Welcome to

our brand

Version 1 November 2012 - Members and Partners

Contents
Introduction

Our brand
Brand insight 6
Vision 7
Mission statement 8
Our values 9

Our visual identity

ukactive brand identity 13
An overview of our brand 14
Colour palette 15
Using our brand 16
Incorrect usage 17

Members and Partners

Brand architecture 19
Applying our brand 20
Types of logo 21
Using our brand 22
ukactive co-branding 23
Project co-branding 24
Incorrect usage 25
Photography library 26

2
Introduction
ukactive provides services and
facilitates partnerships for a broad
range of organisations, all of which
support the vision of getting more
people, more active, more often
to improve the health of the nation.

We exist to serve anyone with a benefit to be

gained or a role to play in achieving that goal.
Our partnerships reflect a wide range of operators,
service providers, suppliers and stakeholders
from across the sector. We are committed to
facilitating partnerships, improving product
and service standards, sharing insights and
education and raising consumer awareness
of the benefits of an active lifestyle.

David Stalker
Chief Executive Officer

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Our brand
ukactive Welcome to our brand Our brand

Brand
insight It’s amazing what can be achieved
when you put your mind to it.
Everyday across the world, advancements are made.
In the activity, sports and fitness arena, this has never
been more apparent.
ukactive exists to accelerate the advancement of
the sector and to deliver on its vision: to get more
people, more active, more often. To achieve this, we
will develop more, educate more, innovate more and
deliver more. This is our promise to our members,
stakeholders and the nation.
ukactive. Together achieving more.

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6
 Vision
To get more people,
more active, more often
to improve the health
of the nation.

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7
ukactive Welcome to our brand Our brand

Mission
statement We are committed to improving
the health of the nation through
promoting active lifestyles.
We achieve this by facilitating big impact
partnerships, championing innovation, providing
high quality services to our members, campaigning,
providing research and sharing insights.
We exist to serve any organisation with a role to play
in, or benefit to be gained from, getting more people,
more active, more often. We provide a supportive,
professional and innovative platform for our partners
to succeed in achieving their goals.

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ukactive Welcome to our brand Our brand

Our values
As an organisation, ukactive has
two powerful brand and cultural values:

Collaborative.
Proactive.
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ukactive Welcome to our brand Our brand

Collaborative
Our vision can only be achieved if
we combine our collective strength
and work together, with anybody
who has a stake or interest in getting
more people, more active, more often.
Through our events, communications,
projects and partnerships, we bring
stakeholders together to facilitate
growth and work towards improving
the health of the nation.

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ukactive Welcome to our brand Our brand

Proactive
We are constantly on the front foot
to embed active lifestyles into the
DNA of the nation. In a fast moving
sector, we aim to always be ahead
with our development insights,
innovation, education and thought-
leadership. To do this, we always seek
new opportunities for the sector and
our partners and support their long
term contribution to the health
of the nation.

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11
Our visual
identity
ukactive Welcome to our brand Our visual identity

ukactive Brand identity Identity with strapline

brand identity
The ukactive brand identity
Our brand identity represents the scale,
established nature and broader remit of ukactive.
But also, to provide complete stand-out and ease
of use for partner branding and co-branding.
This bold identity is reminiscent of a sports brand,
while having the strength and scale of a governing
body. It also will, in time become a symbol of
raised standards and expectations. Writing our brand and strapline

The relationship of all elements within the

ukactive
ukactive brand identity have been carefully
considered. Care should be taken to maintain
colour consistency across all applications and
to avoid variations in shade and density on
different printing surfaces and through different
printing methods.
To get more people, more active,
Writing our brand and strapline more often to improve the
To keep the brand consistent 'ukactive' should health of the nation.
always be written in lowercase throughout
all communications. The words 'uk' and 'active'
should never be separated or written as an
acronym. If the strapline is used within a sentence
more people, more active, more often should be
written in lowercase and spaced with comma's.
See opposite for an example.

