FINA

Official Websites

• https://www.worldaquatics.com
• http://www.fina.org

Brand Guidelines

2014

Brand Summary

Mission

• To reinforce universality and global presence in aquatic sports, with the tagline ‘Water is Our World’ highlighting FINA’s mission and core activities [^1].

Core Values

• universality
• global presence
• excellence
• professionalism
• recognition of aquatic disciplines
• celebration of stars in aquatics [^2]

Target Audience

• Individuals and organizations involved in aquatic sports worldwide, including athletes, coaches, officials, event organizers, and affiliated members [^2].

Personality Traits

• professional
• global
• recognizable
• reader-friendly
• celebratory
• dynamic [^4]

Visual Identity Overview

• FINA’s visual identity centers on a stylized globe, six golden stars representing aquatic disciplines, a reader-friendly font, blue and yellow as main colors, and high-quality aquatic imagery. The logo and graphics emphasize water, motion, and global reach, with strict rules for logo usage, color palette, typography, and layout [^5] .

Categories

Brand Imagery

• Photography is crucial part of the Fl NA brand identity. Photos should always be professional and of high quality. Amateur photos can be used for publications, such as news, biogs etc.
• Whenever photos are used as a generic background where they play secondary role, a graphical treatment is recommended. For the purpose of this brand book it’s cal led “Fl NA Blue Colour Photo Treatment’’.
• The creation method is described as a generic one, that most of the graphical software are supporting (i.e. Photoshop, Illustrator). - Convert the desired photo to greyscale -Create new layer above the greyscale photo, and set up a blending mode to Multiply/Darken. Sometimes the greyscale photo will require some retouching-brightness/contrast. After creating the image, always flatten the layers before sending, as in some cases like viewing a pdf file from a web browser may not show the desired results, or may appear corrupted.
• Result is a photo with blue look and feel.
• Creating image collages/compositions in a consistent way improves brand perception. These are just a few examples of grids that can be used in FINA materials.
• Irregular grids are highly recommended, spaces between the photos are not required.
• Try to avoid using regular grids in printed materials. If used -use with blank spaces between. For digital usage it’s accepted.
• Don’t use different than rectangle/square shapes for photos.
• Don’t use different photo description style in one document, and try to keep consistency throughout the documents.

Color Palette

• FINA main colours are blue and yellow.
• Yellow is used for accents.
• Black is used mainly for typography.
• Pantone 3015C/U CMYK: 94,63,11,1 RGB: 0,97,158 #00619E
• Pantone 1235C/U CMYK: 2/31/98/0 RGB: 249/182/33 #F9B621
• Pantone Black C/U CMYK: 0/0/0/100 RGB: 0/0/0 #00000
• Never switch the colors
• Never stray from the color palette
• FINA main colours are blue and yellow. Yellow is used for accents. Black is used mainly for typography.
• Pantone 3015C Pantone 1235C
• The FINA corporate logo can exist with an “inverted” colour scheme, which means that the main colour is white, and the stars remain yellow.
• Pantone 1235C
• In general-don’t use FINA corporate logos on backgrounds that are different colour schemes than white/light/blue/dark blue.
• Acceptable on light-solid, gradient or patterned backgrounds -white/grey.
• Acceptable on fairly uniform blue/dark backgrounds.
• Don’t use logos in a way that makes it ilegible -e.g. dark logo on dark background, logo on complicated backgrounds.
• The FINA logo can exist only in black or white.
• Colours to be defined by the logo creator
• For all Selected FINA Events logos general background colour usage rules are: - Respect the universal knowledge about colour theory and rules (e.g. colour matching) - Place logos on backgrounds in a way that doesn’t affect the legibility, - Try keeping the FINA logotype and event name in white on coloured backgrounds, - Use black font version on white/very light backgrounds
• Pantone 1235C CMYK: 2/30/97/0 RGB: 249/182/33 #: F9B621 Pantone 2935C CMYK: 92/72/0/0 RGB: 0/85/184 #: 0055B8 Pantone 357C CMYK: 85/40/91/39 RGB: 29/86/50 #: 1D5632 Pantone 3265C CMYK: 82/0/41/0 RGB: 0/196/179 #: 00C4B3 58/83/0/0 133/71/173 8547AD Pantone 165C CMYK: 0/74/98/0 RGB: 255/103/27 #: FF671B

