final guidelines
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2011 Brand Standards Manual
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Table of Contents
2. Table of Contents3. Introduction4. Basic Elements5. The Symbol6. Proportions7. Safety Area8. Color9. Usage on Differenct Backgrounds10. Appropriate Custom Colors11. Appropriate Custom Colors Continued12. Primary Typography13. Secondary Typography14. Incorrect Usage15. Stationery System16. Buisness Cards17. Letterhead18. Notecard19. Notecard Envelope20. Envelope21. Email Signature22. Coalteral23. Memo Template24. Press Release Template25. Apparel26. Shopping Bag27. Promotional Materials28. Vehicles29. Nametag30. Environmental Signage
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To understand the function and value of the Major League Soccer identity, it is important to recognize that every organization has a specific public identity—an identity partly formed by the look of its printed materials, stationery, website, etc. Each element of communication contributes to the overall impression people have of the organization.
When an organization’s identification program is a coordinated one, it projects a unified character, which works effectively to reinforce all of its activities. In many cases, it also helps the organization to be more cost-effective in its communication efforts by simplifying certain decision-making processes.
The purpose of this manual is to explain the components of the Major League Soccer visual identity program, to define its graphic design standards, and to illustrate how these standards are applied. Many of the standards depend on relative size, proportion, and position. These have been developed through careful consideration of many factors, both functional and aesthetic. Adhering to the graphic design standards will ensure continuity, a high standard of quality, and a clear, consistent identity for Princeton University Press.
Introduction
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v
Basic Elements
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The Symbol
Logotype
Brand mark
The symbol for MLS is a new, bold badge to rival that of the National Football League’s own symbol. The red, white and blue are a refreshing feel to the sport. It gives viewers the impending patriotic feel compared to the old sky blue and green logo. Proper use of this brand signature and its components is described on the following pages.
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Proportions
x
4x
x
4x
13x
1 1/4x
2 1/5x
3 4/5 x
2 4/5 x2 7/10 x
x
1/4 x
10 x
The constant variable in proportion to the rest of the logo is the vertical stripes shown here as the variable “x”. Everything else is related to the width of it. With the exception of the ball pattern, “swoosh”, and text the entire symbol is symmetrical from its vertical axis.
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Safety Area
When the symbol is used, a safety areais needed around the symbol to give it the most influence. As illustrated, the closest object allowed near the symbol is the length from the beginning of the “swoosh”, to the upper-most point of the badge.Use the safety area zone between the symbol and othergraphic elements such as type, images, and other logos to ensure it retains a strong presence wherever it appears. When possible, allow even more space around logo to ensure it retains a strong presence. Please be aware that some exceptions exist on specific collateral or stationary pieces. These modifications are detailed in their respective sections.
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Color
Red
Orange
Yellow
Green
Blue
Purple
Black
50% Black
25% Black
Original
The colors for the logo can be any solid color aside from the original. It will not be allowed to have multiple new colors. As shown here, the logo can look good in any color, refrain from using metallic colors however (chrome, silver, gold, etc.). The white logo, or inverse to the black is not allowed either. The colors needed to create the original symbol are shown below.
Color is a key component of the MLS visual identity. By using these colors consistently across brand communication they will brand recognition while contributing a unified look and feel. The colors of the primary palate can be used for text, color, field, backgrounds, rules and other graphic devices. The colors thorough this manual have been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE color standards. PANTON® is a registered trademark of Pantone, Inc.”
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Pantone Process Black C
Process Color 4/color printingC:0% M:0% Y:0% K:100%RGB for Screen ApplicationR: 35 G: 31 B: 32 RGB for Web Application
R: 23 G: 1F B: 20
Pantone White
Process Color 4/color printingC: 0% M: 0% Y: 0% K: 0% RGB for Screen ApplicationR: 255 G: 255 B: 255 RGB for Web ApplicationR: FF G: FF B: FF
Pantone 2765 C -Blue
Process Color 4/color printingC: 100% M: 97% Y: 0% K: 45% RGB for Screen ApplicationR: 22 G: 20 B: 95RGB for Web ApplicationR: 16 G: 14 B: 5F
Pantone 1807 C-Red
Process Color 4/color printingC: 0% M: 100% Y: 96% K: 28% RGB for Screen ApplicationR: 181 G: 18 B: 27 RGB for Web ApplicationR: B5 G: 12 B: 1B
Usage on DifferentBackgrounds
The symbol was designed to be able to look good on any color due to the various team colors used on jerseys and other apparel. The idea behind the dual banded border is so the same color background and border can work together. It’s also to allow a frame to be created in case of a gradient background or picture. There are exceptions and incorrect uses on page 14.
