BRAND

GUIDELINES
2007
 CONTENTS
03/INTRODUCTION
BRAND OVERVIEW/04
History / Research / Consumers
Brand Model / Brandline / Brand Campaign
Business Structure / Brand Portfolio
Our Diamond / Promotional Items

24/UMBRO
CORPORATE BRAND
Identity Components / Size Relationships
Clear Space / Colour / Unacceptable Use
Background Control / Colour Palette / Typefaces

USAGE ON PRODUCT/33
UMBRO Product Collections / Our Brand Portfolio
Our Double Diamond / Our Heritage Diamond
Backneck Labels / Packaging

41/USAGE ON
MARKETING TOOLS
Summary Of Corporate Identity
Online / Retail

GLOBAL CONTACTS/45
 03

INTRODUCTION
This book is a quick reference for the UMBRO brand.
It contains information on what the brand stands for and how
to use brand assets to achieve the greatest impact and highest
level of global consistency.

By using the same brand essence around the world, the brand
becomes cohesive and strong. This will build value for UMBRO.

If you require further information, or have any questions, please

contact your relevant regional manager.
BRAND
OVERVIEW
 05
2002

2005
1958 BRAND HISTORY
1935 Sheffield Wednesday wins the FA Cup
Final against West Bromwich. Final score 4-2.
1958 Brazil wins the World Cup for the 1st time
against Sweden. Final score 5-2. 2001 1935
1970 Brazil wins the World Cup for the 3rd
time against Italy. Final score 4-1. 2007
1984 Liverpool wins the European Cup against
AS Roma. Final score 1-1, Liverpool won 4-2
on penalties.
1996 Alan Shearer scores opening goal for
England in the European Championships
against Switzerland. Final score 1-1.
1999 Manchester United wins the treble, FA
Cup, Champions League and European Cup. 1996
2001 Michael Owen scores a hat trick against
Germany for a World Cup qualifier in Munich.
Final score 5-1.
2002 England beat Argentina in the Group
1999 Stage of the World Cup.
2004 UMBRO International float on the London
1984 stock exchange.
2005 UMBRO extend contract with Deco
Chelsea win English Premier League and 1970
Carling Cup in UMBRO.
2006 CSKA win the Russian Cup and Russian
Premier League in UMBRO. UMBRO extend 2005
contract with John Terry.
2007 Olympique Lyonnais win the French
Premier League for the 6th time.
 06

Global research was conducted in 7 countries

and 16 major world cities around the globe -
from Tokyo to Berlin to Los Angeles - to better
understand UMBRO consumers. In total we
spoke to more than 5,000 people. OUR
Our insights informed a new way of viewing our
consumers and talking about our brand. This is
now central to our product development and
global marketing campaign. RESEARCH

Research Segmentation Brand Model Campaign

 07
UMBRO has MASSIVE latent brand equity.
77% CORRECTLY identify the brand logo.

59% identify UMBRO as an authentic football brand.

72% identify UMBRO as a British Brand, of which

97% think being British is a good thing.

We are perceived as superior to our competitors in

terms of quality and heritage.

UMBRO as a brand is perceived as honest.

There is confusion about what UMBRO stands for
due to little consistency in marketplace.
UMBRO is communicated by a large variety of logos
and iconography.
KEY
FINDINGS
As a global brand with a long history, UMBRO has
many strengths as well as challenges. Being aware
of these challenges allows us to create strategies
to overcome them and better position our brand.

UMBRO is often judged on product and price.

UMBRO is perceived as “me-too” and needs to get

further ahead of the curve.

Whist other brands moved swiftly into lifestyle, UMBRO

is perceived to have not yet taken this step effectively.
 08

OUR
CONSUMERS
There are many different consumers that
buy our brand, for a variety of reasons.

It is our desire to ensure that each type of

consumer - or segment - comes to love our
brand over time.

This is only possible if we deliver a product

and brand experience that’s relevant to them
and differentiated in the marketplace.
The starting point is therefore a deeper
understanding of these UMBRO consumers.

Our research has identified who our actual

consumers are and what makes them tick.
By familiarising yourself with them, you will
see how each segment has a discernable
character which can be targeted by specific
UMBRO product ranges and marketing
campaigns.
 09

WINNER/ BELONGING/ TEAM COMPETITOR/

High tech, aesthetically Quality, durability and Quality and design that
perfect products. safe colours. improves performance.
‘I want to win at any cost. ‘I want to be part of a ‘It’s about how you play and
Losing is not an option.’ crowd and not look silly.’ what you do afterwards.’

