We identify a sport by its rules. If there aren’t 22 players on the field, it’s not football. In basketball, we’ve got two hoops, a center circle, and no double-dribbling.
Our brand works the same way. When it abides by its rules, we can recognize it as the entity we know and love. Follow these guidelines closely to bring our world to life.
Brand
Introduction
Brand Idea
Brand Statement
Pillars
Tag
Languages
Introduction
Personality
Traits & Tone
Our Beliefs
Our Behaviour
Using the Voice
Glossary
Writing 101
Guidelines
Logo
Meet Whal-e
Primary Logo
Secondary Logo
Sport-specific Logo
Wordmark
Sub-Brand Usage
Logo Use
Don’ts
Scaling
On Color
Single Color
Minimum Clear Space
Partnerships
Logo Placement
Typography
Introduction
Primary Typeface
Supporting Typeface
Setting Type
Hierarchy
Emphasis
Principles
Testing type
Color
Introduction
Primary palette
Secondary palette
Proportion
Combinations
Gradients
Contrast
Photography
Introduction
Primary Photography
Design Elements
Introduction
Wave Pattern
Tail Element
Do’s and Dont’s
Composition
Introduction
Grid
Do’s and Don’ts
Next
BRANDS
For any questions about using these guidelines, please contact:
ASSET LIBRARY
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