Sacramento Kings

Official Websites

• https://www.nba.com/kings
• http://www.nba.com/kings

Brand Guidelines

2023

Brand Summary

Mission

• Create and sustain a winning franchise that enhances the lives of those it touches, while making the world a better place.

Core Values

• Excellence
• Integrity
• Openness
• Hard Work
• Fun

Target Audience

• Fans of the Sacramento Kings, the local Sacramento community, and global basketball enthusiasts.

Personality Traits

• Confident
• Unique
• Clever
• Conversational
• Engaging
• Sharp-witted
• Bold
• Clean
• Self-assured
• Fun

Visual Identity Overview

• The visual identity is modern, sleek, and bold, featuring iconic black and purple colors, shield and crown motifs, and clean, geometric logo designs. Typography is bold and sans-serif, with Industry for headlines and Din for body copy. Logos are used with strict color and background guidelines to maintain brand integrity.

Categories

Brand Voice

• VOICE CONFIDENT - UNIQUE - CLEVER
• The voice of the Kings brand is conversational, engaging and sharp-witted. Our visual style is bold, clean and self-assured. Our voice follows suit. Our revolutionary approach to basketball, both on the court and beyond, puts us firmly at the forefront of the next era of the NBA. And we know it. We don’t brag but we are supremely confident. We keep our copy concise and our type clean. Ultimately it all comes down to this: Kings basketball is fun, bold and not to be messed with. Our voice should always convey the same.
• Be conversational. Use contractions. Use the marketing voice. Be inclusive (ie. “we”). Do not use a serial comma unless absolutely necessary for clarity.

Brand Imagery

• Do not outline the crwon or place a texture inside it.
• Do not fill letters with texture or unapproved colors.
• When using the primary or secondary logo on a color background or over a photo, the logo must be contained. Meaning the white outline around the logo must be present.
• The logo may only be used on approved color backgrounds, photos and textures. A black and white version may be be used on projects that are not printed in full color, otherwise the full color logo is required.
• Do not place on an unapproved background.
• Do not add a dropshadow.
• Do not chage the color of the logo.
• Do not use light shades of the colors.
• Do not skew or chage proportions.
• Do not remove portions of the logo.

Color Palette

• Since 1994, the Kings brand and the city of Sacramento have found their cornerstone in the captivating combination of black and purple, the regal colors of royalty. Among all the teams in the league, none embrace purple quite like we do. Utilizing it as an accent color alongside black exudes a sense of power and regality, making it much more than a color—it becomes the very essence of our identity.
• CMYK: 100 RGB: 0 HEX: 000000 BLACK
• CMYK: 81C 100M 12Y 2K RGB: 91r 43g 130b HEX: 5b2c81 PMS 268
• CMYK: 57c 47m 47y 14k RGB: 112r 114g 114b HEX: 707272 PMS 424
• CMYK: 0 RGB: 255r 255g 255b HEX: ffffff WHITE
• CMYK: C100 M90 Y29 K19 RGB: 33r 52g 105b HEX: 213469 PMS 294
• Black has returned as the primary color of the Kings and should be paried with purple as much as possible. Black can be used with any other brand colors except our heritage colors.
• Purple is now the secondary color of the Sacramento Kings. No other shades of purple are permitted. It should be pared with black when possible.
• This color has been updated to better connect to the gray on the Nike uniforms. This tertiary color can be used as backgrounds, text and other design related elements. A metallic color is not permitted.
• Royal blue is our historical color and can be used in marketing initiatives that focus on reflecting back to our early days in Sacramento. Please do not pair with black or purple.
• No other shades of purple are permitted.
• A metallic color is not permitted.
• Please do not pair [royal blue] with black or purple.
• Do not chage the color of the logo.
• Do not use light shades of the colors.

