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  • 1. ABOUT US THE FOREST is an independent, ideas-based graphic design agency based in the heart of London. Working closely with clients throughout the creative process, we are accessible and approachable, and we will ensure that briefs are delivered effectively and accurately, on time and on budget. We work with a broad range of businesses and our current client list includes Leaders, Grass Roots Football, Chelsea Football Club, NFL, The Rose Bowl, Careers in Sport + Leisure, Football Superstars, Football Federation Australia, Pro FC and The Football Association. Who are we? What makes us tick? Values? THE FOREST are a small and We are passionate about design. It is very important to us that our perfectly formed team, meaning we clients receive value for money. are accessible and clients can Good ideas are at the heart of what It is even more important that we always get through to the person THE FOREST is about, and our keep them happy throughout the you need. bespoke service will turn concept design process. into reality, helping your business to Communication is the cornerstone stand out from the crowd. Whether this is taking a brief at of what we do. We consult with our 4.30pm on a Friday for delivery for clients extensively to ensure we Design for us is not just a job, but 10am on the following Monday or understand what they want, before part of our day to day life and we simply being able to speak to the undertaking detailed research into are constantly inspired. person you want to speak to, it is your brief. because of our ‘personal service’ that our current clients continue to Then we set to work on the design use THE FOREST and develop our process, presenting a range of ideas relationships further. which reflect your message and brand values – whether they are fun and innovative or formal and classic. The flexible, hands-on nature of our service continues through the initial concept and development stages, right up until delivery, with constant two-way feedback between us and the client informing the process.© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 2. Leaders Identity Brand Guidelines Sales Brochure Marketing Collateral Delegate Pack Event Branding Websites© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment © Action Images
  • 3. LEADERS Identities Websites© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 4. LEADERS Delegate brochures© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 5. LEADERS Event branding, signage and wayfinding© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 6. LEADERS Brand Guidelines COMMUNICATION GUIDELINES 01 LEADERS BRAND ARCHITECTURE 02.1 LEADERS LOGOTYPE 02.2 LEADERS IN FOOTBALL LOGOTYPE This PDF contains everything you need to know about The Leaders brand and 01 LEADERS BRAND ARCHITECTURE Logo variations Logo variations 02 THE LOGOTYPES associated logos. 02.1 LEADERS LOGOTYPE 02.2 LEADERS IN FOOTBALL LOGOTYPE 02.3 LEADERS IN PERFORMANCE LOGOTYPE 02.4 THE LEADER LOGOTYPE 03 USING THE LOGOS CORRECTLY 04 TYPE FACE In full colour on white Reversed out of a solid colour In full colour on white Reversed out of a solid colour 05 COLOUR 05 PHOTOGRAPHY In black on white In black on white Leaders Communication guidelines Leaders Communication guidelines Leaders Communication guidelines Leaders Communication guidelines 02.3 LEADERS IN PERFORMANCE LOGOTYPE 02.4 THE LEADER LOGOTYPE 03 DON’T MESS WITH THE LOGOTYPES 04 TYPEFACES Logo variations Logo variations Using the logo correctly Always use an original digital file. Don’t alter or redraw our logotype in anyway. If you think The Leaders typefaces is Gill Sans in regular and light weights. Airel... CAPS you need to, check with the communications team first. Gill Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ In full colour on white Reversed out of a solid colour In full colour on white Reversed out of a solid colour Do not distort the logo Do not use on backgrounds that give insufficient contrast abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*() Gill Sans Light Do not add a drop shadow to the logo Do not attempt to recreate the logo ABCDEFGHIJKLMNOPQRSTUVWXYZ In black on white In black on white LeadersinFootball abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*() Do not alter the colours of the logo Do not alter the logos proportions Leaders Communication guidelines Leaders Communication guidelines Leaders Communication guidelines Leaders Communication guidelines 05 COLOUR PALETTES 06 PHOTOGRAPHY Primary Colour pallete The Leaders primary palette is made up of our All imagery will be black and white cutouts corporate Silver colour and black and white. monatged together on a white background All publications and communications should, giving a clean and sophisticated appearance. wherever possible, use these colours predominately for text and graphics. Images will be chosen to emphasise passion and leadership. Where PMS 877 can’t be used a 55% Tint of Process Black is to be used. C:0 M:0 Y:0 K:100 PMS 877 WEB COLOURS LeadersinFootball Colour pallete LeadersinPerformance Colour pallete C:100 M:0 Y:0 K:0 C:0 M:0 Y:0 K:100 PMS 877 PMS 021C C:0 M:0 Y:0 K:100 PMS 877 LeadersinFootball Imagery LeadersinPerformance Imagery Leaders Communication guidelines Leaders Communication guidelines© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 7. Grass Identity Brand Guidelines Marketing CollateralRoots Event Branding Art DirectionFootball Sponsorship Impressions Website© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment © Action Images
