Official Websites

• https://www.espn.com
• https://plus.espn.com
• https://espnpressroom.com/us

Brand Guidelines

2024

Brand Summary

Mission

• To protect the integrity of the ESPN logo and oversee its proper usage in all media, ensuring consistent and proper representation of the ESPN brand [^1].

Core Values

• pride
• passion
• energy
• integrity
• teamwork

Target Audience

• Sports fans, athletes, and viewers who value dynamic, energetic, and authentic sports media experiences [^2].

Personality Traits

• dynamic
• energetic
• passionate
• protective
• innovative

Visual Identity Overview

• The ESPN brand is defined by its bold, italicized logo, a core color palette centered on red, black, white, gray, silver, gold, green, and pink, and a custom typeface (Playoff Pro) that embodies both tradition and modernity. Visual style emphasizes motion, energy, and clarity, with strict rules for logo usage, layout, and co-branding [^3].

Categories

Color Palette

• The ESPN Logo should primary be used in the core color palette, but there is potential for other color combinations that need to be reviewed and approved on a case by base basis through the Brand Identity Council.
• ESPN Red: R: 220, G: 31, B: 38, HEX: #dd0000, PMS: 185 C
• ESPN Black: R: 23, G: 31, B: 33, HEX: #000000, PMS: Black C
• ESPN White: R: 225, G: 225, B: 225, HEX: #ffffff, PMS: White C
• ESPN Gray: R: 128, G: 128, B: 130, HEX: #808080, PMS: 430 C
• ESPN Silver: R: 128, G: 128, B: 128, HEX: #878787, PMS: 877 C
• ESPN Gold: R: 188, G: 168, B: 30, HEX: #bca81e, PMS: 101 C
• ESPN Green: R: 85, G: 149, B: 54, HEX: #558936, PMS: 7732 C
• ESPN Pink: R: 255, G: 75, B: 0, HEX: #ff4b00, PMS: 172 C

Typography

• ESPN has designed an original font called Playoff Pro for use in brand identities, on-air graphics, print, digital and a wide variety of collateral materials.
• Playoff Pro is an updated and expanded version of the original Playoff typeface which was designed exclusively for ESPN in 2008. This new update was finished in May of 2013. It features 20 new styles, as well as design refinements, including glyph adjustments and a complete tracking and kerning overhaul for increased text legibility. The design inspiration comes from a look back at the typographic history of the company since its birth in 1979, combined with a more modern, innovative and universal aesthetic. The result is a unique but familiar typeface that embodies the past, present and future of the ESPN brand.

• ESPN Playoff Pro

• Playoff Pro Serif

• ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz 0123456789
• !@%^&(,.;’?)

• Playoff Pro Sans

• ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklnopqrstuvwxyz
• 0123456789

• Playoff Pro Condensed

• XLight	Medium
  XLight Italic	Medium Italic
  Light	Bold
  Light Italic	Bold Italic
  Regular	Heavy
  Regular Italic	Heavy Italic

• XLight Medium
  		XLight Italic	Medium Italic
  Light	Bold
  Light Italic	Bold Italic
  Regular	Heavy
  Regular Italic	Heavy Italic

• Regular Regular Italic Medium Medium Italic Bold Bold Italic Black Black Italic

Logo Usage

• The ESPN Logo should primary be used in the core color palette, but there is potential for other color combinations that need to be reviewed and approved on a case by base basis through the Brand Identity Council.

• Do not alter the angle or proportion of the ESPN logo.

• Do not infringe upon the safety zone established around the logo.

• Do not obscure or detract from the legibility of the ESPN logo.

• It is permitted to crop the ESPN logo, but at least 60% of the logo must be visible and immediately identifiable as the ESPN logo.

• Do not skew, blur, distort, outline, rotate, arch, disassemble, distress or angle the ESPN logo.

• Do not use the logo typestyle for other words or phrases.

• Do not use the E from the ESPN logo to solely represent the ESPN brand.

• The full ESPN logo should always be present or in a secondary support position when the E logo is being used in a primary position on any creative execution.

