Brand guidelines
Version 5 October 2016

World Sailing Brand Guidelines

Contents

Welcome to
our new brandContents

These guidelines are here to introduce
you to our brand and its identity elements,
showcasing best practice for creating engaging
communications, spaces and experiences.
Our brand brings together everything
World Sailing stands for andinfluences everything we do.

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Following these guidelines will ensure
all the communications we create
reflect and reinforce our identity.
It will allow us to stand out in a
crowded market to reach a whole
new audience.

Brand platform

03

Our identity

07

Brand campaign

14

Colours

18

Typography

22

Photography

25

Graphic elements

27

Sub brands

35

Bringing it all together

47World Sailing Brand Guidelines

Brand platform

Introduction

Brand platform
These essential messages explain what we do,
how we operate and why we exist.

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These key messages will help position
World Sailing, accurately describe
our unique offer and location andcommunicate in a consistent styleacross materials.

Brand platform

Introduction

For more information on our Brand
platform and how to use it please see
our brand book, ‘A new vision’.

VisionMissionA world in which millions more people fall in love withsailing; inspired by the unique relationship between sport,
technology and the forces of nature, we all work to protect
the waters of the world.

To make sailing more exciting and accessible for everyone
to participate or watch; and use our reach and influence tocreate a sustainable future for our sport and the waters of
the world:• To create, and regulate, exciting competition events toshowcase the natural power of wind driven water sport• To build a strong profile and image for sailing – using our
key points of difference to resonate with people and givethem a lifetime of sport• To create a tangible sustainability programme thatmaximises the positive effect that the sailing community
can have on our environment4World Sailing Brand Guidelines

Brand platform

Personality

Sailing is

Sailing has a rich history stretching back millennia - as longas mankind has ventured across the waters. This gives it
a confidence and stature that perhaps other sports lack.
It has substance, purpose and depth.

Confident and Strong

Sailing is not without jeopardy and sailors are seen as
brave souls, who go where many fear to travel. It is tightly
bound with adventure and exploration, and is clearly
characterised by its broad scope of cultures, geographies
and identities.

Open and Friendly

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Brave and Adventurous
Energetic and Dynamic

Introduction

World Sailing Brand Guidelines

Sport,
technology& naturein powerfulharmony

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Brand platform

Proposition

World Sailing Brand Guidelines

Our
identity
Our logo is the face by which
we are recognised the world over.
As our most valuable brand asset,
it is important that we treat it withthe care and respect it deserves.

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Our identity

Introduction

World Sailing Brand Guidelines

Our identity

Overview

Logotype

Logomark

The World Sailing logo is an integral partof our identity and must be highly visibleat all times.

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The logo consists of a sail-inspired
logomark, combined with the ‘World
Sailing’ logotype.
The logomark and logotype should appear
together in nearly all instances; however,there are special circumstances when thelogomark can be used on its own.
For more information go to page 13.
Never use the logomark without thelogotype without seeking prior permission
from the brand team.

World Sailing Brand Guidelines

Our identity

Versions

The identity has been adapted for all possible uses. The wordmark can bestacked for usage in narrow spaces, and the mono version can be used inany one of our primary colours or black colour when printing requires.

Primary

Primary / reversed

9StackedPrimary / mono

Stacked / reversed

Stacked / monoWorld Sailing Brand Guidelines

The versions of our logo shownon the previous page are ourpreferred options, but occasionallyprint techniques or specific design
requirements may mean you
need to use one of our alternative
versions.
Please check with brandteam before using.

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Our identity

Alternative versions

Full colour with reversed logotype

Mono solid colour

This version is to be used when the
primary logo is positioned overphotography or a dark colour thatis not in our colour palette (i.e. ona partner publication).

This version is to be used when the
reproduction method does not allow
for changes in opacity/tint (i.e. screen
printing or etching).

World Sailing Brand Guidelines

Our identity

OriginAs we look to expand our appeal to a wider range of audiences
the logomark is intended to be open to a certain amount ofinterpretation to mirror those audiences.

Visually our logomark can be readin several ways:

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Representing the main sail andspinnaker of a single boat in a similar
fashion to our previous brand;

Showing the sails from a large yacht
and a smaller vessel passing in
opposite directions;

Expressing the wider range of
disciplines that you might find at
a regatta such as dingy sailing,
windsurfing and kitesurfing.