OUR
CONSUMERS
The UMBRO consumer has varying degrees of
interest in football - from playing and supporting
to socialising. How he thinks and what he desires
should affect how we design our products.

SOCIAL NETWORKER/ ESCAPE/ STATUS/

Detailed and distinctively Good design, clever use of Best materials, great design,
coloured products. colour, good advertising. luxury, timeless style.
‘I thrive on big city living. ‘I want to escape routine ‘I know I’m a success and
My friends are my family.’ and adopt a new persona.’ want you to know too.’
 10

Key 01
01 Personality Inspi
d
02 Values mine ring
03 Essence Deter

Witty 02
Pass
Crea
tive
f
Belie ion
Winning In Style
03
Unity h
Britis y
Quirk
Team
Playe
r
ent
lf-Confid
Se

OURBRAND
The UMBRO brand model encapsulates our
values, our personality and our brand essence.
In three words, UMBRO is about Winning in Style.
But don’t forget: we also have a set of values and
a distinctly British personality that works together
to set us apart from other brands.
 11

BELIEF PERFORM TOBE CONFIDENT

OUR Belief in your ability to win / Belief in your ability to do something extraordinary /
Belief in yourself in work and play / Belief in yourself as a valuable part of a team /

PASSION PASSION FOR THE SPORT OF LIFE

Passion for your interests / Passion for great designs / Passion for the extra mile /
Passion for your team / Passion for your friends /

VALUES
Our brand values communicate what we at UMBRO stand for and
believe in. These values are the code by which UMBRO lives.
UNITY UNITY THROUGHTHE SPIRIT OF FOOTBALL
Unity with your friends / Unity with your family / United behind your team /
United with your team /

BRITISH WITTY EDGY MULTI-CULTURAL PROUD

Quirky nature / The nations of Britain / Patriotic / Constant innovation /
The multi-cultural mix /
 12
TEAMPLAYER
JOHN TERRY
SELF-CONFIDENT
JAMIE OLIVER
QUIRKY
DAVID WALLIAMS

CREATIVE
PAUL SMITH

These well-known British figures represent

OURaspects of our brand personality. Their

behaviour should help guide how we behave
and communicate as a business and brand.

DETERMINED
PERSONALITY
KELLY HOLMES

WITTY
INSPIRING RICKYGERVAIS
BOBBY MOORE
 13
The textbook definition of Brand Essence is:
The brand's promise expressed in the simplest,
most single-minded term.

Winning in style is the simple phrase that

captures the spirit of the UMBRO brand - our
internal mantra.

The UMBRO brand essence represents the

entire brand on a global level. It is designed
to unite people within UMBRO’s global network
and ensure there is consistency in how the
brand is understood and communicated.
Use our essence to evaluate all product and
brand communications, as it is critical to how
we communicate in every instance
“Winning in Style” - This phrase
should not, under any circumstances,
be used externally or used as a
consumer-facing line on-product
or in communications.
 14

Bring It On was created as a direct response to the global research

project and the brand architecture. It is aimed at communicating a
“re-aligned” UMBRO to the consumer and putting the brand back
on the consumer’s radar.

The following guidelines should be followed, when using the

campaign branding for locally developed materials.
 15

BRING IT ON
LOGO COLOUR OPTIONS/COLOUR REFERENCE
Logo Colours Colour Usage

50%

Colour Reference
40%

Pantone 187 Pantone 1797 CMYK Pantone CMYK White

Coated Uncoated C0 M100 Y90 K20 Black C100 M100 Y100 K100
RGB RGB
R153 G51 B51 R0 G0 B0
HEX COLOUR HEX COLOUR
993333 000000
10%
 16

BRING IT ONLOGO
MINIMUM SIZE/
EXCLUSION ZONE
This is the suggested minimum When anchoring the URL to the Bring it
size for the logo in print and online. On logo follow the recommendation below.

Print: Web: Print: Web:

25mm 125pixels 11mm 56pixels

If you want to use the logo on printed Y

materials and digitally, it should always
have clearspace around it.
Y

Y
X = height of inner diamond
X = clearspace around logo
 17

BRING IT ONLOGO
UNACCEPTABLE USE/FONTS

Kerning: - 35
Leading: Set solid
 18

BRING IT ON MANIFESTO
 19

BRING IT ON ILLUSTRATION
 20

UMBRO exists in the “World of Football”- we have

OUR
always had a centre of expertise in the sport and
this influences all of our business ventures.

To simplify the central product ranges, we have

grouped collections into six categories: Licensed
& Associated, Teamwear, SX, Diamond Pro, Diamond 5,
Football Culture. We would eventually like to see

PRODUCT
all of these areas presented in every market.

