YOUTH SPORTS YOUTH SPORTS YOUTH SPORTS
Rebranding Campaign.for the City of San Antonio Parks and Recreation-Youth Sports Division
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Table of Contents
The City of San Antonio Youth Sports Rebranding Campaign
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1.0 Research 4 Overview and Solutions 6 Objectives and Goals 7 Demographics 8 SWOT Analysis 10 Client Brief 12 Brand Mission 13 2.0 Creative Development 14 Mood Boards 16 Logos 18 Website Development 20 Print Ads and Concepts 22
3.0 Style Guide 24 Logo Standards 26 Logo Variances 28 Logo Usage 30 Print Standards 31 Stationery 32 Print Guidelines 33 Color Selections 34 Typefaces 36 Texture and Imagery 37 Web Guidelines 38 Large Formats 39 Motion Graphics 40 Tone and Voice 41 4.0 Final Design 42 Print 44 Digitial 46 Promotional 48 Large Format 49
References 50
TOC
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1.0research
1.0Research Overview and Solutions 6 Objectives and Goals 7 Demogaraphics 8 SWOT Anaylsis 10 Client Brief 12 Brand Mission 13
Overview
The City of San Antonio Youth Sports Rebranding Campaign
The City of San Antonio Parks and Recreation Department is a city owned organization that offers public
recreation and leisure activities and programs for its inhabitants and also surrounding communities. This
department oversees and maintains 236 city owned parks, swimming pools, gymnasiums, cemeteries, sports
facilities, recreational centers, and parkland (San antonio parks, 2011). This organization, specifically the
youth sports division, is in need of a rebranding campaign to help it remain competitive with the numerous
organizations throughout the city that offer youth sports programs.
The City of San Antonio Parks and Recreation Departments overall look is outdated and needs to be brought
up to date. A rebranding campaign will help to revive the image of this department and also help elevate it
above other competitors in the area. The campaign will address these issues by promoting the large
number of facilities and programs available throughout the city and emphasizing that members
are never far from any of the locations. The campaign will also establish the citys department as
a youthful and fun environment for kids ages 5-16. The campaign deliverables will include print,
television, and radio ads. Other deliverables will include a stronger web presence and mobile apps,
social media presence, and an updated logo and image. The key benefits of membership will be
highlighted and these include more locations that its competitors, more activities and programs
offered, and becoming a part of a team with membership while learning new skills and developing
confidence and greater self-worth.
The City of San Antonios Parks and Recreation Department is branch of the citys public recreation
and leisure activities programs. San Antonio is ranked as the eighth largest city in the United States.
The City of San Antonio adopted a Parks and Recreation System Plan in 1999. The city is growing
every year and with new growth, new opportunities for expansion. There is room to expand the youth
sports categories to accommodate the growing number of new residents with children.
This campaign will focus on the citys recreational programs, specifically the youth sports
department. The focus of the campaign will be to rejuvenate the City of San Antonios
Parks and Recreation Departments youth sports segment because there is a growing
segment of youth in San Antonio. There will be consideration to elevate the existing brand
or product. The purpose will be to establish the youth sports department as a premier network for providing
youth with an opportunity to get fit, active, establish social networks, and all around growth.
The city currently offers sports activities through its community centers throughout the city. There are other
organizations that offer similar activities all around San Antonio. This organization has many competitors
with organizations established around the city that offer similar products. The goal of the campaign is to
elevate the brand above the area competitors.
The campaign will highlight the benefits of joining this organization. These include the number of locations,
easy accessibility, and number of activities and programs. Benefits also include being part of a team, learning
new skills, and developing self-
worth. Youth sports involvement
teaches new skills. Learning new
skills promotes confidence and
self-worth. In joining a team
or sports organization, youth
become a part of a team and
get to spend time with friends
or make new friends. Peer
relationships are essential for
a childs emotional well-being
(Payne, 2007). In additional to
emotional benefits, engagement
in physical activities promotes
good health and fitness. The
campaign will entice kids and teens with an appearance of fun activities and as a social setting for meeting
new friends. Parents can be assured that their children will have a positive experience and growth with
involvement in youth sports.
1.11.0
Solutions One of the first components of the campaign will be a redesign of the departments logo.
