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Guidelines(57p)_大厂VI品牌视觉标准_外企业品牌手册.pdf
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Guidelines(57p)_大厂VI品牌视觉标准_外企业品牌手册.pdf
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CHELSEA FOOTBALL CLUB: BRAND & IDENTITY GUIDELINES | LAST UPDATED 01.03.05
CHELSEA FOOTBALL CLUB
BRAND & IDENTITY GUIDELINES
CHELSEA FOOTBALL CLUB: BRAND & IDENTITY GUIDELINES | LAST UPDATED 01.03.05 PAGE 1
CONTENTS
BRAND & IDENTITY GUIDELINES
1.0 Introduction
1.1 Message from Chelsea Football
Club Chief Executive
1.2 Using the Manual and the Chelsea
Football Club Brand Identity
1.3 Terminology
2.0 The Chelsea Football Club Brand
2.1 The Badge
2.2 Chelsea Centenary Year Badge
(Season 2005/06)
2.3 Colour palette
2.4 Typefaces
2.5 Photography Guidance
2.6 Terminology
PLEASE USE INTERACTIVE LINKS BELOW TO NAVIGATE THROUGH THIS DOCUMENT
3.0 Merchandising
3.1 Copyright
3.2 Trademarks
3.3 Registered Trademarks
3.4 Player Imagery
3.5 Player Signatures
3.6 Packaging
3.7 Premium Packaging
3.8 Labels
4.0 Sponsorship
4.1 Sponsorship Guidelines
5.0 Approval Process
5.1 The Approval Process
5.2 Approval Form
5.3 Contacts
6.0 Artwork & Design Library
6.1 Artwork Available
CHELSEA FOOTBALL CLUB: BRAND & IDENTITY GUIDELINES | LAST UPDATED 01.03.05 PAGE 2
1.0 INTRODUCTION
BRAND & IDENTITY GUIDELINES
1.0 Introduction
1.1 Message from Chelsea Football Club Chief Executive
1.2 Using the Manual and the Chelsea Football Club Brand Identity
1.3 Terminology
PLEASE USE INTERACTIVE LINKS BELOW TO NAVIGATE THROUGH THIS DOCUMENT
CHELSEA FOOTBALL CLUB: BRAND & IDENTITY GUIDELINES | LAST UPDATED 01.03.05 PAGE 3
1.1 MESSAGE FROM CHELSEAFC
MESSAGE FROM CHELSEA FOOTBALL CLUB CHIEF EXECUTIVE
When we undertook the task of reviewing the clubs identity
and its brand values it was clear to us all that the lack of
reference to Chelsea FC's heritage was evident. It was always
important therefore that history played a big part in any
development we decided to do.
The result is a set of brand values and a new club badge
that everyone involved with the club should be proud of.
A Centenary mark has been developed for our 2005 – 2006
season complimenting this.
This document describes best practice when using the new
badges and shows how the club should be represented
within these values. There is also an extensive section on the
badges use with Official Club Merchandise.
We have taken massive strides with Chelsea on the pitch
and are preparing to make massive strides off it. I think
that all at Chelsea FC feel that remembering our heritage
is the final part in our preparations for being a major force
in world football.
We look forward to the Centenary with a passion and pride in
our club that we hope will continue for many years to come.
"We are incredibly proud of Chelsea's heritage and the design of this new badge is based on
the style from the 1950's. As we approach our Centenary Year, and the club embarks on a
new and very exciting era, it is appropriate that we have a new badge that reflects our
tradition and can represent us for the next 100 years.”
Peter Kenyon
Chief Executive
RETURN TO MAIN CONTENTS PAGE
RETURN TO MAIN CONTENTS PAGE
CHELSEA FOOTBALL CLUB: BRAND & IDENTITY GUIDELINES | LAST UPDATED 01.03.05 PAGE 4
1.2 USING THE MANUAL
USING THE MANUAL AND THE CHELSEA FOOTBALL CLUB BRAND IDENTITY
The purpose of this manual is to provide the basic rules for
the use of the identity and to inspire users of the identity so
that every item produced helps build the Chelsea brand.
These guidelines have been produced to present the Chelsea
Football Club identity and to provide clear, concise advice
regarding correct usage of the badge, detailing what is and is
not possible. The manual is aimed at all authorised users who
use the Chelsea brand identity in the design and production
of any material associated with the football club, and should
be referred to frequently and whenever necessary.
Compliance with the manual will build consistency and
meaning into all communications produced for the Chelsea
Football Club.
It is important that all persons involved in the reproduction
of the Chelsea Football Club Badge are fully aware of all
its permutations.
No variations, adaptations or modifications other than those
allowed for in these guidelines are acceptable.
It is essential to maintain the visual consistency of the Chelsea
Football Club Badge by conscientious observation of the
principles that follow in this manual.
The brand manual is divided into four main sections:
The Chelsea Football Club Brand
This section deals with the usage and application of the
main identity elements including the badge, colour palettes,
typefaces, photography guidance, design layouts and
Chelsea Corporate.
Merchandising
This area will briefly cover the key elements of applying
the brand identity on club merchandising, however,
more detailed merchandising guidelines are available from
the merchandising department of the football club.
Approval Process
This section covers the fundamental principles of the brand
approval process.
Approvals for any materials will typically be based on
compliance with the application guidelines and with the
strategic direction of the brand.
Artwork & Design Library
A complete set of approved artwork elements for use in
Chelsea Football Club branded designs is included on this CD.
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