Jupiler League Plbrandguidelinescompressed

Brand guidelines v.
02
01 Logo
The new Pro League logo is the signature

of our newly reinvigorated brand. Using it
consistently will build brand awareness and
install recognition with our audience.
01.01 Institutional logo
01. Logo Pro League Brand guidelines Page 4
Our logo
After a period of relative anonymity, our brand and the

values it stands for are brought to the forefront by a
powerful, distinctive and stylistically contemporary logo.
• Love for local

• Focus on football
• Cool and contemporary
The build-up
The core of the Pro League’s activity revolves around

managing and organising football competitions in
Belgium. The logo therefore appropriately ‘organizes’ two
distinct graphical elements representing the two most
prerequisite aspects of football competition: One ball and
two teams.
one ball two teams

→ competition
Our logo
Besides illustrating the intrinsic competition aspect, our

brandmark elements also embody other characteristics
associated with the most beautiful sport in the world
→ focus
(and the televising thereof).
→ zoom
→ dynamic
→ play
Versions Primary logo
Besides our primary horizontally oriented logo, the

visual identity guidelines also provide a ‘boxed’ logo
variation. Much like a coach adapts his team’s formation
to a certain challenge, our logo adapts to the specific
application and space available.
Primary logo:
• sign off
• all office communication (a.e. letters, powerpoint,
stationery)
Secondary ‘boxed’ logo

Secondary ‘boxed’ logo:
• shirts
• icons
• ...
Our logo
Our logo is the sum of our brandmark and word mark.

This word mark was set and modified to specific
proportions in the typeface Aeonik Medium.
Logo
Note: Always use the word mark provided. Never use
the typeface to 'type' the logo.
Brand mark Logotype

Colour variations Neon Pitch Green logo (primary) Night Sky Blue (secondary)
Our logo can be placed on a white, Night Sky Blue &

Neon Pitch Green background. Make sure to use the
correct logo version on the contrasting background
colour.
The black and white versions of the logo must only be

used in special cases when reproduction of the original
full colour is restricted due to technical limitations.
Neon Pitch Green logo on white (primary) Night Sky Blue on white (secondary)
White Black
Protecting the logo
Free zone
The rules of this guideline document are not to be 1/3
broken. In defence of foul play, we have defined a
'penalty zone' around the logo to ensure its design
integrity. No other graphical or text element may enter
this zone.
For the primary logo this free zone is indicated by the

width of our brand mark. For the boxed version we use
1/3 of the width of the logo to define the free zone.
Minimum size
The primary logo should never be printed or reproduced
below 20mm, the boxed logo not smaller than 10mm.
20 mm / 150px
For digital and screen applications, the primary logo

should never be set smaller than 150px in width. The 10 mm / 70px
boxed logo version no smaller than 70px.
Protecting the logo
Don’ts
The logo must always be reproduced in its original
state and according to the guidelines. These examples
illustrate modifications that must be avoided.
• Do not alter the colour of the brand mark

• Do not stretch, rotate or skew the logo
• Do not place the logo on a different background color
than determined in the guidelines
• Do not use the logo as an outline
• Do not add any effects on the logo
• Always make sure there’s enough contrast when
placing the logo on imagery
Pro League
Division logos
For specific divisions within the organisation, sublogos

are provided.
Do not try to recreate the logos, a template file to create

Legal
additional sublogos is available.
Pro League
Youth
Pro League
Social
Pro League
Business
Profile icon Square Round
For optimal use on social channels a profile icon

version of the logo is provided. The logo houses more
clearspace all around in order to be represented more
clearly.
01.02 League & competition
logos
League logos
Our league logos will all have the same build-up. The
name of the respective league is determined by its
sponsor and composed according to the following
syntax: Sponsor name + Pro League.
Visually the league’s name is set on two lines next to the

brand mark. The sponsor name takes up the first line,
followed by Pro League on the second. The colour of the
logo will be based on the sponsor’s brand colour.
Sponsor name
A template file to create additional 'League' logos after
the above guidelines is provided.
Pro League
Protecting the logo
Free zone
As with the Pro League logo, we have defined a 'penalty
zone' around the league logos to ensure its design
integrity. No other graphical or text element may enter Sponsor name
Pro League
this zone.
The league logos' free zone is indicated by the width of