The current logo for the parks and recreation division is outdated. A new updated design
will be created for the youth sports division. The new design will be a youthful and more
modern design that will be designed to attract its young target market segment. The
current logo for parks and recreation is a deep maroon color with an image of an outline
of a tree. In order to appeal to a younger market segment, a new logo will be designed
for the youth sports department. The colors used will brighter colors including primary
colors. These will include reds, yellows, greens, blues, purples, and oranges. According
to market research, children respond to bright primary colors (Daye, 2008). The font
selection for the new logo will be a thick, bold, and strong font so that it can be easily
identified. In narrowing down the font for the logo, preference will be given to a strong
sans-serf typeface. The font treatment will be fun and playful. In order to give the font a
more playful style, the individual letters will be resized and rotated and also spaced apart
and include a thicker outline with a contrasting color so that it will stand out even further.
The campaign deliverables will include print, television, web, and radio. Billboards,
bus wraps, flyers, newspaper ads will be included in the print deliverables. Television ads
will run on local television stations. These ads will include images of children playing
sports and engaging in fun with other children.
The will highlight benefits and how excited and
fun the organization is. The images will include
stock photography from online sources such as
www.corbis.com, www.istockphoto.com, and
www.freestockimages.net. The ads will also feature
real members actively engaging in sports activities
as part of ad testimonials.
The department will also collaborate with
Radio Disney to air ads featuring the benefits of
membership. These ads will feature testimonials
from kids that have participated in different
activities with the citys programs. They will be
invitations to join the organization. The current website will be updated to include a new
segment dedicated specifically to the youth sports division. This page will include real
time interactive enrollment capabilities, current listings of activities and programs offered
throughout the city, and a blog area of its teen members to interact and socialize with
other youth that participate in the citys youth sports programs. The campaign will also
focus on developing a strong social media presence through Facebook and Twitter. These
two media outlets will contain information regarding current activities and updates.
Objectives and Goals The City of San Antonios Parks and Recreation Departments youth sports division
is currently in need of an update and rebranding campaign. There is a movement of
increased population growth in San Antonio and a number of strong competitors
offering similar services to youth in the area. In order to stand out amongst the
competition, the city is in need of a rebranding campaign that will target a young
market and help elevate the brand above the competition. The new brand will include
a younger, modern, and playful logo to entice youth ages 5-16 to join the organization.
The brand will also feature a variety of ads in different media such as television, print,
radio, web, and social media. These ads will tout the benefits of joining which include
easy access and variety of activities. For the youth, it will highlight the opportunities
created by joining that include making
new friends, being a part of a team,
developing strong character, fitness,
and social acceptance. By creating
a rebranding campaign for this
organization, the citys youth sports
department will gain an increase in
membership and be established as a
strong competitor in the youth sports
division in the area.
7
Age 32
Married with two children ages 7 and 9
College Student
Household Income $45,000
Key TenetsMarket Youth
boys, girls age
s 5-16
Household in
come $23,73
4-$49,229
Married and
single parent
households
Tribes Community Sports Enthusiasts Parents Youth Sports, team members
The target audience for this rebranding campaign will be primarily youth and their parents. The City of San Antonio
currently offers sports programs for boys and girls from the ages of 5-16 years of age. According to the 2010 census
there are 1,327,401 people living in San Antonio. Of that 71.80% of parents are married with an average household
size of 3. The medium income is $23,734-49,229 with an average educational level of high school graduates. Of the
single households, 46.40% are female with children ("State & county quickfacts," 2012). The statistics for 6-11 year olds is
9.42% of the population while 12-17 year olds comprise 9.50% of the population (Texas population, 2010, 2011).
Demographics
The City of San Antonio Youth Sports Rebranding Campaign
Age 12
Middle School
Likes sports and video games
Single Parent Household
1.2Emp
owering
Confiden
t
Fun
Key Tenets
Value PropositionThe citys program is highlighted because of the convenience of the locations and the multitude of sports and activities that are offered through an
organization that is established and locally owned. Members can take pride in the fact that the organization is part of their city and their tax dollars
directly sponsor and pay for the activities. The are in essence owners of the organization. The value proposition of membership includes self confidence,
the ability to develop strong character, fitness, and being a team player. In order to reach the younger target audience, the citys program will be portrayed
as the most exciting and fun program available in the city. It will be the best place for kids to engage with others and have fun at the same time.
Key Features Team: Spend time with friends, be a part of
the team.
