Off Icial Brand Guidelines INDEX 2

Official Brand Guidelines

INDEX

1. The Brand Essence 2. Identity

2.1 Ofﬁcial Brand
Full Colour Flat 1 Colour
2.2 Ofﬁcial Wordmark 2.3 Colours 2.4 Brand Proportions

2.5 Minimum Reduction

2.6 Clear Space 2.7 Typography 2.8 Backgrounds Usage 2.9 Unauthorized Usage

3. Ofﬁcial Look 4. Applications

The Ofﬁcial Brand Guidelines establishes a set of rules and recommendations to ensure correct application and consistent of the Brand of Conmebol Sudamericana. The consistent application of this set of rules is essential for creating and maintaining the identity of Conmebol Sudamericana.

Brand Guidelines

CONMEBOL SUDAMERICANA

1. The Brand Essence

COPA SUDAMERICANA

How can it grow?

Create relevance for Copa Sudamericana

Second best is a relative positioning. The goal is to ﬁnd an absolute positioning statement for Copa Sudamericana based on a relevant and meaningful brand proposition.

Fresh football by grassroots newcomers.

Untouched. Pure. Genuine.

Do not use this image. This is only used in this Manual to illustrate the look and feel of the Conceptual path to the Brand construction.

The birth of new heroes. The rise of old tribes.

Innate. Intrinsic. Essencial to the core.

The beginning of the endeavour for honor.

Blind loyalty. Blind ambition. Blind faith.

The ﬁrst step on higher grounds. The ﬁrst ride out.

Not the second. Not the lesser.

The first

gold.

The ﬁrst international frontier. The nervousness of the inexperienced. The ﬁerceness of the naive.

COPA SUDAMERICANA

How can it grow?

Nurture the
Unbroken

After analysing all underlying aspects, both internal and external to Copa Sudamericana, the job is to find out how to define the tournament as a brand that directly descends from CONMEBOL and to apply it to its specific target with its specific demands.

Absolute positioning
More interaction

THE FIRST GOLD

Representative

Leverage genuineness
BRAND
Relevant storytelling

The first

gold.

Do not use these images. They are only used in this Manual to illustrate the look and feel of the Conceptual path to the Brand construction.

The First Gold Concept

The exterior shape represents the cup for which the clubs will fighting for. Inside the ball which at its center shines a golden star: the main objective of all the clubs is to win their first GOLD in their Continent on the first outing.
Below the ball we’ve the supporters, the die hard fans, full of devotion and passion for their teams.

The triangular shape is the gateway to ﬁrst continental “battle”.

Endorsement Competition Name
Type Font Choice: Branding*

* Upper Case Font Type suggests strength, struggle and willingness to win. It’s also a more sophisticated type, conveying the brand’s contemporary nature. The stylized A character, adds movement, liberty and personality to the font type. These elements reﬂect the essence of the Sudamericana brand.

2. Identity

2.1 OFFICIAL BRAND

The brand is composed by a logotype and a symbol. The interplay of the multiple brand elements was carefully designed and should not, under any circumstances, be changed. Brand proportions should be maintained, independent of logo size.

FULL COLOUR version_on light background

2. Identity

2.1 OFFICIAL BRAND

The selected chromatic elements guarantee the correct identiﬁcation and recognition of the brand Conmebol Sudamericana. The consistency of the the Conmebol Sudamericana brand depends on the correct usage of the chromatic elements. This version should be used in CMYK and RGB reproductions, against light and dark backgrounds, or backgrounds of any other colour approved for usage with the Conmebol Sudamericana brand.
FULL COLOUR version_on dark background

FLAT 1 COLOUR version_on light background

2. Identity

2.1 OFFICIAL BRAND

This version of the brand is recommended for scenarios when the usage of colour is not advisable. Under such circumstances, it is recommended that a single chromatic version of the brand be used - black on white background, or white on black background.

FLAT 1 COLOUR version_on dark background

On light background

2. Identity

2.2 OFFICIAL WORDMARK

A wordmark version of the brand was developed for usage on reproductions and layouts that are not compatible with the usage of the full and complete ofﬁcial brand.