World Sailing Brand Guidelines
A minimum area of surrounding spacearound the logo is required across all
visual communication.
The clearance area must be relative
to the size of the logo and is therefore
equal to the width of the non overlapped‘spinnaker’ section within the logomark(see diagram).

Our identity

Clear space and minimum sizing

To preserve legibility, the primary logo
should never be shown smaller than
20mm wide, while the stacked version
should be shown at a minimum of 10mm.

20mm

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10mm

World Sailing Brand Guidelines

For social media profile pictures etc,
the logomark can be used on its own
and in place of the full logo (see examples).
This is the only instance when you do notneed prior permission to use the logomark
without the logotype.

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Our identity

Using the logo markWorld Sailing Brand Guidelines

Brand campaign

Introduction

Brand
Campaign
Derived from our brand platform,
this single, concise expression isused across materials to engage
with new audiences and highlightthe properties that make the sportof sailing unique.

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Brand campaign

OriginAt the heart of sailing is a simple,
human desire which binds us all
together and drives us to sail: thechance to feel sport, technology
and nature in powerful harmony.

To keep this front of mind, atleast once on every external
communication we express
this concept as ‘sport /nature / technology’.

World Sailing Brand Guidelines

Brand campaign

Positioning

To bring the campaign together and create maximum impact,
the brand campaign should always be shown:•

Using one of the original files provided (please do not
attempt to redraw the expression)•

In the same colour as the logotype•

Positioned relative to our logo using one of therelationships shown below.

LOGO

LOGO

LOGO

As a traditional ‘strapline’ underneath,equal width and close to the logo.

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As a sign off, underneath and equal
width to the logo but at the bottom of
the page. Or reversed with the logo
at the bottom of the page and theexpression at the top.

As a headline in its own right.

LOGO

As a supporting line positioned on thesame baseline and set to the same ‘x’height as the logo type within the logo.

World Sailing Brand Guidelines

Brand campaign

When we wish to place extra emphasis on
the logo and brand campaign, we use our
cut-off device to link them together.

•

For horizontal boxes, the top line
should be rotated plus or minus
3 degrees from horizontal•

This can be placed on the left, rightor bottom edges••

It is white or navy coloured

For vertical boxes, the edge facing
inwards should be rotated plus orminus 3 degrees from the vertical•

The cut off area should take up no
more than an eight of the page.

LOGO

LOGO

LOGO

LOGO

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Cut off

LOGO

LOGO

LOGO

LOGO

World Sailing Brand Guidelines

Our identity

Colours
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Introduction

Our colours have been carefully
chosen to engage and represent
the world of sailing, appealing to
new audiences and resonating withlong-time partners. To achieve this,
it is important they are used bothcarefully and accurately.

World Sailing Brand Guidelines

Colours

Primary

Navy shows the continuity with our rich heritage. Aqua brings
the cool, calming nature of an idealised crystal sea, and magenta
represents the hot, turbulent energy of sport.
The two new colours demonstrate the prevailing view in sailingthat ‘we are all equal in the eyes of the sea’, which has lead tosailing leading the way in gender equality.

CMYK

RGB

Web

Print

C 100
M 85
Y 0
K 0

R 23
G 71
B 158

#17479e

Pantone7687 C

Cool
Aqua

C 70
M 10
Y 5
K 6

R 37
G 167
B 208

#25a7d0

Pantone7702 CHot
Magenta

C 10
M 100
Y 5
K 0

R 216
G 13
B 134

#d80d86

Pantone
233 C

C 100
M 85
Y 5
K 35

R 13
G 14
B 108

#0d2c6c

Pantone
281 C

Navy

Dark Navy

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Dark Navy is our traditional blue colour. Whilst it is a primary colour, it is to be used
only when a darker colour is required (for example for small body copy when black
is not used). It must never appear next to the Navy and should never be used as asail or sheet colour.

World Sailing Brand Guidelines

Colours

Secondary

To allow greater definition for our sub brands, we have createda secondary colour palette designed to compliment our primarycolours when a wider range is required.
These are evocative colours, bringing to mind the wide gamutof natural conditions offered by the ocean.

CMYK

RGB

Web

Print

Marine

C 48
M 0
Y 24
K 0

R 128
G 206
B 202

#80ceca

Pantone
324 C

Mist

C 30
M 30
Y 0
K 0

R 176
G 171
B 213

#b0acd5

Pantone270 C

Sunset

C 0
M 0
Y 100
K 5

R 249
G 229
B 0

#f9e500

Pantone3955 C

Tints
Cool Aquaat 20%

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Navy
at 15%‘Navy’ and ‘Cool Aqua’ are the only colours we tint. Tints of Navy can be usedin the graphic sail shapes but tints of Aqua are only used as a tertiary colours formarking out background areas.