For further information please contact

Ruth Woods
Marketing and Communications Manager
T 020 7420 8563
E ruthwoods@ukactive.org.uk

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13
ukactive Welcome to our brand Our visual identity

An overview Primary identity Identity with strapline (positive) Identity with strapline (negative)

of our brand
Primary corporate identity
The ukactive corporate identity has a vibrant
colour fade. Care should be taken to maintain
colour consistency across all applications
and to avoid variations in shade and density Spot colour identity PMS 1665c / 021u Monotone identity
on different printing surfaces and through
different printing methods.

Secondary corporate identity

The identity is also supplied with the strapline
in positive and negative variations. In most
instances the ukactive identity can be
reproduced from the four process colours
(CMYK) or RGB where special colours cannot
Colour Primary marketing typeface
be used. In some instances such as single
colour applications we may not be able to use
the primary corporate identity. In this instance Prelo is the ukactive marketing typeface.
Deep orange
we can use the secondary corporate identity

Prelo Sans
CMYK 0-90-100-0
in single spot colour or monotone. RGB 239-65-35
HEX ef4123
ukactive colours can also be matched using
the Pantone Matching System.*
All colour specifications for the logo
are shown opposite.
Angle
45 degrees
A modern sans serif font
Primary marketing typeface
Light orange
CMYK 0-25-90-0
It has a family of styles and works well
Shown opposite is the ukactive typeface
RGB 255-194-51
HEX ffc233
in most applications.
‘Prelo’ and ‘Prelo Slab’ used in 2 weights.

Version 1 November 2012 - Members and Partners
Important: The colours opposite have been reproduced here using digital print. As a result they are approximations only
of the PANTONE colours. For accurate representation of the colours, please refer to the PANTONE Matching System.
*The PANTONE MATCHING SYSTEM is a worldwide printing, publishing and packaging colour language for the selection,
marketing and control of colour. PANTONE is a registered trademark of Pantone, Inc.
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ukactive Welcome to our brand Our visual identity

Colour
palette Deep orange Grey Orange Dark grey
CMYK 0-90-100-0 CMYK 0-0-0-65 CMYK 0-76-95-0 CMYK 0-0-0-85
RGB 239-65-35 RGB 119-120-123 RGB 242-99-41 RGB 77-77-79
Shown opposite is the ukactive colour HEX ef4123 HEX 77787b HEX f26329 HEX 4b4c4f
palette. Care should be taken to maintain PMS 425c/426u PMS 1665c/021u
colour consistency across all applications
and to avoid variations in shade and density Dark grey
on different printing surfaces and through 80% black
different printing methods.

ukactive colours can be matched using

the Pantone Matching System.*

ukactive colours may also be reproduced

from the four process colours (CMYK)
or RGB where special colours cannot be used.

Light grey
65% black

Light orange
CMYK 0-25-90-0
RGB 255-194-51
HEX ffc233

Version 1 November 2012 - Members and Partners
Important: The colours opposite have been reproduced here using digital print. As a result they are approximations only
of the PANTONE colours. For accurate representation of the colours, please refer to the PANTONE Matching System.
*The PANTONE MATCHING SYSTEM is a worldwide printing, publishing and packaging colour language for the selection,
marketing and control of colour. PANTONE is a registered trademark of Pantone, Inc.
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ukactive Welcome to our brand Our visual identity

Using Primary brand Primary brand with strapline (positive) Primary brand with strapline (negative)

our brand
Primary brand with strapline
The ukactive strapline more people,
more active, more often is used on
all communications, and works in tandem
with the ukactive brand identity. Shown
opposite is the positive and negative variation. Clearance

Clearance
The amount of clear space around the
ukactive brand identity has been set.
No text, graphic or material which
compromises the clarity of the logotype
should appear in this area. This space remains
proportional when enlarging or reducing.
The area is determined by the width of the
letter 'U' in the ukactive logo.

Minimum sizes
When reduced below a certain size,
the legibility of the ukactive brand identity
decreases. The minimum size at which the
positive and negative brand identity should Minimum sizes
be reproduced is 10mm wide to retain its
clarity and legibility. Please see oppostie
for examples.

