Official Websites
Brand Guidelines
2023
Categories
Brand Voice
- The Eredivisie is all about entertainment. We’re the league that offers attacking football, the most goals per match, and full stadiums every week. Here, football is for everyone to enjoy. That’s why we communicate in a way that grabs our followers’ attention, and never ever lets them go. When communicating with our international target audience, we want to consistently highlight the defining characteristics of the Eredivisie.
- Dutch football is known for its innovative and progressive style. We are small in size, but big in our ambitions. As a part of the Dutch football ecosystem along with our clubs and the KNVB (Royal Dutch Football Association), the Eredivisie has innovation, invention and progressive thinking in its DNA, too. Whether it’s inventing and adopting VAR, playing total football, or reinventing the way we watch football -the Eredivisie continues to play a pivotal role in shaping the future of football
- Some would argue that the Eredivisie is punching above its weight. Maybe. But we’d rather say we’re ambitious. We are in the top 6 leagues in Europe for a reason. And that’s how we communicate too: with confidence and optimism for the future. But let’s not overdo it. The line between confidence and arrogance is thin. Especially when you’re Dutch.
- We’re the Dutch Football league. But this doesn’t mean we act Dutch everywhere we go. We adapt our tone of voice to our target country, its culture and its people. And even though we adapt, we always stay true to our core values: we are inventive, entertaining and ambitious.
- We communicate in the first language of the specific country. Based on local insights, we can add a second language. For Morocco this is English first, and Arabic second. In captions, we will use both in that order.
- At the Eredivisie, we don’t pick a side. All clubs are treated equal and with the same respect in copy. However, some clubs will have more fans than others. It is fine to create more content about these cubs or their players to keep our audience engaged. This is what happens in any news outlet.
- All countries have their own way of communicating. We have to talk and write like they do. Hence we use content creators who not only know this language, but also know the style of communication that makes people tick. Understanding the local culture and insights are key to achieving this.
- Write copy that excites. We have to convince people the Eredivisie is a must-see league. Some have never heard of us, so making a good first impression and keeping the energy high is essential. It doesn’t matter how different people are, they all want the same: to be entertained by exciting football and content. Keep that in mind when writing.
- Our main way of communicating with our audience is social media. Our target audience is mostly exclusively social native (15 -40 years old). Hence we use a social form of writing; engaging and short -combined with a style that is easy for everyone to understand.
Brand Imagery
- To effectively showcase our heroes and convey their emotions, it is crucial to use photography with depth. This also provides us with the opportunity to incorporate text.
- Make sure the text doesn’t overlap with the subject in the photo. If that can’t be avoided, use a shape to cover up any overlap.
- To infuse character and class into our photography, we have developed a black and white filter. TO VISUALIZE CLASS OR MEMORIES
- BLACK / WHITE PHOTO FILTER Follow these steps to create the photo filter. ADD A BLACK AND WHITE CUSTOMIZATION
- AND SET IT TO DARKER Custom ADD A GRADIENT CUSTOMIZATION
- AND PLACE THE BLACK AT A LOCATION OF 25 DONE!
Color Palette
- PRIMARY BRAND COLOURS COLOUR HIERARCHYINSPIRED BY OUR NATIONAL FLAG
| EREDIVISIE RED | EREDIVISIE BLUE | EREDIVISIE DARK BLUE | BLACK | WHITE |
| PMS | 192 | PMS | PROCESS BLUE | PMS | 2735 | PROCESS BLACK |
| CMYK | 0 | 96 | 60 | 0 | CMYK | 100 | 70 | 0 | 0 | CMYK | 100 | 96 | 14 | 2 | 0 0 0 100 | 0 0 0 0 |
| RGB | 236 | 24 | 70 | RGB | 6 | 0 | 255 | RGB | 34 | 0 | 144 | 0 0 0 | 255 255 255 |
| HEX | #EC1846 | HEX | #0600FF | HEX | #220090 | #000000 | #FFFFFF |
- COUNTRY SPECIFIC MOROCCO COLOURS COLOUR HIERARCHYED. MOROCCO EMERALD GREEN ED. MOROCCO RUBY RED
| ED. MOROCCO | | |
| DARK RUBY RED | DARK | LIGHT |
| PMS | 802 | PMS | 179 | PMS | 188 | 419 | 7499 |
| CMYK | 62 | 0 | 71 | 15 | CMYK | 0 | 90 | 74 | 0 | CMYK | 0 | 100 | 82 | 53 | 7 | 0 | 7 | 90 | 0 1 15 0 |
| RGB | 83 | 218 | 63 | RGB | 233 | 55 | 55 | RGB | 121 | 0 | 22 | 28 | 30 | 28 | 255 251 217 |
| HEX | #1DED76 | HEX | #E93737 | HEX | #790016 | #lAlFlC | #FFFBD9 |
Typography
- THREE TYPEFACES Typefaces with optimal legibility and the strong character of the Eredivisie. ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
- DIN NEXT LT PRO CONDENSED BOLD
- CAMPTON REGULAR OR BOLD
- P22 Mackinac Pro Bold
- The three typefaces should be set up as follows when it comes to hierarchy. TYPEFACES TO CHOSE FROM DIN NEXT LT PRO CONDENSED BOLD
- Only to be used as headings or important texts.
