UDO Brand Guidelines 2017

BRAND GUIDELINES 

UNITED WE BRAND 

© United Dance Organisation 2017

THE COMPANY 

INTRODUCTION 

UNITED DANCE ORGANISATION GUIDELINES 

These guidelines describe the visual and verbal elements 

that represent United Dance Organisation´s corporate 

identity. This includes our name, logo and other elements 

such as colour, type and imagery. 

Sending a consistent and controlled message of who we are 

is essential in presenting a strong, unified brand identity. 

These guidelines reflect United Dance Organisation´s 

commitment to quality, consistency and style. 

Each of us is responsible for protecting the company’s brand by 

preventing unauthorised and incorrect use of the company name 

and marks. 

Partners will have already agreed to our Terms & Conditions 

and are reminded that any artwork created must follow the 

guidelines included in this pack. If for any reason you feel artwork 

needs to be produced outside of these guidelines please email 

askmarketing@theudogroup.com. 

United Dance Organisation´s brand, including the logo, 

name, colours and identifying elements, are valuable 

company assets.

UNITED DANCE ORGANISATION 

TABLE OF CONTENTS 

SECTION 1 | CORPORATE LOGO 

SECTION 2 | CORPORATE COLOUR SYSTEM 

SECTION 3 | CORPORATE TYPOGRAPHY 

SECTION 4 | TYPOGRAPHIC HIERARCHY 

SECTION 5 | CORPORATE STATIONERY 

SECTION 6 | PROMOTIONAL PRODUCTS 

SECTION 7 | SUB-BRANDS | LICENSE HOLDERS 

SECTION 8 | PHOTOGRAPHY 

SECTION 9 | PRESS 

SECTION 10 | TONE OF VOICE 

PAGE 04 

PAGE 09 

PAGE 13 

PAGE 17 

PAGE 19 

PAGE 26 

PAGE 30 

PAGE 34 

PAGE 36 

PAGE 38

01 

CORPORATE LOGO 

Our logo is the key building block of our identity and is the 

primary visual element that identifies us. 

Typography 

Isolation Area 

Misuse 

Application

CORPORATE LOGO AND TYPOGRAPHY 

CORE LOGO 

The United Dance Organisation brand mark or corporate logo 

comprises of two elements, the logo symbol and logo type. The core 

logo should look exactly as it does here, clearly defined and legible. 

The logo type has been carefully chosen for its modern, highly legible style, 

which has been further enhanced by the use of upper case letters. The 

typeface is Source Sans Pro bold and has also been chosen to compliment 

and balance perfectly with the UDO symbol. 

REVERSE LOGO 

The reverse logo is to be used when the background colour is pantone 

matched. 

Recommended formats are: 

.eps | .ai | .png | .jpg | .tiff 

Attention: 

Use of any stylised, animated, hand drawn or other versions of the logo is not 

permitted. This undermines the logo system and brand guidelines. 

UNITED DANCE ORGANISATION | BRAND GUIDELINES | PAGE 5

LOGO USAGE AND ISOLATION AREA 

It is important to keep corporate marks clear of any other 

graphic elements. To regulate this, an isolation area has 

been established around the corporate mark. 

This isolation area indicates the closest any other graphic 

element or message can be positioned and should not be 

changed in any way. 

x 

3mm 

ISOLATION AREA 

Definition 

Whenever you use the logo, it should be 

surrounded with clear space to ensure visibility 

and impact. 

1 

/ 2 

x 

1 

/ 2 

x 


To work out the isolation area take the height of 

the logo and divide it in half. 

(Isolation = Height / 2). 

x 

1 

/ 2 

x 1 

/ 2 

x 


LOGO MISUSE 

It is important that the appearance of 

the logo remains consistent. 

The logo should not be misinterpreted, modified 

or adjusted in any way. 

DO NOT stretch or compress 

the logo. 

DO NOT use low resolution versions of 

the logo. 

DO NOT change the colour or the 

angle of the logo. 

DO NOT alter the construction 

of the symbol within the logo. 

MINIMUM LOGO SIZES 

Minimum Size: 20mm x 9.161 mm 

18.323 mm 

13.589 mm 

9.161 mm 

40 mm 

30 mm 20 mm 


LOGO APPLICATION 

719 

POSITION 

The logo position is always left. 