• tDoso s11.eod t oUr s sce tahte t elro egd o rie. n ,-,,, eaan t aPnagtt Jed ern.

• Do not use the logo in body copy.

• Do not add a tagline to the ESPN logo.

• Do not add a trademark symbol or registered trademark symbol to the ESPN logo.

• The width of the ESPN logo must be no less than .625 or 5/8 inches, or 15 millimeters.

• When representing multiple logos in a row, logos should be aligned by their center axis. Spacing between the logos should be equal to an E space. If there are ESPN related logos (ESPN2, ESPN+ etc.) in the group the “ESPN” logos should all be the same size.
• In animation, the logo must resolve to the official ESPN logo

Visual Style

• The ESPN Logo should primary be used in the core color palette, but there is potential for other color combinations that need to be reviewed and approved on a case by base basis through the Brand Identity Council.

• Do not alter the angle or proportion of the ESPN logo.

• Do not infringe upon the safety zone established around the logo.

• Do not obscure or detract from the legibility of the ESPN logo.

• It is permitted to crop the ESPN logo, but at least 60% of the logo must be visible and immediately identifiable as the ESPN logo.

• Do not skew, blur, distort, outline, rotate, arch, disassemble, distress or angle the ESPN logo.

• Do not use the logo typestyle for other words or phrases.

• Do not use the E from the ESPN logo to solely represent the ESPN brand.

• The full ESPN logo should always be present or in a secondary support position when the E logo is being used in a primary position on any creative execution.

• tDoso s11.eod t oUr s sce tahte t elro egd o rie. n ,-,,, eaan t aPnagtt Jed ern.

• Do not use the logo in body copy.

• Do not add a tagline to the ESPN logo.

• Do not add a trademark symbol or registered trademark symbol to the ESPN logo.

• The width of the ESPN logo must be no less than .625 or 5/8 inches, or 15 millimeters.

• When representing multiple logos in a row, logos should be aligned by their center axis. Spacing between the logos should be equal to an E space. If there are ESPN related logos (ESPN2, ESPN+ etc.) in the group the “ESPN” logos should all be the same size.

• In animation, the logo must resolve to the official ESPN logo

• The sponsor logo should be 80% of the size of the ESPN logo. The exact balance among the brands is governed by specific sponsorship entitlements.

Co Branding

• ESPN partners with many other brands, resulting in co-promotion that often shares creative qualities and branding from both partners.
• In all cases, uses of the ESPN logo must establish a clearly distinct commercial impression, so as to firmly demonstrate the nature of the co-branded relationship. Successful co-promotion enhances the branding of all of the partners represented and must meet their full approval.
• The sponsor logo should be 80% of the size of the ESPN logo. The exact balance among the brands is governed by specific sponsorship entitlements.
• Sporting events that air on ABC are branded ESPN on ABC. However, to avoid confusion, the ESPN on ABC lockup is only used on-air and only during the event. It is never used in print or other media to communicate tune-in.
• The ESPN on ABC logo lockup may sometimes be used in sales communications where it has no association with any tune-in message.

2008

Brand Summary

Mission

• To serve fans wherever sports are watched, listened to, discussed, played, debated, or read about [^1].

Core Values

• authenticity
• quality
• leadership
• innovation
• expertise
• consistency
• integrity
• dynamic
• unique
• inside perspective
• stay true
• authority
• personality [^2]

Target Audience

• Sports fans of all ages and backgrounds, including youth, adults, and communities engaged in sports across multiple platforms [^3].

Personality Traits

• authoritative
• dynamic
• authentic
• unique
• knowledgeable
• innovative
• true to sports
• inside perspective
• consistent
• energetic [^4][^2]

Visual Identity Overview

• The visual identity is bold, dynamic, and modern, featuring a powerful and recognizable logo, a unique custom font (Playoff), a streamlined and simple typographic system, a strong red-black-white color palette, authentic sports photography, and consistent layout rules for logo usage and multiple brand properties [^5].

