11 Communicating the NFL BrandIdentity Guidelines23Table of ContentsOverviewThe NFL BrandGeneral GuidelinesNFL ShieLd GuideLiNeSIntroductionElementsColorsBlack & White and One ColorClearspaceMinimum SizeBackground ControlCroppingUses in TextPartner ProgramsShield Lock-up With 32 TeamsSpecial EffectshOuSe StyLeIntroductionColor PaletteNFL TypefacesPhotography StylesGraphic PalettesFile Directory457810111212131414151617181822242845The NFL has the unique responsibility to uphold the highest standards. Our fans – comprising the largest and most diverse audience in sports entertainment – expect no less. That is the reason every communication by the NFL and its business partners has the potential to significantly impact respect for the NFL.This book articulates the NFL’s values and introduces a visual system that best represents the NFL. It is a guideline to ensure that your NFL-related communication, product, promotion, or business initiative is consistent with our goals.For the first time since 1983, we have modified our most important logo – the NFL Shield – to give it a sharper, bolder look. This is part of our commitment to continually analyze and improve everything we do.The NFL mission is to stay true to the great game of football and the positive values that our game represents. It is in our mutual interest for the NFL to continue to be widely respected and a positive influence on millions of fans of all ages and walks of life. These guidelines will help us achieve that goal.We thank you and appreciate your support.Roger GoodellCommissionerNational Football Leaguewww.sucaifu.com45The following branding guidelines are for internal reference only by the NFL and its partners, and may not be publicly displayed, reproduced or distributed without the NFL’s written consent.BrANd POSitiONiNGWe have carved out a powerful brand position for ourselves – one that is relevant to our fans and distinct within the world of professional sports and entertainment.The NFL is the premier sports and entertainment brand that brings people together socially and emotionally like no other.vALueS & BeLieFSLike successful individuals and teams, we are guided by a set of principles or values. Our values and beliefs are the pillars upon which our brand has been built. They influence our culture and should be reflected in our com-munications on and off the field.traditionWe honor our heritage and those who built the League with their vision, conduct and judgment.teamworkWe recognize the individual contributions, but we also promote working together to establish and deliver League objectives. excellenceWe set high standards and pride ourselves on superior performances. CommunityWe are hard working, dedicated and embrace community and diversity. integrityWe are honest, fair and straightforward in our dealings on and off the field.innovationWhile we embrace our history, we recognize the...