It should sit arranged right of the 

determined margin. 

SIZES 

A3 Margins: 22mm Logo: 40mm height 



In special circumstances, the logo size may be increased. 

Please check with askmarketing@theudogroup.com for 

more detailed information on larger logo applications. 

PHOTOGRAPHY 

Use over photography with an uncluttered 

background to hero the logo. 


02 

CORPORATE COLOUR SYSTEM 

Colour plays an important role in United Dance 

Organisation’s corporate identity. A colour palette has been 

carefully chosen to represent the brand. 

Consistent use of these colours will contribute to the 

harmonious look of the brand across all relevant media. 

Secondary colours must only be used for bespoke 

promotions and must be approved prior to use. 

Primary Colour System 

Secondary Colour System 

Application on a Background

PRIMARY COLOUR SYSTEM 

United Dance Organisation has three official colours: 

purple, black and blue. These colours are a recognisable 

identifier of the brand. 

Primary colours must be used as the dominant colour 

palette for all internal and external visual communications. 

PRIMARY COLOUR 

Black 


Purple 


Blue 

COLOUR CODE 

CMYK : C091 M079 Y062 K097 

Pantone : 5605 

RGB : R000 G000 B000 

COLOUR CODE 

CMYK : C034 M039 Y000 K000 


RGB : R180 G162 B207 

COLOUR CODES 

CMYK : C071 M014 Y002 K000 


RGB : R047 G170 B223 


SECONDARY COLOUR SYSTEM 

Secondary colours are complementary to 

our corporate colour scheme, but are not 

recognisable identifiers for our company. 

Use them to accent and support the 

primary colour palette. 

COLOUR CODE 

CMYK : C000 M065 Y084 K000 

Pantone : 158 

RGB 

: R238 G115 B051 

COLOUR CODE 

CMYK : C031 M000 Y089 K000 

Pantone : 375 

RGB 

: R197 G212 B052 

COLOUR CODE 

CMYK : C000 M089 Y054 K000 

Pantone : 199 

RGB 

: R232 G055 B084 

COLOUR CODE 

CMYK : C010 M033 Y086 K002 


RGB 

: R228 G173 B052 


APPLICATION ON A BACKGROUND 

At all times we need to retain optimum clarity 

and legibility and also allow for the minimum 

breathing space around the logo. 

The United Dance Organisation logo is best positioned on a white 

background, it must only be reversed when the background colour is 

pantone matched. 

LOGO A 

Original Version 

LOGO B 

Reverse Version 

LOGO C 

Colour Version 

LOGO D 

Colour Version 


03 

CORPORATE TYPOGRAPHY 

Typography is not to be underrated. It is another form of 

visual communication and it is essential that United Dance 

Organisation’s typeface imparts messages in the most clear 

and engaging format. 

There are three fonts that are used to reflect the brand: 

Primary, which should be used at all times where possible. 

Alternative, which should only be used when the primary 

font is unavailable. 

Secondary, which is only to be used on bespoke 

promotional designs and must be submitted for approval 

prior to use. 

Corporate Font 

Alternative Font 

Secondary Font

THE CORPORATE FONT AND TYPOGRAPHY 

THE FONT 

Primary, which should be used at all times where possible. 

PRIMARY FONT 

SOURCE SANS PRO 

Bold 

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 

a b c d e f g h i j k l m n o p q r s t u v w x y z 

Regular 



TYPE EXAMPLES 

Figures 

0 1 2 3 4 5 6 7 8 9 0 

SOURCE SANS PRO 

Special Characters 

! “ § $ % & / ( ) = ? ` ; : ¡ “ ¢ [ ] | { } ≠ ¿ ‘ 

« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç 


ALTERNATIVE FONT 

THE FONT 

Alternative, which should only be used when the primary font is unavailable. 

ALTERNATIVE 

ARIAL 

Bold 



Regular 



TYPE EXAMPLES 

Figures 

0 1 2 3 4 5 6 7 8 9 0 

ARIAL 


! “ § $ % & / ( ) = ? ` ; : ¡ “ ¢ [ ] | { } ≠ ¿ ‘ 

« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç 


SECONDARY FONT 

THE FONT 

Secondary, which is only to be used on bespoke promotional 

designs and must be submitted for approval prior to use. 