Categories

Brand Voice

• A Brand Promise sums up the essence and meaning of a Brand and how the Brand connects to its consumers. It is what consumers expect from the Brand and what they attribute to it. The Promise and the supporting attributes serve as a guide to help manage and grow the Brand. The overall goal is to maximize those things that contribute to Brand strength and deliver on the Brand Promise, and minimize those that do not.
• What we do SPORTS with AUTHORITY and PERSONALITY

Brand Imagery

• We want to provide photography that brings a unique point of view about sports. Use images that show a more inside view and perspective about sports that only ESPN can do.
• Authentic, Dynamic, Unique, Inside. Stay True.
• When using photography, stay true to the photo. ESPN wants to communicate the authenticity of sports. By using dynamic photography and/or unique cropping, we hope to bring a true representation of sports to our fans.
• Primarily we prefer that the image be used in its full color form, but you are permitted to alter it in one of the following ways: b&w, duotone, monotone.
• Primarily we prefer that the image be used in its 1. full color form, but you are permitted to alter it in one of the following ways: 2. b&w, 3. duotone, 4. monotone.
• The image should be used in its original form. It should not be distorted or altered in any way. There is nothing more true than using a photo the way it was originally shot. To the right are four examples of what not to do.
• Shown are examples of what not to do. 1-4. No blurring or funky filters will be permitted.
• With rare exception, ESPN has the right to use names and player likenesses to promote its game coverage. Images of appropriate players in action should be used whenever possible in order to remain true to ESPN’s journalistic integrity. If a campaign exists to promote a game or event, use it. And be sure to license the image(s) for the specific use.
• When using sports photography for purposes other than to drive tune-in to an event, such as when promoting a product or service, then player likeness and trademarks become issues requiring analysis. In most cases, these types of uses will require licenses from the players and/or the holder of the players’ rights of publicity and the trademark owner.
• All photography usage must be routed through your ESPN departmental contact to the appropriate Legal and/or Programming contact.
• There are many layers of ownership present in sports photography besides who owns the copyright of the picture. Player likeness, copyrighted marks and uniforms, league and sponsor interests, etc., all heavily impact how the picture can and cannot be used. Generally, these concerns often prohibit the use of game photos for marketing and promotion.
• Do not strip out recognizable details for the sake of making a photograph “safe”, or use a stock photo of a fake athlete. Our fans know when a photo has been posed or tampered with, and it undercuts ESPN’s authenticity if we resort to these tactics. Instead, use scenic or other sports imagery consistent with Guidelines; Photography: Do’s.
• Do not use model or posed photography to represent ESPN programming, products or services.

Color Palette

• The following guidelines for color of the ESPN logo apply generally to the entire family of ESPN logos. Additional information specific to a particular logo within the ESPN family (ESPN X Games, ESPN Classic, etc.) can be found on the logo sheet dedicated to that logo.
• 1-6: Preferred logo for color backgrounds.
• 7 & 8: When the background is textured, or when not using colors from the primary palette, the ESPN mark should appear in white.
• 9: On light colored fields, the mark should appear in black.
• Values for ESPN red: Pantone red 032 CMYK: 0. 90. 86. 0 RGB: 255. 0. 48 WEB: FF 00 33
• Values for black: Pantone process black C CMYK: 0. 0. 0. 100 RGB: 0. 0. 0 WEB: 00 00 00
• Acceptable values for grey: Pantone cool gray 9 pms 877 metallic silver -print only CMYK: 0. 0. 0. 30 RGB: 129. 129. 131 WEB: 81 81 83
• Shown are several of the most common examples of unacceptable handling of the ESPN logo. These examples and any other non-standard variations are discouraged in any and all media unless otherwise permitted and approved by ESPN.
• DO NOT color block the logo.
• Use only variations shown on the logo sheet. For assistance in choosing the variation that is most suitable for your layout, contact ESPN Marketing or your ESPN departmental contact.