our brand mark.
Minimum size Sponsor name 5 mm / 35px

With a variable width, determined by the Sponsor name, Pro League
the minimum size of the league logos is based on a
5 mm / 35px
set height. The league logo should never be printed or
reproduced below 5mm.
For digital and screen applications, the logo should never

be set smaller than 35px.
Logo Jupiler Pro league (EXCEPTION!)
Due to existing contract agreements, we've made an

exception for the Jupiler Pro League logo. Our brand
mark will be replaced by the mono coloured version of
Jupiler’s brand mark.
Colour variations Red logo (primary) Night Sky Blue (secondary)
The Jupiler Pro League logo can be placed on a Red,

Night Sky Blue & white background. Make sure to use
the correct logo version on the contrasting background
colour.
The black and white versions of the logo must only be

used in special cases when reproduction of the original
full colour is restricted due to technical limitations.
Red logo on white (primary) Night Sky Blue on white (secondary)
White Black
Protecting the logo
Free zone
As with the other league logos, we have defined a
penalty zone around the Jupiler League logo to ensure its
design integrity. No other graphical or text element may
enter this free zone.
For the Jupiler Pro League logo this free zone is indicated
by 1/2 width of the Jupiler crest.
Minimum size
The Jupiler Pro League logo should never be printed or
reproduced below 30 mm width, the brand mark not
30 mm / 360px 7 mm / 70px
smaller than 7mm.
For digital and screen applications, the Jupiler Pro League

logo should never be set smaller than 360px in width.
The brand mark no smaller than 70px.
Individual rankings
By shuffling the 2 graphical elements of our logo, we

create an icon resembling a star, as well as a crosshair to
set aim. This will be the symbol for the individual rankings
showcasing the star players.
Individual rankings
Each league has 3 individual rankings:
• Pro Scorer
(due to sponsor agreements this one is named
'Jupiler Gouden Stier / Jupiler Taureau d'or' in the
Jupiler Pro League)
• Pro Assist
• Clean Sheet
02 Baseline
Our baseline (or tagline) is a one phrase claim

clearly stating and emphasizing our mission,
purpose, and brand identity. It is used to
sign off our communication with and helps
consumers feel more emotionally connected
to the Pro League brand.
02. Baseline Pro League Brand guidelines Page 23
Baseline
The ‘Closer To Football’ baseline strongly communicates

the love for and proximity of local football. Our core
products are the local competitions, which are both
geographically and emotionally ‘closer’ than foreign and/
or international leagues. Pro League literally broadcasts
local football into consumers’ living rooms, and
Dichter bij voetbal

figuratively brings it closer to their hearts.
Plus proche du football

Closer to football
Baseline
Next to firmly stating what Pro League stands for, the

‘Closer To Football’ baseline is a dynamic communication
tool. As the individual interpretation of ‘closer’ can be
Odjidja
Carcela
very personal, the line can be adapted and personalized
to targeted (local) messages or even campaign slogans.
Vormer
Dichter bij Kompany
Mbokani
Vanaken
Bolat
Baseline
Pro League brings people closer to football, but also

closer to their favourite team, player or stadium. Club Brugge
Zulte-Waregem
Beerschot
Dichter bij AA Gent
STVV
Anderlecht
KV Mechelen
03 Colours
Colour is one of the most powerful tools in

creating or expressing a mood or feeling.
The Pro League colour scheme takes full
advantage of this by pushing a clearly
recognizable, contemporary palette that
reinvigorates our organisation for a new age of
communication. Colour brings our brand to life.
Use of our brand colours guarantee top brand
presence throughout all media.
03. Colours Pro League Brand guidelines Page 27
75% 75%
50% 50%
Colours Night Sky Blue Neon Pitch Green
R22 G0 B43 R61 G244 B180
C90 M93 YO K83 C70 M0 Y55 K0
PMS 275 C / 276 U 25% PMS 3375 C / 3375 U 25%
Night Sky Blue is the overall background colour used
throughout all sub brands.
5% 5%
Where Neon Pitch Green is the main brand colour on

a corporate level, the colours of the competitions are
determined by the brand colour of the 'title sponsors'.
Where needed they're adjusted to fit the brightness of
our Neon Pitch Green.
A 100% fill is preferred but tint variations (5%, 25%,