New skills: Learning new skills promotes confidence and self worth.
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Swot Analysis
The City of San Antonio Youth Sports Rebranding Campaign
Strengths The City of San Antonio Parks and Recreation Dept. is an established local organization. Members can take pride in the organization because it is based out of their city. The organization offers a variety of youth sports activities and leagues at an affordable price. The parks and recreation department boasts an experienced workforce with community centers around the city. You dont have to travel far to participate in activities. San Antonio is experiencing a constant migration of new families that could be potential new members.
Opportunities Creating a strong brand identity offers this department an opportunity to reach new markets and promote the citys recreational activities while
establish tourism strongpoints. There is an opportunity to reach a larger market utilizing social
media and by establishing a strong online presence using new technologies and devices. The city can build a strong collaborative relationship with local schools.
Weakness The department is local and does not have a strong global or national presence. The current logo and department image is antiquated and needs
to be updated appeal to a younger audience. The department also lacks a centralized site for real time communication where members can sign up on line and see daily schedules of activities.This department has a reputation for being unorganized. The activities and sports that are offered are similar to those of competing organizations. Because of the abundance of sports activities available in the city, there is a lack of member loyalty to the brand.
Threats There are numerous organizations in the city that offer youth sports activities. With a weak economy leisure activities are not a priority. There is a lack of interest among teens. With advancements in technology, kids have a large
range of activities to occupy their time. In todays busy lifestyles, there is an increase in the lack of parental involvement. Another factor that could threaten the brand are budget cuts.
1.31.oStrengthsLocal
Established Locations
Price Population Growth
Experienced Workforce
Opportunities Create Tourism Strongpoint
Promote City New Markets
Stonger Social Media Presence Work with Local Schools
Establish Strong Online Presence
WeaknessVariety Staffing
Presence and Reach Member Loyalty
No Centralized Communication Reputation
ThreatsEconomy
Rival Organizations Large Range of Leisure Activities
Lack of Interest Lack of Parental Involvement
Budget Cuts
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Client Brief
The City of San Antonio Youth Sports Rebranding Campaign
Campaign objective To rebrand the City of San Antonios Parks and Recreation dept.
by creating an updated identity that helps distinguish the brand
from its competition in order to revitalize and elevate the brand.
Unique Selling Proposition More locations and more opportunities for fitness and fun with
centers stragically placed around the city so they are easily
accessible and near your home.
Big Goal To establish the youth sports department as a premier network
for providing youth with an opportunity to get fit, active, establish
social networks, and all around growth.
Positioning Established city owned organization offering a variety of youth
sports programs. Currently one of several organizations offering
similar programs. More locations, more services.
Project Outcome To increase membership by 5% within the next two years.
Sustainalbe Competitive Advantage Only organization that offers the most activities with a location
within a few miles of your home in San Antonio. More locations
with more activitiesPositioning Established city owned organization offering a variety of youth
sports programs. Currently one of several organizations offering
similar programs. More locations, more services.
Call to Action It will stress that being a part of this team will help you be part of
an exclusive team.
Brand Mission and ValuesBrand Mission
Goals The mission of the San Antonio Parks and Recreation Department is to provide exceptional parks, facilities, programs and services to improve the quality of life for all.
Aspirations Promote and maintain world-class facilities to further the citys prominence as a major city and visitor destination.
RelevanceHaving a reputable and safe environment for youth to participate in sports activities is important for parents. Team sports can provide children many opportunites to grow physically,emotionally, and socially. They learn competition skills as well as gaining other benefits such as physical health, social interaction skills, emotional well being, and improved self esteem and self- worth. (Payne, 2007).
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3.1
2.02.0 Creative Development
Creative Development Competitive Survey 17 Logos 19 Website and Print 20 Design Research 21
Creative Development Mood Boards 16 Logos 18 Website Development 20 Print ads and concepts 22
2.0
A mood board was was initially created using a collection of images that represented the brand in terms
of the brand essence. These images help to set the tone for the brand's foundtation. The images serve as
a means of inspiration and then refined to a graphic tool box. The graphic toolbox is used to ensure that
the brand essence is clearly defined and followed. It is a visual representation of the brand's essence.
