Association Guidelines - Basketball Australia

Association Guidelines 

April 2009

Contents 

Contents 

Previous Next Print Contact Exit 

i 

Overview 

A Message From Basketball Australia 2 

Why Re-brand? 3 

Contacts 4 

The Brand Mark 

Clear Space and Minimum Size 6 

Mark Formats 7 

Incorrect Uses of the Mark 8 

Stationery 

Letterhead 10 

Compliments Slip 11 

Business Card 12 

Email Signature 13 

Association Stationery 14 

Association Email Signature 15 

Old Team Uniforms with Applied Branding 16 

New Team Uniforms 17 

Signage 

Stadium Signage 19

Overview 

Contents 


1 

This document provides an overview 

for the branding of the sport of 

basketball in Australia. 

Specific questions not answered 

in this document should be directed 

to Basketball Australia or Acorn 

Brand Design.

A Message From Basketball Australia 

Contents 


2 

Basketball Australia has undertaken a 

rebranding exercise to develop and position 

the sport for future growth and development. 

The hierarchy of brands and logos has been 

revisited and a structured approach to the 

promotion of our brands, image and our 

logos has been developed. 

A professional branding agency, Acorn Brand 

Design, was appointed to undertake the 

project on behalf of Basketball Australia. 

A comprehensive market research project was 

also undertaken to evaluate our position in 

the market place. It was clearly identified by 

respondents that there was a lack of awareness 

and/or attachment to the current brand marks 

in the sport. The number of existing logos 

highlighted a fragmented and disorganised 

sport without a clear affiliation structure. 

Feedback was overwhelming in support of 

developing a master brand for the sport. 

Wide ranging consultation has been 

undertaken within the sport to discuss 

and progress the need for rebranding and 

determine the support for a more unified 

approach. As a result agreement has been 

reached with all states and territories and 

the NBL to jointly rebrand the sport as a 

whole and to implement a consistent brand 

across the whole of the sport. 

As part of the rebranding of Basketball, 

a strategic plan has been developed to 

address the stages of implementation of 

the new brand and logos. The plan outlines 

communication strategies as well as costs 

and time frames to implement the new brand. 

Mr David Thodey 

Chairman 

Board of Basketball Australia

Mob 0400 456 789 

Tel 00 1234 5678 Fax 00 1234 8675 

jack.jones@anyteam.net.au 

1 Nowhere Street Anytown ANY 1066 

PO Box 1234 Anytown ANY 1984 

www.anyteam.net.au 

Why Re-brand? 

Contents 


3 

The importance of building Basketball’s brand 

identity is vital to its success as a sport. It’s 

like a fingerprint; it reflects the mood and 

tone you want to capture in whatever piece 

of communication – advertising, newsletters, 

brochures, signs, web sites, and other 

marketing collateral. 

Strong branding allows every point of contact 

that an individual has with Basketball to 

reflect the same message. Having the same 

message doesn’t necessarily mean that every 

piece of communication must look the same. 

The new branding has the potential to provide 

a number of benefits to basketball nationally 

across all levels of the sport including: 

• an integrated link with all affiliates, 

developing a proud ownership of the sport 

• consistency across all programs 

• a recognizable coordinated approach 

to promoting the sport 

• clarity for the general community showing 

an organised and professional sport 

• launch of a new organisation and a new era 

for the sport 

• demonstrate a progressive and unified 

position 

• more visual appeal to target markets 

• create a positioning to be competitive 

with other sports. 

Jack Jones 

Team Mascot Tamer 

PO Box 1234 Anytown ANY 1984 • 1 Nowhere Street Anytown ANY 1066 • Tel 00 1234 5678 • Fax 00 1234 8675 • www.anyteam.net.au • ABN 11 222 333 444

Contacts 

Contents 


4 

This document outlines the way in which 

the new Basketball brand should be 

implemented. Questions regarding the 

document or other branding issues within 

the sport should be directed to: 

Richie Gee 

General Manager Commercial Operations 

Basketball Australia 

PO Box 7141 

Alexandria 

New South Wales 2015 

+61 2 9469 7200 

richie.gee@basketball.net.au 

www.basketball.net.au 

Ned Coten 

General Manager 

Acorn Brand Design 

24c Victoria Street Prahran 

Victoria 3181 

+61 3 9514 5555 

n.coten@acornbd.com.au 

www.acornbd.com.au

The Brand Mark 

Contents 


5 

The Basketball brand mark is central 

to the sport’s brand. It may not be 

altered in any way unless specifically 

stated in the guidelines. 

The mark usually shown in this guide is 

Basketball everyone’s game. However, 

the same rules apply to the marks 

representing all sections of the sport.

