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 2 | UNIVERSITY OF LOUISVILLE ATHLETICS BRAND GUIDELINES UNIVERSITY OF LOUISVILLE ATHLETICS BRAND GUIDELINES | 3 01 INTRODUCTION 01 INTRODUCTION 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)[email protected] 4 | UNIVERSITY OF LOUISVILLE ATHLETICS BRAND GUIDELINES UNIVERSITY OF LOUISVILLE ATHLETICS BRAND GUIDELINES | 5 02 COLOR 03 TYPOGRAPHY 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)[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 6 | UNIVERSITY OF LOUISVILLE ATHLETICS BRAND GUIDELINES UNIVERSITY OF LOUISVILLE ATHLETICS BRAND GUIDELINES | 7 03 TYPOGRAPHY 04 LOGOS 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 [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)[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. 8 | UNIVERSITY OF LOUISVILLE ATHLETICS BRAND GUIDELINES UNIVERSITY OF LOUISVILLE ATHLETICS BRAND GUIDELINES | 9 04 LOGOS 04 LOGOS 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