Sports Partnership - Brand Guidelines
Excerpt:
Rational for the New Brand
During the review of the Cheshire & Warrington Sports Partnership a number of issues became apparent with the previous Sport Cheshire brand, these included:
Confusion over the terms ‘Sport Cheshire’ and the ‘Cheshire & Warrington Sports Partnership’. As a result both terms were used interchangeably although they mean two distinctly different things.
Through consultation with partners it was felt that the Sport Cheshire logo was dated and also had specific connotations to athletics due to the track included within the design.
The Sport Cheshire logo is the brand for the core team based at Sport Cheshire and was not representative of the Partnership. Therefore collectively the Partnership was not branded.
Taking on board the above key points it was decided that a new brand for the Partnership was necessary.
Development of the New Partnership Brand
During the summer of 2005 questionnaires were sent to all key agencies/individuals within the Cheshire & Warrington Sports Partnership to gain their views on the values that they felt should be encompassed within the new brand.
The views were collated from the consultation process to inform the branding options developed. Three branding options were then consulted upon via the Alliance Executive and a preferred choice was determined.
Use of the Brand Identity
The brand identity should always be used as it has been created. It should not be altered, nor the integral elements be separated or used in different proportions without the express permission of the holder of copyright, Cheshire & Warrington Sports Partnership. It should always be used in the specified colour (see page 5), or where production technique does not allow, in black and white. (…)
Examples for logo usage
Source:
Sports Partnership - Brand Guidelines [Pdf]