We believe that this range offering targets the 6

consumer segments, identified from research,
and provides a good balance between active and
passive football involvement.
 21

OUR CENTRAL PRODUCT

TIMELINE
PRODUCT
2007 2008 2009 2010

Licensed & Associated

Teamwear

SX *1

Diamond Pro New

Diamond 5 *2 New Q3 08

Football Culture New

*12 Evolution
* Beach Soccer / Futsal
 22
The Global Product Range
(GPR) was created to build
a foundation for global
product consistency.

From the total product

range, key styles were
selected that represent the
essence of the brand.
 23

Imagine a united organisation

that crosses all geographic
boundaries. A product strategy
which is aligned with our
consumer and consistent
across the globe. A marketing
and communications strategy
that brings it all together.

If we all work together and

share the brand, this will
become a reality.

LOOKING AHEAD
CORPORATE
IDENTITY
 25

IDENTITY
The UMBRO corporate identity is the “Stacked
Logo,” which uses the UMBRO Double Diamond
in conjunction with the uppercase UMBRO
wordmark. This configuration should always be
used on all corporate materials and communications:
business cards, stationery, letterhead, etc. COMPONENTS

STACKED LOGO/
‘Double Diamond’ Symbol
UMBRO
Corporate
‘Registered’ Symbol Identity
Wordmark
 26

The UMBRO corporate identity is always

IDENTITY made up of the key elements in the

designated proportion of 70% symbol,
30% wordmark.

SIZE
RELATIONSHIPS

STACKED LOGO WITH

DESIGNATED PROPORTION/
70% Double Diamond

30% Wordmark
 27

IDENTITY
The corporate identity is most powerful when
staged effectively. Always ensure there is sufficient
visual space around the identity. By isolating the
identity from nearby text and graphics, it has room
to “breathe”. This enhances legibility and visibility.

The clear space specifications are proportionate

to the identity and derived from X, which is defined
CLEARSPACE
by the cap height of the “B” in the word mark.

2X 2X

2X 2X
 28

The corporate colour for UMBRO is P287C

IDENTITY (UMBRO Blue). Whenever possible, the corporate

identity should appear in this colour on
corporate communications. In some instances

COLOURING this is not feasible. For these cases use the logo
in white or black.

Never use the corporate identity in any other

colour.

Preferred single colour identities Preferred alternate identity colours

Note logo should not appear Note logo should not appear
boxed this is a colour guide only boxed this is a colour guide only
 29

IDENTITY
Our identity is the unique expression of the
UMBRO brand. We must ensure correct and
consistent signature use in every application.

Altering or redrawing the signature in any way

weakens the power of the image and the
message behind it. Some common misuses are
UNACCEPTABLE
shown here.
USE

01 02 03 01 DO NOT reposition identity

components.
02 DO NOT overlap identity
components.
03 DO NOT scale identity
04 05 components separately.
04 DO NOT stretch of otherwise
distort the identity.
05 DO NOT embellish the identity
with drop shadows, patterns or
outlines.
06 07 08 06 DO NOT alter or substitute the
wordmark’s letterforms.
07 DO NOT reassign identity
colours.
08 DO NOT place the identity
over other graphic elements or
within a box.
 30

Although it is impossible to foresee every 01 Select different image or a less busy

IDENTITY design challenge, a few general guidelines

can help to ensure that the identity is always
shown at its best. It is important in all instances
part of the image.
02 Choose a different image.
03 Choose another approved variation of the

BACKGROUND to ensure that our brand is legible.

When confronted with a background that

identity such as the reverse in white or black.

The examples shown here illustrate

CONTROL might interfere with the identity, consider

these options:
backgrounds that work effectively and
some that don’t.

DO NOT place the identity in

UMBRO Blue against a colour
background.

DO NOT place the identity

against a colour background that
does not provide sufficient
contrast.

DO NOT place the identity

against a photographic
background that intrudes on the
clear space or is too busy.

DO NOT place the identity

against a busy patterned
background.

NOTE: when applying the

identity on apparel, a tone-on-
tone application may be used to
achieve a more subtle effect.
 31

CORPORATE BRAND
Our colour palette is a key part of our brand’s
visual vocabulary. The UMBRO colours - UMBRO
Blue and black - convey the brand and contribute
to its recognition.

