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2013 at&t MLS aLL-StaR tOOLKIt© 2013 adidas AG. adidas, the 3‑Bars logo, and the 3‑Stripes mark are registered trademarks of the adidas Group. CONFIDENTIALITY STATEMENT: This material contains privileged and confidential information intended only for the use of internal
adidas. If you are not the intended recipient of this material, you are hereby notified that any dissemination or copying of this material is strictly prohibited. If you have received this material in error, please immediately notify Global Marketing.
03 Purpose
04 Brand Marketing Strategy
05 Modular Offerings
06 Do’s and Don’ts
07 OBC Guidelines
08 Style Guide
09 Sports Performance Mark and Legal
10 Hero Shot Placement and Crop
11 Background Placements
12 Final Executions: Zusi Jersey Hero Shot
13 Zusi Jersey Hero Shot Full Size
14 Zusi Jersey Hero Shot 2x2
15 Zusi Jersey Hero Shot 1x2 & 2x1
16 Zusi Jersey Hero Shot 1x4 & 4x1
17 Final Executions: Product Hero Shot 18 Product Hero Shot Full Size
19 Product Hero Shot 2x2
20 Product Hero Shot 1x4 & 4x1
21 Final Executions team Crests
22 Vertical Team Crest
23 Horizontal Team Crest
24 Additional Verticals
25 Additional Horizontals
26 Digital Composition Inspiration
27 Retail Composition
28 Copy Guidelines
29 Contact Information
2013 AT&T MLS ALL‑STAR TOOLkIT / 2
tabLE OF COntEntS
the purpose of this toolkit is to build the visual language for the 2013 MLS all Star Game by featuring inspirations from the new all Star jersey and Kansas City. the intention of this toolkit is to service retail and digital needs.
adidas Soccer
2013 MLS ALL‑STAR TOOLkIT / 3
PuRPOSE
CREatIVE ObJECtIVE
» Celebrate the 2013 at&t MLS All‑Star Game and Jersey
» Hero the jersey and the game
» Drive purchase
2013 AT&T MLS ALL‑STAR TOOLkIT / 4
bRanD MaRKEtInG StRatEGy
HORIZOntaL baCKGROunD 11x17_HORIZONTAL_BG.psd
PLayER HERO FINAL_MLS_ZUSI.psd
VERtICaL baCKGROunD 11x17_VERTICAL_BG.psd
2013 AT&T MLS ALL‑STAR TOOLkIT / 5
MODuLaR OFFERInGS
REGaRDInG CREatIVE
» Always refer to mechanicals for creative direction.
» The provided mechanicals show preferred crops. These should be maintained whenever possible.
» Always maintain this scaling relationship between type, branding, and image size.
» Any adjustments to this toolkit need to be submitted to the Digital/Communication Manager and Brand Design for approval.
» When utilizing the player hero file(s), the jersey is ALWAYS to be the focal point of the compositions. Please crop appropriately.
» When cropping the player, please avoid completely cropping both arms.
» When cropping, please make sure that ALL logos on the jersey are still clearly visible‑ Adidas, at&t, and 2013 MLS ALL STAR crest.
2013 AT&T MLS ALL‑STAR TOOLkIT / 6
DOS anD DOn’tS
For any layout adjustments to typography, branding, imagery, and campaign related elements, always refer to the OBC 2013 STYLE GUIDE located at https://obc-styleguide.adidas.com/. This document is a guide for creating the visual identity of adidas. This means that whenever and wherever people see our brand, it connects to and draws from everything the brand is about, in sport and style.
2013 AT&T MLS ALL‑STAR TOOLkIT / 7
ObC GuIDELInES
controlthe ballcontrol
the ball
StyLE GuIDE
The FW13 Toolkit guidelines are based on SS13 OBC guidelines. Certain layouts and executions have specific guidelines, however there are campaign‑wide rules that should be observed in every execution.
