Aston Villa Football Club

Official Websites

• https://www.avfc.co.uk
• https://www.avfcfc.com

Brand Guidelines

2015

Brand Summary

Mission

• With a pioneering spirit, built on our inspirational past, we have a commitment to growth and success, to build a brighter future. Now is our time, to reignite the passion and pride that was and is Aston Villa. Everything we do, we do with passion, pride, and purpose [^1].

Core Values

• Better Together
• Be Brave
• Go Beyond
• Show Leadership
• Passion
• Pride
• Purpose

Target Audience

• Fans, partners, and those around the club, with a focus on collective celebration, unity, and engagement [^2].

Personality Traits

• Determined
• Positive
• Passionate
• Proud
• Prepared
• Responsible
• Accountable
• Self-reliant
• Leadership spirit
• Can-do attitude

Visual Identity Overview

• The visual identity centers on the lion symbol, club colors (claret, blue, yellow, black, white), bold and contrasting palettes, and clear logo usage guidelines. Imagery includes hero shots of players, roaring stances, and energetic crowd scenes, with a bespoke typeface and heraldic illustration style [^3].

Categories

Brand Voice

• Passion, pride and purpose. These three qualities underpin everything we do. You can feel them the moment you step into Villa Park, the moment our Villans step onto the pitch. Wherever we are, and whatever we do, our passion, pride and purpose always shine through.
• The way we write needs to live up to this. Like our actions, our words need to excite and inspire.
• Remember: passion, pride and purpose aren’t just buzzwords. They tell a story about how we do things, and who we are. That’s why it’s so important we live up to them.
• Football is all about passion – and football at Villa Park is no exception. So let’s make our passion part of our voice.
• We’re proud of who we are. We’re proud of our history, our fans, and the league we helped found.
• This pride is the starting point for our voice.
• Purpose is about making everything we do count. This includes what we say.
• Before “We play Man U today. Let’s hope it’s a win.” After “It’s matchday. We’re hungry.”
• Before “Join in on the action. Watch every game here on avtv.” After “Roar with us. Witness the action here on avtv.”

Brand Imagery

• This ‘fighting like lions’ spirit has shaped the photography we use. Hero shots of players usually involve roaring stances and an explosion of ferocity The treatment further intensifies these.
• Our lion will appear in a large variety of different states, in the form of background visuals. Starting with a bas relief visual to be used within the core brand.
• The lion’s claws have been re-introduced. This ferocity transfers onto other design materials. Icons and our bespoke typeface for example. This could further influence an AVFC illustration style.

Color Palette

• Primary Palette Claret 0C 100M 15Y 60K RAL 3005 Pantone 229 c 102R 0G 51B Hex #660033 CLUB COLOURS Dark claret 50C 100M 60Y 65K Pantone 7645 c 72R 0G 36B Hex #480024 Blue 40C 15M 0Y 0K BS 20E51 Pantone 278 c 148R 190G 229B Hex #94BEE5 Dark blue 100C 90M 40Y 35K Pantone 534 c 25R 41G 81B Hex #192951 Yellow 0C 5M 100Y 0K RAL 1018 Pantone Yellow c 255R 230G 0B Hex #FFE600 White 0C 0M 0Y 0K 255R 255G 255B Hex #FFFFFF Villa Black 20C 20M 20Y 100K Pantone Black c 0R 0G 0B (Do not use for print)

• Secondary Palette Orange 0C 75M 100Y 0K Pantone 716 c 229R 84G 0B Hex #E55400 Dark Orange 30C 80M 100Y 35K Pantone 1535 c 133R 57G 25B Hex #853919 Green 60C 0M 100Y 0K Pantone 360 c 112R 184G 36B Hex #70B824 Dark Green 70C 35M 100Y 25K Pantone 7742 c 84R 112G 46B Hex #54702E

• Metallic Palette Gold 40C 40M 70Y 25K Pantone 871 mc 134R 117G 77B Silver 10C 0M 0Y 55K Pantone 877 mc 140R 145G 145B Claret Silver 0C 15M 10Y 55K Pantone 8041 mc 149R 136G 133B

• Colour Usage frequency A pure palette that reflects our heritage. Mostly consisting of SPECIAL APPLICATIONS Regularly using Black & White. A bold and contrasting Secondary palette. For very occasional use. WITH METALLICS To use for those

• Do not place the crest on busy or colourful backgrounds that hinder clarity and legibility of the logo.