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Appropriate Custom Colors
C h i c a g o F i r e
D . C . U n i t e d H o u s t o n D y n a m o
N e w E n g l a n d R e v o l u t i o n N e w Y o r k R e d B u l l s
P h i l a d e l p h i a U n i o n S p o r t i n g K a n s a s C i t y
T o r o n t o F C
C o l u m b u s C r e w
These are the only custom colors acceptable for exceptions to the rules above. See each own teams personal colors by searching on majorleaguesoccer.com/clubs. On this page are the clubs in the eastern conference.
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Appropriate Custom Colors continued
Major League Soccer
C h i c a g o U S A
Major League Soccer
C o l o r a d o R a p i d e
Major League Soccer
F C D a l l a s
Major League Soccer
L o s A n g e l e s G a l a x y
Major League Soccer
R e a l S a l t L a k e
Major League Soccer
P o r t l a n d T i m b e r s
Major League Soccer
S a n J o s e E a r t h q u a k e s
Major League Soccer
S e a t t l e S o u n d e r s F C
Major League Soccer
V a n c o u v e r W h i t e c a p s F C
The colors on this page are for the western conference and follow the rules listed on the previous page.
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Primary Typography
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0 . , : ; ‘ ! @ # $ % ^ & ( * )
CouncilThe font Council is used specifically for the Major League Soccer text inside the logo. Each word is capped followed by the lowercase letters. The type is used for decoration only. Use it in the logo and such things like headlines, press templates, and anywhere the logo cannot be used. Do not use it in a paragraph.
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Second Typography
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0 . , : ; ‘ ! @ # $ % ^ & ( * )
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz1 2 3 4 5 6 7 8 9 0 . , : ; ‘ ! @ # $ % ^ & ( * )
Kokila
Kokila Bold
The remaining parts to all related items for MLS is written in Kokila, and for emphasis Kokila Bold. This is used in paragraphs, subhead lines and manuals.
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Incorrect Usage
Major League Soccer
The following are just a few examples of how to incorrectly use the logo.
1. The white part of the logo is not whatever the paper color is, it is white.2. Do not change the logo by adding or subtracting parts.3. Do not color the logo with a gradient of any sort.4. Do not change the “Major League Soccer” with anything else.5. Do not use a background relative or exactly like the “swoosh” part of the logo.6. Do not stretch, distort, or tansform the logo in any way.7. Do not use the correct colors incorrectly.8. Do not use random colors,
All other exceptions to the above stated rules must be run through the MLS design team. Visit majorleaguesoccer.com for more information on submitting other exceptions.
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Stationery System
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Buisness Cards
Don GarberCommissioner
420 Fifth Avenue,Seventh Floor New York,New York 10018
p: (212) 450-1200 f: (212) 450-1300 e-mail: feedback@mlsnet.com
.25 in
.1 in
.1 in.1 in
.5 in
.25 in
2 in
2.228 in
The buisness card is designed to be unique and easily fitted for the longest names and titles. It’s nearly 2 inches by 2 inches to be able to fit into any wallet easily.
The name is in Kokila 14 pt Bold.The job name is Kokila 11pt Italics
The address is Kokila 8 pt regular
The phone, fax, and email are all done in Kokila 6 pt, while the actual “p”, “f”, and “e-mail” on the card are 6 pt in bold.
Any extended name/word can cross the threshold placed, but follow the safety area around the logo. No hyphenations.
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Letterhead
.125 in
.125 in
2 in
420 Fifth Avenue, Seventh Floor New York, New York 10018 phone: (212) 450-1200 fax:(212) 450-1300 e-mail: feedback@mlsnet.com
.125 in
.5 in
.75 in.75 in
.75 in
Dear _______;
Start here.
End Here.
The letterhead is printed on a normal US letter paper (8.5 x 11 in).
The safety area is not allowed to be crossed, even though there is less space on the upper left corner.
The body text is Kokila 12 pt regular, and the footnote is 8 pt regular with the “phone”, “fax”, and “e-mail” is 8 pt bold.
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Notecard
420 Fifth Avenue, Seventh Floor New York,New York 10018Phone: (212) 450-1200Fax: (212) 450-1300e-mail: feedback@mlsnet.com
.15 in
.15 in
The note card is a folded 4 inch by 6 inch paper.