10mm 10mm 10mm

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ukactive Welcome to our brand Our visual identity

Incorrect Examples of incorrect usage

usage 1 2 3 4 5 6

Some examples of incorrect ukactive brand

identity treatments are shown opposite.

They include:
1. Do not change the curvature
of the outer shape
2. Do not alter the colouration of any
of the logo’s elements
3. Do not adjust the position of any elements
4. Do not add drop shadows
5. Do not change the colour of the type 7 8 9 10 11 12
6. Do not angle the logo

UK
7. Do not add tints or fades in the logo
8. Do not reposition the type
9. Do not skew or distort the logo
10. Do not change the direction of the fade. active
11. Do not change the type within the logo
12. Do not place on similar colour images
unless using the lock up version.

This list of examples is not exhaustive;

the ukactive identity is unique and must never
be altered in any way. All reproductions should
be from electronic master artwork supplied by
ukactive and never be redrawn, retyped
or recreated.

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Members
and Partners
ukactive Welcome to our brand Members and Partners

Primary brand

Brand
architecture
To maximise the impact of the ukactive
brand, we have developed a monolithic brand
architecture model.

Brand & Strapline

Memberships

SUPPORTER CODE OF ETHICS

Qualifications

Event branding

summit

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ukactive Welcome to our brand Members and Partners

Applying
our brand
Where you can use the ukactive brand
» Displayed in your facility
» On paperwork
» On marketing materials
» On website (link back to ukactive.com)
» On email signatures

Terms and conditions of use

If the partnership is cancelled by either party,
the applicant will have no further entitlement
to the valuable rights and benefits of the
partnership, including without limitation, the
right to use the ukactive name, brand, logos,
or other copyright material on any premises,
publication, or website.

When used with digital material the logo

must link back to our website.

When your own brand colours are used with

the ukactive identity (as described on page
23), it must be signed off by ukactive before
being used. Contact Ruth Woods for sign off.
Ruth Woods
Marketing and Communications Manager
T 020 7420 8563
E ruthwoods@ukactive.org.uk

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ukactive Welcome to our brand Members and Partners

Types Primary brand identity (positive) Primary brand identity (negative)

of logo
Shown opposite are the logo variations
supplied on the DVD suppiled at The Summit,
November 2012 and a description of which
logo you should use.

Operator
If you are an operator you can display the Operator logos (stacked/lockup) Supplier logos (stacked/lockup)
Member logo.

Supplier
If you are a supplier member you can display
the Code of Ethics logo or the Member logo.

Partner
If you are a partner, you can display the
Partner logo.

Supporter
If you are an individual member you can Partner logos (stacked/lockup) Supporter logos (stacked/lockup)
display the Supporter logo.

If you require other logos or an alternative

formats please contact:
Ruth Woods
Marketing and Communications Manager
T 020 7420 8563
E ruthwoods@ukactive.org.uk

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ukactive Welcome to our brand Members and Partners

Using our Stacked logo clearance Minimum size Special use: spot Special use: monotone

brand
Clearance
The amount of clear space around the
ukactive brand identity has been set. 12mm
No text, graphic or material which
compromises the clarity of the logotype
should appear in this area. This space remains
proportional when enlarging or reducing.
The area is determined by the width of the Spot colours Monotone

letter 'U' in the ukactive logo. PMS 1665C / 021U Black 85%
PMS 425C / 426U Black 100%

Minimum sizes
When reduced below a certain size, the
legibility of the ukactive brand identity
decreases. The minimum size at which the
stacked logo should be reproduced is 12mm Lockup logo clearance Minimum size Special use
wide to retain its clarity and legibility.
The minimum size at which the lockup
logo should be reproduced is 16mm wide
to retain its clarity and legibility.

Special use variations

In some instances such as merchandise and
Spot colours
single colour applications we may not be able 16mm

to reproduce the logo in 4 colours (CMYK). PMS 1665C / 021U

PMS 425C / 426U
In this instance we can reproduce the logo
using 2 spot colours or monotone using the
values shown opposite. In these examples all
type must be white out.