Typography

• ESPN has designed an original font for use in new brand identities, for graphic templates and collateral. The design inspiration comes from a look back at the typographic history of the company since its birth in 1979, combined with a more modern, innovative and universal aesthetic. The result is a unique but also familiar typeface that will embody the past, present and future of the ESPN Brand.
• The new font, called Playoff, is available in serif and sans serif faces, and is becomming the basis of a new design architecture for the ESPN brand. This architecture will be elaborated in subsequent editions of the BIG. Working files for templates and collateral will also become available. Please check big.espn.com for updates and information.
• This unique font, called Playoff, will become the basis of a new design architecture for the ESPN brand.
• Typography used to project the ESPN brand must be simple, modern and streamlined. It should also complement the ESPN logo rather than have the same weight and skew (see page 23, Don’ts).
• For business purposes, both internal and between ESPN business partners, use the Helvetica or Arial family. This typeface may also be used for marketing and promotion of the ESPN corporate brand.
• To project the ESPN brand, typography used must be simple, modern and streamlined.
• Use the Helvetica or Arial family of typefaces for text. When enlarging or reducing text fonts, keep a minimum of 3 points difference between font size and leading.
• When enlarging or reducing text fonts, keep a minimum of 3 points difference between font size and leading.
• Paragraph, indent and letter space should be optically balanced.
• Avoid gaps between wide letterforms, and widows at the end of text blocks.
• Letter spacing should be optically balanced.
• For type that is in close proximity to the ESPN logo, and when creating new logos, choose a typeface that contrasts or complements the ESPN logo rather than mimics.
• The most common ways of parroting the ESPN logo are to extend the stripe contained in the characters into other type. Use of the “speed” line outside of the ESPN logo could have a negative impact on trademark enforceablity.
• Another Don’t is to use Bolt Italic, the font on which the ESPN logo is based. Both of these approaches dilute the distinction and integrity of the ESPN logo and are not to be used. For suitable font options see Guidelines; Typography: Headline.
• Do not mimic the ESPN logo by extending the stripe through text. Do not use Bolt Italic or similar fonts that imitate the ESPN logo.

