch is black in the retail environment. Retail brand expressions should have the university chose their representative colors. When football color and the origin of the phrase “pitch-black.” Pitch created seasonal core palette flexibility and when used correctly, will INCORRECT USAGE became a popular sport in the 1880s, the Carolina football from the vast pine forests of the region was once one of complement the primary color palette utilized on the field TRADEMARKS & LICENSING team adopted Carolina Blue and white as the school’s colors. North Carolina’s most important exports early in the state’s of play. history. Silver is sleek, modern and distinguished. CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 13 PRIMARY IDENTITY

CONTENTS PRIMARY PALETTE INTRODUCTION

VISION CAROLINACarolina BlueBLUE WHWHITiTEe CAROLINA BRAND PPantoneantone 542542CC No Ink (Or Use Opaque White)White) CCMYK:MYK: 60/19/1/4 CMYK: 0/0/0/00/0/0/0 BRAND ATTRIBUTES RRGB:GB: 123/175/212 RGB: 255/255/255 BRAND OVERVIEW HTML: #7BAFD4 HTML: #FFFFFF PRIMARY IDENTITY FORMULA: Trans. Wt. 75.00/ Ref.MADEIRA: Blue 21.90/Yellow 1175 3.10 MADEIRA: 10021002 INTERLOCKING NC LOGO TCXROBISON-ANTON: - 15-4225 NO MATCH RROBISON-ANTON:OBISON-ANTON: 2297 COLOR MADEIRA RAYON: 1175 TYPOGRAPHY ROBISON-ANTON: NO MATCH PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY SECONDARY PALETTE CAROLINA LOGOTYPE NAnaVY BLUElue PIPiTCTCHH BLABlaCK SILSilVEVer*R* FLAFlaTT GRGreEYY** TAR HEELS LOGOTYPE PPantoneantone 27672767CC PPantoneantone Process Black CC PaPantonentone 877 C Metallic PaPantonentone 429 C UNC LOGOTYPE CCMYK:MYK: 100/90/10/77 CMYK: 0/0/0/1000/0/0/100 CMYK: 23/16/13/46 CMYK: 21/11/9/23 CAROLINA SCRIPT RRGB:GB: 19/41/75 RGB: 44/42/41 RGB: 141/144/146 RGB: 162/170/173 HTML: #13294B HTML: #2C2A29 HTML: ## 8D9092 HTML: #A2AAAD TAR HEELS SCRIPT HTML: #13294B HTML: #2C2A29 HTML: #A2AAAD FORMULA: Blue 072 72.70 / FORMULA: BASE FORMULA: Ref. Blue 2.30 / SECONDARY IDENTITY BlackMADEIRA: 27.30 1043 MADEIRA: 1000 MADEIRA: 5011 BlackMADEIRA: 3.90/Trans. 1319 Wt. 93.80 SPORT LOCK-UPS TCXROBISON-ANTON: - 19-3933 2303 TCXROBISON-ANTON: - 15-4225 2296 TCXROBISON-ANTON: - 17-5102 NO MATCH TCXROBISON-ANTON: - 15-4101 2585 STRUTTING RAM LOGO MADEIRA RAYON: 1043 MADEIRA RAYON: 1000 MADEIRA METALLIC: 5011 MADEIRA RAYON: 1319 RAM HEAD LOGO ROBISON-ANTON: 2303 ROBISON-ANTON: 2296 ROBISON-ANTON: 2585 TAR HEEL FOOT LOGO *Silver Pantone 877 C Metallic is preferred. Limited use only. Prior approval is required from Trademarks & Licensing. ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING

NOTE: In lieu of the colors listed on this page, you may use the PANTONE® colors cited, the standards for which can be found in the current edition of the PANTONE formula guide. The colors and CMYK values shown on this page have not been evaluated by Pantone, Inc., for accuracy and may not match the PANTONE Color Standards. For accurate PANTONE Color Standards refer to the current edition of the PANTONE formula guide. PANTONE® is the property of Pantone, Inc. CAROLINA ATHLETICS TYPOGRAPHY CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 15 TYPOGRAPHY

The typeface and numerals can be used in the color variations shown below. CONTENTS INTRODUCTION VISION CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 17 TYPOGRAPHY

