1.
B R A N D G U I D E L I N E S 0 5 . 0 8

2.
1
2
3
4
5
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page 02
page 07
page 14
page 16
page 18
page 20
The Varsity Brandmark
Varsity Color
Varsity Typography
Varsity Advertising Applications
Varsity Sub brand Applications
Varsity Photography
This is a simple brand guidelines book
for the new Varsity identity system.
It includes basic rules and applications
that will be added to overtime.
Varsity_Brand guidelines_05.08 01

3.
1 The Varsity Brandmark
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4.
Brandmark _overview
The Varsity brandmark is distinctive, iconic and lies at the heart of our brand expression.
It is comprised two elements: the Varsity logotype, which has been specially drawn to be
proprietary to Varsity, and the V-braid logo, which expresses the vitality and energy of our
brand as a monogram.
For certain applications these elements (V-braid and logotype) may be de-coupled and
used by themselves.
V-braid logo
Logotype
Brandmark
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5.
Brandmark _horizontal version
Although the stacked version of the brandmark is preferred, there may be times
when a horizontal version is needed. It should be configured as shown below.
V-braid logo
Logotype
Brandmark
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6.
Brandmark _black and white versions
1 color (positive)
1 color (reverse)
greyscale (positive)
greyscale (reverse) greyscale (reverse on a midtone)
1 color (on a tone lighter than 50% black)
1 color (on a tone darker than 50% black)
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7.
Minimum size
Our brandmark should always be reproduced with clarity and legibility.
To help guide you, we have specified minimum size requirements for print
and screen applications.
0.5”
Clear area around brandmark
The brandmark should always be given space to breath.
Do not place other elements (type, logos, shapes, etc.) closer than
instructed below.
As shown, “X” is the height of the letter “V” in the Varsity logotype.
The clearance zone is equal to one and a half of the “X” all around
the Varsity Brandmark.
minimum size for print
50 pixels
minimum size for screen
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8.
2 Varsity Colors
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9.
Color
Varsity’s palette is inspired by team colors.
Bright Gold Orange Scarlet Red Maroon Purple Royal Blue Columbia Kelly Green Black
Pantone®
000U
C
MY
K
R
GB
0
31
100
0
253
183
20
Pantone®
000U
C
MY
K
R
GB
0
83
100
0
212
27
60
Pantone®
000U
C
MY
K
R
GB
6
100
76
6
100
100
100
Pantone®
000U
C
MY
K
R
GB
55
100
80
33
102
27
46
Pantone®
000U
C
MY
K
R
GB
73
100
00
106
44
145
Pantone®
000U
C
MY
K
R
GB
100
82
100
30
37
56
112
Pantone®
000U
C
MY
K
R
GB
60
22
00
127
165
215
Pantone®
000U
C
MY
K
R
GB
100
38
85
18
0
106
74
Pantone®
000U
C
MY
K
R
GB
86
75
73
95
000
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10.
Color pairs
Using our Varsity color palette, we have created a fixed system of nine team color combinations to be
used with the Varsity Brandmark. The color pairs shown below are the only approved pairs for Varsity.
Please don’t create new versions or modify any of the approved pairs. (See the Color palette page for
complete color specifications)
Bright Gold Black Scarlet Red Royal Blue Bright Gold Purple
Orange Royal Blue Bright Gold Garnet Orange Black
Bright Gold Kelly Green Columbia Black Bright Gold Royal Blue
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11.
Color pairs_Brandmarks
Here are how the approved colors look when applied to the brandmark.
The Logotype should be black or the darker of the two colors (eg. Royal blue for the Orange
and Royal blue pair).
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12.
All color pair_versions (first of three pages)
2 color positive 2 color reverse (midtone background)
Black + Columbia
Black + Bright Gold
Black + Orange
2 color reverse (dark background)
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13.
