Official Websites

• https://www.newyorkcityfc.com
• http://www.nycfc.com
• https://www.nycfc.com

Brand Guidelines

2014

Brand Summary

Mission

• Empowerment through participation and shared success, using football as a force for social good and inspiring better lives [^1].

Core Values

• Performance and teamwork
• Community and participation
• Creativity and innovation
• Respect and integrity

Target Audience

• Soccer fans in the New York area, including millennials and others keen to support their own local team, families, and sports enthusiasts who value civic pride and diversity [^2].

Personality Traits

• Respectful
• Real
• Caring
• Inclusive
• Smart
• Passionate
• Innovative
• Down to earth
• Welcoming
• Entertaining
• Cool
• Original
• Inspiring

Visual Identity Overview

• The visual identity centers on a modern, bold badge with layered circular elements, a stylized monogram, and a color palette of City Blue, Obsidian Blue, and New Amsterdam Orange, supported by secondary colors. Typography uses Gotham Bold for headlines and Helvetica Neue for communications, emphasizing clarity, unity, and city pride [^3].

Categories

Brand Voice

• Our personality reflects the key characteristics of our brand – what we are like – and determines how we come across to people.
• There are two aspects of City Football’s personality: # How we would like to be experienced… and, therefore, what we must be and do: Respectful: Decent, honourable, dignified, fair Real: Authentic, genuine, sincere, trustworthy Caring: Considerate, supportive, generous, kind Inclusive: Collaborative, consultative, cooperative, responsive Smart: Knowledgeable, versatile, anticipatory, agile Passionate: Driven, focused, confident, bold Innovative: Progressive, resourceful, positive, dynamic

• Our style and tone of voice… and, therefore, how we must appear and sound: Down to earth: Modest, unpretentious, understated, human Welcoming: Approachable, friendly, participative, interactive Entertaining: Engaging, likeable, good-humoured, fun Cool: Relevant, free-thinking, informed, connected Original: Imaginative, distinctive, impactful, stylish Inspiring: Exciting, emotive, uplifting, empowering

Brand Imagery

• New York City FC photography should convey passion and intensity. Pictures should show the unity of the team, as well as that of the players with the fans, illustrating the bonds between them.

Color Palette

• People recognise a great brand as much by its color as its name. NYCFC’s colors reflect the signature light and dark blues used throughout the City Football Group, but also include the orange from the New York City flag.
• Our primary colors are City Blue, Obsidian Blue and New Amsterdam Orange. These are supported by a secondary palette of Old Gold, Black, Cool Grey 11 and Cool Grey 8.
• The primary colors should feature most strongly in visual communications, with the secondary palette used as ‘accents’ to add variety and interest.
• In reproduction, the Pantone or four color breakdown should always be used. Tints of the colors can also be used where appropriate, although the Club badge should never appear as tints.
• City Blue PANTONE 284 C55 M19 Y0 K0 R108 G173 B223 #6Caddf
• Obsidian Blue PANTONE 282 C100 M72 Y0 K56 R0 G40 B94 #00285e
• New Amsterdam Orange PANTONE 021 C0 M83 Y100 K0 R255 G80X B0 #fd4f00
• Old Gold PANTONE 872 C46 M49 Y70 K19 R135 G112 B76 #87704c
• Black PANTONE BLACK C75 M62 Y69 K68 R38 G44 B38 #262C26
• Cool Grey 11PANTONE COOL GREY 11 C69 M59 Y51 K34 R77 G79 B83 #4d4f53
• Cool Grey 8 PANTONE COOL GREY 8 C51 M41 Y37 K3 R140 G141 B142 #8c8d8e

Typography

• Typography also plays an important role in building a visual vocabulary that is distinctive and recognizable. It is another unique expression of our brand essence, personality and values.
• Campaign headline font GOTHAM BOLD ALL CAPS
• Ideally, the fonts used in the online and offline environment should be consistent. However, the CMS for NYCFC’s website is controlled by MLS and we currently have no influence over this. The MLS uses Gotham for headline copy and Din for bodycopy.
• In the offline space, the Club’s headline font is Gotham, which is always rendered in BOLD ALL CAPs. This matches the font in the badge and also the headline font on our website (see above). It should be used for all major campaign headlines.
• Our core communications font is Helvetica Neue, which is also used by our sister Clubs. It should only be used in the three weights shown.
• The heavier weight is more appropriate for titles and expressive copy, while the two lighter weights should be used mainly for body copy.
• In circumstances where Helvetica Neue cannot be used (such as email or PowerPoint), the Arial font family should be used as a default.
• Core communication font Helvetica Neue 75 Bold / Helvetica 75 Helvetica Neue 55 Roman / Helvetica 55 Helvetica Neue 45 Light / Helvetica 45