On this page you will find reference information

for colour names, spot colour, four colour
process, RGB, Web-safe RGB, and CYMK.
COLOUR PALETTE

P287C BLACK
4 COLOUR 4 COLOUR
CMYK: C 100% M 68% Y 0% K 12% CMYK: C 0% M 0% Y 0% K 100%
RGB: R 0% G 17.7% B 52.6% RGB: R 0% G 0% B 0%
HEX COLOUR: 00529B HEX COLOUR: 000000
 32

The typeface to be used in all brand UMBRO Headline is a special typeface

IDENTITY communications is Helvetica. This is available

as a full alphabet, including numbers and
symbols. When not feasible, such as in
designed for the UMBRO wordmark to
complement the UMBRO Double Diamond.
It is only used in the identity and should

TYPEFACES some online applications, use the default

typeface, Arial.
not be used elsewhere.

Primary
Helvetica
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Default

abcdefghijklmnopqrstuvwxyz
0123456789
 Licensed & Associated / Teamwear / SX
Diamond Pro / Diamond 5 / Football Culture

USAGE
ON
PRODUCT

LICENSED & ASSOCIATED
This includes all our iconic, authentic
football product, ranging from football kits
to associated lifestyle product. These
ranges will run indefinitely, as this is the
bedrock, or core, of the business.
DIAMOND PRO
This is an additional performance concept
a modern interpretation of a classic Umbro
theme. Footwear and equipment will be added
for Q3 08. The price points are extremely
competitive and there is a larger proportion
of cotton garments than in SX. This collection
will be launched in Q1 08, and it is our
intention for this to run beyond 2010.
TEAMWEAR
This is product designed for amateur
teams, and takes its direction from what
we do in the professional game. This is a
vital area for us to re-enforce our commitment
to Grass Roots Football. As such, this will
run on indefinitely.
34
DIAMOND 5
The focus of this category is on the game
of Futsal. The Michelin collaboration is the
UMBRO PRODUCT
key technology on Footwear in this
concept. This is a new category that will
launch in full, in Q3 08.
COLLECTIONS
SX
SX is our main performance concept. It
reinforces our performance credentials,
and showcases our ultimate technology
product. SX Ultra is a premium, technical
story. Having made the transition from
Evolution X to SX in Q1 08, it is our
intention to continue this range through
until at least Q1 11.
FOOTBALL CULTURE
This draws its influence from all aspects
surrounding the game: Fans, teams, players,
rituals, and most importantly from Umbro's
80 year old history. We have also included
an element of VERY British, Union Jack
product as a direct response to the brand
architecture findings.This range is new for
Q1 08 and it is our intention for this to run
to 2010 and beyond.
 35

Our Brand Portfolio is the assortment of

OUR BRAND UMBRO branded products that we offer.

UMBRO has a wide range of products that

PORTFOLIO fit into the 6 product categories. For each

one, we have defined what identity to use.
Please see the guidelines on the following
pages for further direction on proper use.

Product Areas

LICENSED& TEAMWEAR SX DIAMOND PRO DIAMOND PRO FOOTBALL CULTURE

ASSOCIATED
Product Branding (Back - Neck label, Swing Tag, Communications) All other Heritage/ Classic Kit

On Product Branding (if present)

 36

OUR DOUBLE
We are working towards building equity in the
UMBRO brand by creating a consistent global
face. We have therefore redefined the use of
our core branding elements - name, typeface,
symbols - to reflect and help support our
business vision.

The UMBRO double diamond is our ‘crown

DIAMOND
jewel’ and must be carefully managed.

UMBRO DOUBLE DIAMOND

Corporate brand
Associated & Licensed
Teamwear
SX
Diamond Pro
Diamond 5
Football Culture
 37

The UMBRO product collections use the

PRODUCT COLLECTIONS UMBRO Corporate Identity.

Refer to the guidelines outlined in the previous

IDENTITY section for detailed instructions on how to use

this identity. The only difference is in colour:
Use of UMBRO Blue is not required.

Note logo should not appear

boxed this is a colour guide only
 38

HERITAGE PRODUCT
UMBRO heritage branded products use the
UMBRO Retro Identity. This identity consists
of the UMBRO Retro Diamond, rather than the
UMBRO Double Diamond, in conjunction with
the lowercase UMBRO wordmark. This
configuration should always be used. COLLECTIONS
IDENTITY

‘Double Diamond’ Symbol

UMBRO
Retro
Identity

Wordmark using lowercase

Retro typeface
 39
BACKNECK LABEL INFORMATION
All UMBRO product, whether

PRODUCT centrally or locally developed, should

utilise the same backneck label.

COLLECTIONS We therefore suggest all licensees

to use one of our centrally approved
suppliers.