Logo Usage

• Never use TM or ® on the ESPN logo or on any ESPN trademarks.
• The correct lean angle for the ESPN logo is 97 degrees, measured from the horizontal axis clockwise to the vertical of the letter “E”. The correct proportion for the ESPN logo, width to height, is 4 to 1.
• The specs for correct angle and proportion of the ESPN logo also apply to the ESPN found within each logo in the entire family of ESPN logos.
• The following guidelines for color of the ESPN logo apply generally to the entire family of ESPN logos. Additional information specific to a particular logo within the ESPN family (ESPN X Games, ESPN Classic, etc.) can be found on the logo sheet dedicated to that logo.
• Preferred logo for color backgrounds.
• When the background is textured, or when not using colors from the primary palette, the ESPN mark should appear in white.
• On light colored fields, the mark should appear in black.
• Values for ESPN red: Pantone red 032, CMYK: 0, 90, 86, 0, RGB: 255, 0, 48, WEB: FF0033.
• Values for black: Pantone process black C, CMYK: 0, 0, 0, 100, RGB: 0, 0, 0, WEB: 000000.
• Acceptable values for grey: Pantone cool gray 9, pms 877 metallic silver -print only, CMYK: 0, 0, 0, 30, RGB: 129, 129, 131, WEB: 818183.
• Shown are several of the most common examples of unacceptable handling of the ESPN logo. These examples and any other non-standard variations are discouraged in any and all media unless otherwise permitted and approved by ESPN.
• DO NOT skew the logo.
• DO NOT distort the logo.
• DO NOT configure the logo vertically.
• DO NOT omit portions of the logo.
• DO NOT obstruct the logo.
• DO NOT rotate the logo.
• DO NOT fill the logo with pattern.
• DO NOT color block the logo.
• DO NOT reverse the logo.
• DO NOT create decorative patterns with the logo.
• DO NOT outline the logo.
• DO NOT use drop shadows on the logo.
• Minimum size for the ESPN Logo is 5/8"(.625" or 17 mm). To maintain legibility, please do not use the logo at smaller sizes.
• This diagram illustrates the minimum amount of space surrounding the logo. To ensure consistency, space is calculated in “X” spaces (a square equal in height to the lower section of the ESPN logo in that layout).
• The safety zone is relative to the height of the bottom section of the ESPN logo. The safety zone can always be bigger than the “x” space, but never smaller. The ESPN logo should always be surrounded by at least one “x” space.
• Similar to Clear Space, the Lock-up space is the minimum amount of space required as a cushion around the ESPN logo when it is being used in a lock up with another logo. This applies to the creation of new brands within the ESPN family and is recommended for all kinds of products and title treatments. It may also apply in certain instances of co-branding.
• This lock-up diagram illustrates the minimum amount of space allowable. “X” is the dimension, where “X” is defined as the height of the top bar (roughly one-third) of the ESPN logo.
• When representing multiple logos from the ESPN family of brands, there are special considerations beyond the basic spacing requirement described in Guidelines; Space: Clear.
• Logos that are stacked or arranged in a column should be justified left. The more logos involved, the more space should be given as padding between them. The width of the logos can vary as long as legibility is maintained. Balance the logos by their visual weight, not by their actual dimensions.
• Especially when using logos with very different proportions, it is important that the logos feel balanced in terms of their visual weight. Always justify left.
• When representing multiple logos in a row, size, spacing and alignment are critical. Logos should be aligned by their center axis. The minimum clear space rule defined on page 16, Clear Space, must be observed. It is often necessary to reduce the size of the logos in order to ensure that there is enough clear space while still maintaining legibility. Balance the logos by their visual weight, not by their actual dimensions.
• Multiple logos in rows should be aligned by their center axis. When showing more than one row of logos, stagger or organize them to achieve consistent and maximum spacing in between.
• Use only variations shown on the logo sheet. For assistance in choosing the variation that is most suitable for your layout, contact ESPN Marketing or your ESPN departmental contact.

Tone And Messaging

• A Brand Promise sums up the essence and meaning of a Brand and how the Brand connects to its consumers. It is what consumers expect from the Brand and what they attribute to it. The Promise and the supporting attributes serve as a guide to help manage and grow the Brand. The overall goal is to maximize those things that contribute to Brand strength and deliver on the Brand Promise, and minimize those that do not.
• What we do SPORTS with AUTHORITY and PERSONALITY
• ESPN connects fans to sports over many platforms.
• We strive to consistently deliver unmatched quality strengthened by leadership and innovation.

Brand Values

• A Brand Promise sums up the essence and meaning of a Brand and how the Brand connects to its consumers. It is what consumers expect from the Brand and what they attribute to it. The Promise and the supporting attributes serve as a guide to help manage and grow the Brand. The overall goal is to maximize those things that contribute to Brand strength and deliver on the Brand Promise, and minimize those that do not.
• What we do SPORTS with AUTHORITY and PERSONALITY
• ESPN connects fans to sports over many platforms.
• We strive to consistently deliver unmatched quality strengthened by leadership and innovation.

