wimbledon merchandising brand guidelines branding guidelines low.pdf · the regular stripe is a...

01

MERCHANDISING BRAND GUIDELINES

WIMBLEDON

02

INTRODUCTION

This document has been developed to provide companies using the Wimbledon brand identity with clear guidelines on how it can be applied correctly.

Our brand identity is a valuable asset, and we ask you to read these guidelines carefully to ensure it is applied correctly and consistently.

After more than 130 years, Wimbledon has become a British sporting institution and is equally famous internationally. Royal patronage, the grass courts, the predominantly white rule for competitors, the ticket ballot, and the daily queue of loyal fans have become key attributes of Wimbledon’s unique character.

WELCOMEMERCHANDISING PARTNERS

INTRODUCTIONCORE ELEMENTSAPPLICATIONSAPPROVALS

03

INTRODUCTION

The Wimbledon trademarks of the Crossed Rackets logo, the “Flying W” logo and the word “WIMBLEDON” are extensively registered around the world and licensed by the All England Club to a carefully selected group of companies with the objective of increasing awareness of Wimbledon internationally and developing product ranges which complement the style and image of The Championships.

The Wimbledon collections of products have been expanded in key markets such as the UK, the USA, Japan and China.

Profits from sales of Wimbledon branded merchandise go to support the game of tennis.


WELCOMEMERCHANDISING PARTNERS

04

CORE ELEMENTS

05

LOGO/STHE STRIPESCOLOUR PALETTETYPOGRAPHYIMAGERY

BRAND IDENTITY

Our identity is made up of the following core elements: the logo/s, colour palette, graphic stripes, typography and imagery.

Our identity will only work effectivelywhen all these elements work together to create a coherent and consistent visual language.

CORE ELEMENTS

THE LOGO/S THE STRIPES

TYPOGRAPHY IMAGERY

COLOUR PALETTE

ABCDEABCDEABCDE

+ +

+ =BRAND IDENTITY


06

LOGO/S

07

LOGO/S Sizes Colour variations Artwork variations What not to do Logotypes What not to do Official referencesTHE STRIPESCOLOUR PALETTETYPOGRAPHYIMAGERY

N.B. All logo artworks have a built-in white keyline around the edge.

CORE ELEMENTS

Merchandising Licensees may use either of the logos on products, but the crossed rackets is the principle event trademark.

CROSSED RACKETS LOGO

This is the event logo to be used by any Official Suppliers, Broadcasters and Merchandising Licensees.

The Crossed Rackets Logo can be used on printed material, signage, product design and packaging. Other applications must be approved on a case by case basis.

This logo cannot be altered in any way, except on specific products on an agreed basis.

“FLYING W” LOGO

The “Flying W” Logo is a registered trademark and is created exclusively for the Wimbledon Merchandising Programme, particularly for use in lifestyle products.

Application of this logo is for licensed product only and can be applied using printing or embroidery.

Other applications must be approved on a case by case basis.


08


CORE ELEMENTS

CROSSED RACKETS LOGO

To aid legibility and optimise reproduction quality, three variations of the artwork have been created.

“FLYING W” LOGO

There is only one artwork for this logo, which can be used for any application size.

MINIMUM SIZE FOR BOTH LOGOS

Minimum recommended usage of the logo is 12mm diameter.

SMALL USEFor use below 20mm diameter

REGULAR USEFor use above 20mm diameter up to 300mm

LARGE USEFor use above 300mm diameter


09


COLOUR VARIATIONS FOR CROSSED RACKETS LOGO

On packaging and labelling the full colour version of the logo should be used where possible.

On product the colour may vary but must be agreed on a case by case basis.

Because of the built-in white key line it is legible on different backgrounds.

Keyline versions of the logo are available. These can be used if the colour version is not appropriate or special print finishes are required.

N.B. Ensure the logo is legible on the background.

CORE ELEMENTS

1 2


10


COLOUR VARIATIONSFOR “FLYING W” LOGO

It is possible to reproduce the “Flying W” logo in other colours, but must be agreed on a case by case basis.

Because of the built-in white key line it is legible on different backgrounds.

Keyline versions of the logo are available. These can be used if the colour version is not appropriate or special print finishes are required.

N.B. Ensure the logo is legible on the background.

CORE ELEMENTS

1 2


11


ARTWORK VARIATIONSFOR “FLYING W” LOGO

There are two other options available for the “Flying W” logo, which are simplified down to offer greater flexibility when applying to merchandise.