The text is written in 7 pt Kokila regular and the “phone”, “fax”, “e-mail” is written in 7 pt Kokila Bold.
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Notecard Envelope
420 Fifth Avenue, Seventh Floor New York,New York 10018Phone : (212) 450-1200Fax : (212) 450-1300e-mail : feedback@mlsnet.com
.5 in
.5 in
.5 in
2.5 in
The note card envelope fits a folded 4 inch by 6 inch paper.
The text is written in 11 pt Kokila regular and the “phone”, “fax”, “e-mail” is written in 11 pt Kokila Bold.
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Envelopes
.25 in
.25 in
.25 in
1.25 in
420 Fifth Avenue, Seventh Floor New York, New York 10018 phone: (212) 450-1200 fax:(212) 450-1300 e-mail: feedback@mlsnet.com
The envelope is a standard #10 buisness envelope (4.125 inches by 9.5 inches).
The text is 8 pt Kokila regular with the “phone”, “fax”, “e-mail” is written in 8 pt Kokila bold.
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Email Signature
420 Fifth Avenue,Seventh Floor New York,New York 10018
phone: (212) 450-1200fax:(212) 450-1300e-mail: feedback@mlsnet.com
Don GarberCommissioner
.15 in
.15 in
The e-mail signature is the only part of this manual where Kokila is not used. Arial is used as the text for compatibility issues. The name and job are 12 pt regular, the address is 11 pt regular, the phone/fax number and email are 9 pt. The “phone”, “fax”, and “e-mail” are 9 pt bold.
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Collateral
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Memo Template
Memorandum
420 Fifth Avenue, Seventh Floor New York, New York 10018 phone: (212) 450-1200 fax:(212) 450-1300 e-mail: feedback@mlsnet.com
To: Recipient’s Name Address
Subject:
From: Your Name
Date:
Dear _______,
Begin memo here.
Must end body here.
Signature here
.2 in each
.25 in
2 in
1 in
1 in
4 in
The memo template is on a regular US letter sized paper (8.5 inches by 11 inches).
The headnote text is 8 pt Kokila regular with the “phone”, “fax”, “e-mail” is written in 8 pt Kokila bold.
The memorandum headline is 30 pt Kokila regular
The name, date, subject, and addressed to is in 15 pt Kokila regular.
The body is 12 pt Kokila regular.
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Press Release Template
MLS Press Release
420 Fifth Avenue, Seventh Floor New York, New York 10018 phone: (212) 450-1200 fax:(212) 450-1300 e-mail: feedback@mlsnet.com
Begin memo here.
Must end body here.
Signature here
.25 in
.33 in
.33 in
2 in
1 in
1 in
4 in
Title Here Title Here Title Here
Subtitle Subtitle
The press release template is printed on a standatd US letter paper (8.5 inches by 11 inches).
The headnote text is 8 pt Kokila regular with the “phone”, “fax”, “e-mail” is written in 8 pt Kokila bold.
The Press release headline is 30 pt Kokila regular
The Title is 24 pt Kokila regular.
The Subtitle is 18 pt Kokila regular.
The body is 12 pt Kokila regular.
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Apparel
Team Logo
TeamLogo
The symbol can be put on any team based registered apparel. The symbol can be any of the approved colors for the apparel.
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Shopping Bag
x
1.5xThe shopping bag can be any dimension so long as the longer dimension, is 1.5 times the size of the short size (x).
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Promotional Materials
When it comes to promotional material, the MLS logo must be visible (cannot be on the inside dimension) and no smaller than 1 inch in any dimension, or takes up 25% of the object.
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Vehicles
Each vehicle should be chosen with the idea that the car is up to date, competitive, and sporty to infuse the same characteristics in soccer. All vehicles need to have the MLS logo fully visible and easily read from at a minimum of thirty feet. The blimp would be used to advertise soccer events in the local metropolitan areas around each stadium.
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Name Tag
FIRSTNAME LASTNAME
2 in
3.27 in
The name tag is the only object allowed to change the Major League Soccer. The dimensions must be 2 inches or greater for easy readability. The nametag part is twice the width of the normal part. The name is written in Kokila 25 pt regular. Any name longer than the given amount can have a smaller point size.
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EnvironmentalSignage
This is MLSIt’s not just a sport, it’s a life.
The environmental signage is used to promote Major League Soccer. The logo should be easily read which means it must take up at least 10% of the billboard.
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