50%, 75%) are allowed on applications where a greater
variation is needed, like in the visual hierarchy of
infographics, website sections, etc.
The guidelines prohibit use of tints in key visuals

75%
like banners, posters, ads and other ‘first line’ brand
communication.
50%
Jupiler Pro League
R255 G23 B64
C0 M95 Y65 K0
25%
PMS 032 C / 032 U
5%
04 Typography
Type tells a story, and typography forms the

backbone of the identity on which everything
else is hinged. The right typeface, used
consistently, builds recognition and character.
Our visual identity is not just represented by an
assortment of logos and palette of colours, but
further defined by a strong typographic style
and expression. The typographic principles
of use are based on legibility, function and
format. Correct application maintains a
distinctive look and feel across all applications.
04. Typography Pro League Brand guidelines Page 29
Air
Typography
The Aeonik font family consists of seven weights, with

proportions that are wider than a typical grotesk, but
Thin
thinner than a typical geometric sans serif. Structurally,
this creates a fantastic balance for both display and text
use.
We will mostly use Light, Regular, Medium and Bold, with
Light
a focus on the Medium weight.
The other weights are available for exceptional use. They

may only be used if they are approved by the brand
ambassador.
Aeonik Regular
Medium
Bold
Black
04. Typography Pro League Brand guidelines Page 30
Typography hierarchy Titles Aeonik Medium
On the right you'll be able to find some basic rules for

using Aeonik. Take a look at the ‘Applications’ chapter to
get a good feel of sizes and ratio.
Dichter bij voetbal
Intro Aeonik Medium
Obitatus dandandae sequate ctesequi cores pa dendaecta ne est re

nossum ea dolor aut quossitio eum, temquod itatia pore re comnita nus si
tem quaecto remquae moles qui ne cusapicia cum fugia quaeper sperrum
hillit quosam aut ad es intioressum qui.
Body copy Aeonik Regular
Mod eatur? Aquam dolor moluptatus voluptaquo que essitem recepel iquam,
sequi blaborem dolorat. Aximpos eosam, quae cum niminul lectem volut
eatendam quiaepe rionseque et omnis ad ut et quaerferenia consenihicae
magnis eos prationse rest eventota eatio blaborum, is et ut laut es ame.
Subtitles Aeonik Bold
Subtitles
Ut ditem utestiorepe nis Eveliquas sum consequist eos ut volorro con cone
quis coneste eatem et as et quatur maionsequate vel eicitatuscid quo doluptur
adipiet endam assum alit quae solupta ercidelit
Quotes Aeonik Medium
“Vincent Kompany hakt belangrijke knoop

door over toekomst bij Anderlecht.”
05 Graphical
element
Use of graphical elements inspired by the

shapes of our brand mark make the Pro
League identity more dynamic and allows our
communication to stand out on a variety of
applications.
05. Graphical element Pro League Brand guidelines Page 32
Graphical element
Our isolated brand mark, in several shapes and sizes,

will function as a graphical element throughout our
communication.
It can be used respectively in each of the sub brand

colours. E.g. Main institutional branding: neon pitch
green, Jupiler Pro League: red, 1B Pro League: TBD.
Graphical element as a viewfinder
The graphical element can act as a viewfinder. It

represents zooming in closer on the action, and framing
the right football related content. It can be placed on the
focus point of the image.
Graphical element as a viewfinder
These examples show different ways of how to place the

graphical element on your image. Make sure the image
maintains legible when applying graphical elements. If
you position it around a ball, allow some space between
the ball and the graphic as shown in the example.
Eupen
Charleroi
Graphical element as a pattern
Our graphic pattern can be woven into a pattern

representing goal netting.
1 Make a pattern of the graphical element

2 Set the fill on white
3 Use a gradient feather in Adobe InDesign with the
following changes to the standard settings:
• Opacity stop 1: 25%
Graphical element as a pattern
The orientation of the feather can be horizontal (0°) or

vertical (90°). Depending on the application, you can play
with the direction of the feather to gain a more dynamic
result.
Graphical element as dynamic element
To bring variation to your layouts, you can play around

with the two separate elements of the Pro League brand
mark. When it's layered on the foreground, always set the
colour on 100% fill. When on the background, play with
the transparency or use a gradient feather.
Example Gradient Feather