It is possible to reproduce these in other colours, but must be agreed on a case by case basis.

CORE ELEMENTS


12

LOGO/S Sizes Colour variations Artwork variations Logotypes What not to do Official referencesTHE STRIPESCOLOUR PALETTETYPOGRAPHYIMAGERY

CORE ELEMENTS

WIMBLEDON LOGOTYPE

A logotype for the Wimbledon name has been drawn for use on applications.

Merchandising Licensees can use the word mark artwork either incorporated with the Crossed Rackets logo, “Flying W ” logo, or separately.

It is scaled proportionally, and follows the same principles as the stand alone mark.

Trademark registrations vary from territory to territory and Licensees should pay careful attention to the trademarks relevant to their territories and as listed in their agreements with the Club as licensor.


13


WHAT NOT TO DO WITH THE LOGOS

Do not (clockwise from top left):

Re-create a variation of the “Flying W” mark

Alter the relationship of the Crossed Rackets logo elements

Distort the logo

CORE ELEMENTS

1 2

TH

E C

HAMPIONSHIP

S

WI M B L E D O N

x

x

x


14


CORE ELEMENTS

These are ways of writing the official name references in text:

OFFICIAL TITLE: The Championships, WimbledonThe ChampionshipsWimbledon

OTHER REFERENCES: the Fortnight, the Wimbledon Fortnightthe Grounds

NAME OF THE CLUB: The All England Lawn Tennis & Croquet Clubor The All England Lawn Tennis Clubor the All England Clubor the Clubor AELTC


15

THE STRIPES

16


CORE ELEMENTS

THE STRIPES

A stripe system has been developed to bring an added optional graphic element to the identity.

There are two variations of the stripes:

• Standard stripes• Thin stripes

1 2


17


THE STRIPES

The regular stripe is a holding device for the logo.

The stripes can be used vertically or horizontally.

As a preference the green stripe should be to the left of the purple stripe when used vertically, and above the purple stripe when used horizontally. There are however exceptions where the order can change.

This can be used for applications where there is sufficient space and to allow the brand identity to be more prominent.

The distance the logo sits from the top is determined by the distance of the bottom of the ball to the bottom key-line in the outer roundel.

CORE ELEMENTS

X X

Y

Y

X

1 2


18

COLOUR PALETTE

19


CORE ELEMENTS

WIMBLEDON PURPLE

PANTONE 268 CPANTONE 268 UC82 M100 Y0 K12R84 G0 B139

WIMBLEDON GREEN

PANTONE 349 CPANTONE 356 UC100 M0 Y91 K42R0 G102 B51

CORE COLOURS

These are the official colours:Wimbledon Green, and Wimbledon Purple.

If possible, an element of white should be used alongside the two primary colours to add freshness and modernity.


20

TYPOGRAPHY

21


CORE ELEMENTS

GAMESETMATCH

TYPOGRAPHY

Typography and a consistent use of typeface is a key element in creating a cohesive lookacross all the Wimbledon identity.

The core brand typeface is Gotham.This has been chosen because it is clean, legible and classic.

Gotham is a sans-serif typeface. It has a family of weights: thin, light, book, medium and bold. Italic versions of these weights can also be used.

On products, alternative typefaces may be developed to differentiate or segment product collections but these are subject to prior approval by the Club as licensor.

1 2


22

LOGOTHE STRIPESCOLOUR PALETTETYPOGRAPHYIMAGERY

CORE ELEMENTS

TYPOGRAPHY

Typography and a consistent use of typeface is a key element in creating a cohesive lookacross all the Wimbledon identity.

The core brand typeface is Gotham.This has been chosen because it is clean, legible and classic.

Gotham is a sans-serif typeface. It has a family of weights: thin, light, book, medium and bold. Italic versions of these weights can also be used.

On products, alternative typefaces may be developed to differentiate or segment product collections but these are subject to prior approval by the Club as licensor.

Gotham ThinAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz1234567890!?&

Gotham LightAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz1234567890!?&

Gotham BookAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz1234567890!?&

Gotham MediumAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz1234567890!?&

Gotham BoldAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz1234567890!?&

1 2


23

APPLICATIONS

24

PACKAGING & LABELLING Packaging examples Hang tag examples Label examplesMERCHANDISE EXAMPLESCO-BRANDING

APPLICATIONS

PACKAGING EXAMPLES

Examples of packaging of merchandised products are shown.

Packaging should carry the word WIMBLEDON and the Crossed Rackets logo.

