Manchester United

Official Websites

• https://www.manutd.com
• https://tickets.manutd.com
• https://www.manutd.com/ticket
• https://ir.manutd.com
• http://www.manutd.com
• http://www.manutd.co
• https://www.manutd.com/zh
• https://www.manutd.com/ko
• https://www.manutd.com/ar

Brand Guidelines

2018

Brand Summary

Mission

• Manchester United Foundation uses football to engage and inspire young people to build a better life for themselves and unite the communities in which they live. Dedicated staff deliver football coaching, educational programmes and personal development, providing young people with opportunities to change their lives for the better [^1].

Core Values

• engaging
• inspiring
• positive
• friendly
• clear
• inclusive

Target Audience

• Young people and communities, with a focus on those who can benefit from football-based engagement, education, and personal development [^2].

Personality Traits

• engaging
• inspiring
• positive
• friendly
• clear
• inclusive

Visual Identity Overview

• The visual identity is closely aligned with Manchester United, featuring the club crest, a primary color palette of red, white, and black, bold typography, and imagery that focuses on participants and positive stories. The brand emphasizes clarity, consistency, and accessibility across logo usage, color, typography, photography, and video [^3].

Categories

Brand Voice

• Our brand is: Engaging Inspiring Positive Friendly Clear Inclusive
• Our brand is not: Boring Aggressive Negative Complicated
• As a charity closely associated with Manchester United, we align our brand directly to the club’s. However, as a young people’s charity our audience and the things we talk about are not the same; as a result, our brand, tone and values are different.
• Our elevator pitch and strapline underpin everything we do - it’s who we are: Manchester United Foundation uses football to engage and inspire young people to build a better life for themselves and unite the communities in which they live.

Brand Imagery

• Our photography places the participant at the focus of the image. Images with space around the main subject allow for flexibility when being used in different assets. The background allows the image to tell a story, and should always be taken into consideration. Our photography should never depict our participants or any young person in a negative light. Images should always be in colour, the use of black and white photography is not permitted without approval from the Foundation Communications Department.
• Use of Foundation images must be approved in advance of print and/or online publication. For approval email: communications@mufoundation.org

Color Palette

• Our primary colour is red. Supporting colours are white and black. It is preferable to lead with red on white, or white on red. Only use red on black when the other variations are not available. Where more colours are required, for example tables, a darker red and shades of grey are acceptable.
• RGB: 199/1/1
• HEX: #C70101
• Pantone: 186c
• CMYK: C:0 M:100 Y:100 K:5
• RGB: 255/255/255
• HEX: #FFFFFF
• Pantone: WHITE
• CMYK: C:0 M:0 Y:0 K:0
• RGB: 0/0/0
• HEX: #000000
• Pantone: BLACK
• CMYK: C:0 M:0 Y:0 K:100
• RGB: 163/145/97
• Pantone: 871c
• CMYK: C:20 M:25 Y:60 K:25
• RGB: 167/169/172
• HEX: #FFCD08
• Pantone: 877c
• CMYK: C:0 M:0 Y:0 K:40

Typography

• This is our primary typeface. It should be used across all communications. The bold weight should be used for titles and headlines and set in title case. The use of the medium and regular weights is permitted for subheadings and body copy respectively. For instances where the font isn’t available, such as web or PowerPoint presentations created on a PC, the font Arial is acceptable.
• Bertold Akzidenz Grotesk ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• This is our secondary typeface. It should be used for body copy only.
• Stone Sans ITC Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
• To create consistency across our brand and effectively convey the tone of voice of Manchester United Foundation, typography should be used as directed below. Headings are always set in Bertold Akzidenz Grotesk Bold. Body copy can be set in either Bertold Akzidenz Grotesk Regular or Stone Sans ITC Medium. With Stone Sans preferable for corporate communications and communications directed at older audiences, and Bertold Akzidenz Grotesk preferable for more informal communcations and communications to a younger audience. For instances where both fonts aren’t available, such as web or PowerPoint presentations created on a PC, the font Arial is acceptable.
• Alternative headline fonts can be used for specific campaigns that require a particular look. However, approval must be given by the Foundation Communications Department: communications@mufoundation.org
• Below are examples of how typography should not be set.
• Do not use all caps in headings
• Do not use all caps in body copy
• Do not use Stone Sans for headings
• Do not tighten leading so letters touch
• Do not justify text
• Do not tighten kerning so letters touch

