Club Matters

📋 1 Guidelines

🔗 Connections

Sector

Sports Public sector

Region

United kingdom

Guideline Year

2014

Language

English

Tags

Sport

Official Websites

Brand Guidelines

2014

Brand Summary

Mission
  • To support sports clubs by providing a unifying and inspirational brand that represents the sum of all experiences with Club Matters, both practically and emotionally, and to maintain and communicate this brand through all collateral [^1].
Core Values
  • support
  • community
  • energy
  • well-being
  • reliability
  • positivity
  • teamwork
Target Audience
  • Sports clubs and their members, including those seeking help with managing and improving their clubs [^2].
Personality Traits
  • modern
  • professional
  • vibrant
  • solid
  • aspirational
  • positive
Visual Identity Overview
  • The visual identity centers on interlocking hexagons with dynamic color gradients, symbolizing interconnectedness and support. The brand uses a modern logo, vibrant color palettes, geometric shapes, and the Effra typeface to convey reliability and energy. Imagery emphasizes activity, teamwork, and positivity, with guidelines for both print and digital applications [^3].

Categories

Brand Imagery
  • Imagery is an important aspect of the overall impact of the brand identity. Our identity uses two types of photography-brand driven images, point and shoot or ‘reportage’.
  • Brand imagery is focused on activity. The subject matter is as diverse as there are different codes of sports. They should promote the idea of performance, resource, teamwork, positivity etc.
  • Point and shoot can be a good way of reporting events, but users should adopt a common sense approach to image selection. Avoid using images which are blurry, out of focus, low res (screen or print), inappropriate content etc.
  • Key considerations when using imagery: 1. Its origination: All brand imagery should be Club Matters commissioned projects. Please contact Club Matters Communications (XXXXX@clubmatters. gov.uk) for dispensation to use any other imagery.
  • 1.1 images that show people’s faces require a model release.
  • Composition and subject matter 2. Imagery should either: 2.1 Emphasise activity 2.2 Have a sense of energy 2.3 Have good lighting
    1. Size, treatment and position Images may be used in these ways: 3.1 full bleed or cropped in to emphasise the sport.
    1. Have the correct tone for the message; either aspirational, professional, positive, community, teamwork, fun.
Color Palette
  • Adopting the colours from Sport England, the primary colour palette should be used on all core communications.
  • Because of this diversity of colour it is best to chose colours that reflect the tone of the document. They help with information hierarchy and add some personality to your document. Care must be taken not to use too many colours per application.
  • Pantone 2955 C100 M55 Y10 K48 R0 G63 B105 HEX #0003a69
  • Pantone 5565 C31 M0 Y24 K48 R139 G174 B162 HEX #89a79e
  • Pantone 103 C0 M0 Y100 K19 R219 G197 B0 HEX #c7ac00
  • Pantone 2655 C56 M51 Y0 K0 R126 G129 B190 HEX #9379D0
  • Pantone 450 C76 M65 Y94 K0 R103 G101 B47 HEX #524b26
  • Pantone 326 C94 M0 Y43 K0 R0 G177 B176 HEX #00b1ac9
  • Pantone 215 C0 M94 Y34 K28 R133 G0 B80 HEX #ab1355
  • Pantone 511 C83 M100 Y69 K0 R98 G26 B75 HEX #5f294f
  • Pantone 452 C24 M19 Y38 K0 R197 G193 B157 HEX #b6b28e
  • Pantone 291 C47 M12 Y0 K0 R164 G215 B244 HEX #9eceeb
  • Pantone 144 C0 M58 Y100 K0 R240 G129 B0 HEX #ef8200
  • The secondary colour palette are gradients produced by the resulting effecte of colours chosen from the primary palette (page 16).
  • It is useful where images are scarce or when a flash of energy is needed such as charts, diagrams or signage. Combined with the hexagon shapes shown in page 14, it is an integral part of the brand expression.
  • The examples shown on the right have been created through careful selection of colour combinations to achieve a pleasing tone.
  • Whilst there are no rules on colour combinations please consult the brand manager when creating new colour gradients for the best possible result.
  • Pantone 2955 Pantone 326 C100 M55 Y10 K48 C94 M0 Y43 K0 R0 G63 B105 R0 G177 B176 HEX #0003a69 HEX #00b1ac9
  • Pantone 215 Pantone 144 Pantone 103 C0 M94 Y34 K28 C0 M58 Y100 K0 C0 M0 Y100 K19 R133 G0 B80 R240 G129 B0 R219 G197 B0 HEX #ab1355 HEX #ef8200 HEX #c7ac00
  • Pantone 215 Pantone 215 C0 M94 Y34 K28 (70% tint) R133 G0 B80 HEX #ab1355
Typography
  • The main font family used for all professional produced materials is Effra. This font family comes in a range of styles and weights as demonstrated.
  • The various weights are available to help create hierarchy in a typical document.
  • Effra abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Effra Light Effra Regular Effra Medium Effra Bold Effra Heavy Effra Light Italic Effra Italic Effra Medium Effra Bold Effra Heavy Aa
Logo Usage
  • The strapline ‘Supporting Your Sports Club’ is an integral part of the logo, but can be used separately as a sign off where legibility becomes an issue.
  • Do not change the strapline without the express consent of the Club Matters Marketing Manager.
  • The logo should be used on the front of all branded materials, and on the inside of multi-paged documents. In some cases inside pages may omit the logo. There are other versions of the logo where space is an issue, examples of these logos can be found in on page 7. Please contact Marketing Manager for guidance.
  • An exclusion zone must be created around the logo. No text or elements should appear in this area. When the logo appears on an image background, then no image detail should intersect with this space. Every effort should be made to ensure that the logo is clearly defined on top of the background.
  • The standard units of measurement used in these guidelines is the hexagon around the word ‘Club’.