Clear Space and Minimum Size 

Contents 


6 

Clear Space 

The Basketball brand mark is always 

surrounded by a minimum clear space area 

which must remain free from other type and 

graphic elements. 

X 

X 

The minimum clear space area is equal to the 

height of the ball symbol in the brand mark. 

This is measured from the outer edge of the 

white surround of all brand marks. The clear 

space area is proportional at all sizes of 

brand mark. 

X 

X 

X = height of ball symbol 

Minimum Size 

Basketball brand marks are measured on 

the height of the ball symbol. The minimum 

recommended size is 4mm. If reproduction is 

particularly crude, the brand mark may need 

to be larger. 

4mm

Mark Formats 

Contents 


7 

Only two examples of Basketball brand marks 

are shown here. All of the marks are shown 

in the document ‘Basketball Marks’. All marks 

are available as electronic files. The naming 

convention is the same for all marks. 

The preferred brand mark format for print 

is the enhanced spot version. All of the 

marks use Basketball Orange (Pantone 021) 

Basketball Black (Pantone Black 6) and yellow 

for the ball symbol. 

Some brand marks use additional colours 

If certain parts of these marks need to use 

process colour please use the enhanced 

CMYK brand mark rather than simply 

converting the colours in your software 

application. The most important special ink 

to keep is Pantone 021. 

Enhanced Spot This print format uses the Pantone 

and process colours (CMYK) to produce the most 

vibrant colour possible. This is the preferred format. 

Supplied as Illustrator CS3. 

Brand_Mark_en_spot.ai 

Enhanced CMYK This is the preferred print 

format where Pantone colours are not 

available. Supplied as Illustrator CS3. 

Brand_Mark_en_cmyk.ai 

Two Colour, Three Colour, or Four Colour 

For all uses where Pantone or embroidery 

colours are available or needed. 

Supplied as Illustrator 10. 

Brand_Mark_2col.ai (or Brand_Mark_3col.ai or Brand_Mark_4col.ai) 

RGB For use in electronic media. The PNG 

format is for placement into Microsoft 

documents. The Illustrator CS3 (.ai) and Photoshop 

(.psd) formats are for web designers. 

Brand_Mark_rgb.ai, Brand_Mark_rgb.psd, Brand_Mark_rgb.png 

Mono For use where colour reproduction is 

not possible. Supplied as Illustrator 10. 

Brand_Mark_mono.ai

Incorrect Uses of the Mark 

Contents 


8 

Do not create marks without type. 

X 

Do not add type or images to the mark. 

5 

X 

Do not remove the white surround 

from the mark. 

X 

Do not change the colours of the mark. 

X 

Do not remove the black housing. 

Do not alter the font used in the mark. 

Do not alter the relationship between 

elements of the mark. 

Do not use the mark without the ball symbol. 

X 

Basketball 

everyone’s game 

X 

X 

X 

Do not stretch or condense the mark. 

Do not use two different Basketball brand 

marks on the same application (ie. t-shirt) 

Do not add gradients to the mark. 

Do not create new marks. 

X 

X 

X 

X

Stationery 

Contents 


9 

Basketball stationery is a crucial part 

of brand communication. Templates 

have been created for all items and 

it is important not to alter any aspect 

of the stationery. 

Jack Jones 


Mob 0400 456 789 

Tel 00 1234 5678 Fax 00 1234 8675 





PO Box 1234 Anytown ANY 1984 • 1 Nowhere Street Anytown ANY 1066 • Tel 00 1234 5678 • Fax 00 1234 8675 • www.anyteam.net.au • ABN 11 222 333 444 

Dear John 

Basketball Australia has undertaken a rebranding exercise to develop and position the sport for future growth 

and development. 

The hierarchy of brands and logos has been revisited and a structured approach to the promotion of our 

brands, image and our logos has been developed. A professional branding agency, Acorn Brand Design, was 

appointed to undertake the project on behalf of Basketball Australia. 

A comprehensive market research project was also undertaken to evaluate our position in the market place. It 

was clearly identified by respondents that there was a lack of awareness and/or attachment to the current 

brand marks in the sport. The number of existing logos highlighted a fragmented and disorganised sport 

without a clear affiliation structure. Feedback was overwhelming in support of developing a master brand for 

the sport. 

As part of the rebranding of Basketball, a strategic plan has been developed to address the stages of 

implementation of the new brand and logos. The plan outlines communication strategies as well as costs and 

time frames to implement the new brand. 