Logo Usage

• The Manchester United Foundation logo must be used as directed in this guide. It must NOT be altered in any way and must only be resized in proportion. The portrait version of the logo should be used on all communications where possible.
• The landscape logo should only be used in instances when it is not possible to use the portrait version. The logo must be used as directed in this guide. It must NOT be altered in any way and must only be resized in proportion. The portrait version of the logo should be used on all communications where possible.
• Use of the Foundation logo must be approved in advance of print and/or online publication. For approval please email: communications@mufoundation.org
• Always follow the exclusion rule to provide the sufficient safe area for the logo. The width and height of the crest’s football [indicated as x below] becomes the exclusion zone and safe area for the logo. The exclusion zone is always relative to the size of the logo.
• The safe area is clear from any background image contrasts, other logos, text or graphic devices.
• This is the master logo, and should be used wherever possible. It should not appear any smaller than the dimensions indicated below.
• Minimum print size: 22mm wide Minimum screen size: 70 pixels wide
• Minimum print size: 47mm wide Minimum screen size: 144 pixels wide
• Colour variations of the logo are shown below. Depending on whether the logo sits on a red, light or dark background, the colour of the registered mark and workmark changes from black to white. The registration mark must appear black on a red background.
• To be used on a single colour item using our brand in red or black. The positive crest should always appear on a white background and can be embossed, debossed or foil blocked. The portrait version should always be used where possible.
• The negative crest should always appear white on a red or black solid background. It can also be embossed, debossed or foil blocked.
• The logo should always appear on a solid colour background and should never be placed over an image with a busy background, as illustrated on the example below.
• The crest should never be altered, distorted and have other elements added to or taken away.
• Do not colour up in any different way.
• No additional graphic devices to be added.
• Nothing must obstruct the crest.
• The crest must not sit on multi-coloured images.
• The crest background is transparent and must not be filled with any other colour/ background.
• The crest must not be expanded or condensed.
• No distortion.
• No element to be redrawn.
• Nothing must encroach within the exclusion area.
• No item from the crest to be taken and used for any purpose.
• Partner schools, some Foundation projects, funders and partners have composite logos. The Foundation logo should always appear on the left and the other logo on the right. Composite logos must not be edited or changed in anyway. Only the variations below should be used.
• For premium items you may use special finishes such as embossing, foil blocking, UV spot varnish or metallic inks. This is perfectly acceptable as long as the Foundation logo guidelines are maintained. These finishes must only be used for premium event creatives such as gala dinners, launch parties etc.

Tone And Messaging

• As a charity closely associated with Manchester United, we align our brand directly to the club’s. However, as a young people’s charity our audience and the things we talk about are not the same; as a result, our brand, tone and values are different.
• Our elevator pitch and strapline underpin everything we do - it’s who we are:
• Manchester United Foundation uses football to engage and inspire young people to build a better life for themselves and unite the communities in which they live.
• Our brand is: Engaging Inspiring Positive Friendly Clear Inclusive
• Our brand is not: Boring Aggressive Negative Complicated
• ‘Engage. Inspire. Unite.’ is the Foundation’s strapline and underpins everything we do. It should only appear on assets for which it is relevant. It should be used as directed below.

Brand Values

• Our brand is: Engaging Inspiring Positive Friendly Clear Inclusive
• Our brand is not: Boring Aggressive Negative Complicated

Visual Style

• These are the elements that make up our brand identity. Each section details how they should be implemented.

Layout And Composition

• The Manchester United Foundation logo must be used as directed in this guide. It must NOT be altered in any way and must only be resized in proportion. The portrait version of the logo should be used on all communications where possible.
• The landscape logo should only be used in instances when it is not possible to use the portrait version. The logo must be used as directed in this guide. It must NOT be altered in any way and must only be resized in proportion. The portrait version of the logo should be used on all communications where possible.
• Always follow the exclusion rule to provide the sufficient safe area for the logo. The width and height of the crest’s football [indicated as x below] becomes the exclusion zone and safe area for the logo. The exclusion zone is always relative to the size of the logo.
• The safe area is clear from any background image contrasts, other logos, text or graphic devices.
• This is the master logo, and should be used wherever possible. It should not appear any smaller than the dimensions indicated below.
• Minimum print size: 22mm wide Minimum screen size: 70 pixels wide
• Minimum print size: 47mm wide Minimum screen size: 144 pixels wide
• Colour variations of the logo are shown below. Depending on whether the logo sits on a red, light or dark background, the colour of the registered mark and workmark changes from black to white. The registration mark must appear black on a red background.
• To be used on a single colour item using our brand in red or black. The positive crest should always appear on a white background and can be embossed, debossed or foil blocked. The portrait version should always be used where possible.
• The negative crest should always appear white on a red or black solid background. It can also be embossed, debossed or foil blocked.
• The logo should always appear on a solid colour background and should never be placed over an image with a busy background, as illustrated on the example below.
• The crest should never be altered, distorted and have other elements added to or taken away.
• Do not colour up in any different way.
• No additional graphic devices to be added.
• The crest background is transparent and must not be filled with any other colour/ background.
• The crest must not be expanded or condensed.
• No distortion.
• No element to be redrawn.
• No item from the crest to be taken and used for any purpose.
• Nothing must encroach within the exclusion area.
• The crest must not sit on multi-coloured images.
• Partner schools, some Foundation projects, funders and partners have composite logos. The Foundation logo should always appear on the left and the other logo on the right. Composite logos must not be edited or changed in anyway. Only the variations below should be used.

Additional Properties