Chelsea Football Club

Official Websites

• https://www.chelseafc.com
• https://www.chelseafc.com/en/tickets-button
• https://usastore.chelseafc.com
• http://www.chelseafc.com

Brand Guidelines

2005

Brand Summary

Mission

• To create fans the best football club in the world.

Core Values

• Integrity
• Excellence
• Style
• Unity
• Leadership
• Pride

Target Audience

• Fans, authorized users, and organizations involved in the design and production of any material associated with Chelsea Football Club.

Personality Traits

• Dynamic
• Passionate
• Admired
• Successful
• Inclusive
• Focused

Visual Identity Overview

• The visual identity centers on a heraldic badge featuring a blue lion holding a staff, surrounded by roses and footballs, with a color palette of blue, gold, red, and white. The badge is used consistently across merchandise, packaging, and promotional materials, with strict guidelines for logo usage, color reproduction, and exclusion zones to maintain brand integrity and recognition.

Categories

Brand Imagery

• No variations, adaptations or modifications other than those allowed for in these guidelines are acceptable.
• It is essential to maintain the visual consistency of the Chelsea Football Club Badge by conscientious observation of the principles that follow in this manual.
• The badge should never be modified in any way. This includes the positioning and/or alteration of the fixed elements within the badge.
• On the left are just a few example of what is meant by ‘distortion’
• To enable the Chelsea Football Club Badge to appear prominently in its primary usage of full colour without interference from other elements, an exclusion zone has been created. This zone is equal in size to the width of the circular element surrounding the lion as detailed on the left. The exclusion zone should be observed on all applications.
• For reproduction below 16mm diameter the small version must be used (see example). For use at all other sizes above 16mm diameter the main badge must be used.
• The Chelsea Football Club Badge should be applied over an appropriate background. In general the use of boxes around the badge is discouraged.
• The badge must never appear on a complicated patterned background, a red background or one that compromises the legibility.
• When placing the badge on a photograph or a background, care must be taken to place the badge in a suitable position on the design, so that the visual impact of the Chelsea Football Club badge is maximised and a distinct contrast is achieved.
• Very little flexibility on the colours of the badge are allowed. Any variation of the colours is subject to a non­standard approval procedure and typically only considered for practical reasons.
• The primary brand colours for the badge are Blue and Gold with red and grey as secondary accent colours.
• The primary version of the badge should be reproduced using 4 special PANTONE® colours.
• For reproduction in print where using PANTONE® colours is not possible the four colour process (C.M.Y.K) version should be used.
• R.G.B breakdowns are also shown for use on screen (i.e. websites).
• In situations where it is not possible to match to or reproduce the gold, a golden yellow may be used (as per chart on the left).
• Digital artwork for all versions can be found in the Artwork & Design Library (Section 6).
• When the printing or reproduction process limits the number of colours that may be used to display the badge, a single colour version may be used. The two options displayed are the only versions that may be reproduced in single colour and digital artwork for both can be found in the Artwork & Design Library (Section 6).
• When the design calls for a single colour version of the badge to appear on a solid black or solid blue background a special version of the badge has been produced, rather than reverse the badge to appear as a negative image. The two options displayed are the only versions that may be reproduced in single colour and digital artwork for both can be found in the Artwork & Design Library (Section 6).

Color Palette

• The primary brand colours for the badge are Blue and Gold with red and grey as secondary accent colours.
• The primary version of the badge should be reproduced using 4 special PANTONE® colours.
• For reproduction in print where using PANTONE® colours is not possible the four colour process (C.M.Y.K) version should be used.
• R.G.B breakdowns are also shown for use on screen (i.e. websites).
• In situations where it is not possible to match to or reproduce the gold, a golden yellow may be used (as per chart on the left).
• Very little flexibility on the colours of the badge are allowed. Any variation of the colours is subject to a non­standard approval procedure and typically only considered for practical reasons.
• The Centenary Badge consists of only three colours; Chelsea Blue, Chelsea Gold and Chelsea Grey.
• The primary brand colours for the badge are Blue and Gold with grey as a secondary accent colour.
• The primary version of the badge should be reproduced using 3 special PANTONE® colours.
• When the background is printed using the CMYK four­colour process, the blue must match our corporate blue, the colour breakdown of which is shown below, to maintain a consistent theme throughout the product ranges.
• The tints of the Corporate Blue are as follows: 80% for the main body of the Lion device. 60% for the highlight areas of the Lion device.
• The tints of the Corporate Blue are as follows: 100% overprinting PMS 877 Silver for the background. 60% overprinting PMS 877 Silver for the main body of the Lion device. 0% for the highlight areas of the Lion device.