Fun Vibrant Youthful Energetic Colorful Spirited Friendly Healthy
Safe Confident
Mood Boards
The City of San Antonio Youth Sports Rebranding Campaign
15,100,90,10 0,80,9,0 84,10,100,10 100,95,5,0 0,0,100,0
163,36,48 211,91,48 81,146,75 51,59,140 255,242,45
#A32430 #D35B30 #51924B #3333B8C #FFF22D
CMYK
RGB
HEX
Color Palette
Designer Notes: by Rosa Evans
Logos
Font Selections
ImageryThe city of San Antonio Parks and Recreation Youth Sports Deptartment is a city owned organization that oers public recreation and leisure activities for its inhabitants and surrounding communites. The youth sports division oers a variety of low cost sports activities to children and teens ages 5-16. The organization oers over 26 locations throughout the city enabling easy and fast access throughout the city. The goal of this campaign is to revitalize the department and help elevate the youth sports division above its competitors. A new youthful appearance will help appeal to a younger audience and help establish the brand as a strong competitor in the city.
The new campaign features a redesigned logo that is more modern and youthful in appearance. It features bright and vibrant colors to attract its targeted demographic. These colors have an immediate visual impact and help to attract kids attention. The color palette is also bright and vibrant to appeal to a younger audience . The font selections are complentary to the new youthful brand. The imagery selected for the marketing materials and website are fun, youthful, and playful in nature with a color palette that also complements the new design.
Headline OptionGrobold Regular
Tagline/subheadingSkia Regular
Body TextMyriad Pro Regular
Your home, your team.Join today.
Make 'em proud.Join today
Youth sportsYour excuse to skip chores
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The city of San Antonio Parks and Recreation Youth Sports Deptartment is a city owned organization that offers public recreation and leisure activities for its inhabitants and surrounding communites. The youth sports division offers a variety of low cost sports activities to children and teens ages 5-16. The organization offers over 26 locations throughout the city enabling easy and fast access throughout the city. The goal of this campaign is to revitalize the department and help elevate the youth sports division above its competitors. A new youthful appearance will help appeal to a younger audience and help establish the brand as a strong competitor in the city.
The new campaign features a redesigned logo that is more modern and youthful in appearance. It features bright and vibrant colors to attract its targeted demographic. These colors have an immediate visual impact and help to attract kids attention. The color palette is also bright and vibrant to appeal to a younger audience . The font selections are complentary to the new youthful brand. The imagery selected for the marketing materials and website are fun, youthful, and playful in nature with a color palette that also complements the new design.
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Logo Concepts and SketchesOne of the first components of the campaign was redesign of the depart-
ments logo. The current logo for the parks and recreation division was
outdated. The logo redesign process began with brainstorming and
sketching ideas and concepts on paper.The initial sketches were refined and
then futher developed in Illustrator for the final concept. The new design
needed to be more youthful modern in design as to attract its young target
market segment. In narrowing down the font for the logo, preference was
given to a strong sans-serf typeface. The font treatment is fun and playful.
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The City of San Antonio Youth Sports Rebranding Campaign
Initial Sketches and rough Drafts
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Website Development
The City of San Antonio Youth Sports Rebranding Campaign
Website Pages
2.0 CITY OF SAN ANTONIO PARKS AND RECREATION City of San Antonio Parks and Recreation
Youth Sports Search
Login User Name Password
Importance of teamwork
Looking for a team?
Locations listedhere.
Click to view
Home Kids Parents EventsTeens
Copyright City of San Antonio Home Kids Teens Parents Events
Games
Videos
Coloring
Music
Quizzes
Chat
Jokes
Click for more colors
Print Page 1 of 9 Print Page 1 of 20
Print Page 1 of 14 Print Page 1 of 10
1 2 3 4 5 1 2 3 4 5
1 2 3 4 5 1 2 3 4 5
C o l o r i n g P a g e sC o l o r i n g P a g e s
P u z z l e sP u z z l e s P r i n t a b l e c a r d sP r i n t a b l e c a r d s
P r i n t a b l e sP r i n t a b l e s
ALL
STAR
COLOR & PRINT
COLORING, PRINTABLES, & MORE!
CLICK TO PICK YOUR COLOR
Heress your solution to boredom. Browse through many designs and fun!