Logo Usage

• The AVFC crest should only ever be reproduced as it is supplied. and placed on clean non-busy background. It can be placed on any background as long as the integrity and minimum clear space are maintained at all times.
• The AVFC crest should not be distorted. cropped. rotated or used as a watermark. Please do not remove elements or apply special effects like drop shadows. bevels. sketch, 3D or watercolour.
• Do not place the crest on busy or colourful backgrounds that hinder clarity and legibility of the logo.
• A minimum clear area of at least the width of the ‘AV’ from the Crest should appear around the logo lock-up whenever it is used.
• AVFC Minimum Height Print:35mm Web: 130px
• The size and shape of the Partner logo will determine whether the ‘Partner copy’ will sit over one or two lines. The logo and copy will align centrally to the AVFC crest without exceeding its height.
• Mono Option (use rarely) There may be a requirement for a mono composite logo. This is based on Option One, but would incorporate the box from Option Two if needed. Only to be used on rare occasions when printing in black and white. Available on request.
• Stacked Option (Use Rarely) In rare cases, for odd shaped designs, a stacked option may be needed. Available on request.
• Use of the composite logo is always subject to approval from the Club.

Tone And Messaging

• PASSION | PRIDE | PURPOSE
• Our club is what we make of it, together. Success is a team effort. As team mates we support each other to reach our common goals. Our relationships are based on trust and respect. We celebrate our successes together and learn from our mistakes together.
• We fight like lions. Proud and prepared. We imagine the impossible, and have a desire to try new things. We are determined, positive and passionate, with our feet firmly facing forwards. We embrace the new, surprising ourselves and those around us.
• We strive to not only meet, but to exceed expectations. Of our fans, our partners, those around us – and of ourselves. We push ourselves to achieve outstanding results, with a positive proactive attitude and a focus on delivery. We push ourselves, to be the best we can be.
• We are responsible, accountable and self-reliant. We balance risk, reward and resource. We see the bigger picture and know what we stand for, and why. With a leadership spirit and can-do attitude. We are committed, we take responsibility, we focus, we make things happen.
• Passion, pride and purpose. These three qualities underpin everything we do. You can feel them the moment you step into Villa Park, the moment our Villans step onto the pitch. Wherever we are, and whatever we do, our passion, pride and purpose always shine through.
• The way we write needs to live up to this. Like our actions, our words need to excite and inspire.
• passion, pride and purpose aren’t just buzzwords. They tell a story about how we do things, and who we are. That’s why it’s so important we live up to them.
• Football is all about passion – and football at Villa Park is no exception. So let’s make our passion part of our voice.
• We’re proud of who we are. We’re proud of our history, our fans, and the league we helped found.
• This pride is the starting point for our voice.
• Purpose is about making everything we do count. This includes what we say.
• Before “We play Man U today. Let’s hope it’s a win.” After “It’s matchday. We’re hungry.”
• Before “Join in on the action. Watch every game here on avtv.” After “Roar with us. Witness the action here on avtv.”

Brand Values

• Better Together Our club is what we make of it, together. Success is a team effort. As team mates we support each other to reach our common goals. Our relationships are based on trust and respect. We celebrate our successes together and learn from our mistakes together.
• Be Brave We fight like lions. Proud and prepared. We imagine the impossible, and have a desire to try new things. We are determined, positive and passionate, with our feet firmly facing forwards. We embrace the new, surprising ourselves and those around us.
• Go Beyond We strive to not only meet, but to exceed expectations. Of our fans, our partners, those around us – and of ourselves. We push ourselves to achieve outstanding results, with a positive proactive attitude and a focus on delivery. We push ourselves, to be the best we can be.
• Show Leadership We are responsible, accountable and self-reliant. We balance risk, reward and resource. We see the bigger picture and know what we stand for, and why. With a leadership spirit and can-do attitude. We are committed, we take responsibility, we focus, we make things happen.