Visual Style

• The correct lean angle for the ESPN logo is 97 degrees, measured from the horizontal axis clockwise to the vertical of the letter “E”. The correct proportion for the ESPN logo, width to height, is 4 to 1.
• The specs for correct angle and proportion of the ESPN logo also apply to the ESPN found within each logo in the entire family of ESPN logos.
• The following guidelines for color of the ESPN logo apply generally to the entire family of ESPN logos. Additional information specific to a particular logo within the ESPN family (ESPN X Games, ESPN Classic, etc.) can be found on the logo sheet dedicated to that logo.
• Values for ESPN red: Pantone red 032, CMYK: 0, 90, 86, 0, RGB: 255, 0, 48, WEB: FF0033.
• Values for black: Pantone process black C, CMYK: 0, 0, 0, 100, RGB: 0, 0, 0, WEB: 000000.
• Acceptable values for grey: Pantone cool gray 9, pms 877 metallic silver -print only, CMYK: 0, 0, 0, 30, RGB: 129, 129, 131, WEB: 818183.
• Preferred logo for color backgrounds.
• When the background is textured, or when not using colors from the primary palette, the ESPN mark should appear in white.
• On light colored fields, the mark should appear in black.
• Shown are several of the most common examples of unacceptable handling of the ESPN logo. These examples and any other non-standard variations are discouraged in any and all media unless otherwise permitted and approved by ESPN.
• DO NOT skew the logo.
• DO NOT distort the logo.
• DO NOT configure the logo vertically.
• DO NOT omit portions of the logo.
• DO NOT obstruct the logo.
• DO NOT rotate the logo.
• DO NOT fill the logo with pattern.
• DO NOT color block the logo.
• DO NOT reverse the logo.
• DO NOT create decorative patterns with the logo.
• DO NOT outline the logo.
• DO NOT use drop shadows on the logo.
• Minimum size for the ESPN Logo is 5/8"(.625" or 17 mm). To maintain legibility, please do not use the logo at smaller sizes.
• This diagram illustrates the minimum amount of space surrounding the logo. To ensure consistency, space is calculated in “X” spaces (a square equal in height to the lower section of the ESPN logo in that layout).
• The safety zone is relative to the height of the bottom section of the ESPN logo. The safety zone can always be bigger than the “x” space, but never smaller. The ESPN logo should always be surrounded by at least one “x” space.
• Similar to Clear Space, the Lock-up space is the minimum amount of space required as a cushion around the ESPN logo when it is being used in a lock up with another logo. This applies to the creation of new brands within the ESPN family and is recommended for all kinds of products and title treatments. It may also apply in certain instances of co-branding.
• This lock-up diagram illustrates the minimum amount of space allowable. “X” is the dimension, where “X” is defined as the height of the top bar (roughly one-third) of the ESPN logo.
• Logos that are stacked or arranged in a column should be justified left. The more logos involved, the more space should be given as padding between them. The width of the logos can vary as long as legibility is maintained. Balance the logos by their visual weight, not by their actual dimensions.
• Especially when using logos with very different proportions, it is important that the logos feel balanced in terms of their visual weight. Always justify left.
• When representing multiple logos in a row, size, spacing and alignment are critical. Logos should be aligned by their center axis. The minimum clear space rule defined on page 16, Clear Space, must be observed. It is often necessary to reduce the size of the logos in order to ensure that there is enough clear space while still maintaining legibility. Balance the logos by their visual weight, not by their actual dimensions.
• Multiple logos in rows should be aligned by their center axis. When showing more than one row of logos, stagger or organize them to achieve consistent and maximum spacing in between.
• Typography used to project the ESPN brand must be simple, modern and streamlined. It should also complement the ESPN logo rather than have the same weight and skew (see page 23, Don’ts).
• For business purposes, both internal and between ESPN business partners, use the Helvetica or Arial family. This typeface may also be used for marketing and promotion of the ESPN corporate brand.
• To project the ESPN brand, typography used must be simple, modern and streamlined.
• Use the Helvetica or Arial family of typefaces for text. When enlarging or reducing text fonts, keep a minimum of 3 points difference between font size and leading.
• When enlarging or reducing text fonts, keep a minimum of 3 points difference between font size and leading.
• Paragraph, indent and letter space should be optically balanced.
• Avoid gaps between wide letterforms, and widows at the end of text blocks.
• Letter spacing should be optically balanced.
• For type that is in close proximity to the ESPN logo, and when creating new logos, choose a typeface that contrasts or complements the ESPN logo rather than mimics.
• The most common ways of parroting the ESPN logo are to extend the stripe contained in the characters into other type. Use of the “speed” line outside of the ESPN logo could have a negative impact on trademark enforceablity.
• Another Don’t is to use Bolt Italic, the font on which the ESPN logo is based. Both of these approaches dilute the distinction and integrity of the ESPN logo and are not to be used. For suitable font options see Guidelines; Typography: Headline.
• Do not mimic the ESPN logo by extending the stripe through text. Do not use Bolt Italic or similar fonts that imitate the ESPN logo.
• We want to provide photography that brings a unique point of view about sports. Use images that show a more inside view and perspective about sports that only ESPN can do.
• Authentic, Dynamic, Unique, Inside. Stay True.
• When using photography, stay true to the photo. ESPN wants to communicate the authenticity of sports. By using dynamic photography and/or unique cropping, we hope to bring a true representation of sports to our fans.
• Primarily we prefer that the image be used in its full color form, but you are permitted to alter it in one of the following ways: b&w, duotone, monotone.
• The image should be used in its original form. It should not be distorted or altered in any way. There is nothing more true than using a photo the way it was originally shot. To the right are four examples of what not to do.
• No blurring or funky filters will be permitted.
• Do not use model or posed photography to represent ESPN programming, products or services.