Typography

• One typeface, SYNTAX, has been chosen for use across all pre-printed material. Syntax appears in two weights in both Roman and one in Italic. Do not distort or alter this font in any way. It can only be used in its true form and can be obtained from any typeface supplier i.e. Agfa Monotype Telephone: 01737 765959.
• The typeface must be used with an official license that can be obtained when purchasing the font. Anyone carrying out work on behalf of Chelsea Football Club will be required to purchase the font and the correct usage licenses.
• Guidelines on emphasis and typographic style are shown later on in these guidelines.
• For online uses Syntax still the preferred headline font, however Trebuchet or Arial should be used for HTML text.
• All internal or external, PC-generated correspondence (MS Word/PowerPoint) should be generated in Trebuchet if Syntax is unavailable.
• In the instance where Syntax is not available in a certain language i.e. Cyrillic, East European, Asian alphabets, Trebuchet is the recommended font. In the rare case that Trebuchet is not available, we recommend using a similar sans serif font.

Logo Usage

• No variations, adaptations or modifications other than those allowed for in these guidelines are acceptable.
• It is essential to maintain the visual consistency of the Chelsea Football Club Badge by conscientious observation of the principles that follow in this manual.
• The badge should never be modified in any way. This includes the positioning and/or alteration of the fixed elements within the badge.
• On the left are just a few example of what is meant by ‘distortion’
• To enable the Chelsea Football Club Badge to appear prominently in its primary usage of full colour without interference from other elements, an exclusion zone has been created. This zone is equal in size to the width of the circular element surrounding the lion as detailed on the left. The exclusion zone should be observed on all applications.
• Because of the detailed nature of the badge, when reproduced at very small sizes some of the detail may be lost and therefore the badge may not be as legible and lose its integrity. For reproduction below 16mm diameter the small version must be used (see example). For use at all other sizes above 16mm diameter the main badge must be used.
• The Chelsea Football Club Badge should be applied over an appropriate background. In general the use of boxes around the badge is discouraged.
• The badge must never appear on a complicated patterned background, a red background or one that compromises the legibility.
• When placing the badge on a photograph or a background, care must be taken to place the badge in a suitable position on the design, so that the visual impact of the Chelsea Football Club badge is maximised and a distinct contrast is achieved.
• Very little flexibility on the colours of the badge are allowed. Any variation of the colours is subject to a non­standard approval procedure and typically only considered for practical reasons.
• The primary brand colours for the badge are Blue and Gold with red and grey as secondary accent colours.
• The primary version of the badge should be reproduced using 4 special PANTONE® colours.
• For reproduction in print where using PANTONE® colours is not possible the four colour process (C.M.Y.K) version should be used.
• R.G.B breakdowns are also shown for use on screen (i.e. websites).
• In situations where it is not possible to match to or reproduce the gold, a golden yellow may be used (as per chart on the left).
• Digital artwork for all versions can be found in the Artwork & Design Library (Section 6).
• When the printing or reproduction process limits the number of colours that may be used to display the badge, a single colour version may be used. The two options displayed are the only versions that may be reproduced in single colour and digital artwork for both can be found in the Artwork & Design Library (Section 6).
• When the design calls for a single colour version of the badge to appear on a solid black or solid blue background a special version of the badge has been produced, rather than reverse the badge to appear as a negative image. The two options displayed are the only versions that may be reproduced in single colour and digital artwork for both can be found in the Artwork & Design Library (Section 6).
• The Chelsea Football Club Badge should be accompanied by the registered trade mark symbol ® printed in black, or yellow if applied to dark backgrounds, unless the Badge is 15mm or smaller in size. Where the Badge is 15mm or less the ® should be omitted. The ® mark must be legible at all times and never exceed 15mm in size.
• Where trade marks such as Chelsea Football Club are used as stand alone marks, they must be accompanied by the ®.
• Where trade marks are used in conjunction with the Badge the Badge only should be identified as registered.
• If products are to be sold in China or Mexico it is a legal requirement that all trade marks are identified as registered, therefore they must be accompanied by ®.
• When the Chelsea Football Club Badge is associated with any other company or brand, certain usage guidelines should be taken into consideration.
• Any association with the club, must first approved by a member of the Chelsea Football Club marketing team (please see section 5.3 for contact details).
• Please always adhere to the exclusion zone required around the Chelsea Football Club Badge (refer to section 2.1 Page 10).
• Contained on this CD are all the digital files required to reproduce the Chelsea Football Club Brand Badge correctly, and consistently, whatever the process or application.
• NB All badges are supplied at 100mm diameter.
• This version should be used at sizes below 16mm or in instances where finde detail would be impossible to achieve due to the reproduction method, for example embroidery, screen printing, flexography etc.

