US LACROSSE BRAND GUIDELINES
UPDATED MARCH 2014
US LACROSSE BRAND OVERVIEW
The US Lacrosse logo is well known throughout the lacrosse community and
is identified with the national office and our local chapters. There are many
other lacrosse groups that have varying affiliations with US Lacrosse. We
appreciate the support but the use of our logo is reserved for official US
Lacrosse entities.
ABOUT US LACROSSE
The steps we have taken to better manage the use and reproduction of the
US Lacrosse brand have been put in place not only to protect our asset but
also to protect the equity of our partners’ investments with US Lacrosse.
We envision a future that offers people everywhere the opportunity
to discover, learn, participate in, enjoy, and ultimately embrace the
shared passion of the lacrosse experience.
The official logos and secondary marks of US Lacrosse and the U.S. Men’s
and Women’s National Teams are registered trademarks with the United
States Patent and Trademark Office. All rights reserved. It is unlawful to use
or reproduce these trademarks or copyrights in any manner without the
expressed written permission of US Lacrosse.
WHO WE ARE
US Lacrosse requires final approval of all materials – printed, online, and
otherwise – in which a US Lacrosse logo is featured.
Any questions regarding the usage of these logos should be directed to:
Brian Logue, Director of Communications, US Lacrosse
Founded in 1998, US Lacrosse is the national governing body of
lacrosse. Through responsive and effective leadership, we provide
programs and services to inspire participation while protecting the
integrity of the sport.
• More than 425,000 members nationwide
• 67 chapters in 43 states
• More than 70 full-time staff members
• More than 300 volunteers serving on national boards and
committees
• More than 7,000 donors to the US Lacrosse Foundation
While primarily serving the youth level, US Lacrosse, a 501(c)3
nonprofit organization, is committed to providing a leadership role in
virtually every aspect of the game.
[email protected] or 410.235.6882 ext. #106
Heather Hughes, Graphic Design Manager, US Lacrosse
[email protected] or 410.235.6882 ext. #144
US LACROSSE BRAND GUIDELINES
1
LOGO PRIMARY MARK ELEMENTS
As the primary visual identifier of US Lacrosse,
it is essential that the logo is never altered in
any way. In all communications, such as print,
broadcast and web applications, as well as
all partnership and sponsorship programs,
the US Lacrosse logo must always be highly
visible and unmistakable. Consistent use of
the logo is essential to represent our brand
appropriately across all communications
channels. The ensuing pages show standards
for logo treatments and how they should be
applied in various environments.
1
2
3
4
5
1.
The US Lacrosse stick should always appear in US Lacrosse blue, unless working with a
one-color version. Never alter its position or use it as a graphic element outside of the
US Lacrosse logo.
2.
The trademark symbol must always be present. It must be US Lacrosse red, unless
working with a one-color version.
3.
The letter forms should appear in US Lacrosse red, unless working with a one-color
version. They should not be used outside of the rest of the logo unless approved by the
US Lacrosse Marketing Department.
4.
The ball lines should always appear in US Lacrosse blue, unless working with a onecolor version. Never alter its position or use it as a graphic element outside of the US
Lacrosse logo.
5.
The motion lines should always appear in US Lacrosse red, unless working with a onecolor version. Never alter its position or use it as a graphic element outside of the US
Lacrosse logo.
US LACROSSE BRAND GUIDELINES
2
LOGO SECONDARY MARK ELEMENTS
The US Lacrosse secondary logo was created
to be used in situations where the horizontal
nature of the primary logo was not a good fit.
As the secondary visual identifier of US
Lacrosse, it is essential that the logo is never
altered in any way. The secondary mark
should only be used in instances where the
primary mark does not work. It may never be
used without the words “US Lacrosse” in close
proximity. In all communications, such as print,
broadcast and web applications, as well as
all partnership and sponsorship programs,
the US Lacrosse logo must always be highly
visible and unmistakable.
1
2
3
4
1.
The US Lacrosse stick, ball, text and motion lines should always appear in white,
regardless of whether you are using a one-color version or not. Never alter their
position or use any of these parts as a graphic element outside of the US Lacrosse logo.
2.
The left half of the stick should always appear in US Lacrosse blue, unless working with
a one-color version. It should never appear in white.
3.
The right half of the stick should always appear in US Lacrosse red, unless working with
a one-color version. It should never appear in white.
4.
The keyline is an opaque outline around the USL secondary mark that becomes visible
on color or photographic backgrounds.