SECONDARY FONT 

DHF HARRY‘S BRUSH 

DHF Harry’s Brush A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 

TYPE EXAMPLES 

Figures 

DHF HARRY BRUSH 0 1 2 3 4 5 6 7 8 9 0 


! “ $ % & / = ? ` ; : “ | ‘ 

∑ Ω ¨ ⁄ ø π ± ‘ æ œ @ ∆ ∂ å ≈ ç 


04 

TYPOGRAPHIC HIERARCHY 

Typographic hierarchy refers to the arrangement 

or presentation of content in a way that implies 

importance for maximum impact. 

It allows users to easily scan for key information. 

Font Hierarchy

FONT HIERARCHY 

CONTEXT 

AND INNER HEADLINES 

Caption 

Text 

United Dance Organisation 

- 

Source Sans Pro Regular | Bold 

6 pt Type / 8 pt Leading 

Copy Text 


- 

Source Sans Pro Regular 

8 pt Type / 11 pt Leading 

HEADLINES AND 

TYPO-BREAKS 

Headlines 

Copy-text 

Sub-lines 

Sections 


- 

Source Sans Pro Semibold Bold 

10pt Type / 12pt Leading 


- 

Source Sans Pro Bold - Capital Letters 

16pt Type / 18pt Leading 

Big 

Headlines 

and Title 


- 

Source Sans Pro Black - Capital Letters 

30pt Type / 34 pt Leading 


05 

CORPORATE STATIONERY 

Stationery is a primary means of communication and it is 

essential that every application be a consistent reflection 

of our corporate identity. There is only one approved design 

format for all corporate and business unit stationery, 

although there are slight variations in size and content 

for different regions of the world. This section illustrates 

approved layouts for UK standard business stationery. It 

includes specifications for typography, colour, printing 

method, paper stock and word processing. 

Document Covers 

Letterheads 

Sales Invoices 

Compliment Slips 

Business Cards 

Email Signatures 

Power Point / Keynotes

DOCUMENT COVERS 

DOCUMENT ICONS 

It is often through stationery that people will first come 

in to direct contact with our brand. We should therefore 

make sure that its appearance is always consistent. 

The cover template must be used for all official 

communications. Imagery used should adhere 

to photography guidelines on page 35. 

An icon is a pictogram displayed 

on a screen or print layout in order 

to help the user navigate through 

the content in a easier way. 

A4 LAYOUT 

Position 

The logo position 

is always left. 

It should sit arranged 

right of the determined 

margin. 

Dimensions 

297 x 210 mm 

Margins: 35mm height 

Logo size 30mm 

x 13.589mm 

Contact Icons 

Icons are to be used with a stroke 

of 0.5pt and must remain in 

proportion at all times. 

Social Icons 

The social icons are always positioned bottom 

right. The icons should not be misinterpreted, 

modified or adjusted in any way. 

Weight 

120g/m Uncoated 

White 

Print 

Offset 

CMYK 

DOCUMENT DISCLAIMER 

Information in this brochure is correct at the time 

of print, but maybe subject to change. 

Produced by United Dance Organisation’s 

Marketing and Communications department. 

UDO Ltd is a registered company. 

Registered No. 0000 0000 

V .A. T Registered No. 000 0000 00. 


THE COMPANY LETTERHEADS 

The letterhead must be used for all official external communications. 

Address and contact details must sit bottom left. Website and 

company details i.e. registration number, must sit bottom right. 

A5 LAYOUT 

A4 LAYOUT 

Position 




Position 




Dimensions 

210 x 148.5mm 


Logo size 20mm x 9.161mm 

Sincerely, 

[Your Name] 

[Title] 

Dimensions 

297 x 210 mm 


Logo size 30mm x 13.589mm 

Unit 8 | Melyn Mair | Wentloog Avenue Cardiff | CF3 2EX 

www.udostreetdance.com 

Tel: 02920 799 199 E-mail hello@theudogroup.com Company Registration Number 0643 9256 

VAT Number 933 7232 27 

Weight 


White 

Weight 


White 

Sincerely, 

[Your Name] 

[Title] 

Print 

Offset 

CMYK 

Print 

Offset 

CMYK 




VAT Number 933 7232 27 


SALES INVOICES 

This shows the approved layouts of the United Dance 

Organisation stationery system. 