The phrase “Approved by The All England Lawn Tennis & Croquet Club” should be clearly printed.

The website domain:www.wimbledon.com/shop should be promoted on packaging wherever possible.

It is preferable to use the core colours on packaging, however alternative colours may be used to differentiate or segment product collections but these are subject to prior approval by the Club as licensor.

All proposed artwork for products, packaging, printed materials etc must be sent to the Club’s designated licensing agent, IMG, for approval on behalf of the AELTC. Final samples must also be formally submitted to and approved by IMG on behalf of the Club prior to production.


TWIN PACK

TENNIS SOCKS WIMBLEDON

KEYRING

Approved by The All England Lawn Tennis & Croquet Club

www.wimbledon.com/shop

WIMBLEDON

POLO SHIRT

WIMBLEDONTHE ALL ENGLAND LAWN TENNIS CLUB


WIMBLEDON AUTHENTICS T SHIRT

25

WIMBLEDON

APPLICATIONS

HANG TAG EXAMPLES

The Crossed Rackets logo and the word WIMBLEDON should be the principal trademarks to appear on the hang tags for the majority of products.

The phrase “Approved by The All England Lawn Tennis & Croquet Club” should be clearly printed.

The website domain:www.wimbledon.com/shop should be promoted on packaging wherever possible.

Additional hang tag designs may be designed to complement different collections but these are subject to prior approval by the Club as licensor.




EXAMPLE OF LICENSED PRODUCT HANG TAG, WHERE THE THE DESIGN COMPLEMENTS A DIFFERENT FASHION-LED COLLECTION

EXAMPLES OF LICENSED PRODUCT HANG TAG

OFFICIAL PRODUCTWIMBLEDON

AP

PR

OV

ED

BY

TH

E A

LL E

NG

LA

ND

LA

WN

TE

NN

IS &

CR

OQ

UE

T C

LU

B

WW

W.W

IMB

LE

DO

N.C

OM

/SH

OP

LIC

EN

SE

ES N

AM

E

Lo

rem

ipsu

m d

olo

r sit amet, co

nse

ctetu

r

adip

isicing

elit, se

d d

o e

iusm

od

tem

po

r

incid

idunt u

t labo

re e

t do

lore

mag

na

aliqua. U

t enim

ad m

inim

veniam

, quis

no

strud

exercitatio

n

WIMBLEDON

26

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation

PRINCE IS AN OFFICIAL LICENSEE OF THE ALL ENGLAND LAWN TENNIS CLUB

WIMBLEDON



Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation

APPLICATIONS



HANG TAG EXAMPLES:CO-BRANDED PRODUCTS

Co-branded product hang tags should carry the co-branded company name no larger than the word Wimbledon and be supported with the phrase: “Company is an Official Licensee of the All England Lawn Tennis Club”


WIMBLEDON

27

PRODUCT BRANDING NECK LABEL

APPLICATIONS

LABEL EXAMPLES

An example of neck labelling is shown.

Additional label designs may be designed to complement different collections but these are subject to prior approval by the Club as licensor.


OFFICIAL PRODUCT






28

APPLICATIONS


PACKAGING & LABELLINGMERCHANDISE EXAMPLESCO-BRANDING

USE OF THE CROSSED RACKETS LOGO

The crossed rackets logo should not be altered except on specific products on an agreed basis.

It may be applied in bespoke colours as appropriate to the product, on an agreed basis.




29

USE OF THE “FLYING W” LOGO

Licensees are allowed to adapt the “Flying W” logo in terms of using individual elements, adapting the colour, distressing the logo etc. as appropriate to the product.


APPLICATIONS


PACKAGING & LABELLINGMERCHANDISE EXAMPLESCO-BRANDING



30

APPLICATIONS

PACKAGING & LABELLINGFLYING W LOGOCO-BRANDING

WIMBLEDON

by

CO-BRANDING

Ideally, the Wimbledon logo and the co-branded logo should be of similar size and emphasis.


31

APPROVALS

32

APPROVALS

All proposed artwork for products, packaging, printed materials etc must be sent to the Club’s designated licensing agent, IMG, for approval on behalf of the AELTC.

Final samples must also be formally submitted to and approved by IMG on behalf of the Club prior to production.

The Club is pleased to assist with any questions on the guidelines in this manual.

For further information, please contact Claire Pardew or Jill Thompson:

[email protected]@aeltc.com


wimbledon merchandising brand guidelines branding guidelines low.pdf · the regular stripe is a...

Documents