CONTENTS INTRODUCTION VISION ABCDEFGHIJKLMNOPQRSTUVWXYZ CAROLINA BRAND BRAND ATTRIBUTES abcdefghijklmnopqrstuvwxyz BRAND OVERVIEW PRIMARY IDENTITY 0123456789 INTERLOCKING NC LOGO CHAMPION - HTF LIGHTWEIGHT COLOR TYPOGRAPHY PRIMARY TYPOGRAPHY ABCDEFGHIJKLMNOPQRSTUVWXYZ SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY abcdefghijklmnopqrstuvwxyz CAROLINA LOGOTYPE TAR HEELS LOGOTYPE 0123456789 UNC LOGOTYPE CHAMPION - HTF WELTERWEIGHT CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY ABCDEFGHIJKLMNOPQRSTUVWXYZ SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO abcdefghijklmnopqrstuvwxyz TAR HEEL FOOT LOGO ARGYLE PATTERN 0123456789 CHAMPION - HTF MIDDLEWEIGHT BRAND APPLICATION [UTILIZED IN SPORT LOCK-UPS] INCORRECT USAGE TRADEMARKS & LICENSING The sans serif typeface Champion was selected to complement the primary typeface and directly tie back to the Carolina Athletics brand identity. Champion will serve as a secondary typeface used primarily for brand expressions including sport lock-up marks, headlines and environmental graphics. American woodtypes of the late nineteenth century served as the inspiration for Champion, in both form and philosophy. Originally developed for Sports Illustrated, the Champion series was created to help designers deal with headlines of different lengths. CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 18 TYPOGRAPHY

CONTENTS INTRODUCTION ABCDEFGHIJKLMNOPQRSTUVWXYZ VISION CAROLINA BRAND abcdefghijklmnopqrstuvwxyz BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY 0123456789 INTERLOCKING NC LOGO FRANKLIN GOTHIC - BOOK COLOR TYPOGRAPHY PRIMARY TYPOGRAPHY aBCDeFGHiJKlMnoPQrSTuVWXYZ SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY abcdefghijklmnopqrstuvwxyz CAROLINA LOGOTYPE TAR HEELS LOGOTYPE 0123456789 UNC LOGOTYPE FRANKLIN GOTHIC - MEDIUM CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY ABCDEFGHIJKLMNOPQRSTUVWXYZ SPORT LOCK-UPS STRUTTING RAM LOGO abcdefghijklmnopqrstuvwxyz RAM HEAD LOGO TAR HEEL FOOT LOGO 0123456789 ARGYLE PATTERN FRANKLIN GOTHIC - DEMI BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING Franklin Gothic is a realist sans serif typeface. In typography, a sans serif typeface is one that does not have the small projecting features called “serifs” at the end of strokes. The term realist to describe a group of typefaces created in the early 19th century to early 20th century. Franklin is part of a family that offers an exceptionally wide range of weights, thus providing great versatility and legibility. Franklin Gothic is currently used by both UNC Athletics and Academics as an official typeface. CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 19 WORDMARKS

The protected area around the logotype ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the “X”: CONTENTS INTRODUCTION VISION CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY X X PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY X SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE X CAROLINA SCRIPT X TAR HEELS SCRIPT SECONDARY IDENTITY X = 1/2 HEIGHT OF CAROLINA WORDMARK SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING NOTE: Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. The recommended minimum size for printing wordmarks on all materials is .25” in cap-height. The cap height is the distance from the top of the capital letter to its bottom. Larger minimum sizes may be necessary for other media such as video and film, or products that require specialized manufacturing. There may be situations where Carolina Athletics marks will need to appear smaller than the minimum shown (e.g., lapel pins, pens, pencils and CD spine labels). Contact Carolina Athletics Trademarks & Licensing for guidance. There may be cases where it is difficult to allow the full-recommended clear space (e.g., a very small display ad), and your best judgment should prevail. It is very important that designers or desktop publishers do not attempt to construct the logo themselves. Do not reproduce the logo by scanning a previously printed version. Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements. CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 20 WORDMARKS

