British American Football​

Playbook brand guidelines

What is this guide?

A resource to help you understand how we view and promote British American Football as a brand. These guidelines were created to help you navigate the requirements for usage of brand assets including names, logos, typography, and imagery.

Why is it important?

A unified and consistent use of these guidelines is one of the key ways by which we will visibly distinguish and strengthen the equity and hence the value of our brand over the medium and long-term. Using and adhering to these guidelines will help protect our brand integrity.

Why is it important?

These guidelines are designed to help everybody involved in the production of our communications and they also play an important role in building our brand. The design principles have been carefully considered and developed to ensure that our visual identity is consistent
Logo
Brand Architecture
Colour
Typography
Imagery & Examples​

Logo

British American Football is more than a badge or logo, it stands for who we are. It is a visual representation of our brand, our values and our commitment.

The relationship between each element of our logo has been carefully considered and have been chosen to create a unique, distinctive mark. The relative size and position of the elements is fixed and should not be changed.

Primary Logo

The primary logo must be placed on all printed and electronic communications, both internal and external, for instant brand recognition. If the primary paired logo does not appear on the front of printed items, it must be used on the back of every item. This requirement applies to all publications and branded goods.

Single colour on dark backgrounds
Single colour on dark backgrounds

Work Marks

British American Football secondary marks can only be used in conjunction with the primary logo, however the two cannot be combined or used in close proximity. Secondary marks may be used in print and web communications, and on apparel and merchandise. Please be discerning in use, bearing in mind that this mark needs to complement the primary logo.

Word mark shield logo
Word mark logo

Clear Space

The clear space around the logo does not change. The clear space is measured by the x-height of the “BRITISH” text. No other elements should encroach on the logo’s clear space. Whenever possible, use the maximum amount of clear space the placement in layout will allow.

Clear space around the logo
Clear space around the word mark

Clear Space Exceptions

The logo placement depends on the type of communication and use.

App icons
Social icons

Colour & Scale

The logo is designed to scale to small sizes on print and screen. Smallest work mark size: 20 pixels / 8mm height. Smallest logo size: 70 px / 15mm height.
Word mark vs logo scale

Placement

The logo placement depends on the type of communication 
and use.
General communications that includes text, logo should be placed bottom left of composition. The full logo should be used on all external communications.
Digital communications such as call-to-actions and 
websites, as well as functional applications such 
as environmental signage: logo should be top aligned.

Partnerships

Aligning partnership logos should follow clearspace rules.

Maintain scale and spacing

Guidance

To preserve the integrity of the British American Football brand, make sure to apply the logo correctly. Altering, distorting, or redrawing the logo in any way weakens the power of the image and could create a negative impact on the brand.
Use correct logo on dark backgrounds
Don’t rotate the logo
Don’t stretch or manipulate
Don’t stretch or manipulate
Avoid recolouring the logo
Don’t place logo on busy backgrounds
Use correct logo on dark backgrounds
Don’t rotate the logo
Don’t stretch or manipulate
Don’t invert the logo
Avoid recolouring the logo
Don’t place logo on busy backgrounds

Brand Architecture

A non public-facing team name utilising the brand

Internal teams

A non public-facing team name utilising the brand

Colour

Colour is a great identifier, instantly recognisable and represent who we are. By understanding and exploiting this principle we can use colour to influence the way people think about us and build strong associations with the brand.

Primary Brand Colours

Our primary brand colours are Royal Blue and Imperial Red. They are used to provide accessibility, simplicity, and consistency throughout all brand communications

Royal Blue

HEX: #082853
RGB: 08 40 83
CMYK: 100 87 40 35

Imperial Red

HEX: #d81624
RGB: 216 22 36
CMYK: 7 99 88 1

Secondary Colours

Our secondary colours should be used sparingly throughout illustration, photography, and product in order to maintain meaning and potency.

Kings Gold

HEX: #efbc56
RGB: 239 188 86
CMYK: 6 28 73 0

Empire Black

HEX: #000014
RGB: 0 0 20
CMYK: 96 84 55 89

Usage Proportions

It is important to follow the rules of these proportions when creating any brand communication in order to maintain brand consistency and remain accessible for all people. White plays a very important role in all brand communications and should provide balance with primary colours. The secondary colours are only used reasonably for illustrations and within product

Specialty Colours

The specialty colours are designated only for communications that that require variations of tone, gradient and opacity.

Call to action

Hex: #1C5DF5
RGB: 28 93 245

Typography

Our typography is designed to maximise the impact across all applications while grabbing the audience’s attention and keeping it easy to read.

Pairings

It is important to maintain these type pairings. This allows for clarity, consistency, and a strong hierarchy for all communications. Medium weight should be paired with Light weight, and Bold weight should be paired with Regular weight.

Hierarchy

It is important to organise typography in a hierarchical system according to relative importance or inclusiveness through scale and function depending on communication

Headline
font: Oswald
font-weight: Medium
line-height: 10% more than the font size
letter-spacing: 0

Subhead
font: Roboto
font-weight: Light
line-height: 40% more than the font size
letter-spacing: 0

Headline
font: Oswald
font-weight: Medium
line-height: 20% more 

Subhead
font: Roboto
font-weight: Light
line-height: 40% more

Body copy
font: Roboto
font-weight: Regular
line-height: 60% more

Call to action

When creating and identify call-to-actions for brand communications, Roboto Bold is to be use for text links and buttons.

Typography Guidance

Typography should either be Royal Blue on light imagery or white on dark imagery. When typography is aligned with the logo, typography and logo should be the same colour.
Do not use coloured typography. Only blue, black or white.
All typography should be sentence case and avoid uppercase
Do not use adjust kerning or tracking
Do not make different levels of hierarchy the same weight
Do not make any level of hierarchy the same size or scale as another
Don’t place logo on busy backgrounds

Imagery & Examples

Typography should either be Royal Blue on light imagery or white on dark imagery. When aligned with the logo, typography 
and logo should be the same colour.
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