Typography

• FINA’s primary font is Lato. The font is available free of charge, and supports most of the languages.
• The Lato Font comes with 5 weights (normal+ital-ic), but Hairline weight shouldn’t be used.
• Lato font is free for commercial use.
• Font weights Light AaBbCcDdEe123 Regular AaBbCcDdEe123 Bold AaBbCcDdEe123 Black AaBbCcDdEe123
• Lato Font supports most languages, and is constantly developed.
• The Arial font should be used in all printed materials that are editable and can be sent outside of FINA in an editable form. For all Official FINA documents (i.e. memo, agreement, forms, etc.) the font size should be 11. Arial is available on most computers, as it is a system font.
• Arial supports most of the languages.
• Never change or alter any fonts.
• The font used is Lato Regular in uppercase.
• Junior Event logos have their own font which is Museo (Weight: 500).

Logo Usage

• Always use logo files from the Brand Guidelines respective folders.
• Never try to recreate them from the guidelines.
• Never switch the colors
• Never stretch or distort the Logo
• Never stray from the color palette
• Never rearrange elements of the design
• Never change or alter any fonts.
• The FINA primary corporate logo, is used in most cases.
• It’s main colours are blue with yellow stars.
• Pantone 3015C
• Pantone 1235C
• The logo has two variations - horizontal and vertical. Depending on the needs - it can be used with or without the tag line “Water Is Our World”. The version without the tag line can be used when the size prevents it from being legible.
• Safe area is used to prevent from placing other elements near the logo that may distort the perception of the sign. The module used to determine the safe area around logo is the width of the letter “F”
• Achromatic versions (black and white), differ slightly from the main logo due to usage of only one colour. Therefore the stars in order to be visible, need to have a border and be empty of colour inside the lines.
• They can also exist without the tag line, all the guidelines and rules for safe space etc. are the same as for the normal coloured version.
• B/W version can be used only when printing only in B/W.
• The FINA corporate logo can exist with an “inverted” colour scheme, which means that the main colour is white, and the stars remain yellow.
• The minimum size shows the smallest allowed usage of the logo. This is to prevent the logo or part of it from being illegible.
• There are two main rules for the minimum size: - The minimum size for the FINA logo with the tag line - The minimum size for the fina logo without the tag line
• The minimum size with “Water Is Our World” included. Below this size, use the version without the tag line
• Minimum size for vertical FINA logo
• In general-don’t use FINA corporate logos on backgrounds that are different colour schemes than white/light/blue/dark blue.
• Acceptable on light-solid, gradient or patterned backgrounds -white/grey.
• Acceptable on fairly uniform blue/dark backgrounds.
• Galleries/multiple photos -due to the nature of photos, it’s recommended to use the FINA logo on a small square (to keep consistency within a gallery)
• Don’t use logos in a way that makes it ilegible -e.g. dark logo on dark background, logo on complicated backgrounds.

Tone And Messaging

• On this occasion and for the first time, a tag line was included (Water is Our World) reinforcing FINAs mission and core activities.
• Nowadays, FINAs mark has been kept in a reader-friendly font to make it instantly recognis­able and emphasis has been given to Federation Internationale de Notation in order to put the Fl NA mark into a prominent position.

Brand Values

• Since the early stages, FINAs mark has been associated to universality. The globe has remained the common element under which FINA worldwide presence was highlighted.
• On this occasion and for the first time, a tag line was included (Water is Our World) reinforcing FINAs mission and core activities.
• The six golden stars are a symbol of the six aquatic disciplines governed by FINA (last star mark the introduction of High Diving since 2013) and at the same time, stars celebrate true Stars of Aquatics.

