2013 at&t MLS aLL-StaR tOOLKIt - s3images.coroflot.coms3images.coroflot.com/user_files/individual_files/419773... · 04 Brand Marketing Strategy 05 Modular Offerings 06 Do’s and

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


bRanD MaRKEtInG StRatEGy

HORIZOntaL baCKGROunD 11x17_HORIZONTAL_BG.psd

PLayER HERO FINAL_MLS_ZUSI.psd

VERtICaL baCKGROunD 11x17_VERTICAL_BG.psd


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.


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.


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


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


SPORtS PERFORManCE MaRK anD LEGaL




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.


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




baCKGROunD PLaCEMEntS

FINALEXECUTIONS

ZuSI JERSEy HERO SHOt



ZuSI JERSEy HERO SHOt - FInaL ExECutIOnS - 11 x 17





GRaHaM ZuSI | SPORTING kC© 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.



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.



ZuSI JERSEy HERO SHOt - FInaL ExECutIOnS - 1x2 & 2x1








2013 at&t mls all-star gameSporting Park 7.31.13


ZuSI JERSEy HERO SHOt - FInaL ExECutIOnS - 1x4 & 4x1

2013 at&tmls all-stargameSporting Park 7.31.13



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FINALEXECUTIONS

PRODuCt HERO SHOt


adidas.com/soccer

adidas.com/soccer




FInaL ExECutIOnS - PRODuCt HERO SHOt - 11 x 17


FInaL ExECutIOnS - PRODuCt HERO SHOt - 2x2


adidas.com/soccer © 2013 adidas AG. adidas, the 3-Bars logo and the 3-Stripes mark are registered trademarks of the adidas Group.




FInaL ExECutIOnS - PRODuCt HERO SHOt 1x4 & 4x1

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FInaL ExECutIOnS - tEaM CRESt COMPOSItIOnS

adidas.com/soccer


FInaL ExECutIOnS - VERtICaL tEaM CRESt COMPOSItIOnS

adidas.com/soccer

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Sporting Park 7.31.13Sporting Park 7.31.13

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FInaL ExECutIOnS - HORIZOntaL tEaM CRESt COMPOSItIOnS

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adidas.com/soccer


FInaL ExECutIOnS - aDDItIOnaL VERtICaLS

adidas.com/soccer


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

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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.


FInaL ExECutIOnS - aDDItIOnaL HORIZOntaLS


adidas.com/soccer

2013 at&t mls all-star game




twitter

Facebook


DIGItaL COMPOSItIOn InSPIRatIOn


REtaIL COMPOSItIOn InSPIRatIOn

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


COPy GuIDELInES

COntaCt FOR quEStIOnS / FEEDbaCK2013 MLS aLL StaR tOOLKIt

COMMunICatIOnS

Pashington Obeng 971.234.2549 [email protected]

RETAIL MARKETING

Mark Hally 971‑234‑2162 [email protected]

bRanD DESIGn

Stacy Chamberlain 971.234.2710 [email protected]


Documents

2013 at&t MLS aLL-StaR tOOLKIt - s3images.coroflot.coms3images.coroflot.com/user_files/individual_files/419773... · 04 Brand Marketing Strategy 05 Modular Offerings 06 Do’s and