World Sailing Brand Guidelines

Colours

Usage

Magenta is our primary highlight colour,
but in order to keep our communications
feeling fresh it is important that we vary
the highlights within our design and do not

become a ‘magenta’ brand, the diagrams
below give an indication of how theamount of each colour that should be
used across different sceneries.

Over a pageOver
a document
for themain brandOver
a document
for ayouth event

For special
occasionsOver
a document
for thea Para eventOver
a document
for theChampionships
sub brandOver
our brand
as a whole

or
or
or

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World Sailing Brand Guidelines

Typography

Introduction

Typography
As our message has evolved, so has the way we present it.
Used correctly, our new fonts add dynamism and drama to what we say.

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World Sailing Brand Guidelines

To give our external materials a
distinctively fluid feel, we use our primary
font ‘Co Headline’.
The characters work together to createa pleasing harmony between their soft,organic side and the starker underlying
structure. The ends of the letters mirror
the curved shape of our sail motif, making
the font friendly and welcoming, while theharder overall style of the font maintains
the gravitas required for an organisationof our stature.
We only ever use the weights shown right,
and we only use them for the uses stated,never for body copy.
‘Co Headline’ is available atwww.daltonmaag.com/library/co23

Typography

ABCdef
ABCdefHeadline

Co Headline Regular
Used for headlines and titles.
Tracking should be set to ‘0’

Co Headline Light
Used for pull quotes and display.
Tracking should be set to ‘0’World Sailing Brand Guidelines

Typography

Our body copy font is Futura, it offers
stylish formality to compliment our more
open headline font.

ABCdef
ABCdef
ABCdef
ABCdefFutura is carried over from theprevious brand bringing a consistency
to our communications.
Alternative font
In situations where our headline
or body font are not available,
it is possible to use Arial. However,
if your material is to be public facing
please check the use of Arial with thecommunications department.

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Body

Futura Bold
Used for titles and subtitles.
Tracking should be set to ‘0’

Futura Medium
Used for variety i.e. bullet points,
pull quotes and annotation.
Tracking should be set to ‘0’

Futura Bold
Used for body copy.
Tracking should be set to ‘0’

Arial
Used for non-professionallyproduced or Microsoft Officebased materials.

World Sailing Brand Guidelines

Photography

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Photography

Introduction

Good photography plays a fundamental role in bringing
our brand to life and is pivotal to our new brand identity.

World Sailing Brand Guidelines

Our photography brings to life the skill,
effort and drive inherent in the sportelement of our new positioning.
It also demonstrates the power, drama
and unpredictability provided by nature.
We achieve this by:•

Focusing, as far as possible, awayfrom references to a particular classor discipline•

Demonstrating the impact of
movement in the water, whether thatbe a bow wave, spray from impact or
motion blur as the water rushes past•

Using lighting to add drama by
obscuring faces, reflecting off
the myriad surface or create an
atmosphere through a sense weather
or time of day•

Using close ups to show the raw
emotion and effort in racing.

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Photography

Introduction

World Sailing Brand Guidelines

Graphic
elements
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Graphic elements

Introduction

An important part of our visual
identity is centred around the useof ‘sails’ and ‘sheets’ to support
and focus attention on content.

World Sailing Brand Guidelines
Originating from the shapes within
the logomark, our ‘sails’ and ‘sheets’
provide a way to bring movement,
energy and drama to our materials
and create a brand that is recognisable
even when the logo isn’t present.

Graphic elements
They must be used with carefulconsideration on all applications tomake sure they are not over used.
Over the following pages, we’ll explore
each one in detail and how to use themeffectively.

Sails

SheetsEach of the individual ‘sails’
contained within our logomark
becomes a shape to be coloured,rotated and scaled.

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OriginThe leading edge of the two primary‘sails’ become lines or ‘sheets’ to becoloured rotated and scaled.

World Sailing Brand Guidelines

Graphic elements

Positioning

Step 2:
Add your first shape to one sideof the focus area.

Step 3:
Add your second shape to theother side of the focus area.