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The City of San Antonio Parks and Recreation's Youth Sports rebranding campaign will be marketed using a number of advertising mediums. One is print advertisments. The print ads and flyers will
be designed in a manner consistent with the brand's essence. The images depicted should follow the style guidelines for the brand. They are to be vibrant and positive images of children and
families engaged in a sports activities. The tone of the ads should be positive in nature. These print ads will be published in local magazines, newspapers, and other large format mediums such
as billboards and bus stop signage. The ads will also be distributed to local schools in poster formats to be placed in hallways and classrooms to encourage enrollment and participation.
Print Ads and Concepts
The City of San Antonio Youth Sports Rebranding Campaign
The advertisment ads and flyers began with a series of sketches and mockup designs. They were finalized using professional photographic images.
2.0
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2.03.0 Style Guide
2.0Style Guide Logo Standards 26 Logo Variances 28 Logo Usage 30 Print Standards 31 Stationery 32 Print Guidelines 33 Color Selections 34 Typefaces 36 Texture and Imagery 37 Web Guidelines 38 Large Formats 39 Motion Graphics 40 Tone and Voice 41
Logo Standards
The City of San Antonio Youth Sports Rebranding Campaign
The city of San Antonio Parks and Recreation
Youth Sports Deptartment is a city owned
organization that offers public recreation
and leisure activities for its inhabitants and
surrounding communites. The youth sports
division offers a variety of low cost sports
activities to children and teens ages 5-16. The
organization offers over 26 locations throughout
the city enabling easy and fast access
throughout the city. The goal of this campaign
is to revitalize the department and help elevate
the youth sports division above its competitors.
A new youthful appearance will help appeal to a
younger audience and help establish the brand
as a strong competitor in the city.
One of the first components of the campaign
was a redesign of the departments logo.
The current logo for the parks and recreation
division was outdated. A new updated
design was created for the youth
sports division. The new design
is a youthful and more modern
design that is designed
to attract its young target
market segment. The old logo
for parks and recreation was
a deep maroon color with an
image of an outline of a tree. In order to appeal
to a younger market segment, a new logo was
designed for the youth sports department.
The colors used are brighter colors including
primary colors. These will include reds, yellows,
greens, blues, and oranges. According to market
research, children respond to bright primary
colors (Daye, 2008). The font selection for the
new logo is now a thick, bold, and strong font
so that it can be easily identified. In narrowing
down the font for the logo, preference was
given to a strong sans-serf typeface. The font
treatment is now fun and playful. In order to
give the font a more playful style, the individual
letters were resized and rotated and also spaced
apart and now include a thicker outline with a
contrasting color so that it will stand out even
further.
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3.0
Old
Variations
New
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The City of San Antonio Youth Sports Rebranding Campaign
Logo Variations
The City of San Antonio Parks and Recreation Youth Sports logo is designed to be displayed in a horizontal format. The logo can be displayed in full color with or without a tagline. The only variations that are acceptable for use is a full color logo with or without the parks and recreation logo frame, and a black and white logo with or without the parks and recreation blue frame.
Fonts Abadi MT Condensed Extra BoldThis font is used for the descriptor. It was selected for its san serif typeface for legibility.
Alpha Magnets All Caps Used for the letterform. It was used for youthful appearance and legibility.
Skia Regular This font is used for the tagline. It was selected for legibility and wlight weight appearance. It is used to balance the heaviness of the letterform.
Descriptor
Upper case Letterform
Tagline
Logo Icon
Logo Frame
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3.0
Only acceptable variationsFull color logo Black and White logo
Full color logo with frame Black and White logo with frame
The City of San Antonio Parks and Recreation Youth
Sports logo is designed for visibility and legibility. It
is designed with a large bold font and bright colors
so that it stands out and can be recognized as a
sports logo even by children that can not read. The
logo should only be used in full color or in black in
white variations to maintain legibility and clarity.
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The City of San Antonio Youth Sports Rebranding Campaign
Proper UsageIt is best to use the full color logo. You may use
the logo with a frame whenever it is placed
against a background that would affect visibility.
Acceptable
UnacceptableDo not remove descriptor.
Do not move tagline.
Do not use full color logo with frame on dark bacbackgrounds.
Do not use black and white logo with frame.
Do not alter frame
Do not recolor.
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2
h
1/2x
1/2x
h
2
h11x
h11x
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2
h
1/2x
1/2x
h2
h11x
h11x
Clear Space should be equivalent to the weight of the letter "H"
(1 x variable) on the left and right. The top and bottom should
be equivalent to one half of letter "H" (1 /2x variable). If the
logo is used without the tagline, the same rules will apply.
