BRAND STYLE GUIDE2023BRAND STYLE GUIDE20232INTRODUCTIONA consistent presentation of the IMSA visual identity is essential in maintaining the brand.The following guidelines provide easy to follow examples to help achieve that consistency. The new graphic identity replaces any previous identity used in IMSA visual communication and points of contact.The IMSA logo has not changed, but is now supplemented with a graphic device, the “track,” that maintains a consistent white space within which the IMSA logo appears. Accompanying the new identity is a refreshed visual language for the IMSA brand, to unify messaging across all IMSA spaces, and establish consistent and clear communication recognizable by IMSA’s partners and its audience.The new language provides creative opportunities for IMSA and it is important these guidelines are followed wherever possible in all communications.3CONTENTS41234Graphic IdentityThe LogoPrimary logoClear spacePositioning and sizeProhibited useSponsors and partnersSpecial logo useTypographyType familiesType usageColorsColor palettesGraphic ElementsPictograms and devicesVisual BrandingIMSA gradient graphicsIWSC ClassesClass gradient graphics 8910111213141516171819222324 25262730313233343538394041424445464748StationeryLetterheadEnvelopesContactBusiness card and email signaturesRegistrationHard card and envelopePresentationPowerPoint CommunicationConstant ContactPress KitCover pageMediaPress releasePromotionMagazine adEvent posterDigital AdsTune-in adsWebsite Partner AdsTune-in ads Paddock Team paddock bannerOn-TrackGrid signRace CarClass and number panelsFan SupportAt-track signs Fan guide leafletSignageTechnical A-framesPartner A-framesCorporate bannersArea bannersUniformIMSA clothingCorporate SupportEvent SupportCommunications5GRAPHIC IDENTITY1671 GRAPHIC IDENTITYPrimary logoTHE LOGOPRIMARY LOGOSECONDARY LOGOThe red IMSA mark on white background.IMSA LOCK-UP LOGOThe IMSA lock-up logo can be used by competitors for uniforms, driver’s suits, transporters, race cars, etc. where the primary logo is not applicable (ie. on red backgrounds). The white background and black border are required and should not be altered.The new logo standardizes the position and appearance of the IMSA mark, it ensures it always appears on white, and that the red IMSA mark is the only mark in use. It features the new IMSA ‘track’ identity, a graphic device that defines the white space within which the IMSA mark is placed. The primary logo is preferred and should be considered first. The IMSA primary logo should be used by both internal and external employees and partners.This logo should be used on brand materials: ads, billboards, cars, brochures, letterheads, merchandise, signage, etc. Secondary logo usesSmall-dimension graphics: such as email signatures and some digital assets where space is insufficient for the track graphic.Uniforms: where the track graphic isn’t required to maintain a white space.Vi...