- CAMPTON REG./BOLD Only be used for paragraphs, but also as headings.
- P22 Mackinac Pro Bold Only be used for subheadings and details.
- Specific guidelines determine the correct line spacing that must be observed.
- TYPEFACES TO CHOSE FROM LINE SPACING RULES TO FOLLOW EXAMPLE DIN NEXT LT PRO CONDENSED BOLD Maintain the line height equal to the letter thickness. HOME OF Only to be used as headings or important texts. DUTCH FOOTBALL CAMPTON REG./BOLD For paragraphs; Fontsize x 1.5 = line height. OR Who are you most excited for? Only be used for paragraphs, but also as headings. Let us know in the comments For headings; Maintain the line-height equal to the letter thickness. P22 Mackinac Pro Bold For paragraphs; Fontsize x 1.5 = line height. Who are you most excited for? Only be used for subheadings and details. Let us know in the comments
Logo Usage
- The new Eredivisie logo was officially introduced in 2017. The logo visibly emphasizes the connection between the icon (the ‘E’) and the center circle of the football pitch. This is because the Eredivisie serves as the focal point for the eighteen Eredivisie clubs and holds a central place in Dutch society.
- In text, it is standard to capitalize “Eredivisie” when referring to the competition, while using a lowercase letter for terms like “eredivisie clubs.”
- Use the logo only in the following colors:
- Use the logo on ly Y in the following • colors: MOROCCO
- KEEP THE COUNTRY-SPECIFIC READING DIRECTION IN MIND FROM RIGHT TO LEFT HOME OF DUTCH FOOTBALL
Tone And Messaging
- The Eredivisie is all about entertainment. We’re the league that offers attacking football, the most goals per match, and full stadiums every week. Here, football is for everyone to enjoy. That’s why we communicate in a way that grabs our followers’ attention, and never ever lets them go. When communicating with our international target audience, we want to consistently highlight the defining characteristics of the Eredivisie.
- Dutch football is known for its innovative and progressive style. We are small in size, but big in our ambitions. As a part of the Dutch football ecosystem along with our clubs and the KNVB (Royal Dutch Football Association), the Eredivisie has innovation, invention and progressive thinking in its DNA, too. Whether it’s inventing and adopting VAR, playing total football, or reinventing the way we watch football -the Eredivisie continues to play a pivotal role in shaping the future of football
- Some would argue that the Eredivisie is punching above its weight. Maybe. But we’d rather say we’re ambitious. We are in the top 6 leagues in Europe for a reason. And that’s how we communicate too: with confidence and optimism for the future. But let’s not overdo it. The line between confidence and arrogance is thin. Especially when you’re Dutch.
- We’re the Dutch Football league. But this doesn’t mean we act Dutch everywhere we go. We adapt our tone of voice to our target country, its culture and its people. And even though we adapt, we always stay true to our core values: we are inventive, entertaining and ambitious.
- We communicate in the first language of the specific country. Based on local insights, we can add a second language. For Morocco this is English first, and Arabic second. In captions, we will use both in that order.
- At the Eredivisie, we don’t pick a side. All clubs are treated equal and with the same respect in copy. However, some clubs will have more fans than others. It is fine to create more content about these cubs or their players to keep our audience engaged. This is what happens in any news outlet.
- All countries have their own way of communicating. We have to talk and write like they do. Hence we use content creators who not only know this language, but also know the style of communication that makes people tick. Understanding the local culture and insights are key to achieving this.
- Write copy that excites. We have to convince people the Eredivisie is a must-see league. Some have never heard of us, so making a good first impression and keeping the energy high is essential. It doesn’t matter how different people are, they all want the same: to be entertained by exciting football and content. Keep that in mind when writing.
- Our main way of communicating with our audience is social media. Our target audience is mostly exclusively social native (15 -40 years old). Hence we use a social form of writing; engaging and short -combined with a style that is easy for everyone to understand.
Brand Values
- BRANDKEY VALUES & PERSONALITY INTERNATIONAL General international information • Adaptive • Young • Dynamic • Ambitious • Open minded • Accessible • Diverse • Professional • Unifying MOROCCO Information specific to Morocco • Empathetic • Complimentary • Curious • Ambitious • Expressive
Visual Style
- The three typefaces should be set up as follows when it comes to hierarchy. TYPEFACES TO CHOSE FROM DIN NEXT LT PRO CONDENSED BOLD Only to be used as headings or important texts. CAMPTON REG./BOLD Only be used for paragraphs, but also as headings. P22 Mackinac Pro Bold Only be used for subheadings and details.
- Specific guidelines determine the correct line spacing that must be observed.
- Maintain the line height equal to the letter thickness.
- For paragraphs; Fontsize x 1.5 = line height.
- For headings; Maintain the line-height equal to the letter thickness.
