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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
1 The Varsity Brandmark 
Varsity_Brand guidelines_05.08 02
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 
Varsity_Brand guidelines_05.08 03
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 
Varsity_Brand guidelines_05.08 04
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) 
Varsity_Brand guidelines_05.08 05
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 
Varsity_Brand guidelines_05.08 06
2 Varsity Colors 
Varsity_Brand guidelines_05.08 07
Color 
Varsity’s palette is inspired by team colors. 
Bright Gold Orange Scarlet Red Maroon Purple Royal Blue Columbia Kelly Green Black 
Pantone® 
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Varsity_Brand guidelines_05.08 08
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 
Varsity_Brand guidelines_05.08 09
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). 
Varsity_Brand guidelines_05.08 10
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) 
Varsity_Brand guidelines_05.08 11
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) 
Varsity_Brand guidelines_05.08 12
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) 
Varsity_Brand guidelines_05.08 13
3 Varsity Typography 
Varsity_Brand guidelines_05.08 14
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 
Varsity_Brand guidelines_05.08 15
4 Varsity Advertising Applications 
Varsity_Brand guidelines_05.08 16
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. 
Varsity_Brand guidelines_05.08 17
5 Varsity Sub brand Applications 
Varsity_Brand guidelines_05.08 18
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 
Varsity_Brand guidelines_05.08 19
6 Varsity Photography 
Varsity_Brand guidelines_05.08 20
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. 
Varsity_Brand guidelines_05.08 21
Photographic style_On-brief examples 
Varsity_Brand guidelines_05.08 
22
Photographic style_On-brief examples 
Varsity_Brand guidelines_05.08 23
To be continued...

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Varsity | The Official Mark of Cheerleading

  • 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 6 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 Varsity_Brand guidelines_05.08 02
  • 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 Varsity_Brand guidelines_05.08 03
  • 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 Varsity_Brand guidelines_05.08 04
  • 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) Varsity_Brand guidelines_05.08 05
  • 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 Varsity_Brand guidelines_05.08 06
  • 8. 2 Varsity Colors Varsity_Brand guidelines_05.08 07
  • 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 Varsity_Brand guidelines_05.08 08
  • 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 Varsity_Brand guidelines_05.08 09
  • 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). Varsity_Brand guidelines_05.08 10
  • 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) Varsity_Brand guidelines_05.08 11
  • 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) Varsity_Brand guidelines_05.08 12
  • 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) Varsity_Brand guidelines_05.08 13
  • 15. 3 Varsity Typography Varsity_Brand guidelines_05.08 14
  • 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 Varsity_Brand guidelines_05.08 15
  • 17. 4 Varsity Advertising Applications Varsity_Brand guidelines_05.08 16
  • 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. Varsity_Brand guidelines_05.08 17
  • 19. 5 Varsity Sub brand Applications Varsity_Brand guidelines_05.08 18
  • 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 Varsity_Brand guidelines_05.08 19
  • 21. 6 Varsity Photography Varsity_Brand guidelines_05.08 20
  • 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. Varsity_Brand guidelines_05.08 21
  • 23. Photographic style_On-brief examples Varsity_Brand guidelines_05.08 22
  • 24. Photographic style_On-brief examples Varsity_Brand guidelines_05.08 23