  • The position and treatment of the logo must be consistent throughout the whole of each document following the guidelines set within this document.
  • The logo must be scaled proportionately according to the page size and other considerations.
  • Only files supplied by Club Matters may be used for the Club Matters logo. Never change the position of any of the logo elements (Brandmark, strapline, Hexagon shape).
  • The Club Matters logo comes in full or single colour. It cannot appear smaller than 35mm as the strapline will be illegible. A smaller version without the strapline is available but it cannot be smaller than 25mm.
  • Approval from the brand team is necessary before the use of the logotype version.
  • Only files supplied by Club Matters may be used for the Club Matters logo.
  • Logo size presets, minimum size
  • Suggested sizes of logo usage within specified paper sizes.
  • Logo use: The Club Matters logo (positive or negative) should preferably be used on a white background.
  • However, on other backgrounds for example an image or a coloured background, the reversed version of the logo might be more appropriate.
  • When choosing the correct logo for your application please consider output/file size and background colour.
  • There are various versions of the logo to choose from, the first choice would be the positive version which can be used on front covers, powerpoint presentations, html emails and stationery items. Only use the negative version over a dark background.
  • It is imperative that when using the logo, its proportions or colour remain unchanged.
  • The logo must always be scaled proportionately, never stretched or skewed.
  • Always use the appropriate logo file for the artwork, noting that bitmap files may not be scaled beyond 125%.
  • There is no maximum size for the Club Matters logo, but when working in large dimensions care should be taken to ensure that the exclusion zone is maintained at all times.
  • Do not distort or stretch the logo
  • Do not change the colourways of the logo
  • Do not separate or move any of the logo elements
Tone And Messaging
  • The brandmark represents support for people who need help with managing and improving their clubs.
  • The use of interlocking hexagons expresses the idea of support, foundation and hub. Dynamic use of colours help to reference the spirit of sports - Energy, Community and Well being.
  • This resulting device is a modern logo that balances a sense of solid reliability along with vibrant energy.
  • The strapline ‘Supporting Your Sports Club’ is an integral part of the logo, but can be used separately as a sign off where legibility becomes an issue.
  • Do not change the strapline without the express consent of the Club Matters Marketing Manager.
  • Imagery should either: 2.1 Emphasise activity 2.2 Have a sense of energy 2.3 Have good lighting
  • Have the correct tone for the message; either aspirational, professional, positive, community, teamwork, fun.
Brand Values
  • Our brand is a unifying and inspirational emblem for our entire organisation. It represents everything that we are and want to be. It culminates in the brand promise, made up of the sum of all the experiences of those that come into contact with Club Matters.
  • The brand is the overall impression of Club Matters that people hold in their minds – what they know about us in practical terms, and how they feel about us emotionally.
  • As such, our brand is key both internally and externally, and these guidelines have been prepared to help maintain it and communicate it through all new collateral.
Visual Style
  • The use of interlocking hexagons expresses the idea of support, foundation and hub. Dynamic use of colours help to reference the spirit of sports Energy, Community and Well being.
  • This resulting device is a modern logo that balances a sense of solid reliability along with vibrant energy.
  • The strapline ‘Supporting Your Sports Club’ is an integral part of the logo, but can be used separately as a sign off where legibility becomes an issue.
  • Do not change the strapline without the express consent of the Club Matters Marketing Manager.
Iconography
  • Style Some examples shown here to help with creating new icons. These visual shorthands are useful where space is limited, helps to reinforce the message and useful for accessibility.
Layout And Composition
  • An exclusion zone must be created around the logo. No text or elements should appear in this area. When the logo appears on an image background, then no image detail should intersect with this space. Every effort should be made to ensure that the logo is clearly defined on top of the background.
  • The standard units of measurement used in these guidelines is the hexagon around the word ‘Club’.
  • The position and treatment of the logo must be consistent throughout the whole of each document following the guidelines set within this document.
  • The logo must be scaled proportionately according to the page size and other considerations.
  • Only files supplied by Club Matters may be used for the Club Matters logo. Never change the position of any of the logo elements (Brandmark, strapline, Hexagon shape).
  • Preferred positions (top LEFT and bottom RIGHT)
  • It cannot appear smaller than 35mm as the strapline will be illegible. A smaller version without the strapline is available but it cannot be smaller than 25mm.
  • Logo size presets, minimum size Suggested sizes of logo usage within specified paper sizes. 1. A5/A4 2. A6 (minimum size)
  • The Club Matters logo (positive or negative) should preferably be used on a white background. However, on other backgrounds for example an image or a coloured background, the reversed version of the logo might be more appropriate.
  • Only files supplied by Club Matters may be used for the Club Matters logo.
