Eastbay

Official Websites

• https://www.champssports.com
• http://www.eastbay.com

Brand Guidelines

2015

Brand Summary

Mission

• Eastbay aims to connect athletes with products and stories that inspire them to prepare to win, emphasizing authenticity, intensity, and emotional connection in all brand communications [^1].

Core Values

• authenticity
• intensity
• grit
• confidence
• passion
• drama
• emotional connection
• preparation
• winning mindset

Target Audience

• Athletes and sports enthusiasts seeking authentic, high-performance gear and inspiration for their athletic pursuits [^2].

Personality Traits

• intense
• gritty
• powerful
• serious
• confident
• authentic
• competitive

Visual Identity Overview

• The visual identity is bold and energetic, anchored by the Eastbay Black and Yellow color palette, a dynamic script logo with a 10° slant, high-contrast photography, and a unified typographic system using United Sans Regular. Imagery and layouts emphasize authenticity, intensity, and emotional connection, with clear guidelines for logo usage, color, and co-branding [^3].

Categories

Brand Imagery

• East bay brand photography is defined by the emotional connection it forms with its viewer. Whether shot in natural light or inside a studio or training facility, this imagery is dramatically lit, high contrast and shows every bead of sweaty effort. Authentic activities enhance visual cues that the subject is an expert in their sport. Images shot from lower angles support a “heroic” and powerful feel.
• All action imagery should display confident athletes during intense moments of, gritty workouts/routines.
• If in Training Gear: Subject shouId be photographed on field as well as in a gym or training facility/locker room.
• If in Casual: Subject should be seen in authentic situations such as leaving and arriving at a facility, relaxing before or after a workout/event in the appropriate atmosphere.
• Eastbay brand lifestyle photography is always authentic. Models selected should have familiarity with their sport and know proper form, technique and stances. Casual lifestyles are candid and in the moment. When looking directly at the camera, the look is that of a competitor. Not too posed.
• Female athletes in sport should have their hair styled for working out: ponytails, braids and headbands complement this look. Hair shouldn’t be hanging in the model’s face.
• Personal jewelry should be removed. Nails should be polish free or neutral and of a neat length.
• Makeup should be natural and fresh faced.
• All models should be free of large, distracting tattoos.
• No personal jewelry.
• East bay action photography is defined by the intensity and authenticity the photos present, and the emotions they elicit from anyone who sees them. Within the photos, viewers expe­rience the confidence, passion, and drama real athletes ex­perience in real athletic situations. Every photo should evoke emotion on sight and make the athlete who sees it excited to be associated with sports and the Eastbay brand. Whether shot in natural light or inside a studio or training facility, this imag­ery is dramatically lit, high contrast, and shows every bead of sweaty effort.
• Images can be shot from lower angles to support a heroic/ powerful feel.
• Images should be shot in authentic venues: gymnasiums, locker rooms, field, etc.
• All activities should be authentic in nature and depict true sports situations.
• Cover imagery should be rich in contrasts and intense. Focus should be on the athlete’s signature abilities and moves. Lighting should be dramatic and show the muscular perfection of an elite athlete.
• Page Two is reserved for the passion and personality of the ath­lete before and after competition. Lighting remains the same but this imagery captures a more personal emotional connection between subject and viewer. Whether this moment is reflective, triumphant, passionate or more lighthearted, this shows an authentic side to the athlete the masses usually don’t see. Comfortable candid moments showing the real person behind the superstar can really shine here.
• Hero images of product should show the product in an authentic venue, creating an epic, atmospheric feel. Macros can be an additional option showing the unique detail that makes a premium product special.
• Up close and personal to the product. shot from a general lower angle makes the product feel important and rich to the viewer.
• All special product shots are shot on black/white plexi-glass unless otherwise noted and reflective surfaces should be free of any debris or defect.
• Backgrounds are usually black or dark gray depending on the request. In general, lighting should be bold and show the prod­uct in the best possible light. Depending on the request, there is room to play with lighting and portray the product as clean, moody or just plain beastly/bad ass.