Tone And Messaging

• Brand Values The code by which the brand lives. The brand values act as the benchmark to measure behaviours and performance. In this instance: Integrity Excellence Style Unity Leadership Pride
• Brand Personality The visual way in which the club should be projected/ perceived. Dynamic Passionate Admired Successful Inclusive Focused
• As a guiding principle, Chelsea Football Club should be associated with photographic images which are consistent with the brand values and where possible feature the branding created for the event.
• For the 2003-2006 period, photographic imagery which illustrates the brand values and personality is encouraged and should be used where possible.
• The presence of advertising or third party branding in photography should be restricted as much as practically possible.

Brand Values

• Brand Values The code by which the brand lives. The brand values act as the benchmark to measure behaviours and performance. In this instance:
• Integrity
• Excellence
• Style
• Unity
• Leadership
• Pride
• As a guiding principle, Chelsea Football Club should be associated with photographic images which are consistent with the brand values and where possible feature the branding created for the event.
• For the 2003-2006 period, photographic imagery which illustrates the brand values and personality is encouraged and should be used where possible.

Visual Style

• No variations, adaptations or modifications other than those allowed for in these guidelines are acceptable.
• It is essential to maintain the visual consistency of the Chelsea Football Club Badge by conscientious observation of the principles that follow in this manual.
• The badge should never be modified in any way. This includes the positioning and/or alteration of the fixed elements within the badge.
• On the left are just a few example of what is meant by ‘distortion’
• To enable the Chelsea Football Club Badge to appear prominently in its primary usage of full colour without interference from other elements, an exclusion zone has been created. This zone is equal in size to the width of the circular element surrounding the lion as detailed on the left. The exclusion zone should be observed on all applications.
• Because of the detailed nature of the badge, when reproduced at very small sizes some of the detail may be lost and therefore the badge may not be as legible and lose its integrity. For reproduction below 16mm diameter the small version must be used (see example). For use at all other sizes above 16mm diameter the main badge must be used.
• The Chelsea Football Club Badge should be applied over an appropriate background. In general the use of boxes around the badge is discouraged.
• The badge must never appear on a complicated patterned background, a red background or one that compromises the legibility.
• When placing the badge on a photograph or a background, care must be taken to place the badge in a suitable position on the design, so that the visual impact of the Chelsea Football Club badge is maximised and a distinct contrast is achieved.
• Very little flexibility on the colours of the badge are allowed. Any variation of the colours is subject to a non­standard approval procedure and typically only considered for practical reasons.
• The primary brand colours for the badge are Blue and Gold with red and grey as secondary accent colours.
• The primary version of the badge should be reproduced using 4 special PANTONE® colours.
• For reproduction in print where using PANTONE® colours is not possible the four colour process (C.M.Y.K) version should be used.
• R.G.B breakdowns are also shown for use on screen (i.e. websites).
• In situations where it is not possible to match to or reproduce the gold, a golden yellow may be used (as per chart on the left).
• When the printing or reproduction process limits the number of colours that may be used to display the badge, a single colour version may be used. The two options displayed are the only versions that may be reproduced in single colour and digital artwork for both can be found in the Artwork & Design Library (Section 6).
• When the design calls for a single colour version of the badge to appear on a solid black or solid blue background a special version of the badge has been produced, rather than reverse the badge to appear as a negative image. The two options displayed are the only versions that may be reproduced in single colour and digital artwork for both can be found in the Artwork & Design Library (Section 6).
• One typeface, SYNTAX, has been chosen for use across all pre-printed material. Syntax appears in two weights in both Roman and one in Italic. Do not distort or alter this font in any way. It can only be used in its true form and can be obtained from any typeface supplier i.e. Agfa Monotype Telephone: 01737 765959.
• The typeface must be used with an official license that can be obtained when purchasing the font. Anyone carrying out work on behalf of Chelsea Football Club will be required to purchase the font and the correct usage licenses.
• For online uses Syntax still the preferred headline font, however Trebuchet or Arial should be used for HTML text.
• All internal or external, PC-generated correspondence (MS Word/PowerPoint) should be generated in Trebuchet if Syntax is unavailable.
• In the instance where Syntax is not available in a certain language i.e. Cyrillic, East European, Asian alphabets, Trebuchet is the recommended font. In the rare case that Trebuchet is not available, we recommend using a similar sans serif font.
• Chelsea Football Club should be associated with photographic images which are consistent with the brand values and where possible feature the branding created for the event.
• For the 2003-2006 period, photographic imagery which illustrates the brand values and personality is encouraged and should be used where possible.
• The presence of advertising or third party branding in photography should be restricted as much as practically possible.