The protected area around the logotype ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the “X”: CONTENTS INTRODUCTION VISION CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY X X PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY X SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE X CAROLINA SCRIPT X TAR HEELS SCRIPT SECONDARY IDENTITY X = 1/2 HEIGHT OF TAR HEELS WORDMARK SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING NOTE: Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. The recommended minimum size for printing wordmarks on all materials is .25” in cap-height. The cap height is the distance from the top of the capital letter to its bottom. Larger minimum sizes may be necessary for other media such as video and film, or products that require specialized manufacturing. There may be situations where Carolina Athletics marks will need to appear smaller than the minimum shown (e.g., lapel pins, pens, pencils and CD spine labels). Contact Carolina Athletics Trademarks & Licensing for guidance. There may be cases where it is difficult to allow the full-recommended clear space (e.g., a very small display ad), and your best judgment should prevail. It is very important that designers or desktop publishers do not attempt to construct the logo themselves. Do not reproduce the logo by scanning a previously printed version. Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements. CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 22 WORDMARKS

The protected area around the logotype ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the “X”: CONTENTS INTRODUCTION VISION CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY X X PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY X SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE X CAROLINA SCRIPT X TAR HEELS SCRIPT SECONDARY IDENTITY X = 1/2 HEIGHT OF UNC WORDMARK SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING NOTE: Use good judgment to ensure legibility. A mark that is too small doesn’t serve any communicative function. The recommended minimum size for printing wordmarks on all materials is .25” in cap-height. The cap height is the distance from the top of the capital letter to its bottom. Larger minimum sizes may be necessary for other media such as video and film, or products that require specialized manufacturing. There may be situations where Carolina Athletics marks will need to appear smaller than the minimum shown (e.g., lapel pins, pens, pencils and CD spine labels). Contact Carolina Athletics Trademarks & Licensing for guidance. There may be cases where it is difficult to allow the full-recommended clear space (e.g., a very small display ad), and your best judgment should prevail. It is very important that designers or desktop publishers do not attempt to construct the logo themselves. Do not reproduce the logo by scanning a previously printed version. Such “second-generation” art will degrade the quality of the image and may alter the scale of the various elements. CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 24 WORDMARKS

CONTENTS INTRODUCTION VISION CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO CAROLINA & TAR HEELS SCRIPT ARGYLE PATTERN The Carolina script is included as a nod to the heritage of In 1953, North Carolina became a founding member of the The North Carolina softball team was officially established in BRAND APPLICATION the sports of baseball and softball at the University of North newly formed Atlantic Coast Conference. In 1960, the Tar 1977, switching to fast pitch play in 1984. Conference play Carolina. Inspired by the fluid stroke of handwriting, the script Heels won their first ACC baseball title and appeared for the officially began in 1992, with a first qualification for the INCORRECT USAGE is a modern rendition of a classic look. first time in the College World Series. In 1964, the Tar Heels NCAA Championship in 2001 after winning the program’s first TRADEMARKS & LICENSING won their second ACC baseball title, posting an undefeated ACC title. record in conference play. No other team in ACC baseball history has ever been undefeated in conference play. CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 26 WORDMARKS

TYPOGRAPHY X PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT X TAR HEELS SCRIPT SECONDARY IDENTITY X SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO X = 1/4 HEIGHT OF CAROLINA SCRIPT TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING

COLOR X TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT X SECONDARY IDENTITY SPORT LOCK-UPS X STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO X = 1/5 HEIGHT OF TAR HEELS SCRIPT ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING

Sport lock-ups supply freshness and uniqueness to products when needed and represent specific university athletics programs. Sport lock-ups unify athletics and promote consistency across the brand by sharing common visual language and hierarchy. Each sport benefits from identification as part of Carolina Athletics. CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 32 SECONDARY IDENTITY

The protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the “X”: CONTENTS INTRODUCTION VISION CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY X X INTERLOCKING NC LOGO COLOR X TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT X SECONDARY IDENTITY SPORT LOCK-UPS

STRUTTING RAM LOGO X RAM HEAD LOGO TAR HEEL FOOT LOGO X = 1/2 HEIGHT OF CAROLINA WORDMARK ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING

The protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the “X”: CONTENTS INTRODUCTION VISION CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR X X TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY X SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE X UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT X SECONDARY IDENTITY X = 1/2 HEIGHT OF CAROLINA WORDMARK SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING

UNC LOGOTYPE X CAROLINA SCRIPT TAR HEELS SCRIPT X SECONDARY IDENTITY

SPORT LOCK-UPS X = 1/3 HEIGHT OF SPORT LOCK-UP STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING

CONTENTS INTRODUCTION VISION CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION STRUTTING RAM & RAM HEAD LOGO The Ram Head logo and the Strutting Ram are the graphic Military Institute on November 8, 1924. After the pep rally the Hackney kicked a 30-yard field goal that eventually won the INCORRECT USAGE representations of Rameses, the ram mascot of the North ram was taken to Emerson Field. Through three quarters the game for the Tar Heels; the final score was 3-0. Rameses has TRADEMARKS & LICENSING Carolina Tar Heels. The origin of a ram as North Carolina’s game was scoreless. Late in the fourth quarter Bunn Hackney been a fixture on the sidelines at UNC football games ever mascot dates back to 1924. The first appearance of Rameses was called out to attempt a field goal. Before stepping out on since. These two marks give the Carolina brand flexibility at was at a pep rally before the football game against Virginia the field he rubbed Rameses’ head. Just a few seconds later retail while maintaining a consistent look and feel. CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 39 SECONDARY IDENTITY

INTERLOCKING NC LOGO X COLOR TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY X SPORT LOCK-UPS STRUTTING RAM LOGO X RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN X = 1/5 HEIGHT OF STRUTTING RAM LOGO BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING

PRIMARY IDENTITY X X INTERLOCKING NC LOGO COLOR X TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT X TAR HEELS SCRIPT SECONDARY IDENTITY SPORT LOCK-UPS X STRUTTING RAM LOGO RAM HEAD LOGO X = 1/3 HEIGHT OF RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING

CONTENTS INTRODUCTION VISION CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO TAR HEEL FOOT LOGO Historically, there is some debate around the origin of invading army. The British were said to have observed that stick in the battle. General Robert E. Lee is said to have ARGYLE PATTERN the Carolina Tar Heels nickname. One story hails back to if you waded in North Carolina rivers, you would get tar commented “God bless those Tar-Heeled boys!” Hence, like BRAND APPLICATION the Revolutionary War and the troops of British General on your heels. tar, the moniker stuck. Cornwallis. After fording a river in eastern North Carolina, the INCORRECT USAGE British troops discovered their feet covered with tar, a product Another story comes from the Civil War. A group of North Whatever the reason for the moniker, our students and sports TRADEMARKS & LICENSING of North Carolina’s abundant pine trees and one of the state’s Carolina soldiers scolded their comrades for leaving the teams have long worn the Tar Heel Foot with pride. The most important exports at the time. Some say the clever battlefield when things got tough. The soldiers threatened to refined mark modernizes an iconic logo that is suitable for North Carolinians dumped it in the river to slow down the stick tar on the heels of the retreating soldiers to help them application on competition and retail products alike. CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 44 SECONDARY IDENTITY

The protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is equivalent to the height of the “X”: CONTENTS INTRODUCTION VISION CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW X X PRIMARY IDENTITY INTERLOCKING NC LOGO X COLOR TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY X SPORT LOCK-UPS STRUTTING RAM LOGO X RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN X = 1/4 HEIGHT OF TAR HEEL FOOT LOGO BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING

CONTENTS INTRODUCTION VISION CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN ARGYLE PATTERN Historically, each clan and tribe in Scotland had a unique For the 1991-1992 basketball season, Coach Dean Smith The pattern of argyle colorways has expanded, and the pattern BRAND APPLICATION pattern that was worn as the “uniform” of battle. The colors asked local clothing designer Alexander Julian to redesign the itself has been redrawn to reflect a precise 2:3 ratio for and pattern were meant to embody the characteristics of the team uniforms. Julian created the trademark argyle pattern consistent application. INCORRECT USAGE clan or tribe it represented. The argyle pattern is derived from and placed it down the side panels of the jersey and shorts. TRADEMARKS & LICENSING the tartan of Clan Campbell, of Argyll in Western Scotland. It When colored in the iconic colors of Carolina Blue and white, is commonly used for kilts, plaids and patterned socks worn argyle serves as a brand element that is as recognizable as by Scottish Highlanders since at least the 17th century. the interlocking NC logo or the Tar Heel foot. CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 47 SECONDARY IDENTITY

The pattern can be used in the color variations shown below. CONTENTS INTRODUCTION VISION CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY PRIMARY TYPOGRAPHY SECONDARY TYPOGRAPHY SUPPORTING TYPOGRAPHY CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING CAROLINA ATHLETICS BRAND APPLICATION CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 49 BRAND APPLICATION