1 Make you're composition with the elements
2 Set the fill on a specific brand colour
3 Use a gradient feather in Adobe InDesign with the
following changes to the standard settings:
• Opacity stop 1: 50% in RGB color mode or 75% in
CMYK color mode
(!) Note the difference when using the pattern, the

colorfill is set to white and the opacity goes from
25% to 0%
Graphical element as dynamic element
When the graphical element is in motion, we can play

with the scale and opacity of the element to create more
depth.
We use 3 fixed percentages for the opacity:

25% — 50% — 75%
1 Virton Beerschot 0
06 Imagery
Photography is an important medium in

visualizing a brand that stands out. The
images we select bring the subject we
communicate about to life. Careful curation
and stylistic framing further solidifies a
consistent identity. Imagery should never just
show what our words are already telling, and
vice versa. Complementary visual and textual
elements create a broader canvas, clearly
communicating our world and attitude.
06. Imagery Pro League Brand guidelines Page 40
Imagery
Although most of our imagery will be full colour, we

can achieve bigger brand presence or variation in our
communication by applying a duotone filter to our
images. We do this by adding a Gradient Map in Adobe
Photoshop going from Night Sky Blue for the dark tones
to a specific (sub)brand colour for the lighter tones.
06. Imagery Pro League Brand guidelines Page 41
Imagery Night Sky Blue

Opacity 25%
To improve legibility for text or graphics, you can apply a

Night Sky Blue layer with an opacity between 5 and 25%.
07 Tone
of voice
Our voice exists in everything we do, even

when words aren’t involved. It defines who
we are and how we present ourselves to
the world.
07. Tone of voice Pro League Brand guidelines Page 43
Brand Unifying
Prominent. Prevalent. Constructive. Empowering.
— Bringing people together in the enjoyment and celebration.
Convivial
Open. Friendly. Enjoyable. Inclusive.
— Having a cheerful and friendly, jovial personality. Welcoming to
values
Supporting and facilitating communities. Building bridges and offering others. Sincerely curious and attentive. Sharing a beer and fraternizing
platforms. Starting the wave and conducting the chant. with the supporter in the next seat.
Close Passionate
Familiar. Intimate. Convenient. Emotional. Expressive. Spirited.
— A reliable and relatable presence in your periphery. Always within — Driven by strong feelings and love for the most beautiful sport in
reach and there for you. Easily accessible in both emotional and the world. Characterized by the intense, up- and-close experience of
physical ways. The warm voice or your favorite game commentator. football. Full of energy, enthusiasm, and determination. Tears of joy
when holding up the cup.
Proud Dynamic
Dignified. Honorable. Confident. Ambitious. Energetic. Productive. Adaptive. Creative.
— Upright. Respectfully confident in one’s own and other’s (heroic) — Forward looking and future proof. Resourceful and eager. Always
capacities. Daring to take pleasure in achievements and qualities. striving to improve and prosper. Open to innovation and improvisation.
Representing (y)our roots. Shedding the yoke of local modesty Playing well as a team, open to pass around the ball and experiment
without becoming vain or nationalistic. Never too shy for a good goal with new formations.
celebration.
Trustworthy
Competent. Transparent. Exemplary. Authentic.
— A reference through expertise. Nothing to hide. Open to scrutiny.
Building trust and leadership through exemplary conduct. Respectful to
heritage. The referee everybody respects. And winners of the Fair Play
trophy.
Personality Pro League is a unifier: Open, welcoming