Sizing Regulations
The minimum size the logo should be scaled down to is a width of 1.5".
The logo can vary in size depending on the use of the logo frame.
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Print Standards
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Print Collateral
The City of San Antonio Youth Sports Rebranding Campaign
Stationery
Letterhead Letterhead should be standard size of 8.5 x 11 Premium 70# uncoated opaque stock Full color on the front with color with a blank back
Letterhead Margins Top Margin should be 1.5" Left and right margins should be .5"Bottom margin should be 1"w
Envelopes
#10 custom envelopes should be printed with full color on matching premium stock
Business Cards
Business card should be standard size of 3.5 x 2 Full color print on the front with a blank back Gloss or UV coating should be applied to the front
3.0
Print GuidelinesLogo Placement The logo should always appear in the lower bottom corner, left or right. If it is set against
a white or light colored background, the logo can be used without the logo frame. If it
is set against a darker or textured background, the logo with the blue logo frame is to
be used. The minimum size that the logo can appear in an advertisment is 1.5".
Imagery The imagery in a print advertisment should be cropped appropriately and avoid small or images
that appear to be shot from a long distance. They must be high resolution and be professionally
shot. The minimum resolution is 300 DPI in CMYK.
Headlines The headlines should be prominently
displayed in Grobold typeface in a color
derived from the color palette designed
for the brand. The sub headline should be
rendered in the same font as the headline
when it is displayed separately from the
headline. Skia regular should be used
when the headline and sub headline are
displayed in the same paragraph.
Body Copy The body copy should always appear in
Myriad Pro at at least 12 pt/14/4. The color
of the font can be black, white, or blue
(85,10,100,0) matching the logo color.
Headline
Sub Headline
Body ContentLogo
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In choosing the color palette for the rebranding campaign, consideration was given to colors that would be attractive to
the brand's target market. This primarily includes kids from ages 5-16 years. Colors that are bright and vibrant and have a
positive and immediate impact were chosen. The colors selected are ideal for readability and attracting attention.
Red Orange
Yellow Blue Green
Color Selectionns
The City of San Antonio Youth Sports Rebranding Campaign
Proposed Color Palette
15,100,90,10 0,80,9,0 84,10,100,10 100,95,5,0 0,0,100,0
163,36,48 211,91,48 81,146,75 51,59,140 255,242,45
A32430 #D35B30 #51924B 3333B8C #FFF22D
CMYK
RGB
HEX
The colors selected are bright and vibrant colors. For the logo, a selection
of a range of bold and bright colors in blue, green, yellow, red, and
purple was used. The colors have a positive connotation and are shown
to attract the attention of children. The target market was kept in mind
when selecting the color palette. Primary colors as well as other bright
colors have an immediate visual impact and attract kids ("Kids logos,"
2010). It is important that the logo stand out immediately and be easily
recognized. These colors should always be used along with the logo.
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The City of San Antonio Youth Sports Rebranding Campaign
Alpha Fridge Magnet All Caps A B C D E F G H I J K L M N O P Q R S T U V W X Y Z1 2 3 4 5 6 7 8 9 0 !?.,;'" Grobold Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 !?.,;'" Skia Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0 !?.,;'" Myriad Pro Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c e d f g h i j k l m n o p q r s t u v w x y z
Font Selections
Headline OptionGrobold Regular
Tagline/subheadingSkia Regular
Body TextMyriad Pro Regular
Your home, your team.Join today.
Make 'em proud.Join today
Youth sportsYour excuse to skip chores
Typefacesns
3.0
The City of San Antonio Parks and Recreation
Youth Sports brand is a young, vibrant,
energetic, and fun brand. All images used
in any aspect related to the brand to include
advertisements, web pages, apps, and
interactive games should reflect this style.
These images need to embody the brand
essence. The images should contain happy,
postitive characters and images. The youth
sports department offers a chance to socialize,
gain confidence, build self-esteem, develop
leadership skills, and become physically fit.
The textures that are appropriate for use with
the brand should be derived from images related
to youth sports. These can include grass fields,
blue skies, wood from a basketball court, the
texture of sports balls, or other related images.