Layout And Composition

• No variations, adaptations or modifications other than those allowed for in these guidelines are acceptable.
• It is essential to maintain the visual consistency of the Chelsea Football Club Badge by conscientious observation of the principles that follow in this manual.
• The badge should never be modified in any way. This includes the positioning and/or alteration of the fixed elements within the badge.
• On the left are just a few example of what is meant by ‘distortion’
• To enable the Chelsea Football Club Badge to appear prominently in its primary usage of full colour without interference from other elements, an exclusion zone has been created.
• This zone is equal in size to the width of the circular element surrounding the lion as detailed on the left. The exclusion zone should be observed on all applications.
• Because of the detailed nature of the badge, when reproduced at very small sizes some of the detail may be lost and therefore the badge may not be as legible and lose its integrity.
• For reproduction below 16mm diameter the small version must be used (see example). For use at all other sizes above 16mm diameter the main badge must be used.
• The Chelsea Football Club Badge should be applied over an appropriate background. In general the use of boxes around the badge is discouraged.
• The badge must never appear on a complicated patterned background, a red background or one that compromises the legibility.
• When placing the badge on a photograph or a background, care must be taken to place the badge in a suitable position on the design, so that the visual impact of the Chelsea Football Club badge is maximised and a distinct contrast is achieved.