and positive. We like to share our passion
The Pro League brand is a reflection of what we stand for as an
organization in the world of soccer: Representing the interests
of professional national football teams, plus overseeing the local
competitions and involving and uniting fan communities.
in an energetic and exemplary way. We are
a fervent fan, familiar friend, trustworthy Our core proposition lies both geographically and emotionally ‘close’
to our consumers. Our tone of voice should be a representation of
partner and experienced guide: Fun, this closeness in both substance and syntax: Short. Clear. Relatable.
authentic, and always near. We are proud Emotional.
for what we stand for and respectful of We exhibit the commitment to our brand values through exemplary
conduct and clear, consistent communication in our characteristic
others. tone of voice. We speak in the familiar vein of the fervently passionate
football commentator. Disarmingly relatable. Knowledgeable but never
aloof. Our voice also rings in unison with others, much like a choir — It
is a mouthpiece for the fan communities and the teams we represent.
One that communicates on the basis of respect and admiration for the
passion involved; A voice that communicates in a way that is confident,
proud and accomplished, but never drowns out others.
Here’s what we are (and aren’t):

• Unifying (uniting without making uniform)
• Convivial (but never cursory)
• Close (but never obtrusive)
• Local (with international ambition)
• Familiar (but never boring)
• Passionate (but never radical or impetuous)
• Proud (but never arrogant or exclusive)
• Dynamic (but never erratic)
• Experienced (but never authoritative of aloof)
• Exemplary (but never pedantic)
Tagline The key to sounding like Pro League lies

in drawing the consumer closer with a
Our key communication is based around implicitly involving the
consumer through emotional association. Simple and short phrases
clearly state and emphasize our mission, purpose, and brand identity.
familiar voice that they understand and
tool recognize.
The ‘Closer To Football’ baseline strongly communicates the love
for and proximity of local football and can be an anchor for further
communication. It is one of the main propagators of our tone of voice.
To this effect, it also functions as a dynamic tool as it can be adapted
and personalized to targeted (local) messages or even campaign
slogans. Pro League brings people closer to football, but also closer to
their favorite team, player or stadium.
Closer To Football
Closer To Fans
Closer To Home
Closer To Heart
Closer To Anderlecht
Closer To Kompany
Closer To La Coupe (Anderlecht fan café)
Closer To The Title
Closer To Kick-Off
Etc.
Some We are passionate but remain professional. Even when emotions run
high, we never lose our cool to start SCREAMING.
Just like in a season of football, strategy is best aimed at the long haul.
pointers Manage your resources and inspiration. Don’t exhaust the tagline
mechanic and dilute in to a gimmick.
Keep sentences short. Be direct and concise. If you dribble too long
you will lose the ball. If your writing is too protracted you will lose the
reader.
It should go without saying, but it is still worth saying: Just like on the
field: Respect is everything. Pro League will never use exclusionary
terms, succumb to cultural appropriation, adapt coarse language,
allude to sexist stereotyping or write anything that could be interpreted
as disrespectful. Nor will we allow our ‘Closer to’ tagline to be hijacked
by those with ill intent.
08 Motion
graphics
Motion design is the concept of pairing

traditional graphic design with animation.
While traditional animation is often quite literal,
motion graphics are a bit more abstract,
using shapes, typography, and movements to
convey an idea.
08. Motion graphics Pro League Brand guidelines Page 48
Logo animations Pro League Pro League boxed
The logo animations serve as a key component in video

content as start or ending.
↓ Open .aep files available for download on request.
Jupiler Pro League

Graphic element
When using the graphic element (gradient or fill) in

motion design, creative use to emphasize the dynamics
is strongly encouraged. The graphic element can be
used in the background or as a viewport for transitions.
Recolour to league colours is allowed. See chapter 03 for

colour reference.
Van Crombrugge Van Crombrugge

Refaelov Refaelov
Mata Mata
Chadli Chadli
Odjidja Odjidja
Carcela Carcela
Vormer Vormer
Kompany Kompany
football football
Mbokani Mbokani
David David
Mignolet Mignolet
Vanaken Vanaken
Diatta Diatta
Graphic element as a pattern
The graphic pattern can be used as a background asset

or as support for smooth transitions.

