BATL Brand Book
Brand Book
Table of Contents
Mission 3 About 4 Audience 5 Channels 6 Logo
7
Colours 8 Typefaces 9 Tone
11
Rules
12
Mission
At BATL, we’re committed to showing people the power of being good to each other. Our tool is the axe. What we’re building is community.
3
3
League. Friends and neighbours were our first players. Scrap wood and duct-tape formed our first targets. And the backyard of CEO Matt Wilson was our first home. Today, we’re part of nine communities in Ontario and Alberta. We continue to offer a unique athletic experience that is fun, urban, high energy, and proudly inclusive. We embrace anyone who wants to throw an axe. We bring people together by giving them a target and a means of achieving their goals. We are BATL: The home of axe throwing.
CEO Matt Wilson
About
Our history is in our name. We’re the Backyard Axe Throwing
4
4
Audience
Our customers look like your friends, family, and neighbours. They are men and women of all ages who enjoy getting together for a good time. There’s the 25-year-old wearing yesterday’s t-shirt who enjoys a beer while watching or playing a game. There’s the mother of three teenage boys who looks forward to league night once a week. There’s the couple in their late fifties who want to shake up date night. Everyone is welcome to join us for an axe throwing adventure. Our business clients think like us. We believe in the importance of team building. We demonstrate our appreciation for our staff and customers. We have targets and we like to hit them.
5
5
Channels
Our branding represents the BATL experience. This document helps communicate our branding guidelines for print and online. Print communications include posters, mailers, venue signage, and postcards. Online communications include our website, blog, and social media (Facebook, Instagram, Twitter, and YouTube). Stay true to our brand on all channels, at all times. You never know which tweet or postcard we’ll still be looking at a year or a decade later. 6
6
Logo
Our logo is an integral part of the BATL identity. Our primary logo is white with a black background. When the logo must be placed on a white background, use the black logo. Don’t change the logo’s orientation, remove elements of the design, or distort the logo. LOGO USE
INCORRECT LOGO USE
7
7
Colours
Our colours represent our simple backyard roots. PRIMARY COLOURS
White HEX
Black ffffff
HEX
000000
CMYK 0, 0, 0, 0
CMYK 0, 0, 0, 100
RGB
RGB
255, 255, 255
0, 0, 0
SECONDARY COLOURS
Apple Red
Shaft Blue
Clutch Green
HEX
HEX
000033
HEX
173a17
CMYK 7, 100, 99, 1
CMYK
94, 89, 43, 65
CMYK
80, 49, 92, 60
RGB
RGB
0, 0, 51
RGB
23, 53, 23
dc0023
220, 0, 35
8
8
Typefaces
Our typefaces communicate our personality. ChunkFive is a bold serif typeface that is frank yet playful. Use ChuckFive in print and digital documents but not on the web. It is used for headlines and subtitles only. Hind is a sans serif font family that is versatile and easy to read. Use Hind for all communications except when ChunkFive is in use. When writing headlines, mixing weights is okay. When writing subtitles, use all caps.
9
9
Typefaces
CHUNKFIVE
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890
HIND LIGHT
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890
HIND SEMIBOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890
HIND BOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890 10
10
Tone
Our writing style is just like us: playful, personal, and bursting with axe puns. We’re communicating with our family, friends, and neighbours—the people we like to hang out with. We want to use language that reflects the fun and high energy BATL experience. Most of all, we want to express our passion for building community. EXAMPLES If you’re a party organizer, BATL’s got you covered. Whether your group is 6 or 100, we’ll welcome your entire team no matter their age or skill level. We’ll work with you to help make your party axeactly the right mix of competitive fun and ass kicking awesome. Tickets for BATL Prom go on sale Friday. It’s our biggest and most axetastic fundraiser of the year. Invite your friends out to play. Even the weird ones who wield an axe for fun. They’ll fit right in.
11
11
Rules
At BATL, we embrace community above all else. If you outline the logo in yellow to support the Calgary Flames during playoffs or post a sign with Comic Sans because it’s the mood around town, we get it. But there are a few rules we ask you never to break. ONE
We are BATL. We are the Backyard Axe Throwing League. These are the only two appropriate ways to list our name. TWO
Always be inclusive. Do not intentionally offend or alienate. If you’re unsure, answer one question: Does this build community? THREE
Create communications you are proud to share and want to read. Life’s too short for anything else. FOUR
Throw an axe every day. Stay connected to our audience and the BATL experiece. Remember, we are the home of axe throwing.