HEaDLInE
The headline height is reliant on the image and its placement. The minimum and maximum text height are determined by the logo height. For the minimum height, the top of a lowercase l should not fall below half of the logo height. For the maximum height, the top of a lowercase l should not be higher than the logo height. The headline can be justified left or right and should align with the logo. The headline may also bleed off the page. Refer to the single image for further direction on headline positioning.
The leading in the headline is equal to the height of the tittle (dot) in a lowercase i.
When the headline is split to two lines, the first line “control” should be tracked at 0, and the second line “the ball” should be tracked at 20.
Maximum Size Minimum Size
2013 AT&T MLS ALL‑STAR TOOLkIT / 8
SPORtS PERFORManCE MaRK
» All executions need to contain the adidas Sport Performance logo locked‑up in a black box.
» Always maintain the scaling relationship between the logo and the black square.
» After logo placement is determined make the appropriate bleed for the logo’s black square.
LEGaL
» Adidas legal copy should be applied to all graphic layouts containing adidas logos.
» Adidas legal is set in 6 pt. type and adihaus regular or regular condensed.
» Legal copy should be placed on the outer edge of the layout, within the trim area.
» Please leave adequate spacing from page edge.
GRaHaM ZuSI | SPORTING kC
2013 at&t MlS all-Star GaMeSporting Park 7.31.13
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
Sports Performance
Mark
Headline
All Star Crest
Event Info
Legal CopyPlayer Name
2013 AT&T MLS ALL‑STAR TOOLkIT / 9
SPORtS PERFORManCE MaRK anD LEGaL
GRaHaM ZuSI | SPORTING kC
2013 at&t MlS all-Star GaMeSporting Park 7.31.13
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
PLaCEMEnt anD CROPPInG
» Graham Zusi should always be placed so that all of the elements on the jersey are clearly visible‑ Adidas logo, All‑Star crest, and at&t logo.
» Try to avoid cropping both arms.
» The bottom of the background plate is the pitch/field at Sporting Park, footwear should appear spacially relative to the pitch.
» Avoid cropping the footwear when possible.
2013 AT&T MLS ALL‑STAR TOOLkIT / 10
HERO SHOt PLaCEMEnt anD CROP
There are two background files included with this toolkit;
11x17_HORIZONTAL_BG.psd 11x17_VERTICAL_BG.psd
The orientation of the compostion being created dictates which file is to be used for the background, vertical compositions get the “Vertical BG” and horizontal compositions get the “Horizontal BG” file.
In Horizontal compositions, depending on the content in the layout, the .PSD background file may adjusted up or down to provide better overall contrast. Please see examples at right.
2013 MlS all-Star Game
Darker content should be placed on the lighter portion of background.
Lighter content should be placed on darker portion of background.
adidas.com/soccer
adidas.com/soccer
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
2013 AT&T MLS ALL‑STAR TOOLkIT / 11
baCKGROunD PLaCEMEntS
2013 AT&T MLS ALL‑STAR TOOLkIT / 13
ZuSI JERSEy HERO SHOt - FInaL ExECutIOnS - 11 x 17
GRaHaM ZuSI | SPORTING kC
2013 at&t MlS all-Star GaMeSporting Park 7.31.13
2013 at&t MlS all-Star GaMeSporting Park 7.31.13
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
GRaHaM ZuSI | SPORTING kC© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
2013 at&t MlS all-Star GaMeSporting Park 7.31.13
2013 AT&T MLS ALL‑STAR TOOLkIT / 14