Regards 

Jack 


Jack Jones Team Mascot Tamer 

Mob 0400 456 789 Tel 00 1234 5678 Fax 00 1234 8675 

1 Nowhere Street Anytown ANY 1066 • PO Box 1234 Anytown ANY 1984 • www.anyteam.net.au 

This document and any attachments are intended solely for the named addressee, are confidential, and may be subject to professional 

privilege. If you are not the intended recipient, you are hereby notified that any dissemination, distribution or copying of this e-mail is 

strictly prohibited. If you have received this document in error, please notify us immediately by return email or telephone +61 2 9469 7200 

and destroy the original message. Any confidentiality or privilege is not waived or lost because this e-mail has been sent to you by mistake.

Letterhead 

Contents 


10 

Basketball letterheads and followers are 

printed using three colours: Basketball 

Black (Pantone Black 6), Basketball Orange 

(Pantone 021), and yellow. The reverse is 

printed in Basketball Orange only. When 

the sheets are held above the surface, a 

watermark effect is created by the reverse 

print. 

The letterhead and follower should be printed 

on Splendorgel Smooth 100gsm. 

The brand mark appears in the top right of 

the letterhead. The address line is justified 

across the bottom of the page. Space is 

provided for sponsor’s marks if required. All 

sponsor marks appear in monotone only. 

Templates are provided that show margins 

and a typing guide. Please do not alter any 

aspect of the letterhead. If a new letterhead is 

required please contact Acorn Brand Design. 


Letterhead and follower front 

Letterhead & follower reverse

Compliments Slip 

Contents 


11 

Basketball compliments slips are printed using 

three colours: Basketball Black (Pantone Black 

6), Basketball Orange (Pantone 021), and 

yellow. The reverse is printed in Basketball 

Orange only. When the sheets are held above 

the surface, a watermark effect is created by 

the reverse print. 

The compliments slips should be printed on 

Splendorgel Smooth 100gsm, the same as 

the letterhead and follower. 

The brand mark appears in the top right of 

the slip. The address line is justified across 

the bottom of the page. Space is provided for 

sponsor’s marks if required. All sponsor marks 

appear in monotone only. 

Please do not alter any aspect of the slip. 

If a new slip is required please contact 

Acorn Brand Design. 


Compliments slip front 

Compliments slip reverse

Business Card 

Contents 


Jack Jones 


Mob 0400 456 789 

Tel 00 1234 5678 Fax 00 1234 8675 





12 

Basketball business cards are printed using 

three colours for the front and reverse: 

Basketball Black (Pantone Black 6), Basketball 

Orange (Pantone 021), and yellow. 

The business cards should be printed on 

Splendorgel Smooth 300gsm, to match the 

letterhead and follower. 

The name and job title appears on the left. 

The brand mark appears above the contact 

details on the right. 

New cards may be created from the 

templates provided. Details are set with 

open punctuation, i.e. no commas, or colons. 

Please do not alter the position of any of the 

elements. If a new business card template is 

required please contact Acorn Brand Design. 

Jack Jones 


Business card front 

Mob 0400 456 789 

Tel 00 1234 5678 Fax 00 1234 8675 





Business card reverse

Email Signature 

Contents 


13 

Basketball email styles feature formatted 

text and a placed brand mark. The typeface 

is Lucida Sans, which is available on PC and 

Macintosh computers. 

The brand mark appears first, name and job 

title next, followed by contact details. The 

last item is a confidentiality message. 

Templates are provided by Basketball 

Australia. 

Dear John 










the sport. 

As part of the rebranding of Basketball, a strategic plan has been developed to address the stages of 

implementation of the new brand and logos. The plan outlines communication strategies as well as costs and 

time frames to implement the new brand. 

Regards 

Jack 


Mob 0400 456 789 Tel 00 1234 5678 Fax 00 1234 8675 





and destroy the original message. Any confidentiality or privilege is not waived or lost because this e-mail has been sent to you by mistake. 

Sample email with signature

Association Stationery 

Contents 


14 

Association stationery should be endorsed by 

the Basketball everyone’s game brand mark. 

The size of the mark is fixed, but the position 

can vary according to the design of the 

associations’ stationery. 

20 Nowhere Street 

Anytown, Anywhere 1066 

Tel 00 1234 5678 Fax 00 8765 4321 



Tel 00 1234 5678 Fax 00 8765 4321 



Tel 00 1234 5678 Fax 00 8765 4321 

Letterhead 

The brand mark measures 7mm on the height 

of the ball symbol. It should be aligned 

comfortably with the association’s mark. 

The mark should be placed at the base of 

the letterhead unless there are elements 

that prohibit this. In the example of the 

right aligned letterhead there are additional 

sponsor marks, so the Basketball everyone’s 

game mark is moved to directly underneath 

the address details. 