Typography

• As with everything Kings related, the typography outlined here is designed to clearly and boldly represent the Kings unique brand and personality. Industry is a bold sans-serif typeface ideal for titles, headlines and anywhere else a true and immediate impact is needed. It matches closely to the custom type in our primary logo. Din supports Industry with timeless and lean geometric lines that are ideal for legible body copy.
• Industry is the official typeface of the Sacramento Kings and should be used for headline copy. Although there are varying font weights, the preference is to use demi or medium.
• This font is not intended for use in larges blocks of text.
• Din is the official body copy typeface of the Sacramento Kings and should be used for all large blocks of text.
• Additional fonts that can be used in merchandise design only. KINGS RIFT Sacramento Kings SACRAMENTO Sacramento Kings VINCENT SACRAMENTO KINGS KINGS INDUSTRY SACRAMENTO KINGS VINCENT SACRAMENTO KINGS Q TYPE SQUARED SACRAMENTO KINGS MUSEO SLAB NO APPROVED SCRIPT FONTS

Logo Usage

• This is the primary logo for the Sacramento Kings and should be used in most cases.
• Both of these exicutions are correct but when using the primary one color logo on a dark background we perfer that mark to be the full white rather than the outlined version.
• The Heritage logo can be used in place of the primary only when legibility becomes an issue as the primary logo is scaled down. The mark also works when when speaking to the community. This mark is often more share with local Sacramento partners.
• Approved color uses.
• Do not outline the crwon or place a texture inside it.
• When using this logo on merchandise it should only be embroidered on fabric in black, white or gray and should never be taller than 2.5 inches. It can also be stamped into leather goods.
• When using the primary or secondary logo on a color background or over a photo, the logo must be contained. Meaning the white outline around the logo must be present.
• The logo may only be used on approved color backgrounds, photos and textures. A black and white version may be be used on projects that are not printed in full color, otherwise the full color logo is required.
• To ensure integrity and visibility, the area immediately surrounding the primary logo and wordmark should be kept clear of competing text, images and graphics. The logo should be surrounded on all sides by clear space at least equal in size to the logo itself.
• 1. Do not place on an unapproved background. 2. Do not add a dropshadow. 3. Do not chage the color of the logo. 4. Do not use light shades of the colors. 5. Do not skew or chage proportions. 6. Do not remove portions of the logo.
• The logos listed above h ave been replaced. Any current usage oft “’°9os must be ascontnvea mine.j[

Tone And Messaging

• The voice of the Kings brand is conversational, engaging and sharp-witted. Our visual style is bold, clean and self-assured. Our voice follows suit. Our revolutionary approach to basketball, both on the court and beyond, puts us firmly at the forefront of the next era of the NBA. And we know it. We don’t brag but we are supremely confident. We keep our copy concise and our type clean. Ultimately it all comes down to this: Kings basketball is fun, bold and not to be messed with. Our voice should always convey the same.
• Be conversational. Use contractions. Use the marketing voice. Be inclusive (ie. “we”). Do not use a serial comma unless absolutely necessary for clarity.

Brand Values

• Create and sustain a winning franchise that enhances the lives of those it touches, while making the world a better place.
• Excellence - Integrity - Openness - Hard Work - Fun
• Technology - Globalization - Basketball As Agent Of Change In Local Community

Visual Style

• Our visual style is bold, clean and self-assured.
• KINGS BRAND MODERN - SLEEK - BOLD
• ICONIC - BOLD - BLACK & PURPLE
• CMYK: 100
• CMYK: 81C 100M 12Y 2K
• CMYK: 57c 47m 47Y 14k
• CMYK: O
• CMYK: C100 M90 Y29 K19
• RGB: O
• RGB: 91r 43g 130b
• RGB: 112r 114g 114b
• RGB: 255r 2559 255b
• RGB: 33r 52g 105b
• HEX: 000000
• HEX: 562c81
• HEX: 707272
• HEX: ffffff
• HEX: 213469
• BLACK
• PMS 268
• PMS 424
• WHITE
• PMS 294

Layout And Composition

• To ensure integrity and visibility, the area immediately surrounding the primary logo and wordmark should be kept clear of competing text, images and graphics. The logo should be surrounded on all sides by clear space at least equal in size to the logo itself.

Additional Properties