Logo Usage

• The primary badge is the preferred signature for the Club and should be used wherever possible in full color (four color process or spot colors). The only variations to the badge should be its size and use in mono when full color is not an option (see overleaf).
• In addition to the primary badge, we have developed a secondary badge, often referred to as The Monogram. This can be used to add variety and interest on certain applications (e.g. merchandise), but should not be introduced until the primary badge has been established and is widely recognized.
• Always use the original artwork so they appear in their correct form on every piece of communication -and do not attempt to redraw it. The original files can be obtained from Matthew Wolff in the NYCFC Marketing Department (matthew.wolff@nycfc.com).
• The interlocking NYC monograms in the Primary and Secondary badges are two different artwork files. Never remove the monogram from the Primary Badge artwork file.
• Wherever possible use the primary badge in full color.
• The badge can appear on a variety of backgrounds, however caution must be taken to ensure emphasis and legibility. Never use colors that are so strong that they reduce the badge with respect to its background. Where the badge is placed on a photograph, ensure there is adequate contrast and that the background image is not too busy.
• When it is not possible to use the badge in full color, use it in one color only. Four single color versions have been approved: Black, Obsidian Blue, City Blue and New Amsterdam Orange.
• Please note that the single color badge is not ‘hollow’ -nothing should be visible through the white. The single color badge should also never be reversed-out.
• On solid-colored backgrounds, use the single color badge that corresponds to the background color. On black & white photography, use the single color badge in black.
• To enable the primary badge to appear prominently and without interference from other elements, an exclusion zone has been created around it. This zone is equal in size to the width of the badge’s outer band, as detailed on the right and represented by the distance ‘X’. The exclusion zone must be observed on all applications.
• Due to the detailed nature of the design, the badge should never appear less than 25mm in size.
• For smaller applications, where the legibility and detail of the badge will be compromised, the single color version should be used.
• To enable the secondary badge to appear prominently and without interference from other elements, an exclusion zone has been created around it. This zone is equal in size to the height of the letter N in the monogram, as detailed on the right and represented by the distance ‘Y’. The exclusion zone must be observed on all applications.
• It is mandatory that you only ever reproduce the logo from approved artwork and that you never alter, distort or adjust the letterforms. The examples here show what not to do.
• Don’t change the opacity
• Don’t rotate
• Don’t change colors
• Don’t skew the perspective
• Don’t use drop shadows
• Don’t use gradients
• Don’t enclose within a shape
• Don’t add a white outline
• Don’t outline
• The preferred position for the badge is the top or bottom right-hand corner. However, depending on the application, it can be centered or anchored to any corner.
• The correct distance from the edge of the page is measured by the width of the letter ‘N’ in the primary badge and, in the monogram, by the width of the monogram ‘N’.
• The badges should always be positioned in an area that is clear of variation or distraction.
• When using color, ensure that the contrast between the badge and the background is as pronounced as possible.
• On full color photography, use full color primary badge.
• On black & white photography, or on a solid background, use the single color primary badge, or monogram.

Tone And Messaging

• Our personality reflects the key characteristics of our brand – what we are like – and determines how we come across to people.
• There are two aspects of City Football’s personality: # How we would like to be experienced… and, therefore, what we must be and do: Respectful: Decent, honourable, dignified, fair Real: Authentic, genuine, sincere, trustworthy Caring: Considerate, supportive, generous, kind Inclusive: Collaborative, consultative, cooperative, responsive Smart: Knowledgeable, versatile, anticipatory, agile Passionate: Driven, focused, confident, bold Innovative: Progressive, resourceful, positive, dynamic

• Our style and tone of voice… and, therefore, how we must appear and sound: Down to earth: Modest, unpretentious, understated, human Welcoming: Approachable, friendly, participative, interactive Entertaining: Engaging, likeable, good-humoured, fun Cool: Relevant, free-thinking, informed, connected Original: Imaginative, distinctive, impactful, stylish Inspiring: Exciting, emotive, uplifting, empowering

• The meaning and commitment that underpins WELCOME TO THE CLUB should be used to craft the experiences, programs and initiatives that we deliver to all of our stakeholders.
• To reinforce this promise, it should also be used as a tagline in our ads and broader communications materials, for at least the first couple of seasons.