The approved layouts must be used for all 

official external communications. 

COMPANY COMPLIMENT SLIPS 

SALES INVOICE 


www.udostreetdance.com Tel: 02920 799 199 E-mail hello@theudogroup 

[Invoice number] 

[Date 16|11|17] 

FAO: TRACEE ORDERED BY: SPECIAL INSTUCTIONS 

B1 

QTY DESCRIPTION UNIT PRICE LINE TOTAL 

1 Room For Six Nations 

£125 £125 

WITH COMPLIMENTS 

Company Registration Number 0643 9256 I VAT Number 933 7232 27 I Bank: Lloyds TSB 01523611, 30 91 63 

BACS / CHAPS 

Payment details: Lloyds TSB, Account No 1523611 & Sort Code 30:91:63 

SUBTOTAL £125 

VAT 

TOTAL £125 




VAT Number 933 7232 27 


BUSINESS CARDS 

Business cards provide tangible information for 

others and must remain consistent with the brand. 

This shows the approved layout in accordance with the 

primary elements of the United Dance Organisation 

stationery system. 

LinkedIn | carolineprothero 

www.udogroup.com 

FRONT 

The front of the business card must contain the 

core logo only. It must be centrally positioned. 

REVERSE 

The information on the reverse of the business card must 

contain name, job title and address. The footer is to be 

used for contact information and can include social, email, 

telephone and web address details. 


EMAIL SIGNATURES 

Email signatures must look professional with 

relevant content that serves a purpose. 




Caroline Prothero 

Operations Manager 

United Dance Organisation (UDO Ltd) 

Unit 8 | Melyn Mair | Wentloog Avenue | Cardiff | CF3 2EX 

Tel: 02920 799 199 Ext: 1004 

This e-mail and any files transmitted with it are confidential and are intended solely for the use of the individual or entity to whom they are addressed. If you are not the original 

recipient or the person responsible for delivering the e-mail to the intended recipient, be advised that you have received this e-mail in error, and that any use, dissemination, 

forwarding, printing, or copying of this e-mail is strictly prohibited. If you received this e-mail in error, please immediately notify postmaster@uniteddance.co.uk 

FONT SIZES 

LOGO SIZE 

SOCIAL ICONS SIZE 

Source Sans Pro 10pt regular must be 

used throughout. Job title must be 

Source Sans Pro 10pt bold. 

The disclaimer font size must be 

reduced to Source Sans Pro 8pt 

regular. 

40 mm 

18.323 mm 

35 mm 

3.6 mm 


POWERPOINT AND KEYNOTE SLIDE TEMPLATES 

An adaptable template ensures that all 

presentation collateral remains in-line with 

the overarching brand identity. 




SIZES 

On-screen size (4:3) 

Use RGB screen logo 

Logo size front cover: 5.11cm x 2.55 

Primary colour purple: Overlay 

Slogan: UNITED WE DANCE 

Dance in primary purple 

Subject heading: Source Sans Pro 

regular 

Photography: 

Competitions | Dancers |Judges 


06 

PROMOTIONAL PRODUCTS 

There are approved design formats for all products, 

although there are slight variations for different regions of 

the world. 

Promotional products are used to increase brand 

recognition and compliment marketing activity. 

Staff Uniform 

Corporate Banners 

Event Backdrop

STAFF UNIFORM 

To help us maintain a distinctive look across all of United Dance 

Organisation’s events, products must remain consistent. 

Promotional products must be used by staff at all 

official events, both in the UK and internationally. 

FRONT 

BACK 


STAFF 

UNITED WE DANCE 

ACCESS 

PASS 


CORPORATE BANNERS 

Banner stands can have a huge impact if used effectively. 

They give customers a brief insight into the products 

and services the organisation offers. 

These banner templates must be used for all official events. 

ROLLER BANNER 

Avoid using dates and venues. 

Do not use social icons. 

Use written words instead of logos. 