US LACROSSE BRAND GUIDELINES
3
LOGO COLOR PALETTE
The colors found in the US
Lacrosse primary and secondary
marks are part of the US
Lacrosse color palette. These
colors are mandatory when
reproducing the US Lacrosse
logo. Refer to the color values
at right to ensure their correct
reproduction. Black, white and
grayscale are also acceptable
colors for US Lacrosee
branding.
PRIMARY COLORS
The US Lacrosse red and blue are used in both the primary and secondary mark,
as well as the National Teams logo and other brand marks for programs and
services, chapters and events.
BLUE
CMYK: 100.72.0.32
CMYK: 0.100.81.4
RGB: 0.61.126
RGB: 227.24.34
HEX: 003D7E
HEX: E31937
PANTONE: 281C
RED
PANTONE: 186C
ACCENT COLORS
While neither is used in the primary or secondary mark, the US Lacrosse silver is
used in the National Teams logo,and both the gray and gold are used as accent
colors for text and graphics in print and web pieces.
GOLD
CMYK: 0.28.100.0
CMYK: 0.0.0.24
RGB: 254.188.17
RGB: 201.202.204
HEX: FEBC11
HEX: C9CACC
PANTONE: 130C
SILVER
PANTONE: 4C
US LACROSSE BRAND GUIDELINES
4
LOGO ALTERNATE COLOR OPTIONS
Only in special approved
situations or when full-color
printing is not available may the
US Lacrosse logo be reproduced
in grayscale or one-color.
Partners, sponsors and internal
teams must receive approval
from the USL Marketing
Department before reproducing
any of the US Lacrosse brand
marks in one-color.
BLACK AND WHITE
ALL WHITE
ONE-COLOR
PRIMARY MARK
PRIMARY MARK
PRIMARY MARK
suitable for dark backgrounds
BLACK AND WHITE
ONE-COLOR
SECONDARY MARK
SECONDARY MARK
INCORRECT USE
SECONDARY MARK
stick, ball, and text elements
must always be white
shown on
dark background
US LACROSSE BRAND GUIDELINES
5
LOGO USEAGE: SIZE, CLEARANCE SPACE AND BACKGROUNDS
To protect the integrity of the US
Lacrosse brand, it is essential to
follow the guidelines regarding
clearance space, minimum
size and scaling. These guides
ensure that the USL logo remains
clear, legible and consistent.
Similar methods of measuring
should be applied to all other
US Lacrosse brand marks.
CLEARANCE SPACE
The primary mark presentation is
enhanced by maintaining a clear
area void of all imagery and text
surrounding the logo. It can be
measured by the placement of the
US Lacrosse ball.
BACKGROUND TREATMENT
When an application calls for a solid background,
one of the colors from the US Lacrosse color palette
must be selected - preferably the full-color version.
0.375 in
MINIMUM SIZE
To insure legibility and brand
consistency, a US Lacrosse logo must
never be reduced any smaller than
.375 in height.
The US Lacrosse logo can also appear against
photographic and pattern backgrounds. In these
instances, the logo must be positioned against areas
that offer sufficient contrast for the logo’s legibility. If
none of the colors from the color palette suffice, a
drop shadow may be added to one of the logos in
order to make it legible.
US LACROSSE BRAND GUIDELINES
6
LOGO DO’S AND DON’TS
Under no circumstances should
the proportions, orientatoin or
colors of the brand be altered,
modified, or manipulated in any
way. Prohibited modifications
include, but are not limited to
outlines, borders, shadows,
textures, animations, distortions,
tilting, color alterations,
tint/gradient changes, recombinations of components,
and orientation changes.
Beyond these restrictions, the
safest and best way to maintain
our brand is to minimize
alterations. The Do’s and Don’ts
listed here apply to all US
Lacrosse brand marks - not just
the primary mark as shown.
DO’S
scale the logo appropriately
use the logo as is
use approved one-color versions
place the logo on approved, legible
background color fields
place the logo on photos that
don’t compete
use a drop shadow when
appropriate
outline the logo in any color
alter the colors in any way other than
approved one-color versions
place the logo on a busy pattern
or photo
inappropriately scale or shear
the logo
DON’TS
use the type without the rest
of the elements
place the full-color version on a
dark background
US LACROSSE BRAND GUIDELINES
7
U.S. NATIONAL TEAMS PRIMARY MARK
These guidelines show the correct treatment
of the logos for the U.S. National Teams
Program. The proper implementation of the
visual identity for the national teams program
is essential for promoting the program and
protecting its brand. The National Teams logo
may only be used for editorial purposes with
the exception of official sponsors of the U.S.
National Teams Program.
It is essential that the National Teams
logo is never altered in any way. In all
communications, such as print, broadcast and
web applications, as well as all partnership
and sponsorship programs, the national
teams mark must always be highly visible and
unmistakable.