BACKNECK For woven labels, please contact For transfer labels please contact CARE/SIZE LABELS
LABEL Paxar:

UMBRO Account Manager at Paxar

Steve Edge: steve.edge@paxar.co.uk
Chris Kay:

CKFE Limited, 9/Floor, Block B,

Tel: 07720071576
Paxar Far East Division
20/F., Unimix Industrial Centre
2 Ng Fong Street, San Po Kong,
Kowloon, Hong Kong
Contacts
Phyllis Lee: phyllis.lee@paxar.com.hk
(Handles Umbro Accounts)
Alex Ching: alex.ching@paxar.com.hk
(Manager)
Website: www.paxar.com
Tel: (852) 3146 8100
Fax: (852) 2343 6633
Tin On Industrial Building
777-779 Cheung Sha Wan Road
Cheung Sha Wan, Kowloon
Hong Kong
Contacts:
Christina Kan: sales@ckfe.com
(UMBRO Account Handler)
Alan Barrett: abarrett@ckfe.com
(Manager)
Hobbes: general@dgckb.com
Email: asiasales@ckfe.com
Website: www.chriskay.com
Tel: (852) 2793 9355
Fax: (852) 2793 4455
There are great variations in legal
requirements from region to region.
Please ensure you are aware of these
requirements in your market, when
developing your care/sizes labels.
Details regarding the label design
can be found on the UMBRO B2B
website. You can find this information
in the Marketing section under Retail
Marketing/2008 Packaging/Backneck
Label information.
LOCAL DEVELOPMENTS
If there is any need to develop local
variations of the above, please ensure
that this is approved by Cath Ryan:
cath_ryan@umbro.co.uk, prior to
production.

If you need further information

regarding the design of the backneck
labels, please visit our UMBRO B2B
site. You can find this information in
the Marketing section under Retail
Marketing/2008 Packaging/Backneck
Label information.
 40

Our new packaging direction will run until The same graphic devices are used across
the end of 2010 and will be reviewed together
with the SIS direction. The objective of the
new direction is to create greater consistency
all product categories, using colour and
swing ticket inserts as differentiators
between product categories.
PRODUCT COLLECTIONS
across the brand and a seamless retail
presence. Therefore the new packaging
direction takes inspiration from the Conran
furniture design.
All licensees should follow the central
packaging direction for local developments.
Detailed instructions on artwork, paper
stock etc. can be found on the B2B.
PACKAGING

Swing Tickets Shoe Boxes Sock Packaging

USAGE ON
MARKETING
TOOLS
 42

MARKETING

Our marketing efforts align with and support our

brand portfolio. Therefore, the Corporate identity
is always featured, irrespective of the product
collection.

The retail environment represents UMBRO's
best global opportunity to express itself
to the consumer. Consistency in look and
tone of voice is essential in creating a
strong brand image.
UMBRO currently operates two furniture
systems: Conran, introduced in 2006,
providing a premium furniture system
ideally suited to flagship stores, larger SIS
areas in premium retail environments or
showrooms.
43
RETAIL
UMBRO Core System, new for 2008,
offering a cost effective alternative to create
a second retail tier, for example specialty
stores, small SIS areas or outlet stores.
For further details, please refer to the
Conran Retail Manual, which is available
on the B2B (Marketing/Retail area). Details
for the UMBRO Core system can also be
found on the B2B (Marketing/Retail area).

For 2008 UMBRO will launch a global
campaign that taps into the heart of youth
activity on-line. Bring It On will be vividly
brought to life in a unique game challenge
that will extend from umbro.com right into
the heart of target audiences digital world,
and beyond!
Global product concepts will continue to
be supported, and our history and sports
marketing credentials will be showcased
however it will be the uniquely generated,
personal and customizable content that
44
will become the ultimate in social currently
on-line. This content will be downloaded,
posted, traded, linked and shared making
the Bring It On Campaign visible everywhere.
We will deliver a website mandate for the
ONLINE
first time and this will not only cover the
creative look and feel by recommending
graphics and fonts etc, but will also offer
content from umbro.com which can be
used on a local level. This will make sure
that we deliver a really consistent on-line
platform both globally and at market level.
GLOBAL
CONTACTS
 46

GLOBAL
CONTACTS
If you require further information or need to
gain approval for product and/or marketing
materials you are developing, please contact
your nearest regional manager.

Global on-product usage

Cath Ryan: cath_ryan@umbro.co.uk

Global Marketing usage

Helene Hope: helene_hope@umbro.co.uk
Paul Nugent: paul_nugent@umbro.co.uk
© UMBRO 2007