08. Motion graphics Pro League Brand guidelines
Chadli Page 51
Odjidja
Carcela
Baseline
Next to firmly stating what the Pro League stands for, the
‘Closer To Football’ baseline is a dynamic communication
tool. As the individual interpretation of ‘closer’ can be
very personal, the line can be adapted and personalized
to targeted (local) messages or even campaign slogans.
Vormer
The use of this dynamic asset is also availble for motion
graphics. Emphasizing the natural 'roll feel' inherent to the
asset when set in motion.
Kompany
Closer to football
Mbokani
David
Mignolet
Vanaken
Diatta
09 Applications
When the core elements of the identity come

together in the applications, the Pro League
brand comes to life.
09. Applications Pro League Brand guidelines Page 53
Business cards
Notebooks
Totebag
Water bottle
Signage
Name badges
Pen
Advertising
Advertising
Print ad
Tickets
Mic
Led boarding
Dichter bij KAA G

Flag
Stadium flag
Pre-game pitch flag

Ball platform JPL

Quote
Het zou een misdaad zijn om

mijn kennis niet te delen met de
Belgische competitie.
Vincent Kompany
Sponsorwall
Roll-up
Backdrop
Office wall
(halftone pattern with logo)
Office wall
(halftone pattern with logo)
Pro Assist symbol

Pro League
patch
Pro League
champion patch
Social media templates

On screen animation
1 Virton Beerschot 0
Tickets
Print ad
Roll-up
Flag
Ball platform JPL

Social media templates

If you have any questions, comments
or suggestions, please contact:
stijn.van.bever@proleague.be

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Brand guidelines v.

The new Pro League logo is the signature

After a period of relative anonymity, our brand and the

• Love for local

The core of the Pro League’s activity revolves around

one ball two teams

Besides illustrating the intrinsic competition aspect, our

Versions Primary logo

Besides our primary horizontally oriented logo, the

Secondary ‘boxed’ logo

Our logo is the sum of our brandmark and word mark.

Brand mark Logotype

Our logo can be placed on a white, Night Sky Blue &

The black and white versions of the logo must only be

Protecting the logo

For the primary logo this free zone is indicated by the

For digital and screen applications, the primary logo

Protecting the logo

• Do not alter the colour of the brand mark

For specific divisions within the organisation, sublogos

Do not try to recreate the logos, a template file to create

Profile icon Square Round

For optimal use on social channels a profile icon

Visually the league’s name is set on two lines next to the

Protecting the logo

The league logos' free zone is indicated by the width of

Minimum size Sponsor name 5 mm / 35px

For digital and screen applications, the logo should never

Logo Jupiler Pro league (EXCEPTION!)

Due to existing contract agreements, we've made an

Colour variations Red logo (primary) Night Sky Blue (secondary)

The Jupiler Pro League logo can be placed on a Red,

The black and white versions of the logo must only be

Red logo on white (primary) Night Sky Blue on white (secondary)

Protecting the logo

For digital and screen applications, the Jupiler Pro League

By shuffling the 2 graphical elements of our logo, we

Each league has 3 individual rankings:

Our baseline (or tagline) is a one phrase claim

The ‘Closer To Football’ baseline strongly communicates

Dichter bij voetbal

Plus proche du football

Next to firmly stating what Pro League stands for, the

Pro League brings people closer to football, but also

Colour is one of the most powerful tools in

Where Neon Pitch Green is the main brand colour on

A 100% fill is preferred but tint variations (5%, 25%,

The guidelines prohibit use of tints in key visuals

Type tells a story, and typography forms the

The Aeonik font family consists of seven weights, with

We will mostly use Light, Regular, Medium and Bold, with

The other weights are available for exceptional use. They

Typography hierarchy Titles Aeonik Medium

On the right you'll be able to find some basic rules for

Obitatus dandandae sequate ctesequi cores pa dendaecta ne est re

Body copy Aeonik Regular

Subtitles Aeonik Bold

Quotes Aeonik Medium

“Vincent Kompany hakt belangrijke knoop

Use of graphical elements inspired by the

Our isolated brand mark, in several shapes and sizes,

It can be used respectively in each of the sub brand

Graphical element as a viewfinder