SBUPP1

ST.
BONAVENTURE ATHLETICS BRAND IDENTITY

ST. BONAVENTURE ATHLETICS BRAND IDENTITY GUIDELINES 2
CONTENTS
INTRODUCTION
VISION 4
ST. BONAVENT U RE BRAND 5
PRIMARY IDENTITY
BONNIE S B LOGO 7
COLOR 10
TYPOGRAPHY
PRIMARY TYPOGRAPHY 13
SECONDARY TYPOGRAPHY 15
PRIMARY LOGOTYPE 16
ST. BONA LOGOTYPE 19
BONNIE S LOGTYPE 21
SBU LOGOTYPE 23
ST. BONA SCRIPT 25
BONNIES SCRIPT 28
SECONDARY IDENTITY
SPORT LOCK -UPS 31
BASKE T BA L L WORDMARK 38
FRIAR LOGO 41
B R A N D A P P L I C AT IO N
INCORRECT USAGE 45
ST. BONAVENTURE ATHLETICS INTRODUCTION
INTRODUCTION
VISION
CONTENTS
INTRODUCTION While the core Franciscan values and reputation of St. Bonaventure University have remained
VISION consistent since the schools establishment in 1858, our visual identity has varied over time. A
ST. BONAVENTURE BRAND
unique, distinct and consistent identity is essential when connecting with a global audience, and
PRIMARY IDENTITY
because of this, we have created our vision for the future of St. Bonaventures athletics brand.
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
SECONDARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY The goal of this project is to ensure that our identity is both instantly-recognizable, and a strong
SPORT LOCK-UPS reflection of the values that our students, alumni, and fans believe in. Furthermore, a clear and
BASKETBALL WORDMARK distinguished identity that is applied across all mediums in a consistent manner can help in acquiring
FRIAR LOGO new audiences in a positive way. The final product of our work and vision is presented here, in
BRAND APPLICATION addition to instruction on how to successfully implement the St. Bonaventure Athletics Brand Identity.
INCORRECT USAGE
INTRODUCTION
S T. B O N AV E N T U R E B R A N D
CONTENTS
INTRODUCTION
VISION
The components that frame our brand identity involve a range of aspects, including
ST. BONAVENTURE BRAND our meaningful colors, imagery, and typeface. The primary logo is everything a
PRIMARY IDENTITY primary logo should be unique yet simple, bold yet timeless, and a symbol that is
BONNIES B LOGO iconic and representative of our schools history and principles. When used in
COLOR
TYPOGRAPHY
conjunction, these facets form a positive awareness of St. Bonaventure, and will
PRIMARY TYPOGRAPHY help tell the story of Bonnies athletics through a cohesive system.
PRIMARY LOGOTYPE
In order to continue to evolve as a brand in collegiate athletics, as well as continue
ST. BONA LOGOTYPE
BONNIES LOGTYPE to fulfill our needs as a program, we feel that an updated, meaningful identity is
SBU LOGOTYPE needed. This improvement is not only a proud, modern representation of our
ST. BONA SCRIPT university, but is also an everlasting, forward-thinking design that we feel can
BONNIES SCRIPT
SECONDARY IDENTITY
symbolize St. Bonaventure athletics for decades to come. In addition, the range of
SPORT LOCK-UPS designs is adaptable enough to communicate our message in an exciting and
BASKETBALL WORDMARK entertaining way, or through confident, clean and enduring symbolism.
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
ST. BONAVENTURE ATHLETICS PRIMARY IDENTITY
PRIMARY IDENTIT Y
Since its founding in 1858, many different traditions began
and evolved at St. Bonaventure University, specifically
within athletics. A variety of logos had represented the
CONTENTS
sports teams known as the Brown Indians and later the
INTRODUCTION Bonnies: initially a brown B with a headdress, a brown and
VISION gold B logo following a name change to the Bonnies, and
the two wolf logos we have used for over 15 years. Because
ST. BONAVENTURE BRAND of our athletic tradition graphically, as well as our schools
PRIMARY IDENTITY strong tradition as a Franciscan institution, we feel that our
BONNIES B LOGO vision of a primary logo soundly honors an identity that has
accumulated over many decades of competition.
COLOR
TYPOGRAPHY The white cords that friars had worn were once flax rope,
and the knots on these cords signify the vows that the friars
PRIMARY TYPOGRAPHY must take to join the order. We felt that this emblematic
SECONDARY TYPOGRAPHY aspect of the friars wardrobe would be a meaningful and
PRIMARY LOGOTYPE stylish touch to our primary brown B logo similar to how
the headdress on a B once famously symbolized our
ST. BONA LOGOTYPE Brown Indians. Additionally, it is a symbol that will not be
BONNIES LOGTYPE held hostage to a specific era of design trends.
SBU LOGOTYPE
The brown, block B could be seen on basketball uniforms
ST. BONA SCRIPT dating back nearly 100 years, so we know this logo can
BONNIES SCRIPT serve proudly as a primary symbol of the St. Bonaventure
Bonnies for many decades to come. It is a clear, strong,
SECONDARY IDENTITY compelling, and timeless icon that will work comfortably
SPORT LOCK-UPS across all mediums and be widely accepted among our
Bona family. We wanted to create a logo that is instantly
BASKETBALL WORDMARK
identifiable. One that, when seen by someone for the first
FRIAR LOGO time, immediately exudes the impression and pride of St.
BRAND APPLICATION Bonaventure.
INCORRECT USAGE
PRIMARY IDENTIT Y
The protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected area is
equivalent to the height of the X:
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO NOTE: Use good judgment to ensure legibility. A mark that is too small doesnt serve any communicative function. There may be cases where it is difficult to allow the full-
recommended clear space (e.g., a very small display ad), and your best judgment should prevail. It is very important that designers or desktop publishers do not attempt to
BRAND APPLICATION construct the logo themselves. Do not reproduce the logo by scanning a previously printed version. Such second-generation art will degrade the quality of the image and
INCORRECT USAGE may alter the scale of the various elements.
PRIMARY IDENTIT Y
The primary logo can be used in the color variations shown below.
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
PRIMARY IDENTIT Y
CONTENTS OLD GOLD

INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
While St. Bonaventure has used a variety of The colors stem, in part, from the dress of the Besides representing the vow of poverty, the
PRIMARY LOGOTYPE mascots, logos, and team names in its long friars who make Bonaventure their home: the brown also symbolizes the earth and the
ST. BONA LOGOTYPE and storied history, one thing has remained brown habit and white cord. Brother David orders commitment to give back to nature and
constant since 1888. In a very brief and Haack mentions the brown habits as being a society. Although gray will be used as an
BONNIES LOGTYPE peaceful campaign among the committee on sign of poverty, and a symbol for the accent color, the primary palette consists of
SBU LOGOTYPE colors in a school debating society, it was Franciscan order. During a time when the order just two colors the only ones mentioned in
ST. BONA SCRIPT decided that the university would adopt as was gaining momentum, brown was the color our fight song : Unfurl the Brown and White,
their emblem that color with which for the last of the poor. At the time, many couldnt afford Into the breeze; Snow of the mountain height;
BONNIES SCRIPT 7 centuries the sons of St. Francis have gained dye for their clothing, so they had to use what Brown of the trees.
SECONDARY IDENTITY so many victories on the moral battlefields of was available. It was common for many to
the Christian world." This color, of course, was donate cloth to the church, and the friars would
SPORT LOCK-UPS
brown. In the very early days of the university, make their habits from these donations. The
BASKETBALL WORDMARK our athletic teams were often called the brown that is used now was not used until the
FRIAR LOGO Brownies, and later the Brown Indians before 18th century, when it first appeared in
an official change to the Bonnies. Northern Europe.
BRAND APPLICATION
INCORRECT USAGE
http://web.sbu.edu/friedsam/archives/symbols/friars.htm
ST. BONAVENTURE ATHLETICS TYPOGRAPHY
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
Typography is a powerful tool within our identity system that unites athletics. It plays an important role in communicating an overall tone. Careful use of
ST. BONA SCRIPT typography reinforces our personality and ensures clarity and harmony in all athletics communications. To aid in creating a consistent look for a wide
BONNIES SCRIPT variety of athletics-related communications, two typefaces are included in the identity manual.
SECONDARY IDENTITY
A classic typeface with a modern touch, this custom font utilizes bold letters that are carried throughout the alphabet. These unique characteristics form a
SPORT LOCK-UPS distinctive, readily identifiable typeface. Consistent use will enhance the overall identity, promote consistency across athletics and build equity in the
BASKETBALL WORDMARK brand.
FRIAR LOGO The custom numerals, shown above, are used to complement the wordmarks as well as unite athletics across multiple sports. The numeral system, if used
BRAND APPLICATION for all sports, can further distinguish St. Bonaventure University from the competition.
INCORRECT USAGE
T YPOGRAPHY
The typography can be used in the color variations shown below.
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
The secondary sans-serif typeface Franklin Gothic was selected to complement the primary typeface and directly tie back to the university identity.
FRIAR LOGO
Franklin Gothic is a realist sans serif typeface. In typography, a sans serif typeface is one that does not have the small projecting features called serifs at
BRAND APPLICATION the end of strokes. The term realist to describe a group of typefaces created in the early 19th century to early 20th century. Franklin is part of a family that
INCORRECT USAGE offers an exceptionally wide range of weights, thus providing great versatility and legibility.
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT The St. Bonaventure script is included as a nod Baseball was mainly played against minor Baseball disappeared as an intercollegiate