Visual Style

• FINA main colours are blue and yellow.
• Yellow is used for accents.
• Black is used mainly for typography.
• Pantone 3015C/U CMYK: 94,63,11,1 RGB: 0,97,158 #00619E
• Pantone 1235C/U CMYK: 2/31/98/0 RGB: 249/182/33 #F9B621
• Pantone Black C/U CMYK: 0/0/0/100 RGB: 0/0/0 #00000
• Photography is crucial part of the Fl NA brand identity. Photos should always be professional and of high quality. Amateur photos can be used for publications, such as news, biogs etc.
• Whenever photos are used as a generic background where they play secondary role, a graphical treatment is recommended. For the purpose of this brand book it’s cal led “Fl NA Blue Colour Photo Treatment’'.
• The creation method is described as a generic one, that most of the graphical software are supporting (i.e. Photoshop, Illustrator). - Convert the desired photo to greyscale -Create new layer above the greyscale photo, and set up a blending mode to Multiply/Darken. Sometimes the greyscale photo will require some retouching-brightness/contrast.
• After creating the image, always flatten the layers before sending, as in some cases like viewing a pdf file from a web browser may not show the desired results, or may appear corrupted.
• Result is a photo with blue look and feel.
• Creating image collages/compositions in a consistent way improves brand perception. These are just a few examples of grids that can be used in FINA materials.
• Irregular grids are highly recommended, spaces between the photos are not required.
• Try to avoid using regular grids in printed materials. If used -use with blank spaces between. For digital usage it’s accepted.
• Don’t use different than rectangle/square shapes for photos.
• Don’t use different photo description style in one document, and try to keep consistency throughout the documents.
• If the logos are placed on the pictures as a secondary e I ement ( not part of the main graphic theme, such as watermarks), use the right lower corner as a primary logo placement area.
• If the image doesn’t allow the logo to be legible in the right lower corner, place it in other corners respecting the safe areas.

Iconography

• Each logo has it’s own unique icon and colour.
• These logos generally consist of their Icon -one unique for every discipline (6 in total), Fl NA logotype and the competition type/name.
• Space is forseen for the inclusion of “Event City/Year”, which is placed as a horizontal bar below the main signage. It’s also possible to include a logo of the city within this area. These logos exist only in a horizontal version.
• The icons have their unique colours.
• Pantone 1235C CMYK: 2/30/97/0 RGB: 249/182/33 #: F9B621 Pantone 2935C CMYK: 92/72/0/0 RGB: 0/85/184 #: 0055B8 Pantone 357C CMYK: 85/40/91/39 RGB: 29/86/50 #: 1D5632 Pantone 3265C CMYK: 82/0/41/0 RGB: 0/196/179 #: 00C4B3 58/83/0/0 133/71/173 8547AD Pantone 165C CMYK: 0/74/98/0 RGB: 255/103/27 #: FF671B
• The icon is never transparent inside.
• Most of the time it’s white, except for the Black version where outline is white and the inside is black.

Layout And Composition

• Irregular grids are highly recommended, spaces between the photos are not required.
• Try to avoid using regular grids in printed materials. If used - use with blank spaces between. For digital usage it’s accepted.
• Don’t use different than rectangle/square shapes for photos.
• Don’t use different photo description style in one document, and try to keep consistency throughout the documents.
• If the logos are placed on the pictures as a secondary element (not part of the main graphic theme, such as watermarks), use the right lower corner as a primary logo placement area.
• If the image doesn’t allow the logo to be legible in the right lower corner, place it in other corners respecting the safe areas.
• This applies to all logo types.

Co Branding

• This logo is constructed by placing the FINA corporate logo on the left, and the partner logo on the right with a separator line between. Separator is slighty bigger in height than the Fl NA logo. The area for the partner logo is only partly defined, as partner logos can have different proportions. Partner logo can’t be higher than FINA logo, and the area (x*y) can’t be larger than FINA logo. The safe area is defined as shown in the example, but for Partner/Supplier logo respect the rules for safe area, colours, and placement on a background. For the Fl NA logo, please respect the following rules: - colour rules -b/w versions - background placement - minimum sizes You may refer to FINA corporate logo rules and the rules of the Partner logo.
• Logo can have different proportions, but the surface of the partner logo has to be equal or smaller than FINA logo. w, W, * * etc. H, H,
• To integrate the partner or sponsor logo, use the shown example fol lowing it’s rules. The most general description of the limitations is that the logo of the partner/sponsor can’t exeed the horizontal lines (shown in blue). The logo area can have different proportions as indicated by but the area (X*Y) has to be equal or smaller than FINA logo area.
• The logo can have different proportions, but the surface of the partner logo has to be equal or smaller than FINA logo surface. w, ww, , * * * * etc. H, H, H,
• To integrate the partner or sponsor logo, use the shown example fol lowing it’s rules. The most general description of the limitations, is that the logo of the partner can’t exeed the horizontal lines (shown in blue). The logo area can have different proportions as indicated by but the area (X*Y) has to be equal or smaller than FINA logo area.

Additional Properties