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.
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2. Leaders Identity
Brand Guidelines
Sales Brochure
Marketing Collateral
Delegate Pack
Event Branding
Websites
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© Action Images

3. LEADERS
Identities
Websites
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4. LEADERS
Delegate brochures
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5. LEADERS
Event branding, signage and wayfinding
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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
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7. Grass Identity
Brand Guidelines
Marketing Collateral
Roots Event Branding
Art Direction
Football
Sponsorship Impressions
Website
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© Action Images

8. GRASS ROOTS FOOTBALL
Identity
Website
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9. GRASS ROOTS FOOTBALL
Event branding, signage and wayfinding
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10. GRASS ROOTS FOOTBALL
E-shot headers
Posters
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11. GRASS ROOTS FOOTBALL
Sponsorship impressions
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12. The Magazines
Media Packs
Tickets
Football Press Ads
Programmes
Association
Fact Sheets
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© Action Images

13. THE FOOTBALL ASSOCIATION
Referee magazine
Under 19 Programme
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14. THE FOOTBALL ASSOCIATION
Ticket and Ticket Wallet
Media Pack
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15. Careers Identity
Sales Brochure
Posters
in Sport Delegate Pack
Event Branding
+ Leisure
Art Direction
Website
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© Laurence Dutton

16. CAREERS IN SPORT + LEISURE
Identity
Website
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17. CAREERS IN SPORT + LEISURE
Marketing collateral
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18. CAREERS IN SPORT + LEISURE
Event branding, signage and wayfinding
CV
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19. Football Accreditation Passes
On Screen Branding
Federation
Australia
© Action Images

20. FOOTBALL FEDERATION AUSTRALIA
Accreditation Passes
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21. NFL Sponsorship Collateral
Personalised Invites
Print Ads
International
Series
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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
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23. NFL INTERNATIONAL SERIES
Personalised invites
Kay
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24. Football Identity
Merchandising
Art Direction
Superstars Print Ads
In Game Graphics
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© 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.
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The Forest is a creative environment

26. FOOTBALL SUPERSTARS
Merchandising
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27. Pro FC Identity
Stationery
Website
Marketing Collateral
Event Branding
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© Action Images

28. PRO FC
Identity
Launch branding
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29. PRO FC
Website
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30. The Brand Alignment
Signage & Wayfinding
Feature Art
Rose
Bowl
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31. THE ROSE BOWL
Stadium signage and wayfinding
Blocks A-W
Blocks B-E
Blocks F-L
WELCOME TO
THE ROSE BOWL
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32. THE ROSE BOWL
Feature art
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33. Chelsea Fan Online Platform Design
Chelsea TV Campaign
Chelsea Museum Website
Football
Club
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© Action Images

34. CHELSEA FC
The Shed official fans online platform
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35. CHELSEA FC
2011/2012 Chelsea TV campaign
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36. CHELSEA FC
Museum website
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37. They think it’s all over
— it is now.
Kenneth Wolstenhome, 1966 World Cup Final.
Many thanks...
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