to the heritage of the sports of baseball and league and independent baseball teams before sport from 1933 to 1949. However, its proud
BONNIES SCRIPT softball at St. Bonaventure University. Inspired World War I, as travel for intercollegiate games tradition never faded completely and, since its
SECONDARY IDENTITY by the fluid stroke of handwriting, the script is a was difficult to arrange. In the 1920's, a full revival in 1950, the team has reestablished
SPORT LOCK-UPS modern rendition of a classic look. From as far intercollegiate schedule was established. itself as a force to be reckoned with in the A-10
back as the 1890's, when John J. Baseball continued as a major sport on Conference. We believe that this script honors
BASKETBALL WORDMARK McGraw and Hugh Jennings established the campus until 1933, when it was overshadowed the long and rich tradition on the diamonds of
FRIAR LOGO sport here, to the first ever trip to the NCAA - first by football and then by basketball. St. Bonaventure.
tournament in 2004, baseball's tradition at
BRAND APPLICATION SBU has been one of aspiring to excellence.
INCORRECT USAGE
http://web.sbu.edu/Friedsam/archives/athletics/baseball/history.htm
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
T YPOGRAPHY
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
ST. BONAVENTURE ATHLETICS SECONDARY IDENTITY
SECONDARY IDENTIT Y
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK Sport-specific marks supply freshness and uniqueness to products when needed, as well as represent specific athletics programs. Sport-
FRIAR LOGO specific wordmarks unify athletics and promote consistency across the brand by sharing a common visual language and hierarchy. Each
BRAND APPLICATION sport benefits from identification as part of St. Bonaventure Athletics. Furthermore, the system communicates the diversity of the
INCORRECT USAGE athletics program while building the core brand.
SECONDARY IDENTIT Y
The lock-up can be used in the color variations shown below.
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
SECONDARY IDENTIT Y
The lock-ups can be used in the color variations shown below. Included as lock-ups are examples of sports teams at St. Bonaventure.
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
SECONDARY IDENTIT Y
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
SECONDARY IDENTIT Y
The lock-ups can be used in the color variations shown below.
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
SECONDARY IDENTIT Y
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO The Bonnies basketball wordmark is included as a nod to the heritage of the sport at St. Bonaventure University. Inspired by a logo the team used in the 1980s
BRAND APPLICATION and 1990s, the basketball wordmark is a modern version of an old and popular look. This mark gives the basketball team added visual flexibility while
maintaining a consistent look and feel.
INCORRECT USAGE
SECONDARY IDENTIT Y
The basketball wordmark can be used in the color variations shown below.
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
SECONDARY IDENTIT Y
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK In addition to our primary logo and typography, we feel that complementing the new look with a dynamic persona is necessary in bringing our brand full
circle. There was no better option to balance our direct, Franciscan-based primary logo than depicting a friar himself.
FRIAR LOGO
BRAND APPLICATION The mark poises a positive and spirited vibe while also exhibiting a confident and competitive disposition. This modern and energetic secondary mark
INCORRECT USAGE will add more flexibility to the St. Bonaventure brand at retail, and is another immediately distinguishable and unique look for the Bonnies.
SECONDARY IDENTIT Y
The protected area around the logo ensures that no other graphic elements interfere with its clarity and integrity. The depth of the protected
area is equivalent to the height of the X:
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
SECONDARY IDENTIT Y
The secondary logo can be used in the color variations shown below.
CONTENTS
INTRODUCTION
VISION
PRIMARY IDENTITY
BONNIES B LOGO
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
PRIMARY LOGOTYPE
ST. BONA LOGOTYPE
BONNIES LOGTYPE
SBU LOGOTYPE
ST. BONA SCRIPT
BONNIES SCRIPT
SECONDARY IDENTITY
SPORT LOCK-UPS
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE
ST. BONAVENTURE ATHLETICS BRAND APPLICATION
BRAND APPLICATION
When it comes to developing a brand, consistency is key. That doesnt mean everything has to look the same. Using the brand
identity system in a consistent manner will build credibility for the brand, speed recognition, and differentiate us from the
CONTENTS competition. As elements of the current design systems evolve, one of the cornerstones of a memorable brand experience is the
INTRODUCTION continued consistent expression of that brand.
VISION
The St. Bonaventure Athletics Brand Identity System is designed to support a range of creative expression, from
the calm to the dynamic. Now any expression can be infused with precisely the right tone to support the right marketing
PRIMARY IDENTITY message for the audience. No matter what expression is chosen your communication will be supported by a foundation built on
BONNIES B LOGO design integrity and quality.
COLOR
TYPOGRAPHY
PRIMARY TYPOGRAPHY
IDENTIT Y STANDARDS
PRIMARY LOGOTYPE Specific usage standards have been established for
application of the identity, providing a quality control system
ST. BONA LOGOTYPE
to ensure that each individual component is used correctly.
BONNIES LOGTYPE Visual parameters have been established with examples of
SBU LOGOTYPE logo proportions and incorrect usage.
ST. BONA SCRIPT
BONNIES SCRIPT These standards should be adhered to whenever possible in
order to maintain the integrity of the identity program. By
SECONDARY IDENTITY
following these guidelines in all our communications, we
SPORT LOCK-UPS each contribute to St. Bonaventure Universitys reputation for
BASKETBALL WORDMARK excellence across the country and around the globe.
FRIAR LOGO
BRAND APPLICATION
The examples on the following page illustrate some of the most common application errors. Adhering to these guidelines will ensure proper reproduction and application
INCORRECT USAGE of the identity.
BRAND APPLICATION
CONTENTS
The Primary Mark
INTRODUCTION Identity elements should should not appear
not be used in any other Do not fill the Primary At no time should the
VISION against any Mark with a gradient proportions of the
color combinations other distracting textures or or pattern. sport lock-ups be
ST. BONAVENTURE BRAND than those specifically patterns. changed.
called out in this identity
PRIMARY IDENTITY manual.
BONNIES B LOGO Identity elements
should not be Identity elements
COLOR The Primary Mark outlined in any way
No marks should be should not be tilted or
TYPOGRAPHY should not be used as other than those rotated.
modified, stretched, or an outline. called out in this
PRIMARY TYPOGRAPHY distorted in any way.
manual.
PRIMARY LOGOTYPE At no time should
effects be added to Do not place the No identity elements
ST. BONA LOGOTYPE At no time should anything identity marks on should be italicized.
(other logos, type, etc.) be the Primary Mark
BONNIES LOGTYPE (Glow, Posterize, etc.) busy photographic
placed over the Primary backgrounds.
SBU LOGOTYPE Mark.
ST. BONA SCRIPT

BONNIES SCRIPT
The Primary Mark should Do not crop the Do not add additional At no time should the
SECONDARY IDENTITY not be used as a repeated Primary Mark in any elements to the positions of the
element n closed patterns. way. Primary Mark. identity elements be
SPORT LOCK-UPS modified.
BASKETBALL WORDMARK
FRIAR LOGO
BRAND APPLICATION
INCORRECT USAGE

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BONAVENTURE ATHLETICS BRAND IDENTITY

CONTENTS OLD GOLD

ST. BONA SCRIPT

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