ATHLETIC BRANDING STANDARDS & GRAPHIC IDENTITY GUIDELINES October 24, 2014 DEPARTMENT OF INTERCOLLEGIATE ATHLETICS Darren B. Casey Athletic Administration Complex 601 University Drive San Marcos, TX 78666 Phone: 512.245.2114 Fax: 512.245.8387 www.txstatebobcats.com TEXAS STATE ATHLETICS 1 TABLE OF CONTENTS INTRODUCTION PROPER ARTWORK USE About our Identity & Importance .............................................................. 3 Proper Use Examples ................................................................. 30 Goal & Aspirations ................................................................................... 4 Structure Notes ........................................................................... 35 Brand Architecture ................................................................................... 5 TRADEMARK & REGISTERED MARKS ................................. 36 IDENTITY Editoral Style Guide ................................................................................. 7 COLLEGIATE LICENSING ............................................................ 38 Colors CONTACT INFORMATION ............................................................ 41 Palette & Charateristics ............................................................ 10 Explanation & History ................................................................ 11 Color Guide ............................................................................... 12 Athletic Typography ............................................................................... 14 Primary ..................................................................................... 15 Secondary ................................................................................ 16 Sport Specific ........................................................................... 17 Typography Examples & Notes ................................................ 18 Style Guide ............................................................................................ 22 SuperCat Axis Orientation ........................................................ 23 Primary Logo Examples ........................................................... 24 Alternate Priamary Logo Examples .......................................... 25 Linear Wordmark Examples ..................................................... 26 Stacked Wordmark Examples .................................................. 27 Clear Space ............................................................................. 28 TEXAS STATE ATHLETICS 2 INTRODUCTION ABOUT OUR IDENTITY In today’s world of marketing, the old definition of a brand — a name, sign or The Texas State Athletics brand represents the nature of the university itself, symbol used to differentiate one entity from another — no longer is sufficient. with a positive outlook on its future and respect for its history. The visual representations combine traditional elements like the long-established school A 21st-century brand has consistent logos and colors, but it goes far beyond colors with modern elements like a distinctive typeface and logo that evoke images. A brand represents the values, ideas and personality of an entity; it is feelings of strength, athleticism and progressive leadership. the consumer’s total experience. A brand often includes a logo, fonts and color schemes that are developed to represent values, and ideas. When properly Those elements are at the foundation of Texas State Athletics’ efforts to establish developed, a brand should generate positive feelings and even an affinity for its brand. The use of a selected set of identifiers for uniforms, other apparel, the entity. merchandise, stationery, signage, marketing collateral and other materials serves as the visual representation of the department’s broader efforts to brand Those feelings are developed over time, through a series of consistent and itself as an institution that competes at the highest levels — with the highest positive experiences both direct and indirect, through advertising, design, respect for the goals and aspirations of its student-athletes. media and more. It makes no difference if the entity is a retail business, a service provider or a university. A brand creates associations and expectations, The visual representations of Texas State are one of the most-important pieces and the goal is to make them positive and memorable. of intellectual property at the university, and they must be protected through proper use. In conjunction with the Office of University Marketing, the Office of Athletic Marketing has worked to outline proper logo usage, devise a consistent brand message and develop a plan for the overall branding of Texas State Athletics. Users are asked to use these guidelines when designing any materials for Texas State Athletics. They are not in place to reduce creativity, but to guarantee the proper use of the visual elements of the Athletics brand. TEXAS STATE ATHLETICS 3 GOALS & ASPIRATIONS SECONDARY GOALS The primary goal is to develop a strong, timeless and unique brand — based on Branding structure a consistent identity system — that reflects an institution looking to the future A consistent Primary Athletic Logo — the SuperCat icon accompanied by the with respect for its past, one that represents the distinctive nature of Texas words “Texas State” — helps to clarify the identity of Texas State Athletics. State University and the Department of Intercollegiate Athletics. The SuperCat icon is well-known, easily identifiable and unique, with strong ties A secondary goal is to create a consistent image system that will give all the to the traditional Texas State bobcat mascot. Its orientation — always facing sports and offices in Texas State Athletics a consistent look and feel, while forward — is designed to engender feelings of strength and speed. still providing flexibility that allows them to create promotional materials and images. The custom typeface Wacker, which is used in the Primary Athletic Logo with the SuperCat, has been designed to enhance the overall identity system. It was Concept designed to inspire an impression of stature through simplicity and strength, Texas State University has a rich athletic and academic history and a promising and it pays homage to former football coach and athletic director Jim Wacker, future. To continue and enhance recent progress Texas State Athletics has who embodied those attributes while at the university. developed a collection of strong marks, as well as distinctive contemporary typography. Combined with traditional elements, Texas State Athletics has Reinforcement of the identity will build brand equity. The goal is to associate developed a cohesive identity program that not only respects the traditions of the SuperCat with Texas State to the extent that the SuperCat icon will be able the university, but looks ahead to a promising future. to stand alone — without the words “Texas State” — in representing the Texas State Athletics brand. Texas State Athletics embodies the following characteristics: Progress A distinctive-yet-traditional color palette allows for instant identification. Gold Strength signifies quality and excellence and maroon elicits feelings of bravery and Passion strength. Together, the colors have come to represent Texas State throughout Diversity almost its entire history. Honor Timelessness Loyalty TEXAS STATE ATHLETICS 4 ARCHITECTURE WHO WE ARE TEXAS STATE SUPPORT CONNECTION - TO TRADITION, HISTORY, MASCOT TEXAS STATE ATHLETICS 5 TEXAS STATE ATHLETICS 6 EDITORIAL STYLE GUIDE These are officially designated concourse of Bobcat Stadium. Boko Football Bowl names and word usage for offices, Bobcat Club Name of the Texas State mascot. Subdivision facilities and titles at Texas State. The Bobcat Club assists in the The division of the NCAA Division I development of Texas State Athletics Darren B. Casey for schools competing for invitations Alma Mater through the funding of athletic Athletic Administration to football bowl games. The title of the Texas State school scholarships. No longer the Bobcat song. Not “Red Turrets.” Complex Athletic Foundation. Go Bobcats The complex is the location of the Name of the Texas State fight song. Athletic Academic Bobcat Sports/Soccer Texas State Athletics administration Center offices, including facilities and game Jim Wacker Field at Complex Located in the first floor of Harris operations, sports information, Bobcat Stadium Located in West Campus adjacent Hall. marketing and promotions, The name of the football field at to the Student Recreation Center, compliance, business office, and the Bobcat Stadium is Jim Wacker Field. the Bobcat Sports Complex includes Athletic Director/ athletic director’s office. It is named It was named after Jim Wacker, who Director of Athletics the home field for women’s soccer. for San Antonio businessman and served as head football coach and Its two fields also are used by the Texas State alumnus Darren B. When referring to Dr. Larry Teis’ office athletic director and led Texas State Department of Campus Recreation Casey. it can be referred to as the Director of to football national championships in Athletics or Athletic Director’s office. for club sporting events. 1981 and 1982. End Zone Complex Both are acceptable. Bobcat Stadium The two-story facility located adjacent Jowers Center Athletic Ticket Office The football facility at Texas State. to the south end zone of Bobcat Stadium. The Jowers Center is operated by Our ticket office only sells