Option 1:
Drawing focus
At least two shapes are positioned onto
the page in such a way that they create a
V between their inside edges. The arms of
the V should sit either side of the sectionof the area you wish to draw attention toi.e. a person or face.
Do always bleed the shapes off thebottom of the page.
Don’t rotate the shapes past 90 degrees
in either direction.
Do try to show the top of at least oneof the sails.
Step 1:
Start with a page design or image with anarea you wish to draw focus to.

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World Sailing Brand Guidelines

Graphic elements

Positioning

Step 2:
Add your first shape so the leading edge
is close to this line but at a slightly
reduced angle.

Step 3:
Add your second shape so the leadingedge is close to this line but at a slightly
increased angle.

Option 2:
Building on a backgroundThe shapes are positioned so that at least
one edge forms a relationship with anexisting angled line within the photo, suchas a wave, hull or the horizon.
Do always bleed the shapes off thebottom of the page.
Don’t rotate the shapes past 90 degrees
in either direction.
Do try to show the top of at least oneof the sails.

Step 1:
Start with an image containing a strongline such as an horizon or wave.

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World Sailing Brand Guidelines

Graphic elements

Positioning

Option 3:
Framing text
Once you have decided on your headline,
shapes can be used to create a window
for that text to sit within. Ideally, you should
position the shapes so that the text doesn’tflow over the edge of any one shape.
Do always bleed the shapes off thebottom of the page.
Don’t rotate the shapes past 90 degrees
in either direction.
Do try to show the top of at least oneof the sails.

Text
here
Step 1:
Position your text on the page.

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Text
here
Step 2:
Add your first shape so the text is
contained within it.

Text
here
Step 3:
Add your second shape so text
is contained within it and the first shape.

World Sailing Brand Guidelines

Graphic elements

Positioning

Option 4:
Creating structure
When you have a lot of information in one
go, it is possible to use multiple shapes tocreate a framework for your page.
Do always bleed the shapes off thebottom of the page.

Image 1

Don’t rotate the shapes past 90 degrees
in either direction.

Headline

Do try to show the top of at least oneof the sails.

Image 2
Step 1:
Staring with a page of laid out body copy.

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Step 2:
Add at least two shapes in theremaining space.

Step 3:Use pathfinder tool to break the overlapped shape into separate elements andadd copy, such as headlines or pull quotes
and images, into the new smaller shapes.

World Sailing Brand Guidelines

Graphic elements

Colour use

Step 2:

Step 3:

Step 2:

Step 3:

Method A
How we colour our shapes depends
a number of factors.
•
•
•
•
•
•
•

Is it over a background image?
Is the image busy or plain?
Is the image light or dark?
Are we looking to show diversity
or to represent the brand formally?
Is it for the master brand or one of
our sub brands?
Are we using type over the shapes?
Are the shapes animating?

Step 1:

Start with at least two
overlapping shapes.

Use the pathfinder tool to break the shapes
into separate pieces.

Colour up each individual piece.

To enable us to meet all these disparateneeds, we have two possible methods
for colouring our shapes, which you
use and how you use it must be
decided on a case by case basis.

Method B
Step 1:

Start with at least two
overlapping shapes.

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Colour up each piece.

Apply a colour effect such as multiply,or reduce the opacity so that the colours
interact with each other.

World Sailing Brand Guidelines

Graphic elements

SheetsAs a finishing touch, we use the sheet lines to add extra drama orfinesse to our design. They should be approached very carefully
following the guide below, which best matches the situation you
are using them in.

When used with sails

When used on their own

•
•
•
•
•

•
•
•
•

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Add these to your design last
Make them white or navy in colour
Position them to overlap the shapes
Only use a maximum of two lines
The lines should be different in weight

Make them any colour
Position them to overlap at least one other line
Only use a maximum of four lines
The lines should be different in weightWorld Sailing Brand Guidelines

Sub brands

Sub brands
We are responsible for a wide range of events and competitions, eachwith its own needs and audience, but all part of the World Sailing family.
Here, we look at how we maintain a consistent look and feel withoutcompromising each event’s individuality.

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Introduction

World Sailing Brand Guidelines

Sub brands

Our brands

Each sub brand has its own lead accentcolour used within the logomark. This
accent colour becomes a primary colour
for materials produced for that sub brand.

These master lock ups should be usedfrom the original artwork available throughthe brand team. Please do not attempt torecreate them yourself.

For each lock up, the logo ‘clear space’guidelines should be applied to the lock up
as a whole, and minimum size rules shouldstill be applied to the logo.