12
12
Table of Contents
Mission 3 About 4 Audience 5 Channels 6 Logo
7
Colours 8 Typefaces 9 Tone
11
Rules
12
Mission
At BATL, we’re committed to showing people the power of being good to each other. Our tool is the axe. What we’re building is community.
3
3
League. Friends and neighbours were our first players. Scrap wood and duct-tape formed our first targets. And the backyard of CEO Matt Wilson was our first home. Today, we’re part of nine communities in Ontario and Alberta. We continue to offer a unique athletic experience that is fun, urban, high energy, and proudly inclusive. We embrace anyone who wants to throw an axe. We bring people together by giving them a target and a means of achieving their goals. We are BATL: The home of axe throwing.
CEO Matt Wilson
About
Our history is in our name. We’re the Backyard Axe Throwing
4
4
Audience
Our customers look like your friends, family, and neighbours. They are men and women of all ages who enjoy getting together for a good time. There’s the 25-year-old wearing yesterday’s t-shirt who enjoys a beer while watching or playing a game. There’s the mother of three teenage boys who looks forward to league night once a week. There’s the couple in their late fifties who want to shake up date night. Everyone is welcome to join us for an axe throwing adventure. Our business clients think like us. We believe in the importance of team building. We demonstrate our appreciation for our staff and customers. We have targets and we like to hit them.
5
5
Channels
Our branding represents the BATL experience. This document helps communicate our branding guidelines for print and online. Print communications include posters, mailers, venue signage, and postcards. Online communications include our website, blog, and social media (Facebook, Instagram, Twitter, and YouTube). Stay true to our brand on all channels, at all times. You never know which tweet or postcard we’ll still be looking at a year or a decade later. 6
6
Logo
Our logo is an integral part of the BATL identity. Our primary logo is white with a black background. When the logo must be placed on a white background, use the black logo. Don’t change the logo’s orientation, remove elements of the design, or distort the logo. LOGO USE
INCORRECT LOGO USE
7
7
Colours
Our colours represent our simple backyard roots. PRIMARY COLOURS
White HEX
Black ffffff
HEX
000000
CMYK 0, 0, 0, 0
CMYK 0, 0, 0, 100
RGB
RGB
255, 255, 255
0, 0, 0
SECONDARY COLOURS
Apple Red
Shaft Blue
Clutch Green
HEX
HEX
000033
HEX
173a17
CMYK 7, 100, 99, 1
CMYK
94, 89, 43, 65
CMYK
80, 49, 92, 60
RGB
RGB
0, 0, 51
RGB
23, 53, 23
dc0023
220, 0, 35
8
8
Typefaces
Our typefaces communicate our personality. ChunkFive is a bold serif typeface that is frank yet playful. Use ChuckFive in print and digital documents but not on the web. It is used for headlines and subtitles only. Hind is a sans serif font family that is versatile and easy to read. Use Hind for all communications except when ChunkFive is in use. When writing headlines, mixing weights is okay. When writing subtitles, use all caps.
9
9
Typefaces
CHUNKFIVE
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890
HIND LIGHT
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890
HIND SEMIBOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890
HIND BOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Vv Ww Xx Yy Zz 1234567890 10
10
Tone
Our writing style is just like us: playful, personal, and bursting with axe puns. We’re communicating with our family, friends, and neighbours—the people we like to hang out with. We want to use language that reflects the fun and high energy BATL experience. Most of all, we want to express our passion for building community. EXAMPLES If you’re a party organizer, BATL’s got you covered. Whether your group is 6 or 100, we’ll welcome your entire team no matter their age or skill level. We’ll work with you to help make your party axeactly the right mix of competitive fun and ass kicking awesome. Tickets for BATL Prom go on sale Friday. It’s our biggest and most axetastic fundraiser of the year. Invite your friends out to play. Even the weird ones who wield an axe for fun. They’ll fit right in.
11
11
Rules
At BATL, we embrace community above all else. If you outline the logo in yellow to support the Calgary Flames during playoffs or post a sign with Comic Sans because it’s the mood around town, we get it. But there are a few rules we ask you never to break. ONE
We are BATL. We are the Backyard Axe Throwing League. These are the only two appropriate ways to list our name. TWO
Always be inclusive. Do not intentionally offend or alienate. If you’re unsure, answer one question: Does this build community? THREE
Create communications you are proud to share and want to read. Life’s too short for anything else. FOUR
Throw an axe every day. Stay connected to our audience and the BATL experiece. Remember, we are the home of axe throwing.
12
12