1
2
3
4
1.
The U.S. National Teams shield must always appear in the US Lacrosse blue, red and
silver as shown above, unless working with a one-color version of the logo. It may
not be recolored or altered in any way. Never alter its position or size, or use it as a
graphic element outside of the USA logo.
2.
The “USA” text should always appear in US Lacrosse red (or white on high contract
backgrounds), unless working with a one-color version of the logo. Never alter its
position or size, or use the USA text as a graphic element outside of the USA logo.
3.
Never alter the pattern of the stars, ball and motion lines. They must always appear the
same size and color as shown above.
4.
The space between the shield and the text must remain equal to the width of one stripe
of the shield. The space between the shild and “USA” must not be altered in way.
5.
The logo as a whole must appear in the placement as show above unless using the
stacked secondary version of the National Teams logo. The secondary mark should
only be used when space does not allow for the primary version.
US LACROSSE BRAND GUIDELINES
8
U.S. NATIONAL TEAMS SECONDARY MARK
The U.S. National Teams secondary mark
was created to be used in situations where
the horizontal nature of the primary logo was
not a good fit.
1
2
3
As the secondary visual identifier of the U.S.
National Teams Program, it is essential that
the logo is never altered in any way. The
secondary mark should only be used when
space does not allow for the primary.
It is essential that the National Teams
logo is never altered in any way. In all
communications, such as print, broadcast and
web applications, as well as all partnership
and sponsorship programs, the national
teams mark must always be highly visible and
unmistakable.
3
1.
The “USA” text should always appear in US Lacrosse red (or white on high contract
backgrounds), unless working with a one-color version of the logo. Never alter its
position or size, or use the USA text as a stand-alone element.
2.
The space between the shield and the text must remain equal to the width of one stripe of
the shield. The space between the shild and “USA” must not be altered in way.
3.
The U.S. National Teams shield must always appear in the US Lacrosse blue, red and
silver as shown above, unless working with a one-color version of the logo. It may not
be recolored or altered in any way. Never alter its position or size, or use it as a graphic
element outside of the USA logo.
4.
Never alter the pattern of the stars, ball and motion lines. They must always appear the
same size and color as shown above.
5.
The logo as a whole must appear in the placement as show above unless using the
horizontal primary version of the National Teams logo.
US LACROSSE BRAND GUIDELINES
9
U.S. NATIONAL TEAMS ALTERNATE COLOR OPTIONS
Only in special approved
situations or when full-color
printing is not available may the
U.S. National Teams logo be
reproduced in grayscale or onecolor.
Partners, sponsors and internal
teams must receive approval
from the USL Marketing
Department before reproducing
any of the US Lacrosse brand
marks in one-color.
COLOR WITH WHITE USA
ALL WHITE
PRIMARY MARK
PRIMARY MARK
suitable for high-contrast
backgrounds
suitable for dark backgrounds
BLACK OR ONE-COLOR
PRIMARY MARK
BLACK AND WHITE
COLOR WITH WHITE USA
ALL WHITE
SECONDARY MARK
SECONDARY MARK
SECONDARY MARK
suitable for high-contrast
backgrounds
suitable for dark backgrounds
ONE-COLOR
SECONDARY MARK
US LACROSSE BRAND GUIDELINES
10
U.S. NATIONAL TEAMS LOGO USEAGE
To protect the integrity of the US
Lacrosse brand, it is essential to
follow the guidelines regarding
clearance space, minimum
size and scaling. These guides
ensure that the U.S. National
Teams logo remains clear,
legible and consistent. Similar
methods of measuring should be
applied to all other US Lacrosse
brand marks.
CLEARANCE SPACE
The Team USA mark presentation is
enhanced by maintaining a clear
area void of all imagery and text
surrounding the logo. It can be
measured by the placement of the
ball from the shield.
white text with drop shadow
white text primary mark
BACKGROUND TREATMENT
0.375 in
0.375 in
MINIMUM SIZE
To insure legibility and brand
consistency, a Team USA mark must
never be reduced any smaller than
.375 in along it’s smallest side.
When an application calls for a solid background,
one of the colors from the Team USA color options
must be selected - preferably the full-color version,
followed by the white “USA” version.
The Team USA mark can also appear against
photographic and pattern backgrounds. In these
instances, the logo must be positioned against areas
that offer sufficient contrast for the logo’s legibility. If
none of the colors from the color palette suffice, a
drop shadow may be added to one of the logos in
order to make it legible.