Brand Values

• Our values summarise our operating philosophy and define what we stand for.
• By living up to these commitments in our decision-making and behaviours, we deliver the brand effectively through every ‘touch point’ with stakeholders.
• City Football’s brand values are: Performance and teamwork We strive for excellence in everything we do, applying focus, rigour and determination to our efforts both on and off the pitch. With cooperation at our core, we pool resources and work together to create shared value and success. However, we honour the rules of the game and only value winning when it is achieved in the right way. Community and participation We have always cared passionately about the communities in which we operate and will continue to expand our role globally as a force for social good. However, we expect our ‘Cityzens’ to play a part and contribute their energy and talents to the mix. Sitting on the bench is not good enough! Creativity and innovation We value creativity and constantly seek out new ideas that enhance our services, companies or communities and push forward the boundaries of our sport. We welcome positive and progressive inputs from whatever their source and will boldly implement initiatives that advance the common good. Respect and integrity Ours is a diverse, multi-cultural community. We are tolerant, courteous and open-minded, paying attention to the needs of others and having regard for their opinions and beliefs. We conduct our business with honesty and sincerity, taking responsibility for our actions and always delivering on our promises.

Visual Style

• The primary badge is the preferred signature for the Club and should be used wherever possible in full color (four color process or spot colors). The only variations to the badge should be its size and use in mono when full color is not an option (see overleaf).
• Always use the original artwork so they appear in their correct form on every piece of communication -and do not attempt to redraw it. The original files can be obtained from Matthew Wolff in the NYCFC Marketing Department (matthew.wolff@nycfc.com).
• The interlocking NYC monograms in the Primary and Secondary badges are two different artwork files. Never remove the monogram from the Primary Badge artwork file.
• Wherever possible use the primary badge in full color.
• The badge can appear on a variety of backgrounds, however caution must be taken to ensure emphasis and legibility. Never use colors that are so strong that they reduce the badge with respect to its background. Where the badge is placed on a photograph, ensure there is adequate contrast and that the background image is not too busy.
• When it is not possible to use the badge in full color, use it in one color only. Four single color versions have been approved: Black, Obsidian Blue, City Blue and New Amsterdam Orange.
• Please note that the single color badge is not ‘hollow’ -nothing should be visible through the white. The single color badge should also never be reversed-out.
• On solid-colored backgrounds, use the single color badge that corresponds to the background color. On black & white photography, use the single color badge in black.
• People recognise a great brand as much by its color as its name. NYCFC’s colors reflect the signature light and dark blues used throughout the City Football Group, but also include the orange from the New York City flag.
• Our primary colors are City Blue, Obsidian Blue and New Amsterdam Orange. These are supported by a secondary palette of Old Gold, Black, Cool Grey 11 and Cool Grey 8.
• The primary colors should feature most strongly in visual communications, with the secondary palette used as ‘accents’ to add variety and interest.
• In reproduction, the Pantone or four color breakdown should always be used. Tints of the colors can also be used where appropriate, although the Club badge should never appear as tints.
• City Blue PANTONE 284 C55 M19 Y0 K0 R108 G173 B223 #6Caddf Obsidian Blue PANTONE 282 C100 M72 Y0 K56 R0 G40 B94 #00285e New Amsterdam Orange PANTONE 021 C0 M83 Y100 K0 R255 G80X B0 #fd4f00
• Old Gold PANTONE 872 C46 M49 Y70 K19 R135 G112 B76 #87704c Black PANTONE BLACK C75 M62 Y69 K68 R38 G44 B38 #262C26 Cool Grey 11PANTONE COOL GREY 11 C69 M59 Y51 K34 R77 G79 B83 #4d4f53 Cool Grey 8 PANTONE COOL GREY 8 C51 M41 Y37 K3 R140 G141 B142 #8c8d8e
• Typography also plays an important role in building a visual vocabulary that is distinctive and recognizable. It is another unique expression of our brand essence, personality and values.
• Campaign headline font GOTHAM BOLD ALL CAPS
• Ideally, the fonts used in the online and offline environment should be consistent. However, the CMS for NYCFC’s website is controlled by MLS and we currently have no influence over this. The MLS uses Gotham for headline copy and Din for bodycopy.
• In the offline space, the Club’s headline font is Gotham, which is always rendered in BOLD ALL CAPs. This matches the font in the badge and also the headline font on our website (see above). It should be used for all major campaign headlines.
• Our core communications font is Helvetica Neue, which is also used by our sister Clubs. It should only be used in the three weights shown.
• The heavier weight is more appropriate for titles and expressive copy, while the two lighter weights should be used mainly for body copy.
• In circumstances where Helvetica Neue cannot be used (such as email or PowerPoint), the Arial font family should be used as a default.
• Helvetica Neue 75 Bold / Helvetica 75 Helvetica Neue 55 Roman / Helvetica 55 Helvetica Neue 45 Light / Helvetica 45
• To enable the primary badge to appear prominently and without interference from other elements, an exclusion zone has been created around it. This zone is equal in size to the width of the badge’s outer band, as detailed on the right and represented by the distance ‘X’. The exclusion zone must be observed on all applications.
• Due to the detailed nature of the design, the badge should never appear less than 25mm in size.
• For smaller applications, where the legibility and detail of the badge will be compromised, the single color version should be used.
• To enable the secondary badge to appear prominently and without interference from other elements, an exclusion zone has been created around it. This zone is equal in size to the height of the letter N in the monogram, as detailed on the right and represented by the distance ‘Y’. The exclusion zone must be observed on all applications.
• It is mandatory that you only ever reproduce the logo from approved artwork and that you never alter, distort or adjust the letterforms. The examples here show what not to do.
• Don’t change the opacity
• Don’t rotate
• Don’t change colors
• Don’t skew the perspective
• Don’t use drop shadows
• Don’t use gradients
• Don’t enclose within a shape
• Don’t add a white outline
• Don’t outline
• The preferred position for the badge is the top or bottom right-hand corner. However, depending on the application, it can be centered or anchored to any corner.
• The correct distance from the edge of the page is measured by the width of the letter ‘N’ in the primary badge and, in the monogram, by the width of the monogram ‘N’.
• The badges should always be positioned in an area that is clear of variation or distraction.
• When using color, ensure that the contrast between the badge and the background is as pronounced as possible.
• On full color photography, use full color primary badge.
• On black & white photography, or on a solid background, use the single color primary badge, or monogram.