All images used must be professionally shot
and edit appropriately. The images should be
bright and use vibrant colors. They should not
be dull or faded. People depicted in the images
should be engaged with others in active scenes
or portrayed in a happy, positive manner. The
minimum resolution for all images should be
300 DPI to ensure proper resolution and optimal
clarity.
Texture and ImageryTextures
37
The City of San Antonio Youth Sports Rebranding Campaign
Web Guidelines
Example Heading
Example heading
Example paragraph
Font Grobold
Size 37 pt
#D35b30
RGB 211, 91, 48
Font Grobold
Size 18 pt
#51924B
RGB 81, 146, 75
Font Myriad Pro
Size 14 pt
#262425
RGB 38, 36, 37
Billboard Avertisements
Bus stop Advertisments
3.0
Large Format
Billboard advertisements should include a positive and encouraging message. The logo
variation with frame is used in this instance so that it stands out from the background.
Bus stop advertisments should include a large image and a positive
and encouraging message. The headline should be rendered in a large
font so that it stands out and can be read even as viewers drive by. The
logo should be placed in the lower right or left bottom corners and the
variation that stands out the most from the background should be used.
39
Motion Graphics
Banner ads Interactive motion graphics will be used to direct potential customers to the City of San Antonio's Parks and Recreation Youth Sports website. This can help to increase the member base. Interactive web banners will be created to inform viewers about the brand. The banner ads should be consistent with the brand essense. Imagery should be sports related and be designed in a bright and vibrant color palette to attract viewers.
Storyboards The storyboard above for a banner ad depicts an ad that is 180x150 pixels. The frame rate is 18 fps. The duration for a banner ad should be be-tween 10-15 seconds. The banner ad shown is 14.3 seconds. The ad contains a series of sports balls that fly, bounce, and roll onto the stage from various points. The rays in the background spin counterclock wise and slowly fades away. The ad ends with information about the brand and a link (button) appears that enables the viewer to visit the brand's website and register for membership.
The City of San Antonio Youth Sports Rebranding Campaign
CIT
Y OF
SAN A
NTONIO PARKS AND RECREATION
CIT
Y OF
SAN A
NTONIO PARKS AND RECREATION
Word Usage must be:
"Positive "Friendly "Inviting
"Encouraging
The perspective should be in the 3rd tense whenever possible.
Leader
3.0
Tone and Voice
Becoming a member of a reputable and established organization like the City of San Antonio Parks and Recreation Youth Sports
division means an opportunity to develop character, leadership skills, make life long friendships while also becoming physically
stronger and healthier. The division is youthful and modern appealing to younger audiences and their care-givers. Parents can
rest assured that their children are safe and developing vital skills.The brand voice should convey a clear message. By using
appropriate words, that message can be cemented in the minds of the target market.
The City of San Antonio Parks and Recreation Youth Sorts division is a familar and friendly organization. It is confident and
empowering while also fun. It is warm and inviting, approachable, and fun. It embodies leadership and social inclusivity. The
tone of the brand is strong and reputable.
Fun Empowering
Accessible Friendly
Strong Approachable
Confident Healthy
Social Young
Modern Familar
Safe
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Fun Friendly Strong
Confident Healthy Young
Encouraging Safe
Positive Inviting
Safe
2.04.0 Final Designs
2.0Final Designs Print 44 Digitial 46 Promotional 48 Large Format 49
Magazine advertisments and flyers.
The City of San Antonio Youth Sports Rebranding Campaign
4.0
Print advertisments are designed to be energetic, positive, and emphasize the benefits of joining the
organization. The images within the ads are vibrant and colorful to attract the brand's target market.
45
Digital
Website displays pictured on Mac, Iphone, and Ipad
The City of San Antonio Youth Sports Rebranding Campaign
4.0Motion Graphics Interactive banner ad
47
CIT
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SAN A
NTONIO PARKS AND RECREATION
Promotional products
The City of San Antonio Youth Sports Rebranding Campaign
Large Format
The City of San Antonio Youth Sports Rebranding Campaign 49
3.1
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The City of San Antonio Youth Sports Rebranding Campaign
5.0
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The City of San Antonio Youth Sports Rebranding Campaign
CIT
Y OF
SAN A
NTONIO PARKS AND RECREATION
MANY OPTIONS / MANY LOCATIONS
Many Options, Many Locations
3.1