Merchandising

• The copyright notice should accompany all artwork, packaging and written materials that feature Chelsea Football Club branding. The notice should be permanently attached, visible and clearly legible.
• The copyright date should be the date the design in which we are claiming copyright was originated.
• All goods bearing the Chelsea Football Club Badge should have the copyright line: Badge © 2004 Chelsea Football Club Limited.
• Any goods bearing Club photography belonging to Chelsea Football Club (i.e. those obtained from ourselves) including the team photograph, the copyright line should read: Imagery, © 200X Chelsea Football Club Limited.
• All products bearing the Chelsea Football Club Badge and Club photography should read: Badge and imagery, © 200X Chelsea Football Club Limited.
• Chelsea Football Club require the following copyright line to be attached to all products and packaging: © 200X Chelsea Football Club Limited.
• No signatures or photographs are to be used without the prior written consent of the copyright owner. Consent forms are available from the Trade Marks Department.
• It is essential that all slogans/marks with a design element are checked by the Trade Marks Department. This will be undertaken within the Product Development Process. In the event that the Trade Marks Department makes the decision that a full Trade Marks Search should be carried out, this will be done at the expense of the Licensee unless otherwise agreed.
• The average cost of a Trade Mark Search in the United Kingdom is £250.
• The Chelsea Football Club Badge should be accompanied by the registered trade mark symbol ® printed in black, or yellow if applied to dark backgrounds, unless the Badge is 15mm or smaller in size. Where the Badge is 15mm or less the ® should be omitted. The ® mark must be legible at all times and never exceed 15mm in size.
• Where trade marks such as Chelsea Football Club are used as stand alone marks, they must be accompanied by the ®.
• Where trade marks are used in conjunction with the Badge the Badge only should be identified as registered.
• Please check with the Trade Marks Department whether marks are registered.
• If products are to be sold in China or Mexico it is a legal requirement that all trade marks are identified as registered, therefore they must be accompanied by ®.
• When designing a product featuring Chelsea Football Club players, there must always be at least 3 players within the design. All player images/ signatures used must be from the current season.
• Alternatively, if you are developing a range of products, it is acceptable to use single player imagery as long as there are at least three products in the range, each featuring a different player.
• You must not exploit one players’ image more than any other. Product ranges must not concentrate on the image of one particular player but must use images of all players equally.
• Images of past players cannot be used without the written agreement of the past players in question.
• Please refer to the packaging style guide on how to incorporate images within packaging.
• All photography can be obtained through the Product Development team and will be distributed in jpeg format, either on PC or Macintosh CD.
• Alternatively, we recommend sourcing shots through sports photography image distributors as this would help keep products looking varied and fresh.
• Please allow 10 working days for images.
• The use of these signatures must be authorised by the Product Development team.
• Artwork for these signatures is available as High Resolution JPEGs supplied Via; ISDN, Email, CD in Mac and PC Format.
• Please note the the ‘3 Player Rule’ (outlined in page 24) is also applicable to the use of signatures.
• Where possible use the full colour badge and pay particular attention to the exclusion zone and placement over the background.
• The strapline: OFFICIAL LICENCED PRODUCT OF CHELSEA FOOTBALL CLUB must appear below the badge in a point size that does not exceed the width of the marque.
• The Rampant Lion may be used to form a background texture. Note that the Lion’s head is shown complete and never cropped by the edge of the package.
• Web-site address.
• Primary product description.
• Secondary product description/package contents.
• Any changes or additions that may need to be applied must be approved by the Chelsea Merchandising Department.
• The basic elements applied to the front of the card are also shown on the reverse. Additionally, the following elements must appear: • Badge. f) The strapline: OFFICIAL LICENCED PRODUCT OF CHELSEA FOOTBALL CLUB must appear below the badge in a point size that does not exceed the width of the marque. Product description. Product information/trademarks/warnings. Barcode area. @Web-site address. @ Security device positional (see Brand Security section). Recycle Mark CE Mark Any changes or additions that may need to be applied must be approved by the Chelsea Merchandising Department.
• Product information/trademarks/warnings.
• Barcode area.
• Security device positional (see Brand Security section).
• Recycle Mark
• CE Mark
• Guarantee of authenticity.
• O II packaging will require /feature a series of individually numbered labels unique to your company/product.
• O Security device positional (see Brand Security section).
• When the background is printed using the CMYK four­colour process, the blue must match our corporate blue, the colour breakdown of which is shown below, to maintain a consistent theme throughout the product ranges.
• NB: When positioning the background into packaging elements the Lion’s head must appear in a complete form and never be crooped by the edge of the packaging. The solid blue background can be extended as necessary.
• The tints of the Corporate Blue are as follows: 80% for the main body of the Lion device. 60% for the highlight areas of the Lion device.
• NB: When positioning the background into packaging elements the Lion’s head must appear in a complete form and never be cropped by the edge of the packaging. The solid blue background can be extended as necessary.
• The tints of the Corporate Blue are as follows: 100% overprinting PMS 877 Silver for the background. 60% overprinting PMS 877 Silver for the main body of the Lion device. 0% for the highlight areas of the Lion device.
• The diagram shows the preferred label for all textile based products. Please note, it is pictured to scale.
• Upon order you will receive a series of individually numbered labels, unique to your company.
• The only approved supplier for this label type is Cash’s UK Limited and under no circumstances should you attempt to source this label elsewhere.
• NB: Please note, prior approval is required.
• Please allow 10 working days for completion of order.
• NB: To request a brand security label please contact the Chelsea Merchandising Department.
• This must appear on all Chelsea Products and Promotional Materials, a mark of authenticity, the type and nature of which is to be determined by the Licensor in its absolute discretion and which will be supplied to the Licensee at a cost payable by the Licensee from suppliers to be specified and determined by the Licensor. Further the Licensor reserves its absolute right to change the type and nature of the mark of authenticity to be included on the Chelsea Products and Promotional Materials throughout the Term and shall use its reasonable endeavours to give the Licensee two months written notice before implementing any such change.
• The diagram shows CFC Label 02 for textile based products. Please note, it is pictured to scale.
• The diagram shows CFC Label 03 for textile based products. Please note, it is pictured to scale.
• The diagram shows the foil block adhesive label, CFC Label 04 that must be attached to all packaging. Please note, it is pictured to scale.