Color Palette

• Our approach to color is bold and simple. The Eastbay Black and Yellow serve as anchor points. Additional colors are derived from these two and serve specific purposes in complementing the brand.
• The Eastbay Black, White, Purple, and Yellow anchor the brand. Eastbay Yellow should be used sparingly. Eastbay Purple and Yellow should be used as a highlight (hit of color), or to indicate items of extreme importance. Avoid using it as a large block of color or a background element.
• Eastbay Sale Red should only be use for sale text, not vbackgrounds.
• For both primary colors, use only the provided CMYK, RGB, HEX, or PMS values. This will help maintain brand consistency and avoid confusion.
• CMYK: 20, 20, 20, 100
• RGB: 0, 0, 0 HEX: 000000
• PMS: Process Black C
• CMYK: 0, 0, 0, 0
• RGB: 255, 255, 255 HEX: 000000
• PMS: White
• CMYK: 4, 16, 84, 0* RGB: 246, 207, 70 HEX: F6CF46
• PMS: 7404 C
• CMYK: 0, 16, 100, 0
• RGB: 255, 210, 0
• HEX: FFD200
• Pantone 7404 C
• CMYK: 0, 0, 0, 69 RGB: 111, 112, 114 HEX: 6F7072 PMS: 424c
• CMYK: 0, 0, 0, 25 RGB: 198, 200, 202 HEX: C6C8CA PMS: 424c
• CMYK: 85, 99, 14, 3
• RGB: 80, 45, 127 HEX: 502D7F
• PANTONE SOLID COATED: 269 C
• CMYK: 13, 100, 100, 4
• RGB: 204, 0, 0 HEX: CC0000
• PMS: 485 C
• FOR SALE TEXT ONLY

Typography

• Eastbay typography is built around clarity and uniformity. The Eastbay font, United, is designed to be legible in a range of sizes and weights. Unifying our communications around a single, legible typeface makes it easier for consumers to make the perfect match. This section will introduce United and demonstrate how to set headlines.
• A brand’s typeface is its visual voice. A strong typeface differentiates a brand, but should also be a flexible tool for communications. The Eastbay typeface is United.
• United Sans Regular should be used primarily in product titles, featured copy, athlete names, and subhead copy.
• United Sans Regular Medium should be used primarily in product copy, body copy, product descriptions, and paragraph formats.
• United Sans Regular Black should be used primarily as the headline font for catalog pages, print ads, web graphics, digital banners, and all other marketing materials.
• NOTE- For web graphics purposes use United Sans Reg Bold in place of Black
• United Sans Regular Black should be used primarily as the headline font with United Sans Regular Medium as the subhead font.
• The headline font size should be roughly 2.5 times larger than the subhead.
• Use as solid text only. No outline or stroke.
• SPACING: Equal to the subhead spacing.
• SPACING: 2/3 the height of the subhead.
• Left justified example - can also be right justified or center justified, depending on page layout.

Logo Usage

• Whenever possible, use the primary Eastbay logo. If used on a black or dark background, a .5 pt white stroke must be used around the logo.
• Do not alter the Eastbay logo in any way. When re-sizing the logo, be sure to keep the original proportions.
• The logo has a 10° slant that should never be corrected or changed.
• The logo safety area is the width of the “a” in the logo on all sides.
• The logo must be scaled proportionally.
• Use the approved black-and-white versions.
• Use the logo as is.
• Use the approved black- and -white versions.
• Place the logo on photos that don’t compete with it.
• Scale the logo proportionally.
• Place the logo on approved color fields.
• Flip the logo.
• Adjust the proportions of the logo.
• Modify the colors of the logo.
• Alter individual parts of the logo.
• Rotate the logo.
• Adjust the logo’s rule weight.
• Use the type without the shadow.
• Place the logo on a busy pattern or photo.
• Use logo with white shadow.
• Use black type with black shadow.
• At minimum, the Eastbay logo should be 1.5 times larger than the size of the partner’s logo.
• For Eastbay-dominant branding, the proportions and usage of the logo should be established on a case-by-case basis.
• The Eastbay logo and messaging should be placed in a predominant position with the partner’s logo placed within the body or aligned vertically to the Eastbay logo.
• The primary logo presentation is enhanced by maintaining a clear area, void of all imagery surrounding the logo. This area is defined by the width of the “a” within the logo.
• The Eastbay logo must always appear clearly separated from any copy, imagery, and other logos.
• The logos should appear visually balanced.
• If space permits, it is preferred that the logos are side by side and center aligned. If space does not permit, the logos may be stacked vertically and aligned to the center of the Eastbay logo.
• For partner-dominant branding, a partner’s brand logo should have clear emphasis over the Eastbay logo, and the overall visual presentation should align with the partner’s marketing goals. At the same time, the partner is required to identify the Eastbay brand and/or logo within the presentation in a way that lives up to the integrity of both the Eastbay brand and logo.
• Partner-dominant situations can be challenging. While the partner is permitted or required to identify the Eastbay brand, it must be accomplished in a way that maintains the autonomy and integrity of the Eastbay logo and brand.
• The partner logo should have clear emphasis over the Eastbay logo, and the overall visual presentation should align to the partner’s visual system.
• General guidelines regarding our logo should be followed, but it should not interfere with the partner’s communication materials.
• Arrangement is determined by the company or organization producing the materials.