- PRIMARY BRAND COLOURS COLOUR HIERARCHY 25% 25% 20% 15% 15%
- INSPIRED BY OUR NATIONAL FLAG EREDIVISIE RED EREDIVISIE BLUE EREDIVISIE DARK BLUE BLACK WHITE
- PMS 192 CMYK 0 96 60 0 RGB 236 24 70 HEX #EC1846
- PMS PROCESS BLUE CMYK 100 70 0 0 RGB 6 0 255 HEX #0600FF
- PMS 2735 CMYK 100 96 14 2 RGB 34 0 144 HEX #220090
- PROCESS BLACK CMYK 0 0 0 100 RGB 0 0 0 HEX #000000
- WHITE CMYK 0 0 0 0 RGB 255 255 255 HEX #FFFFFF
- ALL STYLE ELEMENTS CAN BE COMBINED TO DEVELOP A GRAPHIC LAYOUT. ELEMENT: 45° This element can be used in various ways, as long as the angle is maintained. Mainly from the top-left to the bottom-right, like the logo! Secondly, from the bottom-left to the top-right.
- PRIMARY COLOUR USE EXAMPLES FOR CUTS RIGHT RED EXAMPLES FOR SECONDARY COLOUR USE LEFT (Y) -BLUE
- ALL STYLE ELEMENTS CAN BE COMBINED TO DEVELOP A GRAPHIC LAYOUT. ELEMENT: TILES Crafting blocks with a unique design, intended for use as background patterns.
- Elements can be separated from the block and used in compositions.
- APPLY IN BLACK AT 20 PERCENT OPACITY
- APPLY USING A CONTRAST COLOUR AND POSITION IT TO THE SIDE
- Use the logo only in the following colors:
- KEEP THE COUNTRY-SPECIFIC READING DIRECTION IN MIND FROM RIGHT TO LEFT HOME OF DUTCH FOOTBALL
- To effectively showcase our heroes and convey their emotions, it is crucial to use photography with depth. This also provides us with the opportunity to incorporate text.
- Make sure the text doesn’t overlap with the subject in the photo. If that can’t be avoided, use a shape to cover up any overlap.
- To infuse character and class into our photography, we have developed a black and white filter. TO VISUALIZE CLASS OR MEMORIES
- BLACK / WHITE PHOTO FILTER Follow these steps to create the photo filter. ADD A BLACK AND WHITE CUSTOMIZATION AND SET IT TO DARKER. Custom ADD A GRADIENT CUSTOMIZATION AND PLACE THE BLACK AT A LOCATION OF 25 DONE!
Layout And Composition
- ALL STYLE ELEMENTS CAN BE COMBINED TO DEVELOP A GRAPHIC LAYOUT. ELEMENT: 45° This element can be used in various ways, as long as the angle is maintained. Mainly from the top-left to the bottom-right, like the logo! Secondly, from the bottom-left to the top-right.
- ALL STYLE ELEMENTS CAN BE COMBINED TO DEVELOP A GRAPHIC LAYOUT. ELEMENT: TILES Crafting blocks with a unique design, intended for use as background patterns.
- Elements can be separated from the block and used in compositions.
- APPLY IN BLACK AT 20 PERCENT OPACITY
- APPLY USING A CONTRAST COLOUR AND POSITION IT TO THE SIDE
Campaign Concept
- Due to the international relevance of target group compatriots, the concept ‘Made in the Eredivisie’ is part of our communication strategy.
- We can use ‘Made in the Eredivisie’ as a hero campaign, but it also works as a content format in our country specific social strategy and it’s useful as part of the broadcaster’s content offer.
- The concept ‘Made in the Eredivisie’ is campaign communication that expresses the strategy.
- A campaign -film ‘Made in the Eredivisie’ shows the history and connection of Moroccan players with our league. We end this film with a final card: Eredivisie. Home of Dutch football.
- We can announce the big match Ajax -Feyenoord in a short clip which ends with ‘Eredivisie. Home of Dutch Football’. We cannot end this short clip with ‘Made in the Eredivisie’, as this will not make sense.
Country Specific Guidelines
- COUNTRY SPECIFIC MOROCCO COLOURS COLOUR HIERARCHY
- ED. MOROCCO EMERALD GREEN ED. MOROCCO RUBY RED
| ED. MOROCCO | | |
| DARK RUBY RED | DARK | LIGHT |
| PMS | 802 | PMS | 179 | PMS | 188 | 419 | 7499 |
| CMYK | 62 | 0 | 71 | 15 | CMYK | 0 | 90 | 74 | 0 | CMYK | 0 | 100 | 82 | 53 | 7 | 0 | 7 | 90 | 0 1 15 0 |
| RGB | 83 | 218 | 63 | RGB | 233 | 55 | 55 | RGB | 121 | 0 | 22 | 28 | 30 | 28 | 255 251 217 |
| HEX | #1DED76 | HEX | #E93737 | HEX | #790016 | #lAlFlC | #FFFBD9 |
- MOROCCO KEEP THE COUNTRY-SPECIFIC READING DIRECTION IN MIND FROM RIGHT TO LEFT HOME OF DUTCH FOOTBALL