Las Vegas Enforcers - LVE Brand Style Guide Book
Rationale The problem was to create a brand style guide for the Las Vegas Enforcers. The purpose of a brand style guide is to present a comprehensive, but concise, view of how the design elements should be used. Some of the elements to be considered are layout, composition, hierarchy, and the overall look and feel to ensure brand consistency, identity, and experience across media.
Rationale
The problem was to create a brand style guide for the Las Vegas Enforcers. The purpose of a brand style guide is to present a comprehensive, but concise, view of how the design elements should be used. Some of the elements to be considered are layout, composition, hierarchy, and the overall look and feel to ensure brand consistency, identity, and experience across media.
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BRAND STYLE GUIDE
Brand Story
The spirit of the Enforcers is all about UNITY.
Las Vegas Enforcers is
a hockey team committed
to bring back The Spirit of
the Enforcers to the local
communities of Las
Vegas Nevada through
meaningful connections.
We are confident and fearless enough to
offer a thrilling experience that is focus
on family and community. That is why
we say that family is the most
important part of our rink. Our mission
is to bring a sense of belonging and
affiliation, demonstrating fearlessness
while gathering the members of our
local communities to ensure we share
our pride relentlessly.
Belonging
Community
Brand Archetypes
The Caregiver
LVE is focus on unity, family, and community. This archetype fits the
personality of this brand based on the target audience’s need of belonging and
affiliation. Unity is all this brand cares about and it starts with the athletes taking care
of their teammates to reach a common goal which is to win the game but also having
in mind that the most important thing is family and for them that means community.
This archetype fits this brand not only for its personality traits but the need of
reassuring its trustworthiness. The aspect of the caregiver that relates to this brand is
the parent figure as inspiration, model, and framework to follow and achieve brand’s
mission which is to bring back the spirit of the enforcers to engage in meaningful
connections in a thrilling atmosphere.
family
Affiliation
Onlyness Statement
Las Vegas Enforcers (LVE) is the only ECHL Hockey Organization
Team committed to bring back The Spirit of the Enforcers to Las
Vegas Nevada’s. The Spirit of the Enforcers is about family and
community to bring unity to the local communities in a fearless
and thrilling experience.
Theme
The spirit of the Enforcers
Brand Personality
1. LVE is Fearless - LVE is not Complacent.
2. LVE is Relentless - LVE is not Reckless.
3. LVE is Thrilling - LVE is not Laid-back.
Tagline
All bets on spirit.
Positioning Statement
All bets are on the spirit of the enforcers to bring back a sense
of unity and liveliness to the Las Vegas local communities.
Family and friends are the most important part of our rink,
and by family we mean community.
Spirit
Intelligence
Fearlessness
COMMUNITY
CONFIDENCE
family
UNITY
HEX#CF1D2D
RGB
207.29.45
CMYK
13.100.93.3
HEX#5FACC6
RGB
95.172.198
CMYK
62.17.16.0
HEX#F27405
RGB
242.116.5
CMYK
1.67.100.0
HEX#F2AA3A
RGB
242.170.58
CMYK
3.37.88.0
Color Palette
{
{
RED, ORANGE AND YELLOW = Fire
The Rubi stone represents The Spirit of the Enforcers.
Research has proven its correlation between the Rubi stone
and fire which supports the decision of using its meaning and
texture as a metaphorical element to communicate the brand’s
message. These colors also represent the heat of Las Vegas’
weather.
“Rubies have forever been considered the stones of love, passion,
energy, and power. It is for this reason that a ruby is considered the
most emotionally powerful gemstone on the planet. This relates to
the fiery aspect of the stone, given its color. The red color also
symbolizes blood, which is why the ruby is believed to increase
energy and vigor.”
Navy Blue - The Spirit of the Enforcers could not be
represented by only using fire. This blue was chosen to emulate
the State of Nevada’s seal color to show pride and give back to
the communities who support them.
Light Blue - Color psychology has a big impact on
the decision of using blue to communicate dependability, trustworthiness
and professionalism while refering to the
temperature on the rink since hockey is played on ice.
Text must be always WHITE to ensure its legibility.
Typography
Typography
Typography
Line, Shape and Pattern
COMMUNITY
FEARLESSNESS
Imagery
CONFIDENCE
INTELLIGENCE
Family
THRILLING
Imagery
SPIRIT
UNITY
Textures
Sequin will be used as a texture just for uniform’s textile
purposes.
Logo Guidelines
L pt 2
V 0.75 pt
E 2 pt
}
STROKE
Wordmark must stay inside of the margins
Las Vegas - Changeling Neo Regular - 25 pt
ENFORCERS - Changeling Neo Stencil - 38 pt
Logo Improper Use
DO NOT
Do not use the logo
without the wordmark.
DO NOT
Do not put the logo on a
black background. The
outlines will get lost. If the
logo is used on single color,
the background has to be
white.
DO NOT
Do not remove the flame
from the logo. The flame
represents spirit.
DO NOT
Do not use the icon (LVE)
without the wordmark. If
the LVE is going to be used
by itself it has to be on the
uniforms only and the
letters can’t be seperated.
DO NOT
Logo with no unity. Do not
separate the letters. The
LVE has to be together to
represents the unity of the
team.
DO NOT
The wordmark can only be
in Changeling Neo Bold. Do
not change the font.
Logo Clear Space and Sizing
Height 3 ½”
Width 4 ½”
Clear Space ½”
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