Align 

Align 

Align 

Business Card 

The brand mark measures 4mm on the height 

of the ball symbol. It should be aligned 

comfortably with the association’s mark. The 

mark should be placed at the base of the 

letterhead unless there are elements that 

prohibit this. In the example of the right 

aligned business card there are additional 

sponsor marks, so the Basketball everyone’s 

game mark is moved to directly underneath 

the association’s mark. 

Centrally aligned letterhead 

Left aligned letterhead 

Right aligned letterhead 

Jack Jones 


Align 

Mob 0400 456 789 

Tel 00 1234 5678 

Fax 00 8765 432120 

Nowhere Street 


Align 

Jack Jones 


Mob 0400 456 789 

Tel 00 1234 5678 

Fax 00 8765 432120 



Jack Jones 


Mob 0400 456 789 

Tel 00 1234 5678 

Fax 00 8765 432120 


Anytown, 

Anywhere 1066 

Align 

Centrally aligned business card Left aligned business card Right aligned business card

Association Email Signature 

Contents 


15 

Basketball email styles feature formatted 

text and a placed brand mark. The typeface 

is Lucida Sans, which is available on PC and 

Macintosh computers. 

The association brand mark appears first, 

followed by the Basketball everyone’s game 

brand mark, then name and job title next, 

followed by contact details. The last item is a 

confidentiality message. 

Templates are provided by Basketball 

Australia. 

Dear John 










the sport. 

Regards 

Jack 


Mob 0400 456 789 Tel 00 1234 5678 Fax 00 1234 8675 





and destroy the original message. Any confidentiality or privilege is not waived or lost because this e-mail has been sent to you by mistake. 

Sample association email with signature

Old Team Uniforms with Applied Branding 

Contents 


16 

Basketball branding may be applied to 

existing uniforms as an interim measure. 

Try to find a suitable area on the chest of 

the singlet and the bottom of the leg of the 

shorts. Here are some examples for you to 

follow when deciding how to apply the new 

brand mark. 

Use this approach in situations where you 

have existing uniforms that you want to 

update but will not do so for a season or more. 

Please see following page for new uniforms. 

Minimum Size 

The minimum size for any applied mark is 

17mm measured on the height of the ball 

symbol. 

NSW Metropolitan 

In this example the old Basketball NSW mark, 

seen here on the right of the chest is still 

on the uniform. It would not make sense to 

have the new and the old brand mark on the 

uniforms, so the updated mark featured is 

Basketball everyone’s game. There are limited 

placement options on this uniform. 

Sydney Comets 

The updated Waratah brand mark is placed 

on the chest and on the leg. In this case 

there was no previous Waratah mark on the 

existing uniform. 

Western Dragons 

The old NBL Hummer Championship mark 

is still on the uniform, so the updated mark 

featured is Basketball everyone’s game.

New Team Uniforms 

Contents 


17 

When new uniforms are ordered please place 

the appropriate brand mark on the right of 

the chest of the singlet and the right bottom 

of the leg of the shorts. 

Try to minimise visual clutter involving 

sponsor’s mark, clothing labels, team logos 

and Basketball brand marks. Only one 

Basketball brand mark may be used on a 

single garment. 

Minimum Size 

The minimum size for any mark is 17mm 

measured on the height of the ball symbol. 

NSW Metropolitan 

The Basketball NSW brand mark has been 

updated. The clothing manufacturer’s mark is 

only seen at the top of the shorts and as a tag 

on the seams of the uniform. 

Sydney Comets 

The updated Waratah brand mark is placed 

on the chest and on the leg, but the sponsor’s 

mark has been moved away. The clothing 

manufacturer’s mark is only seen at the top 

of the shorts and as a tag on the seams of the 

uniform. Size information has been moved to 

the inside of the uniform. 

Western Dragons 

The NBL Hummer Championship mark has 

been updated. The organisation of team, 

championship and sponsor’s marks has 

changed to enhance clarity for all parties.

Signage 

Contents 


18 

Signage will be used both inside 

and outside buildings, offices and 

stadiums. 

In most cases it will be used in 

conjunction with another brand mark 

within the sport, and the following 

guidelines should be applied.

Stadium Signage 

Contents 


19 

Where possible, use a cutout sign for stadium 

signage. Whichever brand mark is used 

should be cut along the outside of the white 

surround. 

If a cutout sign is not possible a rectangular 

sign may be produced. The background of 

the sign is white. For signage, the minimum 

clear space may be less than usually 

permitted. The clear space is measured from 

the black housing to the edge of the sign. 

For the left, top and right allow 50% of X 

and for the bottom allow 60% of X. 

Cutout sign 

50% X 

50% X 50% X 

X = height of ball symbol 

60% X 

Rectangular sign

Association Guidelines - Basketball Australia

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