US LACROSSE BRAND GUIDELINES
11
TEAM USA PRIMARY DO’S AND DON’TS
Under no circumstances should
the proportions, orientation or
colors of the brand be altered,
modified, or manipulated in any
way. Prohibited modifications
include, but are not limited to
outlines, borders, shadows,
textures, animations, distortions,
tilting, color alterations,
tint/gradient changes, recombinations of components,
and orientation changes.
Beyond these restrictions, the
safest and best way to maintain
our brand is to minimize
alterations. The Do’s and Don’ts
listed here apply to all US
Lacrosse brand marks.
DO’S
use the logo as is
place the logo on approved, legible
background colors
use approved one-color versions
use the logo with white “USA” text
when necessary
place the logo on photos that
don’t compete
use a drop shadow when
appropriate
DON’TS
use the USA text without the shield
or the shield without the text
change the orientation or
spacing of the logo
outline the logo in any color
place the logo on a busy
background or photo without a
drop shadow or white USA text
alter the colors in any way other
than approved one-color versions
change the size of either the
shield or the “USA” in relation
to one another
inappropriately scale
or shear the logo
alter the spacing between the
“USA” text and the shield
US LACROSSE BRAND GUIDELINES
12
TEAM USA SECONDARY DO’S AND DON’TS
Under no circumstances should
the proportions, orientation or
colors of the brand be altered,
modified, or manipulated in any
way. Prohibited modifications
include, but are not limited to
outlines, borders, shadows,
textures, animations, distortions,
tilting, color alterations,
tint/gradient changes, recombinations of components,
and orientation changes.
Beyond these restrictions, the
safest and best way to maintain
our brand is to minimize
alterations. The Do’s and Don’ts
listed here apply to all US
Lacrosse brand marks.
DO’S
DON’TS
use the logo as is
use approved onecolor versions
use the logo with
white “USA” text when
necessary
place the logo on
approved, legible
background colors
place the logo on
photos that don’t
compete
use a drop shadow
when appropriate
use the USA shield
without the text or vice
versa
alter the colors in any
way other than
approved color versions
place the logo on a busy
background or photo
without a drop shadow
or white USA text
outline the logo
in any color
change the orientation
or spacing of the logo
alter the spacing
between the “USA”
text and the shield
change the size
of either the
shield or “USA”
in relation
to one another
inappropriately scale
or shear the logo
US LACROSSE BRAND GUIDELINES
13
US LACROSSE TERMINOLOGY
CORRECT:
INCORRECT:
US Lacrosse
U.S. Lacrosse, USA Lacrosse
U.S. National Teams
US National Teams
U.S. National Teams Program
US National Teams Program
Team USA
Team U.S.A., USA Team
U.S. Men’s National Team(s)*
USA Men’s National Team, US Men’s National Team, U.S. National Men’s Team
U.S. men’s national team(s)**
USA Men’s National Team, US Men’s National Team, U.S. National Men’s Team
U.S. Women’s National Team(s)*
USA Women’s National Team, US Women’s National Team, U.S. National Women’s Team
U.S. women’s national team(s)**
USA Women’s National Team, US Women’s National Team, U.S. National Women’s Team
U.S. Men’s National Senior Team*
U.S. National Men’s Senior Team, US Men’s National Senior Team
U.S. men’s national senior team**
U.S. National Men’s Senior Team, US Men’s National Senior Team
U.S. Women’s National Senior Team*
U.S. National Women’s Senior Team, US Women’s National Senior Team
U.S. women’s national senior team**
U.S. National Women’s Senior Team, US Women’s National Senior Team
U.S. Men’s National Under-19 Team*
U.S. National Men’s Under-19 Team, US Men’s National Under-19 Team
U.S. men’s national under-19 team**
U.S. National Men’s Under-19 Team, US Men’s National Under-19 Team
U.S. Women’s National Under-19 Team*
U.S. National Women’s Under-19 Team, US Women’s National Under-19 Team
U.S. women’s national under-19 team**
U.S. National Women’s Under-19 Team, US Women’s National Under-19 Team
U.S. Men’s National U19 Team*
U.S. National Men’s U19 Team, US Men’s National U19 Team, U.S. Men’s National U-19 Team
U.S. men’s national U19 team**
U.S. National Men’s U19 Team, US Men’s National U19 Team, U.S. Men’s National U-19 Team
U.S. Women’s National U19 Team*
U.S. National Women’s U19 Team, US Women’s National U-19 Team, U.S. Women’s National U19 Team
U.S. women’s national u19 team**
U.S. National Women’s U19 Team, US Women’s National U-19 Team, U.S. Women’s National U19 Team
* first reference ** subsequent references
blue indicates what is incorrect
US LACROSSE BRAND GUIDELINES
14