  • Sport England logo size is determined by the width of the word ‘Club Matters’. Minimum size still applies (See page 7)
  • When possible it is best to left aligned as indicated by blue keyline2
  • SE logo size is determined by half the the height of the white hexagon3, this logo is used in places where space is limited or the level of ownership of the printed material is reduced such as materials produced by other organisations.
  • Preferably to the right of Club Matters logo*, and using the outter hexagon as the baseline axis (as shown by the dashed blue line).
  • When choosing the correct logo for your application please consider output/file size and background colour.
  • There are various versions of the logo to choose from, the first choice would be the positive version which can be used on front covers, powerpoint presentations, html emails and stationery items. Only use the negative version over a dark background.
  • It is imperative that when using the logo, its proportions or colour remain unchanged.
  • Sizes are offered for logo usage on standard paper sizes on page 7. For non-standard sizes please choose the most appropriate size example relationship from the guidelines and scale accordingly.
  • The logo must always be scaled proportionately, never stretched or skewed.
  • Always use the appropriate logo file for the artwork, noting that bitmap files may not be scaled beyond 125%.
  • There is no maximum size for the Club Matters logo, but when working in large dimensions care should be taken to ensure that the exclusion zone is maintained at all times.
  • Do not distort or stretch the logo
  • Do not change the colourways of the logo
  • Do not separate or move any of the logo elements
  • Due to the minimum size of the Club Matters logo, the lock-up logo cannot appear any smaller5 than 35mm wide. A smaller version6 is available, but it cannot be smaller than 55mm.
  • Suggested sizes of logo usage within specified paper sizes: 1. A5/A4 2. A6 (minimum size)
  • The master graphic uses elements/echos of the hexagon shape to add a sense of activity and energy to pages and documents where imagery is not relevant.
  • The background can be scaled, cropped into and composed in new arrangements to best fit the content within a page.
  • There are two types of graphic, one is composed of hexagons in combinations of outlines and solids. The other is made up of gradients within the hexagons to create a texture. Type 1 is best suited for emphasis of something while Type 2 is useful for covering large areas. These two styles can be used together to add more vibrancy if need be.
  • The gradients are made up of the Club Matters colours. Whilst there are no fix rules on colour combinations (page16), it is important that they compliment each other, if unsure please use the ones created in this document as a guide.
Co Branding
  • Club Matters is supported by Sport England, therefore this relationship is designed to create a clear connection between the two organisations. This flexible system ensures brand hierarchy and allows both logos to be shown in a clear and professional way.
  • Sport England logo size is determined by the width of the word ‘Club Matters’. Minimum size still applies (See page 7)
  • When possible it is best to left aligned as indicated by blue keyline2
  • Only files supplied by Club Matters may be used for the Club Matters logo.
  • SE logo size is determined by half the the height of the white hexagon3, this logo is used in places where space is limited or the level of ownership of the printed material is reduced such as materials produced by other organisations.
  • Preferably to the right of Club Matters logo*, and using the outter hexagon as the baseline axis (as shown by the dashed blue line).
  • The Club Matters and Sport England logo lock-up can be used where both organisations share equal ownership and endorsement responsibilities.
  • Approval from the brand team is necessary before the use of the logotype version.
  • Due to the minimum size of the Club Matters logo, the lock-up logo cannot appear any smaller5 than 35mm wide. A smaller version6 is available, but it cannot be smaller than 55mm.
  • Logos for print (vector) Full colour cmyk colour eps Single colour black eps Single colour white eps
  • The Club Matters logo comes in full or single colour. It cannot appear smaller than 35mm as the strapline will be illegible. A smaller version without the strapline is available but it cannot be smaller than 25mm.
  • Logo size presets, minimum size Suggested sizes of logo usage within specified paper sizes. 1. A5/A4 2. A6 (minimum size)
  • Only files supplied by Club Matters may be used for the Club Matters logo.
  • Sport England logo size is determined by the width of the word ‘Club Matters’. Minimum size still applies (See page 7)
  • SE logo size is determined by half the the height of the white hexagon3, this logo is used in places where space is limited or the level of ownership of the printed material is reduced such as materials produced by other organisations.
  • Preferably to the right of Club Matters logo*, and using the outter hexagon as the baseline axis (as shown by the dashed blue line).
  • Due to the minimum size of the Club Matters logo, the lock-up logo cannot appear any smaller5 than 35mm wide. A smaller version6 is available, but it cannot be smaller than 55mm.
  • Suggested sizes of logo usage within specified paper sizes: 1. A5/A4 2. A6 (minimum size)
Digital Guidelines
  • Logos for digital Full colour rgb jpeg Black rgb jpeg White rgb png Only files supplied by Club Matters may be used for the Club Matters logo.
  • Logos for digital Full colour rgbjpeg Black rgbjpeg White rgb png Only files supplied by Club Matters may be used for the Club Matters logo.
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