ZuSI JERSEy HERO SHOt - FInaL ExECutIOnS - 2x2
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.GRaHaM ZuSI | SPORTING kC
2013 at&t MlS all-Star GaMe
Sporting Park 7.31.13
GRaHaM ZuSI | SPORTING kC© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
2013 at&t MlS all-Star GaMeSporting Park 7.31.13
2013 AT&T MLS ALL‑STAR TOOLkIT / 15
ZuSI JERSEy HERO SHOt - FInaL ExECutIOnS - 1x2 & 2x1
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
2013 at&t MlS all-Star GaMeSporting Park 7.31.13
2013 at&t MlS all-Star GaMeSporting Park 7.31.13
GRaHaM ZuSI | SPORTING kC
GRaHaM ZuSI | SPORTING kC
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
2013 at&t mls all-star gameSporting Park 7.31.13
2013 AT&T MLS ALL‑STAR TOOLkIT / 16
ZuSI JERSEy HERO SHOt - FInaL ExECutIOnS - 1x4 & 4x1
2013 at&tmls all-stargameSporting Park 7.31.13
GRaHaM ZuSI | SPORTING kC
GRaHaM ZuSI | SPORTING kC
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adidas.com/soccer
adidas.com/soccer
2013 at&t MlS all-Star GaMeSporting Park 7.31.13
2013 at&t MlS all-Star GaMeSporting Park 7.31.13
2013 AT&T MLS ALL‑STAR TOOLkIT / 18
FInaL ExECutIOnS - PRODuCt HERO SHOt - 11 x 17
2013 AT&T MLS ALL‑STAR TOOLkIT / 19
FInaL ExECutIOnS - PRODuCt HERO SHOt - 2x2
2013 at&t MlS all-Star GaMeSporting Park 7.31.13
adidas.com/soccer © 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
2013 at&t mls all-star gameSporting Park 7.31.13
2013 AT&T MLS ALL‑STAR TOOLkIT / 20
FInaL ExECutIOnS - PRODuCt HERO SHOt 1x4 & 4x1
adidas.com/soccer
© 2
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2013 at&tmls all-stargameSporting Park 7.31.13
adidas.com/soccer
adidas.com/soccer
2013 AT&T MLS ALL‑STAR TOOLkIT / 21
FInaL ExECutIOnS - tEaM CRESt COMPOSItIOnS
adidas.com/soccer
2013 AT&T MLS ALL‑STAR TOOLkIT / 22
FInaL ExECutIOnS - VERtICaL tEaM CRESt COMPOSItIOnS
adidas.com/soccer
Sporting Park 7.31.13adidas.com/soccer
Sporting Park 7.31.13Sporting Park 7.31.13
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adidas.com/soccer
adidas.com/soccer
2013 AT&T MLS ALL‑STAR TOOLkIT / 23
FInaL ExECutIOnS - HORIZOntaL tEaM CRESt COMPOSItIOnS
Sporting Park 7.31.13adidas.com/soccer
Sporting Park 7.31.13
Sporting Park 7.31.13
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
adidas.com/soccer
2013 AT&T MLS ALL‑STAR TOOLkIT / 24
FInaL ExECutIOnS - aDDItIOnaL VERtICaLS
adidas.com/soccer
Sporting Park 7.31.13
adidas.com/soccer
2013 at&t mls all-star game
2013 at&tMlS all-Star
gameSporting Park 7.31.13
2013 at&t MlS all-Star
gameSporting Park 7.31.13
© 2
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adidas.com/soccer
adidas.com/soccer
2013 at&t mls all-star gameSporting Park 7.31.13
adidas.com/soccer© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
2013 AT&T MLS ALL‑STAR TOOLkIT / 25
FInaL ExECutIOnS - aDDItIOnaL HORIZOntaLS
Sporting Park 7.31.13
adidas.com/soccer
2013 at&t mls all-star game
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.
ALL Hero Shot Compositions get the following Headline:
2013 at&t MlS all-star gameSubhead copy to be paired with headline:
sporting park 7.31.13
2013 AT&T MLS ALL‑STAR TOOLkIT / 28
COPy GuIDELInES
COntaCt FOR quEStIOnS / FEEDbaCK2013 MLS aLL StaR tOOLKIt
COMMunICatIOnS
Pashington Obeng 971.234.2549 pashington.obeng@adidas.com
RETAIL MARKETING
Mark Hally 971‑234‑2162 mark.hally@adidas.com
bRanD DESIGn
Stacy Chamberlain 971.234.2710 stacy.chamberlain@adidas.com
2013 AT&T MLS ALL‑STAR TOOLkIT / 29
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