Sponsorship Guidelines

• When the Chelsea Football Club Badge is associated with any other company or brand, certain usage guidelines should be taken into consideration.
• The examples on the left show the correct way that the Chelsea Football Club should be associated with any ‘other’ brand.
• In certain instances an accompanying strapline is a sufficient way of demonstrating any third party associations with the club.
• Any association with the club, must first approved by a member of the Chelsea Football Club marketing team (please see section 5.3 for contact details).
• Please always adhere to the exclusion zone required around the Chelsea Football Club Badge (refer to section 2.1 Page 10).

Approval Process

• Approvals are granted when the identity has been correctly applied and the item submitted is consistent with the positioning of the Chelsea Football Club brand.
• The Chelsea Football Club brand identity is used by hundreds of different authorised organisations around the world. As a result, specific approval processes have been developed for the different categories of users of the brand identity.
• No standard approval form is supplied with this manual because it is important that the approval procedures are clarified between the potential user of the identity and the user’s main contact with Chelsea Football Club. The approval process must also comply with any relevant commercial agreements or regulations.
• The approval periods and submission requirements are specified in the relevant commercial agreements and regulations.
• As a general principle, unless an item is approved in writing, it is not authorised for production and distribution.
• The brand approval element of an approval is a process and not merely the submission of an approval form. If the use of the Chelsea Football Club brand identity is being considered, then the appropriate sections of this manual should be referred to in detail.
• For complex and costly design projects, users of the identity should clarify brand application issues in advance of undertaking design work. A briefing document can sometimes be of assistance for such a purpose.
• Any questions regarding the application of the Chelsea Football Club identity, please contact brandmanagement@chelseafc.com
• Any questions regarding merchansidise of the Chelsea Football Club identity, please contact merchandise@chelseafc.com
• In certain instances, an approval may be granted for an application of the identity which does not comply with these guidelines. This can only occur for practical reasons, which are typically of a legal nature, relate to a technical constraint or are of a compelling functional nature.
• ‘Creative ’reasons are deemed not to be sufficient to warrant approval when there has not been compliance with the guidelines.
• Any association with the club, must first approved by a member of the Chelsea Football Club marketing team (please see section 5.3 for contact details).

Artwork And Design Library

• A complete set of approved artwork elements for use in Chelsea Football Club branded designs is included on this CD.
• Digital artwork for all versions can be found in the Artwork & Design Library (Section 6).
• The two options displayed are the only versions that may be reproduced in single colour and digital artwork for both can be found in the Artwork & Design Library (Section 6).
• Contained on this CD are all the digital files required to reproduce the Chelsea Football Club Brand Badge correctly, and consistently, whatever the process or application.
• Each badge, or other digital elements has been created for use on either Apple Macintosh platform or PC platform.
• Should you experience any difficulties opening or using the digital files, please contact brandmanagement@chelseafc.com
• NB All badges are supplied at 100mm diameter.