CONTENTS When it comes to developing a brand, consistency is key. That doesn’t mean everything has to look INTRODUCTION the same. Using the brand identity system in a consistent manner will build credibility for the brand, VISION CAROLINA BRAND speed recognition, and differentiate us from the competition. As elements of the current design systems BRAND ATTRIBUTES evolve, one of the cornerstones of a memorable brand experience is the continued consistent expression BRAND OVERVIEW of that brand. PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR The Carolina Athletics Brand Identity System is designed to support a range of creative expression, from TYPOGRAPHY PRIMARY TYPOGRAPHY the calm to the dynamic. Now any expression can be infused with precisely the right tone to support the SECONDARY TYPOGRAPHY right marketing message for your audience. No matter what expression is chosen — your communication SUPPORTING TYPOGRAPHY will be supported by a foundation built on design integrity and quality. CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 50 BRAND APPLICATION

CONTENTS 1. At no time should anything 2. Identity elements should 3. Identity elements should INTRODUCTION (other logos, type, etc.) be not be used as a repeat in not be modified, stretched VISION placed over the identity closed patterns. or distorted in any way. elements. CAROLINA BRAND BRAND ATTRIBUTES BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY 4. 5. 6. PRIMARY TYPOGRAPHY Identity elements should Identity elements should Identity elements should not be used in any other not appear against any not be outlined in any SECONDARY TYPOGRAPHY color combinations other distracting textures or other way other than those SUPPORTING TYPOGRAPHY than those specifically repeated patterns. specifically called out in CAROLINA LOGOTYPE called out in this manual. this identity manual. TAR HEELS LOGOTYPE Some color variations are acceptable for consumer UNC LOGOTYPE products. Contact TMs & CAROLINA SCRIPT Licensing for approval. TAR HEELS SCRIPT SECONDARY IDENTITY SPORT LOCK-UPS 7. Identity elements should 8. At no time should effects 9. Do not crop the identity STRUTTING RAM LOGO not be used as an outline. be added to the identity elements in any way. elements. RAM HEAD LOGO (Glow, posterize, etc.) TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 51 BRAND APPLICATION

CONTENTS 10. At no time should the 11. The Tar Heels logotype 12. Identity elements should INTRODUCTION proportions of the sport should never appear as not be tilted or rotated. VISION lock-ups be changed, nor one word. should the positions of CAROLINA BRAND the identity elements be BRAND ATTRIBUTES modified. BRAND OVERVIEW PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY 13. 14. 15. PRIMARY TYPOGRAPHY Do not invert the colors of Identity elements At no time should the primary logo. should not be placed on additional graphics be SECONDARY TYPOGRAPHY photographic backgrounds. added to the identity SUPPORTING TYPOGRAPHY elements. CAROLINA LOGOTYPE TAR HEELS LOGOTYPE UNC LOGOTYPE CAROLINA SCRIPT TAR HEELS SCRIPT SECONDARY IDENTITY SPORT LOCK-UPS 16. At no time should the 17. Argyle pattern should be 18. Argyle pattern should be STRUTTING RAM LOGO argyle pattern be used as a used exclusively in a linear used exclusively in a linear stacked pattern. format. format. RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING CORRECT CORRECT CAROLINA ATHLETICS BRAND IDENTITY GUIDELINES 52 TRADEMARKS & LICENSING

CONTENTS The University of North Carolina at Chapel Hill has delegated the responsibility for this program to INTRODUCTION the Office of Trademarks and Licensing. A formal licensing program has been established to oversee VISION CAROLINA BRAND University control of its identity, facilitate the process of securing authorization for legitimate third party BRAND ATTRIBUTES uses, and to ensure that the University receives legitimate compensation from the promotional use of BRAND OVERVIEW the marks. PRIMARY IDENTITY INTERLOCKING NC LOGO COLOR TYPOGRAPHY PRIMARY TYPOGRAPHY The Office of Trademarks and Licensing SECONDARY TYPOGRAPHY Derek Lochbaum, Director SUPPORTING TYPOGRAPHY 15 Lenoir Hall, CB #1500 CAROLINA LOGOTYPE TAR HEELS LOGOTYPE Chapel Hill, NC 27599-1500 UNC LOGOTYPE [email protected] CAROLINA SCRIPT TAR HEELS SCRIPT 919-962-2403 SECONDARY IDENTITY SPORT LOCK-UPS STRUTTING RAM LOGO RAM HEAD LOGO TAR HEEL FOOT LOGO ARGYLE PATTERN BRAND APPLICATION INCORRECT USAGE TRADEMARKS & LICENSING