All color pair_versions (second of three pages)
2 color positive 2 color reverse (midtone background)
Black + Purple
Scarlet Red + Royal Blue
Bright Gold + Kelly Green
2 color reverse (dark background)
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14.
All color pair_versions (third of three pages)
2 color positive 2 color reverse (midtone background)
Orange + Royal Blue
Bright Gold + Maroon
Bright Gold + Royal Blue
2 color reverse (dark background)
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15.
3 Varsity Typography
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16.
Typography
The Corporate font family was selected as our primary typeface because of its distinctive character,
versatility, and compatibility with the Varsity Brandmark. The Corporate family offers “sans serif” and
“slab serif” typefaces, and a range of weights ranging from light to extra bold in both Roman and Italic.
For instances where the Corporate font is unavailable, i.e., online communications (html) and desktop
applications (Word, PowerPoint, Excel), the use of Helvetica in Regular or Bold is acceptable.
Please keep in mind that when purchasing the font you must select either the MAC or the PC version,
the two are not interchangeable.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Sans serif
Corporate S BQ Light
Corporate S BQ Light Italic
Corporate S BQ Regular
Corporate S BQ Regular Italic
Corporate S BQ Medium
Corporate S BQ Medium
Corporate S BQ Bold
Corporate S BQ Bold Italic
Corporate S BQ Bold
Corporate S BQ Bold Italic
Slab serif
Corporate E BQ Light
Corporate E BQ Light Italic
Corporate S BQ Regular
Corporate S BQ Regular Italic
Corporate S BQ Medium
Corporate S BQ Medium
Corporate S BQ Bold
Corporate S BQ Bold Italic
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17.
4 Varsity Advertising Applications
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18.
Advertising
When the Varsity Brandmark appears in advertising it should be positioned on the bottom of the
page either on the left, center or right. It should only appear in an approved color, no smaller
than the minimum size, and the clear area should be respected. If it appears on a photograph
the image should not interfere with the brandmark’s legibility.
Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor.
Integer eget sem. Ut vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor
Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer eget sem. Ut
vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus. Pellentesque neque. Nulla luctus
Proin at eros non eros adipiscing mollis. Donec semper turpis sed diam. Sed consequat ligula nec tortor. Integer
eget sem. Ut vitae enim eu est vehicula gravida. Morbi ipsum ipsum, porta nec, tempor id, auctor vitae, purus.
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19.
5 Varsity Sub brand Applications
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20.
With Varsity sub brands
So as not to distract from the sub brand you should not use the brandmark next to another logo.
The simple typographic treatment illustrated here is recommended.
A V A R S I T Y C O M P A N Y Corporate S BQ extra bold +300 tracking
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21.
6 Varsity Photography
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22.
Photographic style_ principles for choosing & art directing
When composing or cropping photography for Varsity you should be
mindful of capturing either motion or emotion.
Motion
To capture motion pull back and frame the movement and athleticism
of cheer leading.
Emotion
To capture emotion get in close and show the intimate and dramatic
details of cheer leading.
Other considerations
Generally the style should be bold, clean, vibrant, energetic, and
dramatic and play with a sense of scale.
Bold
Photos should have a distinct perspective and point of view;
an extreme angle, a bold detail, a powerful expression or gesture.
Clean
Less is more. Photos should be clean, uncluttered with background
details & distractions,
and focused on the moment, subject or detail or emotion. Sensitivity to
composition
& “cropping” is essential.
Vibrant
Color and details should be clean & clear; not muddy, washed out or out
of focus.
Spirited
Photos should express the energy, drive and emotion of Cheer leading,
before during
and after the event.
Dramatic
Photos should express the drama, entertainment and attitude of Cheer
leading.
Playing with extreme differences in scale is one way to achieve this.
Shots should be
“wide” or “tight”, closely and interestingly cropped, creating a visual
tension
between a limited number of elements or subjects.
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23.
Photographic style_On-brief examples
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24.
Photographic style_On-brief examples
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25.
To be continued...