Championships

Cups

Youth

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Para

World Sailing Brand Guidelines
Each sub brand can be regionalised for aparticular event. This should be done using
the master files available from the brandteam and only with express permission.

Sub brands
These files are available as landscapeand stacked options as shown in the
Auckland 2016 examples below.

Regionalising

When editing the master file, there are some important things to remember:• Please ensure that the distance either side of the diving line ‘z’ remains consistent• Please do not increase or decrease the height of the letters ‘y’• Please do not increase or decrease the distance ‘x’ between the regional line
and the event title.

zzLandscapeStackedzzw

For the stacked version:• Please ensure that, should your regional name and date exceed the width ‘w’,
you place it over two or more lines until it fits within this width.

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World Sailing Brand Guidelines
Each sub brand can be regionalised
further by the addition of a venue logo.
This should be done using the master files
available from the brand team and onlywith express permission.

Sub brands
These files are available as landscapeand stacked options as shown in the
Denmark 2018 examples below.

Venue logos

When editing the master file, there are some important things to remember:• Please ensure that the distance ‘z’ either side of the additional diving line
remains consistent• For the landscape version please ensure the venue logo fits within the box ‘x’
and with the left edge of the venue logo sitting on the left edge of the box.

z z

Landscapex

StackedzzyFor the stacked version:• For the stacked version please ensure the venue logo fits within the box ‘y’ which is ofequal size to the World Sailing logo and with the top edge of the venue logo sitting on
the top edge of the box.

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World Sailing Brand Guidelines

Sub brands

Alternatively we can add partnerorganisations to the event lock up.
This should be done using the files fromthe previous page and following the
aforementioned guidelines, as wellas the following:
•
•
•

•

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Moving the World Sailing logo to theother end of the lock up
Making sure the distance ‘z‘ either sideof both dividing lines is consistent
If possible, align the top of the partner
logo with the top of the event title,
and the baseline of the partner logowith the baseline of the second line oftext within the event title, to create theheight ‘h’
In the stacked version, the partner
logo needs to be slightly higher thanthe distance ‘z’ above the divider line,
so should be set to the distance ‘h2’
above the divider line, equal to thecap height within the event title.

zz

Title sponsor

z

z
h2
z

h
h2

z

World Sailing Brand Guidelines
Occasionally you may need to show botha venue logo and a title sponsor’s logo.
The master files for these will be created ona case by case basis by the World Sailing

Sub brands

Title and venue logos

brand team but will follow the same basic
principles as those shown below. Where
the title sponsor’s logo fits in the box ‘x’
and the venue logo fits in the box ‘y’.

Landscapexyx

Stackedy40

Please contact the World Sailing brandteam as soon as possible to allow us
to develop this important asset andcreate a lock up that satisfies the needsof all key stakeholders.

World Sailing Brand Guidelines

Example execution

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Sub brands

Title and venue logos

World Sailing Brand Guidelines

Sub brands

The World Sailing Approved Class seal of approval is to be used for official
World Sailing class associations, which offer a high standard of international
competitive sailing and satisfy the criteria set out in World Sailing regulation
10. The logo is to be employed on approved class websites.

Classes should use this logo on the following: official websites, notices of race, sailinginstructions, posts, results, programmes and event websites of its world and continental
championships. Classes should fly the World Sailing Official Class flag (the appropriate
number of which will be provided by World Sailing once per year at World Sailing’s cost)prominently at its world and continental championships.

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World Sailing ClassWorld Sailing Brand Guidelines

Sub brands

World Sailing Special Event logo

The World Sailing Special Event status is granted to a select number ofinternational sailing events. The Special Events logo is to be used by World
Sailing approved events, on their website and any other digital / printed material.
Currently, there are six events with this seal: America’s Cup, the World Match
Racing Tour, PWA World Tour, Volvo Ocean Race, Extreme Sailing Series and theVirgin Kitesurfing series.

World Sailing
Special Event

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World Sailing
Special EventWorld Sailing Brand Guidelines

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World Sailing Special Event logo

World Sailing Brand Guidelines

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World Sailing Special Event logo

World Sailing Brand Guidelines

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World Sailing Special Event logo

Bringing it
all together

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For more information or advice
about using our brand identity,
please contact the Marketing
team at World Sailing:
P: +44 (0)2380 635 111
E: marketing@sailing.org
www.sailing.org

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