The BrandGuidelinesApplicationsSupportLogo Use & ColorTypographyPhotographyProcessCreative ConsistencyCampaignsCollateralTemplatesContactsPolicy & ResourcesLogosCorpNetworksEventsMediaProgramsMultiple Logos B r a n d I d e n t I t y G u I d ePartnersCo-PromotionAffi liate MarketingFormatsTune-inMatch-upsHD BroadcastsThe Brand Identity Guide represents a system. It defines how we communicate the core ESPN brand to our fans and partners from a business, marketing and promotional perspective. From the Brand Promise to mandatory standards and process, the goal of this document is to protect the integrity of the ESPN brand in visual media. It should also serve to reinforce good brand identity practices within ESPN’s walls.The BrandThe Brand PromiseB r a n d I d e n t I t y G u I d eH O M eThe Brand PromiseSPORTSwithAUTHORITYandPERSONALITYWhat is it?A Brand Promise sums up the essence and meaning of a Brand and how the Brand connects to its consumers. It is what consumers expect from the Brand and what they attribute to it.The Promise and the supporting attributes serve as a guide to help manage and grow the Brand. The overall goal is to maximize those things that contribute to Brand strength and deliver on the Brand Promise, and minimize those that do not.SportsSportsstropSstropSTelevisionRadioInternetMagazineWirelessGamingThemed EntertainmentBooksConsumer ProductsSportsConnectsESPN connects fans to sports over many platforms.QualityWe strive to consistently deliver unmatched qualitystrengthened by leadership and innovation.AUTHORITYAUTHORITYAUTHORITYAUTHORITYAUTHORITYAUTHORITYAUTHORITYAUTHORITYAuthorityIntegrityFans trust ESPN integrity as an independent, objective source.AuthenticityESPN is authentic—true to sports in a way that can’t be imitated.ExpertiseFans value ESPN expertise and knowledge—they rely on it.PeRsoNalitYPersonalityHumorESPN is known for its humor, wit and irreverence.PassionESPN passion for sports is apparent in the energy and enthusiasmdisplayed on all platforms.CommunityESPN cares about the community of fans–regardless of age, gender or origin—and the social bond that sports enables.GuidelinesLogo Use & ColorTypographyPhotography10 Logo11 Tagline12 Angle & Proportion13 Color14 Don’ts15 Size16 Space: Clear17 Space: Lock-up18 Multiple Logos: Columns19 Multiple Logos: Rows20 Playoff21 Headline22 Text23 Don’ts25 Do’s26 Don’ts27 Rights28 Stock PhotographyB r a n d I d e n t I t y G u I d eH O M eLogo Since 1979, the ESPN Logo has been a symbol of sports programming excellence. Over the past thirty years the company has evolved through innovation, technology, design and industry-leading content to become the worldwide leader in sports. The current logo, designed in 1985, is powerful, recognizable and timeless. Use this logo as a punctuation or signature to the overall message. Designed in 1985, the ESPN logo is powerful, recognizable and timeless.When repr...