Packaging Design

• Where possible use the full colour badge and pay particular attention to the exclusion zone and placement over the background.
• The strapline: OFFICIAL LICENCED PRODUCT OF CHELSEA FOOTBALL CLUB must appear below the badge in a point size that does not exceed the width of the marque.
• The Rampant Lion may be used to form a background texture. Note that the Lion’s head is shown complete and never cropped by the edge of the package.
• Web-site address.
• Primary product description.
• Secondary product description/package contents.
• Any changes or additions that may need to be applied must be approved by the Chelsea Merchandising Department.
• The basic elements applied to the front of the card are also shown on the reverse. Additionally, the following elements must appear: Badge. The strapline: OFFICIAL LICENCED PRODUCT OF CHELSEA FOOTBALL CLUB must appear below the badge in a point size that does not exceed the width of the marque. Product description. Product information/trademarks/warnings. Barcode area. Web-site address. Security device positional (see Brand Security section). Recycle Mark. CE Mark. Any changes or additions that may need to be applied must be approved by the Chelsea Merchandising Department.
• When the background is printed using the CMYK four­colour process, the blue must match our corporate blue, the colour breakdown of which is shown below, to maintain a consistent theme throughout the product ranges.
• NB: When positioning the background into packaging elements the Lion’s head must appear in a complete form and never be crooped by the edge of the packaging. The solid blue background can be extended as necessary.
• The tints of the Corporate Blue are as follows: 80% for the main body of the Lion device. 60% for the highlight areas of the Lion device.
• The illustrations on the left show an example of how the new identity may be applied to a specific format, in this case a folded header card. You may find the following notes useful when producing this type of packaging: Where possible use the full colour badge and pay particular attention to the exclusion zone and placement over the background. The strapline: OFFICIAL LICENCED PRODUCT OF CHELSEA FOOTBALL CLUB must appear below the badge in a point size that does not exceed the width of the marque. The Rampant Lion may be used to form a background texture. Note that the Lion’s head is shown complete and never cropped by the edge of the package. Primary product description. Web-site address. Secondary product description/package contents. Product information/trademarks/warnings. Barcode area. Security device positional (see Brand Security section). Recycle Mark. CE Mark. Any changes or additions that may need to be applied must be approved by the Chelsea Merchandising Department.
• The illustrations on the left show an example of how the new identity may be applied to a specific format, in this case a backing card. You may find the following notes useful when producing this type of packaging: Where possible use the full colour badge and pay particular attention to the exclusion zone and placement over the background. The strapline: OFFICIAL LICENCED PRODUCT OF CHELSEA FOOTBALL CLUB must appear below the badge in a point size that does not exceed the width of the marque. The Rampant Lion may be used to form a background texture. Note that the Lion’s head is shown complete and never cropped by the edge of the package. Guarantee of authenticity. Any changes or additions that may need to be applied must be approved by the Chelsea Merchandising Department.
• The basic elements applied to the front of the card are also shown on the reverse. Additionally, the following elements must appear: II packaging will require /feature a series of individually numbered labels unique to your company/product. Barcode area. Web-site address. Security device positional (see Brand Security section). Recycle Mark. CE Mark. Any changes or additions that may need to be applied must be approved by the Chelsea Merchandising Department.
• Shown is the basic background which sits behind the product and other elements within the packaging style. The new design reinforces the strong visual aspect that is the Chelsea Footbal Club identity.
• The illustrations on the left show an example of how the new identity may be applied to a specific format, in this case a folded header card using the Premier packaging background -which incorporates a special Silver and Blue ink in conjunction with the 4-Colour Process. You may find the following notes useful when producing this type of packaging: Where possible use the full colour badge and pay particular attention to the exclusion zone and placement over the background. The strapline: OFFICIAL LICENCED PRODUCT OF CHELSEA FOOTBALL CLUB must appear below the badge in a point size that does not exceed the width of the marque. The Rampant Lion may be used to form a background texture. Note that the Lion’s head is shown complete and never cropped by the edge of the package. Primary product description. Web-site address. Secondary product description/package contents. Product information/trademarks/warnings. Barcode area. Security device positional (see Brand Security section). Recycle Mark. CE Mark. Any changes or additions that may need to be applied must be approved by the Chelsea Merchandising Department.
• Shown is the Premier packaging background which sits behind the product and other elements within the packaging style. The new design reinforces the strong visual aspect that is the Chelsea Footbal Club identity.
• NB: When positioning the background into packaging elements the Lion’s head must appear in a complete form and never be cropped by the edge of the packaging. The solid blue background can be extended as necessary.
• The tints of the Corporate Blue are as follows: 100% overprinting PMS 877 Silver for the background. 60% overprinting PMS 877 Silver for the main body of the Lion device. 0% for the highlight areas of the Lion device.
• The diagram shows the preferred label for all textile based products. Please note, it is pictured to scale. Upon order you will receive a series of individually numbered labels, unique to your company. The only approved supplier for this label type is Cash’s UK Limited and under no circumstances should you attempt to source this label elsewhere. In the event this label is unsuitable for your product type, please refer to CFC Label 02 & CFC Label 03. NB: Please note, prior approval is required. Please allow 10 working days for completion of order. NB: To request a brand security label please contact the Chelsea Merchandising Department. This must appear on all Chelsea Products and Promotional Materials, a mark of authenticity, the type and nature of which is to be determined by the Licensor in its absolute discretion and which will be supplied to the Licensee at a cost payable by the Licensee from suppliers to be specified and determined by the Licensor. Further the Licensor reserves its absolute right to change the type and nature of the mark of authenticity to be included on the Chelsea Products and Promotional Materials throughout the Term and shall use its reasonable endeavours to give the Licensee two months written notice before implementing any such change.
• The diagram shows CFC Label 02 for textile based products. Please note, it is pictured to scale. Upon order you will receive a series of individually numbered labels, unique to your company. The only approved supplier for this label type is Cash’s UK Limited and under no circumstances should you attempt to source this label elsewhere. NB: Please note, prior approval is required. Please allow 10 working days for completion of order. NB: To request a brand security label please contact the Chelsea Merchandising Department. This must appear on all Chelsea Products and Promotional Materials, a mark of authenticity, the type and nature of which is to be determined by the Licensor in its absolute discretion and which will be supplied to the Licensee at a cost payable by the Licensee from suppliers to be specified and determined by the Licensor. Further the Licensor reserves its absolute right to change the type and nature of the mark of authenticity to be included on the Chelsea Products and Promotional Materials throughout the Term and shall use its reasonable endeavours to give the Licensee two months written notice before implementing any such change.
• The diagram shows CFC Label 03 for textile based products. Please note, it is pictured to scale. Upon order you will receive a series of individually numbered labels, unique to your company. The only approved supplier for this label type is Cash’s UK Limited and under no circumstances should you attempt to source this label elsewhere. NB: Please note, prior approval is required. Please allow 10 working days for completion of order. NB: To request a brand security label please contact the Chelsea Merchandising Department. This must appear on all Chelsea Products and Promotional Materials, a mark of authenticity, the type and nature of which is to be determined by the Licensor in its absolute discretion and which will be supplied to the Licensee at a cost payable by the Licensee from suppliers to be specified and determined by the Licensor. Further the Licensor reserves its absolute right to change the type and nature of the mark of authenticity to be included on the Chelsea Products and Promotional Materials throughout the Term and shall use its reasonable endeavours to give the Licensee two months written notice before implementing any such change.
• The diagram shows the foil block adhesive label, CFC Label 04 that must be attached to all packaging. Please note, it is pictured to scale. Upon order you will receive a series of individually numbered labels, unique to your company. The only approved supplier for this label type is Cash’s UK Limited and under no circumstances should you attempt to source this label elsewhere. NB: Please note, prior approval is required. Please allow 10 working days for completion of order. NB: To request a brand security label please contact the Chelsea Merchandising Department. This must appear on all Chelsea Products and Promotional Materials, a mark of authenticity, the type and nature of which is to be determined by the Licensor in its absolute discretion and which will be supplied to the Licensee at a cost payable by the Licensee from suppliers to be specified and determined by the Licensor. Further the Licensor reserves its absolute right to change the type and nature of the mark of authenticity to be included on the Chelsea Products and Promotional Materials throughout the Term and shall use its reasonable endeavours to give the Licensee two months written notice before implementing any such change.