The chromatic elements selected for the wordmark version, guarantee the correct identiﬁcation and recognition of the brand Conmebol Sudamericana. The wordmark version of the brand should be used in CYMK, RGB and 1 Flat Colour reproductions, against light and dark backgrounds, or backgrounds of any other colour approved for usage with the Conmebol Sudamericana brand.
On dark background

2. Identity

2.3 COLOURS

Pantone^®Black

CMYK: 0/0/0/100 RGB: 0/0/0

The brands on this page detail the ofﬁcial logo and background colours of the Conmebol Sudamericana brand. Ofﬁcial backgrounds are monochromatic white and black.

WEB: #000000 RAL: 8022

VINIL: 3630-22*

White

CMYK: 0/0/0/0 RGB: 255/255/255 WEB: #ffffff RAL: 9003

VINIL: 3635-20B**

* 3M™ Scotchcal™ Translucent Films Series 3630 ** 3M™ Light Management Films Series 3630

2. Identity

2.4 BRAND PROPORTIONS

70% of

2. Identity

2.5 MINIMUM REDUCTION

The minimum dimensions deﬁned in this manual ensure the integrity and legibility of the brand Sudamericana Sudamericana and must always be respected. There is no maximum limit of magniﬁcation.

2.6 CLEAR SPACE

No elements can be placed in the clear area around the logo.

Branding Light

2. Identity

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$

TYPOGRAPHY: OFICIAL

Branding, a modern typeface for modern needs! Branding, especially designed for meeting contemporary aesthetic and functional needs, is the
Branding Light Italic

Designer: Alfonso García Foundry: Latinotype Shop: www.myfonts.com

interpretation of a modern typeface from the designer’s own perspective. This typeface encapsulates a wide range of nuances and combines, seemingly, opposite elements such as technology and friendly rounded shapes. In addition, alternative characters make Branding an ideal tool for both graphics designers and art directors. Branding is a sans-serif spurless typeface with a medium-large x-height, slightly wider horizontal proportions, straight curves and convex terminals. This font is well-suited for logotypes, isotypes, short text, etc.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!#$

Oswald Light

2. Identity

2.7 TYPOGRAPHY: DIGITAL PLATFORMS AND OFFLINE COMMUNICATION

Oswald Regular

Designer: Vernon Adams Shop: https://fonts.google.com

Oswald Bold

2. Identity

TYPOGRAPHY: SUPPORT SYSTEM

Arial Italic

Arial Bold

Arial Bold Italic

Arial Black

2. Identity

2.8 USAGE ON BACKGROUNDS: RANDOM IMAGE

The Ofﬁcial Brand version when applied in random images backgrounds has to respect the contrast between them.

2. Identity

2.8 USAGE ON BACKGROUNDS: RANDOM COLOURED

The Ofﬁcial Brand version when applied in random colour backgrounds has to respect the contrast between them.

2. Identity

2.9 UNAUTHORIZED USAGE

Here are some exemples of how not to use the Conmebol Sudamericana Brand. The Brand should only be used as demonstrated on the previous pages in this manual.

Don’t change the colour of Conmebol/
Sudamericana

3. Ofﬁcial Look

The following pages illustrate examples of the official and appropriate usage of the Conmebol Sudamericana brand and look. The design illustrated in these pages demonstrates the join usage of colours and reflections to convey the spirit of the concept of the Brand: The First Gold. The Background gives us the feeling of opportunity, where the sky is the limit and the shape of the yellow/golden star is the ultimate goal, the Official Look is also composed by ball hexagons and more blue stars to give more power and richness to the applications.

RGB application: for digital

communication
RGB APPLICATION

CMYK application: for ofﬂine

communication
CMYK APPLICATION

On this page we can see how versatile is this ofﬁcial look. It can be applied with photographies and texts and the yellow/ golden star can be relocate where the focus of the strength of communication is.

4. Applications

Players Tunnel and Pulpit of the Ofﬁcial Ball

- Entrance of players view

Off Icial Brand Guidelines INDEX 2

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