WORLD CHAMPIONSHIPS 

WORLDS XII CHAMPIONSHIPS 

✓ 

x 

Only use www.theudogroup.com. 

One image has a much bigger 

impact than a montage of images. 

MEDIA WALL 

The design is to be used universally across all UDO countries 

that represent the brand. 


EVENT BACKDROP 

An engaging and visually striking backdrop is a simple 

yet effective way of enhancing brand recognition, 

styling and overall event experience. 

The backdrop must be used for all official events. It must 

not contain dates, venues or reference individual countries. 

MAIN BACKDROP 

The backdrop has been carefully chosen for maximum visual impact. It is to 

be used universally across all countries that represent the brand. 

STAGE SCREENS 

Using digital screens as a backdrop will vary per event. Typically, they will showcase 

the event name, which must be written or presented visually by using the event logo. 

They may also contain advertisements for upcoming events, merchandise and 

important information. The theme of the screens is to be used universally across all 

countries that represent the brand. 


07 SUB-BRANDS | LICENSE HOLDERS 

Sub-brands and license holders represent the United Dance 

Organisation brand, and must always adhere to brand and 

style guidelines outlined in this section. 

The logos included are part of the UDO Group and have 

been specifically designed to communicate with target 

audiences. 

Sub-Brands 

License Holders

SUB-BRANDS 

United Dance Organisation is made up of 

a number of sub-brands, each a specialist in 

its field. 

The individual sub-brands, are to be 

communicated with their own guidelines. 

UDO ACADEMY ENCORE DANCE SHOW LIVE 

COLLABORATIVE PARTNERS | SPONSORS | AFFILIATES 

Showing our support is key to 

how we wish to be seen as 

a company. As with our tone of 

voice, there are a few ways 

of stating our involvement: 

• Sponsored by 

• In association with 

• Official partner of 

These must always accompany the 

core logo which should be positioned 

bottom right of any collateral 

produced. 

Contact the Marketing and Communications department for guidance on logo use for sub-brands: 

askmarketing@theudogroup.com 


LICENSE HOLDER LOGO 

United Dance Organisation offers a partner license to run 

UDO events outside the UK. It is essential that license 

holders represent the brand in accordance with the brand 

guidelines. 

The appearance of all license holder logos must remain 

consistent. 

x 

3mm 

ISOLATION AREA 

Definition 

Whenever you use the logo, it should be 

surrounded with clear space to ensure its 

visibility and impact. No graphic elements of 

any kind should invade this zone. 


To work out the isolation area take the height of 

the logo and divide it in half. 

(Isolation = Height / 2). 

x 

1 

/ 2 

x 

1 

/ 2 

x 

The logo should not be misinterpreted, 

modified or adjusted in anyway. 

The logo will be designed and supplied to you 

as a Hi Res Vector file. 

1 

/ 2 

x 1 

/ 2 

x 


SOCIAL ICONS 

Bespoke icons are to only be used across social media and 

not for promotional purposes or at events. 

The only time there is a slight variation is when social icons 

are used to represent countries. This allows audiences to 

easly navigate to their desired country. 

Attention 

The social network icon will be designed and supplied to you. It is not 

to be custom made. 

COVER IMAGE 

Facebook cover images can be use to advertise any upcoming events. The design of 

the cover image must adhere to the pre-designed template. 

For more information about United Dance Organisation’s social policy and guidance on the use of 

the social network icon please contact askmarketing@theudogroup.com 


08 PHOTOGRAPHY 

Photography plays an important part in 

communicating the technical aspects of our 

brand and is just as important to United Dance 

Organisation as the logo itself. 

By using clean, sharp imagery to represent our brand, 

we can showcase the professional, reliable nature to our 

current and prospective audiences. 

Avoid 

Consent 

Stock

PHOTOGRAPHY 

Images should be positive, interesting and engaging. 

For event promotion, images should be realistic and 

showcase the quality of our events. 

These images show the event in action. 

They are inspiring and reflect the brand. 

USE 

AVOID 

Avoid close crops that do not give context. One 

strong image has a much bigger impact than 

a montage of images. No collages. 

CONSENT TO USE OF IMAGE 

By signing up as a UDO member, individuals 

grant UDO permission to use any images taken 

at official events and use them for display, 

publication, advertising or any other relevant 

marketing activity. 