Layout And Composition

• To enable the primary badge to appear prominently and without interference from other elements, an exclusion zone has been created around it.
• This zone is equal in size to the width of the badge’s outer band, as detailed on the right and represented by the distance ‘X’.
• The exclusion zone must be observed on all applications.
• Due to the detailed nature of the design, the badge should never appear less than 25mm in size.
• For smaller applications, where the legibility and detail of the badge will be compromised, the single color version should be used.
• To enable the secondary badge to appear prominently and without interference from other elements, an exclusion zone has been created around it.
• This zone is equal in size to the height of the letter N in the monogram, as detailed on the right and represented by the distance ‘Y’.
• It is mandatory that you only ever reproduce the logo from approved artwork and that you never alter, distort or adjust the letterforms. The examples here show what not to do.
• Don’t change the opacity
• Don’t rotate
• Don’t change colors
• Don’t skew the perspective
• Don’t use drop shadows
• Don’t use gradients
• Don’t enclose within a shape
• Don’t add a white outline
• Don’t outline
• The preferred position for the badge is the top or bottom right-hand corner. However, depending on the application, it can be centered or anchored to any corner.
• The correct distance from the edge of the page is measured by the width of the letter ‘N’ in the primary badge and, in the monogram, by the width of the monogram ‘N’.
• The badges should always be positioned in an area that is clear of variation or distraction.
• When using color, ensure that the contrast between the badge and the background is as pronounced as possible.
• On full color photography, use full color primary badge.
• On black & white photography, or on a solid background, use the single color primary badge, or monogram.

Brand Architecture

• Along with the other Clubs in the Group, New York City FC sits within City Football’s brand architecture in an ‘endorsed’ structure. This means that it has a unique identity and positioning (to enable it to compete effectively in the local market), but at the same time, shares certain brand elements with the rest of the group (to reinforce the connection between them).
• Monolithic structure: the Group’s global support companies have identical brands to the parent and simply use descriptors to identify their different purpose and functions.
• Endorsed structure: each Club retains its own market-facing identity and positioning but shares certain signature elements with the Group e.g. City name, kit colour, brand essence, values, etc.

Co Branding

• Co-branding 22

Additional Properties