Monotone
Black 85%
Black 100%

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ukactive Welcome to our brand Members and Partners

ukactive Co-branding

co-branding
(X) height
Co-branding
When positioning the ukactive brand with a Half of
(X) height
partner or third party brand the following guide
applies. All partner or third party brands are
scaled to fit centrally along the 'x' height of
the ukacitve identity. Examples of these are
shown opposite.

Shown opposite are examples of how the

ukacitve sub-brand can be co-branded
and coloured to match the partner or third
party it is associated with. The colour should Co-branded colour
correspond to the partners or third parties
primary colour. If the identity has multiple
colours it is advised the ukactive tab should
be kept grey.

When your own brand colours are used with

the ukactive identity, it must be signed off
CODE
MEMBER
by ukactive before being used. Contact Ruth OF ETHICS

Woods for sign off.

Ruth Woods
Marketing and Communications Manager
T 020 7420 8563
E ruthwoods@ukactive.org.uk

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ukactive Welcome to our brand Members and Partners

Project Co-branding Examples

co-branding
(X) height
Co-branding
When positioning the ukactive brand with a Half of
partner or third party brand the following guide (X) height

applies. All partner or third party brands are

scaled to fit centrally along the 'x' height of the
ukacitve identity. Project co-branding should
only be used with the ukactive primary logo
(without strapline). Examples of these are
shown opposite.

Co-branding reversed
All partner or third party brands can be used
Co-branding reversed Examples
reversed out in the negative strapline shape.
The logo should be scaled to fit centrally
along the 'x' height of the ukacitve identity.
The width of the holding box can be
extended. The maximum width of extension
is proportional to 2x the width of the ukactive
(X) height
shape. If the partner logo is extended further
than this, it overpowers the relationship
Half of
with ukactive. Examples of these are (X) height
shown opposite.

Width can be extended

(X) width Maximum width of 2x (X)

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ukactive Welcome to our brand Members and Partners

Incorrect Stacked logo

usage
Incorrect usage of stacked logo
1. Do not change the typeface EXAMPLE
1
EXAMPLE
2
EXAMPLE
3
EXAMPLE
4
2. Do not change the colour from 15% black
3. Do not right/left justify a one line title
4. Do not add drop shadows
5. Do not centre a 2 line title
6. Do not change the background colour
other than special use variations (spot EXAMPLE 2 LINE
TITLE HERE 5
EXAMPLE 2 LINE
TITLE HERE 6
EXAMPLE 2 LINE
TITLE HERE 7 EXAMPLE 2 LINE 8
TITLE HERE
colour / monotone shown on page 22).
The background colour can only be
changed when co-branded with a partner
or third party brand (please see page 23).
7. Do not extend the grey panel
Lock up logo
8. Do not reposition the grey panel

Incorrect usage of lock up logo

1. Do not change the typeface
2. Do not change the background colour
other than special use variations (spot
colour / monotone shown on page 22). EXAMPLE
EXAMPLE EXAMPLE 5
3. Do not right / left justify the type 1 3

4. Do not add drop shadows

5. Do not reposition / extend the grey panel
6. Do not expand the white box

EXAMPLE EXAMPLE EXAMPLE

2 4 6

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ukactive Welcome to our brand Members and Partners

Photography
library
All imagery has been carefully selected to
reflect and strengthen the ukactive brand
and vision statement more people,
more active, more often.

The ukactive brand is authoritive, engaging

and energetic and we show this through our
choice of images. We avoid clichéd gym shots
and people too posed. The style of imagery
opposite should be engaging and should
incorporate real people of all ages
and ethnicities.

We have categorised our shots into groups:

» In the action
» Details
» Places
» Individuals
» Groups

Our image library is available on request.

Please contact
Ruth Woods
Marketing and Communications Manager
T 020 7420 8563
E ruthwoods@ukactive.org.uk

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26
For further information, logo or image
requests please contact Ruth Woods
on 020 7420 8563 or email
ruthwoods@ukactive.org.uk
ukactive, Castlewood House,
77–91 New Oxford St, London, WC1A 1PX
ukactive.com