AVOID 

PAID-FOR IMAGES 

These images can only be downloaded by the 

Marketing and Communications department. 

Any stock images used should feature a credit 

in the form of: Image supplied by (name). This 

must be presented on the bottom right of the 

image. 

If several have been used, a collective 

reference must be included on the back cover, 

with relevant page numbers referenced. 


09 PRESS 

When advertising though external sources it is 

important that key points are included about United 

Dance Organisation. 

These must be represented in accordance with the brand 

guidelines.

PRESS 

It is important that the appearance of 

the logo remains consistent. 

The logo should not be misinterpreted, modified 

or adjusted in any way. 

USE CLEAR AND CONCISE 

MESSAGES 

The size of the logo is determined by 

the size of the advertisement . 

Use for black and white print, i.e. mono 

newspaper adverts only. 100% process 

black. 

Sometimes a pure typographic solution can 

make a more powerful statement. 

TO INCLUDE: 

Core logo - top left or bottom right 

Photography - dancer vibrant and engaging 

USP (at least one ) 

Call to action (at least one) 

Web address 


10 

TONE OF VOICE 

If United Dance Organisation could talk to prospective 

customers, what would it sound like? 

When you write for prospective customers, you are the 

voice of United Dance Organisation.

TONE OF VOICE 

THE TONE OF YOUR WRITING SHOULD 

REFLECT THE UNITED DANCE ORGANISATION 

KEY CHARACTERISTICS: 

• Professional 

• Confident 

• Inspiring 

• Approachable / Welcoming 

Above all, be clear. 

You should adjust the levels of each characteristic 

depending on the subject matter and purpose. 

Despite a change in the balance between an informal and 

formal tone, all four characteristics must still be reflected. 

WHEN YOU’RE WRITING REMEMBER: 

WHO YOU’RE TALKING TO 

Have a prospective customer in mind when you are writing. You’re 

explaining something to this person, who may have little or no 

experience in what you’re talking about. Think about what they are 

interested in and how that conversation would sound! 

WHAT YOU SAY 

Think about the points you need to get across. Remember you don’t 

have to tell the reader everything all at once. What do they need to 

know? Why should they care about what you’re telling them? 

Keep things relevant. 

HOW YOU SAY IT 

If you keep the United Dance Organisation key characteristics 

and the reader in mind as you write, you will achieve a tone 

that’s suitable for them and a purpose for which you’re writing. 

Remember to be clear and avoid jargon - it’s easy to use 

terms that are familiar within the United Dance Organisation, 

but they won’t mean much to prospective customers. 


TONE OF VOICE 

If you’re writing for a website, social media or an app, the content 

needs to be short, visual and contain a call to action. Readers will 

be viewing the text on a mobile phone, tablet or laptop. They won’t 

read long pieces of text. If you have a lot to say, consider using a 

different format such as a video or photo gallery. 

Break up the content so it scans well - bullet points and lists are 

useful. Consider having content on separate pages if there are lots 

of topics to cover. Above all, the style should be clear and concise. 

SOCIAL MEDIA 

When writing for social media, it’s best to include 

a link and a picture so that more people engage. 

Try and make Tweets about 120 characters long 

because it gives people room to quote and RT you. 

On Facebook and Instagram, use more interactive 

content such as video, gifs and boomerangs as they 

get more likes. Language can be more informal and 

you can show your personality to make it more real. 

When responding to messages on social media please 

remain polite at all times. Be friendly and helpful and 

if queries need more attention, ensure the relevant 

contact details of the appropriate department are 

communicated. 


UNITED WE DANCE 

ADDRESS 

PHONE 

ONLINE 

UDO LTD 

Unit 8, Melyn Mair 

Wentloog Avenue 

Lamby Way 

Cardiff 

CF3 2EX 

Call: 02920 799 199 

Email : 

Web: 

askmarketing@theudogroup.com 

www.theudogroup.com 

Information in this brochure is correct at the time of print, but maybe subject to change. 

Produced by United Dance Organisation’s Marketing and Communications department. 

UDO Ltd is a registered company. 

Registered No. 0643 9256 

V .A. T Registered No. 933 7232 27.

UDO Brand Guidelines 2017

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