Layout And Composition

• The correct lean angle for the ESPN logo is 97 degrees, measured from the horizontal axis clockwise to the vertical of the letter “E”. The correct proportion for the ESPN logo, width to height, is 4 to 1.
• The specs for correct angle and proportion of the ESPN logo also apply to the ESPN found within each logo in the entire family of ESPN logos.
• Minimum size for the ESPN Logo is 5/8"(.625" or 17 mm). To maintain legibility, please do not use the logo at smaller sizes.
• This diagram illustrates the minimum amount of space surrounding the logo. To ensure consistency, space is calculated in “X” spaces (a square equal in height to the lower section of the ESPN logo in that layout).
• The safety zone is relative to the height of the bottom section of the ESPN logo. The safety zone can always be bigger than the “x” space, but never smaller. The ESPN logo should always be surrounded by at least one “x” space.
• Similar to Clear Space, the Lock-up space is the minimum amount of space required as a cushion around the ESPN logo when it is being used in a lock up with another logo. This applies to the creation of new brands within the ESPN family and is recommended for all kinds of products and title treatments. It may also apply in certain instances of co-branding.
• This lock-up diagram illustrates the minimum amount of space allowable. “X” is the dimension, where “X” is defined as the height of the top bar (roughly one-third) of the ESPN logo.
• Logos that are stacked or arranged in a column should be justified left. The more logos involved, the more space should be given as padding between them. The width of the logos can vary as long as legibility is maintained. Balance the logos by their visual weight, not by their actual dimensions.
• Especially when using logos with very different proportions, it is important that the logos feel balanced in terms of their visual weight. Always justify left.
• When representing multiple logos in a row, size, spacing and alignment are critical. Logos should be aligned by their center axis. The minimum clear space rule defined on page 16, Clear Space, must be observed. It is often necessary to reduce the size of the logos in order to ensure that there is enough clear space while still maintaining legibility. Balance the logos by their visual weight, not by their actual dimensions.
• Multiple logos in rows should be aligned by their center axis. When showing more than one row of logos, stagger or organize them to achieve consistent and maximum spacing in between.
• Generally, the guidelines for the ESPN logo that are detailed in Section 1 apply to each of the branded property logos as well. Other style guidelines may exist for some of these properties. Always check with your ESPN contact to confirm what is the best logo to use in a given application.
• Note: When showing multiple logos in one layout, the logos should appear balanced in relationship to each other despite their differences in proportion. For more information on showing multiple logos, see Section 1, Guidelines; Logo Use; Multiple Logos.

Co Branding

• ESPN partners with many other brands, resulting in co-promotion that often shares creative qualities and branding from both partners. The sponsor logo and the ESPN logo should be roughly equal in size, plus or minus 15%. The exact balance among the brands is governed by specific sponsorship entitlements.
• In all cases, uses of the ESPN logo must establish a clearly distinct commercial impression, so as to firmly demonstrate the nature of the co-branded relationship.
• Successful co-promotion enhances the bradning of all of the partners represented and must meet their full approval.
• Successful co-promotion should utilize appropriate campaigns and branding from among the partners represented. The sponsor logo and the ESPN logo should be roughly equal in size, plus or minus 15%.
• Similar to Clear Space, the Lock-up space is the minimum amount of space required as a cushion around the ESPN logo when it is being used in a lock up with another logo. This applies to the creation of new brands within the ESPN family and is recommended for all kinds of products and title treatments. It may also apply in certain instances of co-branding.
• This lock-up diagram illustrates the minimum amount of space allowable. “X” is the dimension, where “X” is defined as the height of the top bar (roughly one-third) of the ESPN logo.