Visual Style

• Whenever possible, use the primary Eastbay logo. If used on a black or dark background, a .5 pt white stroke must be used around the logo.
• A .5 pt white stroke must be used.
• Do not alter the Eastbay logo in any way. When re-sizing the logo, be sure to keep the original proportions.
• The logo has a 10° slant that should never be corrected or changed.
• The logo safety area is the width of the “a” in the logo on all sides.
• The logo must be scaled proportionally.
• Use the approved black-and-white versions.

Layout And Composition

• Whenever possible, use the primary Eastbay logo. If used on a black or dark background, a .5 pt white stroke must be used around the logo.
• Do not alter the Eastbay logo in any way. When re-sizing the logo, be sure to keep the original proportions.
• The logo has a 10° slant that should never be corrected or changed.
• The logo safety area is the width of the “a” in the logo on all sides.
• The logo must be scaled proportionally.
• Use the approved black-and-white versions.

Co Branding

• In situations where Eastbay partners with another brand, visual solutions should be based on the circumstances of the agreement, which means we may need to exercise flexibility with our guidelines to maintain an effective Eastbay brand presence. See the guidelines to the right.
• EASTBAY-DOMINANT BRANDING: In this case, the Partner/Sponsorship brand is subordinate to the Eastbay brand. Our brand is given hierarchy over others through the use of scale, space, and position in the layout.
• EQUAL EASTBAY AND PARTNER BRANDING: In this case, the Eastbay brand and the Partner/ Sponsorship brand should appear side by side and be given equal emphasis in the layout.
• PARTNER-DOMINANT BRANDING: In this case, the Eastbay brand is subordinate to the Partner/Sponsorship brand. When these types of co-branded communications are created, typically the overall look and feel follows the style of the company or organization producing the materials.
• At minimum, the Eastbay logo should be 1.5 times larger than the size of the partner’s logo.
• For Eastbay-dominant branding, the proportions and usage of the logo should be established on a case-by-case basis.
• The Eastbay logo and messaging should be placed in a predominant position with the partner’s logo placed within the body or aligned vertically to the Eastbay logo.
• The primary logo presentation is enhanced by maintaining a clear area, void of all imagery surrounding the logo. This area is defined by the width of the “a” within the logo.
• The Eastbay logo must always appear clearly separated from any copy, imagery, and other logos.
• The logos should appear visually balanced.
• If space permits, it is preferred that the logos are side by side and center aligned. If space does not permit, the logos may be stacked vertically and aligned to the center of the Eastbay logo.
• For partner-dominant branding, a partner’s brand logo should have clear emphasis over the Eastbay logo, and the overall visual presentation should align with the partner’s marketing goals. At the same time, the partner is required to identify the Eastbay brand and/or logo within the presentation in a way that lives up to the integrity of both the Eastbay brand and logo.
• Partner-dominant situations can be challenging. While the partner is permitted or required to identify the Eastbay brand, it must be accomplished in a way that maintains the autonomy and integrity of the Eastbay logo and brand.
• The partner logo should have clear emphasis over the Eastbay logo, and the overall visual presentation should align to the partner’s visual system.
• General guidelines regarding our logo should be followed, but it should not interfere with the partner’s communication materials.
• Arrangement is determined by the company or organization producing the materials.