  • 8. GRASS ROOTS FOOTBALL Identity Website© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 9. GRASS ROOTS FOOTBALL Event branding, signage and wayfinding© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 10. GRASS ROOTS FOOTBALL E-shot headers Posters© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 11. GRASS ROOTS FOOTBALL Sponsorship impressions© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 12. The Magazines Media Packs TicketsFootball Press Ads ProgrammesAssociation Fact Sheets© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment © Action Images
  • 13. THE FOOTBALL ASSOCIATION Referee magazine Under 19 Programme© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 14. THE FOOTBALL ASSOCIATION Ticket and Ticket Wallet Media Pack© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 15. Careers Identity Sales Brochure Postersin Sport Delegate Pack Event Branding+ Leisure Art Direction Website© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment © Laurence Dutton
  • 16. CAREERS IN SPORT + LEISURE Identity Website© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 17. CAREERS IN SPORT + LEISURE Marketing collateral© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 18. CAREERS IN SPORT + LEISURE Event branding, signage and wayfinding CV© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 19. Football Accreditation Passes On Screen BrandingFederationAustralia © Action Images
  • 20. FOOTBALL FEDERATION AUSTRALIA Accreditation Passes© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 21. NFL Sponsorship Collateral Personalised Invites Print AdsInternationalSeries© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment © Action Images
  • 22. NFL INTERNATIONAL SERIES Sponsorship insert NFL IN THE UK: 260K PASSIONATE FANS ON THE NFL UK DATABASE 3.5 MILLION FANS WATCHED SUPER BOWL XLIV ON BBC 1 IN FEBRUARY 2010 OVER 1,000,000 UNIQUE VISITORS TO NFLUK.COM EACH SEASON 85,000 FANS 4 CONSECUTIVE SOLD-OUT REGULAR SEASON WILL ATTEND THIS YEAR’S GAMES AT WEMBLEY GAME WHILE UP TO 40,000 WILL EXPERIENCE THE 13 MILLION CUMULATIVE TV AUDIENCE IN 2009 PRE-GAME TAILGATE PARTY – UP 60% IN THE LAST 3 SEASONS EXCELLENT BROADCAST PLATFORM: SKY SPORTS, BBC, CHANNEL 4 AND ESPN MORE THAN 100 LIVE GAMES BROADCAST PER SEASON© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 23. NFL INTERNATIONAL SERIES Personalised invites Kay© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 24. Football Identity Merchandising Art DirectionSuperstars Print Ads In Game Graphics© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment © Laurence Dutton
  • 25. DEVELOPMENT Final logo to date FOOTBALL SUPERSTARS Identity© THE FOREST. AllAll intellectual rights reservedby THE FOREST. 26/04/2010 © THE FOREST. intellectual rights reserved by THE FOREST.Material in in this document may not be reproducedor circulated, in whole or part, without permission. Material this document may not be reproduced or circulated, in whole without permission. The Forest is a creative environment The Forest is a creative environment
  • 26. FOOTBALL SUPERSTARS Merchandising© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 27. Pro FC Identity Stationery Website Marketing Collateral Event Branding© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment © Action Images
  • 28. PRO FC Identity Launch branding© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 29. PRO FC Website© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 30. The Brand Alignment Signage & Wayfinding Feature ArtRoseBowl© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment © Action Images
  • 31. THE ROSE BOWL Stadium signage and wayfinding Blocks A-W Blocks B-E Blocks F-L WELCOME TO THE ROSE BOWL© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 32. THE ROSE BOWL Feature art© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 33. Chelsea Fan Online Platform Design Chelsea TV Campaign Chelsea Museum WebsiteFootballClub© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment © Action Images
  • 34. CHELSEA FC The Shed official fans online platform© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 35. CHELSEA FC 2011/2012 Chelsea TV campaign© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 36. CHELSEA FC Museum website© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment
  • 37. They think it’s all over — it is now. Kenneth Wolstenhome, 1966 World Cup Final. Many thanks...© THE FOREST. All intellectual rights reserved by THE FOREST.Material in this document may not be reproduced or circulated, in whole or part, without permission. The Forest is a creative environment