Affiliate Marketing

• When promoting ESPN properties, always use the current campaign materials that were created for that property. Creative materials will frequently be available online or through your ESPN departmental contact.
• Never re-create a graphic look or elements to mimic a campaign look. If campaign materials for a given ESPN property are not available, always work with your ESPN contact to find the appropriate solution to meet promotional needs.
• Important: Personal likeness (e.g., athletes), trademarks and all licensed imagery are highly restricted in the manner in which they can be used. Imagery of this type must not be associated with any sales or marketing proposition without prior and explicit permission.
• Use of such imagery without permission entails serious liabilities. For additional information, see Guidelines; Photography: Rights, or contact ESPN Legal.
• Always use campaign graphics specifically for that property. Do not mimic or re-create campaign graphics; do not use for any other purpose.
• Customizable marketing materials for specific ESPN properties provide consistent branding while at the same time allow our affiliates to extend their messaging and brands. Only use the areas of the layout that are provided for customization. The content of these materials must not be altered in any other way.
• To maintain the integrity of the creative campaign, only use the areas of the layout that are provided for customization.

Campaign Guidelines

• Most of the content on ESPN media platforms is promoted through creative campaigns that change regularly. It is important that the current campaign look or established identity of a given property be adhered to completely as it extends into all media.
• Work with your ESPN contact in order to maintain creative consistency with the appropriate campaign or brand style.
• When promoting ESPN properties, always use the current campaign materials that were created for that property. Creative materials will frequently be available online or through your ESPN departmental contact.
• Never re-create a graphic look or elements to mimic a campaign look. If campaign materials for a given ESPN property are not available, always work with your ESPN contact to find the appropriate solution to meet promotional needs.
• Important: Personal likeness (e.g., athletes), trademarks and all licensed imagery are highly restricted in the manner in which they can be used. Imagery of this type must not be associated with any sales or marketing proposition without prior and explicit permission.
• Use of such imagery without permission entails serious liabilities. For additional information, see Guidelines; Photography: Rights, or contact ESPN Legal.
• Always use campaign graphics specifically for that property. Do not mimic or re-create campaign graphics; do not use for any other purpose.
• Customizable marketing materials for specific ESPN properties provide consistent branding while at the same time allow our affiliates to extend their messaging and brands. Only use the areas of the layout that are provided for customization. The content of these materials must not be altered in any other way.
• To maintain the integrity of the creative campaign, only use the areas of the layout that are provided for customization.

Stock Photography

• There are many layers of ownership present in sports photography besides who owns the copyright of the picture. Player likeness, copyrighted marks and uniforms, league and sponsor interests, etc., all heavily impact how the picture can and cannot be used. Generally, these concerns often prohibit the use of game photos for marketing and promotion.
• Do not strip out recognizable details for the sake of making a photograph “safe”, or use a stock photo of a fake athlete. Our fans know when a photo has been posed or tampered with, and it undercuts ESPN’s authenticity if we resort to these tactics. Instead, use scenic or other sports imagery consistent with Guidelines; Photography: Do’s.
• Do not use model or posed photography to represent ESPN programming, products or services.

Stationery

• The ESPN standard letterhead and business cards are to be used for all business communications. New styles or variations of this style are only created where there is a clear business or legal justification. (Examples: for a specific event or show such as X Games, or for a business area such as ESPN The Magazine.) All requests for new styles and updates to existing styles must be reviewed by Marketing (see Contacts). These requests will be routed through Administration and Legal as needed.

Additional Properties