Visual Style

• The AVFC crest should only ever be reproduced as it is supplied. and placed on clean non-busy background. It can be placed on any background as long as the integrity and minimum clear space are maintained at all times.
• The AVFC crest should not be distorted. cropped. rotated or used as a watermark. Please do not remove elements or apply special effects like drop shadows. bevels. sketch, 3D or watercolour.
• Do not place the crest on busy or colourful backgrounds that hinder clarity and legibility of the logo.
• A minimum clear area of at least the width of the ‘AV’ from the Crest should appear around the logo lock-up whenever it is used.
• AVFC Minimum Height Print:35mm Web: 130px
• The logo and copy will align centrally to the AVFC crest without exceeding its height.
• This will very rarely be used. Only for applications such as trophies/medals, stationery, coins, stonework, foil block/Spot UV or in any print where only one colour is permitted.
• There may be a requirement for a mono composite logo. This is based on Option One, but would incorporate the box from Option Two if needed. Only to be used on rare occasions when printing in black and white. Available on request.
• In rare cases, for odd shaped designs, a stacked option may be needed. Available on request.
• Claret 0C 100M 15Y 60K RAL 3005 Pantone 229 c 102R 0G 51B Hex #660033 CLUB COLOURS
• Dark claret 50C 100M 60Y 65K Pantone 7645 c 72R 0G 36B Hex #480024
• Blue 40C 15M 0Y 0K BS 20E51 Pantone 278 c 148R 190G 229B Hex #94BEE5
• Dark blue 100C 90M 40Y 35K Pantone 534 c 25R 41G 81B Hex #192951
• Yellow 0C 5M 100Y 0K RAL 1018 Pantone Yellow c 255R 230G 0B Hex #FFE600
• White 0C 0M 0Y 0K 255R 255G 255B Hex #FFFFFF
• Villa Black 20C 20M 20Y 100K Pantone Black c 0R 0G 0B (Do not use for print)
• Orange 0C 75M 100Y 0K Pantone 716 c 229R 84G 0B Hex #E55400
• Dark Orange 30C 80M 100Y 35K Pantone 1535 c 133R 57G 25B Hex #853919
• Green 60C 0M 100Y 0K Pantone 360 c 112R 184G 36B Hex #70B824
• Dark Green 70C 35M 100Y 25K Pantone 7742 c 84R 112G 46B Hex #54702E
• Gold 40C 40M 70Y 25K Pantone 871 mc 134R 117G 77B
• Silver 10C 0M 0Y 55K Pantone 877 mc 140R 145G 145B
• Claret Silver 0C 15M 10Y 55K Pantone 8041 mc 149R 136G 133B

Iconography

• The lion’s claws have been re-introduced. This ferocity transfers onto other design materials. Icons and our bespoke typeface for example. This could further influence an AVFC illustration style.

Layout And Composition

• The Badge {light} Minimum Clear Space When? Use this when the name AVFC isn’t necessary. In the ground or shop V A for example. Can also be used for more sophisticated applications Centre aligned {light} Minimum Clear Space When? This lock up will be used g across most applications where possible ASTON VILLA ASTON VILLA FOOTBALL CLUB* FOOTBALL CLUB Left aligned {light} Minimum Clear Space When? Use this when content is left aligned This lock up ASTON VILLA ASTON VILLA works well when placed FOOTBALL CLUB in corners. FOOTBALL CLUB
• Sufficient space should always be left around the un-boxed lock-ups. A minimum clear area of at least the width of the ‘AV’ from the Crest should appear around the logo lock-up whenever it is used.
• The size and shape of the Partner logo will determine whether the ‘Partner copy’ will sit over one or two lines. The logo and copy will align centrally to the AVFC crest without exceeding its height.
• The AVFC crest should only ever be reproduced as it is supplied. and placed on clean non-busy background. It can be placed on any background as long as the integrity and minimum clear space are maintained at all times.
• The AVFC crest should not be distorted. cropped. rotated or used as a watermark. Please do not remove elements or apply special effects like drop shadows. bevels. sketch, 3D or watercolour.
• Do not place the crest on busy or colourful backgrounds that hinder clarity and legibility of the logo.

Co Branding

• The primary method for Official Partners to show their association with Aston Villa is by using the composite logo.
• The composite logo will always include an official designation either ‘Official Partner’ or upon request an alternative contractual designation.
• Please supply a high resolution logo in ’eps’ format in both full colour and white. as well as. horizontal and vertical options if possible
• Aston Villa’s design team will create the composite logo artwork using its elements from its brand and brand font ‘Effra’
• Both ‘Boxed’ and ‘Unboxed’ options will be produced for use.
• Please refer to the examples later in this section which demonstrate exclusion zone, balance and minimum size.
• Use of the composite logo is always subject to approval from the Club.
• Aston Villa’s design team will create two composite logo options. The background would determine which option to use
• Sufficient space should always be left around the un-boxed lock-ups. A minimum clear area of at least the width of the ‘AV’ from the Crest should appear around the logo lock-up whenever it is used.
• For use when background is clear and dark enough to make both copy and partner logo visible.
• For use when background is complicated and Option One does not display properly
• The size and shape of the Partner logo will determine whether the ‘Partner copy’ will sit over one or two lines. The logo and copy will align centrally to the AVFC crest without exceeding its height.
• Mono Option (use rarely) There may be a requirement for a mono composite logo. This is based on Option One, but would incorporate the box from Option Two if needed. Only to be used on rare occasions when printing in black and white. Available on request.
• Stacked Option (Use Rarely) In rare cases, for odd shaped designs, a stacked option may be needed. Available on request.

Additional Properties