Brand Security

• The diagram shows the preferred label for all textile based products. Please note, it is pictured to scale.
• Upon order you will receive a series of individually numbered labels, unique to your company.
• The only approved supplier for this label type is Cash’s UK Limited and under no circumstances should you attempt to source this label elsewhere.
• In the event this label is unsuitable for your product type, please refer to CFC Label 02 & CFC Label 03.
• NB: Please note, prior approval is required.
• Please allow 10 working days for completion of order.
• NB: To request a brand security label please contact the Chelsea Merchandising Department.
• This must appear on all Chelsea Products and Promotional Materials, a mark of authenticity, the type and nature of which is to be determined by the Licensor in its absolute discretion and which will be supplied to the Licensee at a cost payable by the Licensee from suppliers to be specified and determined by the Licensor. Further the Licensor reserves its absolute right to change the type and nature of the mark of authenticity to be included on the Chelsea Products and Promotional Materials throughout the Term and shall use its reasonable endeavours to give the Licensee two months written notice before implementing any such change.
• The diagram shows CFC Label 02 for textile based products. Please note, it is pictured to scale.
• The diagram shows CFC Label 03 for textile based products. Please note, it is pictured to scale.
• The diagram shows the foil block adhesive label, CFC Label 04 that must be attached to all packaging. Please note, it is pictured to scale.

Additional Properties