Catalog Guidelines

• These elements should be used when creating pages for the Eastbay catalog.
• FEATURED PRDDCUT NAME: United Sans Reg Black -18pt -20pt 100% horizontal scale Tracking: D all caps
• PAGE HEADLINE: United Sans Reg Black -30pt minimum 100% horizontal scale Tracking: D all caps
• ATHLETE CALLOUTS NAME: United Sans Reg Black -18pt 100% horizontal scale Al I upper case PDSITIDN/CITY: United Sans Reg Medium -10pt 100% horizontal scale all caps
• ATHLETE NAME POSITION -CITY
• ON DARK BACKGROUND: Use white text.
• Product copy should embrace Eastbay’s brand message by including technical information that inspires and explains how the product will help the athlete prepare to win.
• ATHLETE QUOTES QUOTE: United Sans Reg Medium - 11pt 100% horizontal scale Tracking: 0 Leading: 13pt upper and lower case QUOTATION MARKS: United Sans Reg Black - 20pt 100% horizontal scale Baseline shift: -6 NAME: United Sans Reg Black - 11pt 100% horizontal scale all caps POSITION/CITY: United Sans Reg Medium - 8pt 100% horizontal scale all caps
• ATHLETE NAME POSITION - CITY
• TITLE: UNITED SANS REG BLACK 8PT ALL CAPS 85% HORIZONTAL SCALE Benefit: United Sans Reg Medium 7pt. 85% horizontal scale Body copy: United Sans Reg Medium 7pt 85% horizontal scale BUTTONS: UNITED SANS REG HEAVY 7PT ALL CAPS 85% HORIZONTAL SCALE PROD TYPE: United Sans Reg Medium 7pt ALL CAPS 85% horizontal scale Price: United Sans Reg Heavy 8pt 85% horizontal scale Reg. Price: United Sans Reg Heavy 7pt 85% horizontal scale NOW PRICE: UNITED SANS REG HEAVY 8PT ALL CAPS 85% HORIZONTAL SCALE Size/Weight: United Sans Reg Medium 7pt 85% horizontal scale SKU UNITED SANS REG HEAVY 7PT ALL CAPS 85% HORIZONTAL SCALE
• Copy should be reversed to white when used on dark backgrounds.
• Color United Sans Reg Medium 7pt 85% horizontal scale 8pt leading
• There may not always be a benefit line. Multiple lines of one bullet of copy should be aligned and formatted through paragraph styles. Run a Find/Change to fix. (Find what: ^n / Chang to: ^p)
• Buttons should automatically be formatted through Marketer’s Studio cleanse option code.
• If buttons are not formatting to correct color, verify with copywriter that they are written to the button standard and update accordingly.
• Please follow the below guidelines for footer creation: • See footer specs on right page for font size and weight. • Eastbay’s website url and phone number should always appear on the left page bottom corner seperated by a line break. (Except in the case of special circumstances) • The page number, catalog code, and category specifier should always appear on the right page bottom corner • Text is always top aligned, in the color black, except in special circumstances where there is a dark background text can be reversed to white. • Search element can be used on either side of the page as long as the text is aligned with the center margin of the spread. Can remove from footer if search element is not needed.
• Special Circumstances When the spread is split category, please remove the website url and phone number from the left page and replace with page number, catalog code, and category specifier. This is the only circumstance that will allow for page numbers on both the left and right pages.

Video Guidelines

• Eastbay video has evolved. The keywords include intense, gritty, high contrast, authentic, powerful, and serious.
• Eastbay brand videos should tell the gritty, intense, dramatic, exciting real-life stories of the athletes, products, and explosive performances that make our brand thrive. Through our videos, viewers experience the confidence, passion, and drama real athletes experience in real athletic situations every day. Our videos should evoke emotion and make everyone who sees them excited to be a part of the East bay brand. Specific techniques to enhance these videos include:
• Interview: -Side Lit - Back lit for texture -Main camera at eye level -Slider/moving camera if enough videographers present, capturing a different angle -Avoid extreme high/low angles that radically differ from main camera -All secondary cameras should remain on same side of the 180 degree line formed between the main camera and the subject -For audio, make sure to record at least a :10 second “room tone” near where the subject sits -Try to get the best audio quality available at the location, if time permits a video studio/sound proof room would be preferred.
• Eastbay You Tube Channel Ashton Eaton DeAndre Yedlin Randall Cobb Xander Bogaerts (not yet linked) Stephen Curry (not yet linked) Ajee Wilson (not yet linked)
• The all-encompassing Eastbay video supports elements of the question, “How do you prepare to win?” The athlete interview should evoke some type of raw emotion, whether that be through their story of perseverance, training, or achievements. In addition, the video should capture candid moments from the athlete, things that make them appear vulnerable, human, and relatable to our target demographic.
• These more “behind the scenes” moments should sharply contrast with the intensity and dedication to their professional sport. Avoid capturing any footage that would imply you’re at a photo/video shoot, including equipment and crew.
• • Higher frame rate for slow-mo - Multi-camera (wide+ close) - Close ups to show, action, details - Shots of athletes contemplating (looking off into the distance, tilting head toward camera) - Athlete getting ready to work-out/perform sport - High contrast/saturation - Capture ambient noise if possible - If shooting in the location the athlete is from/that is important to the athlete, try to shoot surrounding area to show what city/town the video was filmed (only if relevant to the athlete and the training story).

Music Guidelines

• -Story Specific

• EASTBAY VIDEOS FOR MUSIC EXAMPLES Eastbay YouTube Channel Ashton Eaton DeAndre Yedlin Randall Cobb Xander Bogaerts (not yet linked) Stephen Curry (not yet linked) Ajee Wilson (not yet linked)

Additional Properties