Schachfreunde

Baesweiller 1980e.V.
Style guide

Contents
Introduction .....................................3
Concept..........................................4
Visual signature...............................6
Symbol..........................................10
Logotype.......................................11
Typeface.......................................12
Colors............................................13
Logo versions................................16
Maximum reduction.......................24
Dos...............................................25
Donts............................................28
File formats....................................30
Final considerations......................31

Introduction
This style guide explains the development of the new
visual identity program of Schachfreunde Baesweiler
1980e.V.. It also assists the members of the chess
club in using the signature in various materials, such
as prints, web and electronic presentations. This
guide contains strict standards to reflect a clear
and consistent image of Schachfreunde Baesweiler
1980e.V., which should be always followed.
3

Concept
A chess club composed by friends
who enjoy their time together, while
playing the game.

modern

friendly

strong
4

Visual signature
It is composed by the symbol and the
logotype. The logo must respect the
safety areas to prevent intervention of
other elements in the visual signature.

symbol

logotype

2X

safety areas

Symbol
The symbol was designed to reflect the friendly
environment of the club. The chess pieces represent
the participants with different ages and sex. They
were organized to have equal positions, forming one
element, one friendly chess club.
The symbol is the only element that can be used
separately from the logotype. It can be applied in the
following formats: colored, yellow, blue, white and black.
Be wise when using them, always respect the guidelines.
10

11

Logotype
The chess club name was written using
the typeface Coolvetica. It is a redesign of
Helvetica, a famous typeface, from when
people were creating many variations of
it. Coolvetica was chosen because it is
stronger and funnier.

12

AbAb

Typeface
Helvetica is the typeface that must be used
in all writings of Schachfreunde Baesweiler
1980e.V.. This has easy legibility and, is
a versatile font for texts and headings.
Helvetica is a sans serif font presented in
Regular, Light, Bold and Italic.

Helvetica Regular
Helvetica Oblique

AbAb

Helvetica Light
Helvetica Light Oblique

AbAb

Helvetica Bold
Helvetica Bold Oblique

13

Colors
As the chess club is situated at
Baesweiler municipality, the main colors
are the same as its coat of arms, blue and
yellow. Graphite and white are secondary
colors due to their neutrality. All pieces
must use a combination of those colors to
keep the visual unity and strength.

14

It must be avoided putting emphasis

on either blue or yellow when designing
posters or any other material to be shown
on events if there are other participants
with one of the main colors as theirs. In
those cases, the white logo must be used.

15

Pantone 2728C
RGB 33|81|163
CMYK 98|75|4|0

Pantone 2728C
RGB 33|81|163
CMYK 3|16|98|0

RGB 77|75|77
CMYK 65|59|56|38

RGB 255|255|255
CMYK 0|0|0|0

16

Logo versions
Schachfreunde Baesweiler 1980e.V. main logo is
for white background. This one must be applied in
all situations when the club goes to an event where
participants use yellow or blue as their main colors.

17

18

The yellow and blue logos should be used

for internal events. They are for materials
using any of those colored background.

19

20

21

The B&W logos must be used for B&W

printed materials. Only these logos can be
applied on photographs or on any other
colored background that does not match
the color scheme, always considering the
contrast between logo and background.

22

You must apply the CMYK logo on all printed

matters. The Pantone logo is for onscreen
environment and can be used on printed materials
that the members want to have a color unity on
materials due to its higher cost of production
(ex.: t-shirts, mugs, posters, pencils).

23

24

Maximum reduction
The maximum reduction has 2cm of
height. You cannot reduce more than
that to avoid bad legibility.

2 cm

25

Dos
Some basic examples on how
to combine the elements.

Lorem ipsum dolor sit amet,

consectetur adipiscing elit.
Quisque faucibus feugiat dapibus. Cras et lobortis
felis. Mauris erat purus, vehicula at egestas non,
tincidunt vel elit. Suspendisse ac nisi vel ante
pretium adipiscing laoreet vel metus. Suspendisse
a pretium nibh. Duis pharetra pulvinar auctor. Ut
quis purus sit amet metus interdum feugiat ut vel
justo.
26

Lorem ipsum dolor sit amet,

consectetur adipiscing elit.

Lorem ipsum dolor sit amet,

consectetur adipiscing elit.

Quisque faucibus feugiat dapibus. Cras et lobortis

felis. Mauris erat purus, vehicula at egestas non,
tincidunt vel elit. Suspendisse ac nisi vel ante
pretium adipiscing laoreet vel metus. Suspendisse
a pretium nibh. Duis pharetra pulvinar auctor. Ut
quis purus sit amet metus interdum feugiat ut vel
justo.

Quisque faucibus feugiat dapibus. Cras et lobortis

felis. Mauris erat purus, vehicula at egestas non,
tincidunt vel elit. Suspendisse ac nisi vel ante
pretium adipiscing laoreet vel metus. Suspendisse
a pretium nibh. Duis pharetra pulvinar auctor. Ut
quis purus sit amet metus interdum feugiat ut vel
justo.
27

Lorem ipsum dolor sit amet,

consectetur adipiscing elit.
Quisque faucibus feugiat dapibus. Cras et lobortis
felis. Mauris erat purus, vehicula at egestas non,
tincidunt vel elit. Suspendisse ac nisi vel ante
pretium adipiscing laoreet vel metus. Suspendisse
a pretium nibh. Duis pharetra pulvinar auctor. Ut
quis purus sit amet metus interdum feugiat ut vel
justo.
28

Donts
Please, take care of your logo;
do not do anything similar to
these examples.

29

Do not scale the logo unproportionally.

Do not change the colors of the logo.

Do not apply the colored logos on colored

background.

Do not apply the logo on backgrounds that

doesnt give proper contrast.

30

File formats
You are receiving two file formats together with this
brand style guide. The EPS files are the preferred
format for reproducing the signature in all uses.
They are scalable and resolution-independent,
making them the primary format for distributing the
logo. For all forms of print applications, EPS files
should always be used.
The PNG files formats should be used in all other
simple applications, such as domestic printings. It is a
file format similar to JPG, however with higher quality.
31

Final considerations
Prints using Pantone colors are expensive;
use it wisely.
It might happen that other chess clubs have one of
the colors as well, for any event where it is expected
to meet them, use the main logo.
Always use the main visual signature when it
is going to be shown together with logos from
other clubs.
Feel free to contact Camila in case of doubts,
mila.lib@gmail.com.
32

Following the guidelines will assist Schachfreunde

Baesweiler 1980e.V. to construct a consistent
branding, which is going to be reinforced in
peoples mind over time. As a result, chess
clubs that have similar visual identities might feel
constrained to change it, since SFBs branding is
stronger than theirs.

33

Any part of this project cannot be reproduced without previous authorization.

Camila Ferreira designed this project.
All rights preserved.
portfolio behance.net/camilalib
e-mail mila.lib@gmail.com