SS-GALLERY · Club Crest · Brand Guidelines

01

The direction

What this identity claims, and where it stops working.

Built like a football badge, because that is the language the audience already wears. Shield, letters, heraldic band — and every element on the shield is a hole cut through it rather than a second colour, so the whole crest reproduces in a single ink. That is what makes it survive embroidery, a woven patch and a foil press.

Loyal
Physical
Traditional
Collective

Tone of voice

We and us. The studio is a side, not a sole trader.
Season, fixture, matchday. Time is measured in campaigns.
Credit the people in frame by name before describing the photograph.
Warm, never sentimental. No manufactured nostalgia.

Use this direction for

Clubs, leagues, academies and federations
Merchandise: patches, scarves, caps, training kit
Accreditation, passes, matchday programmes
Long partnerships where belonging is the point

Do not use it for

Fine-art print and gallery contexts — a crest reads as allegiance, not authorship
Neutral editorial commissions covering more than one club
Fashion and campaign work, where heraldry dates the image

02

The logo

Four arrangements of one mark. Everything else is a variation of these.

Primary lockup, on the brand surface. This is the default.

Primary lockup, on paper. Identical geometry, inverted values.

Horizontal lockup — for wide, shallow spaces: headers, signatures, banners.

Monogram — avatars, favicons, watermarks, embroidery, stamps.

03

Construction & clear space

The geometry the mark is built on, and the space it needs to hold.

Construction grid. The module is X/2, where X is a quarter of the monogram height. Every terminal, gap and rule lands on this grid.

Clear space. X on every side, measured from the outermost point of the mark — not from the edge of an export file.

Measurement	Definition	Value in this mark
X	Monogram height ÷ 4	69.0 units at the drawn size
Clear space	X on all four sides	25% of mark height
Monogram ratio	Width : height	0.84 : 1
Optical centre	Vertical placement in a square	52% from the top, not 50%

Nothing enters the clear-space box: no type, no rule, no image edge, no other logo. When the mark sits in a corner, the box defines the margin.

04

Versions

One file per situation. Pick by surface and by reproduction method.

Full colour · darkDefault. Brand surface or photography.

Full colour · lightPaper, white UI, light photography.

One colour · whiteSingle-ink print, embroidery, etching, video overlay.

One colour · blackFax-grade reproduction, newsprint, stamps, legal documents.

Monogram · darkAvatar, favicon, watermark, badge.

Monogram · one colourFoil, deboss, laser, single-needle embroidery.

05

Minimum sizes

The point where each asset stops reproducing, and what replaces it.

Primary lockup

260 px — comfortable

170 px — minimum digital

120 px — below minimum, descriptor must be dropped

Monogram

96 px

48 px

32 px — minimum

Asset	Minimum digital	Minimum print	Below that
Primary lockup	170 px wide	32 mm wide	Use the horizontal lockup
Horizontal lockup	200 px wide	40 mm wide	Use the monogram
Monogram	32 px	10 mm	Nothing. Do not go smaller.
Embroidery	—	30 mm	Single-colour monogram only

06

Backgrounds

Approved surfaces, and the contrast floor every placement must clear.

Brand surfaceyes

Paperyes

Brand colourwhite only

Pure blackwhite only

Over photography: place the mark only where the underlying image is even in tone. If it is not, add a scrim rather than moving to a second colour.

Contrast floor

Every placement must clear 4.5:1. Measured in this system:

Ink on brand surface	15.8 : 1
Ink on paper	15.8 : 1
White on brand colour	7.0 : 1

The descriptor line is the first thing to fail. When it does, drop it rather than enlarging it.

07

Misuse

Eight things that will happen if this page is not read.

Do not stretchScale proportionally. Hold Shift.

Do not squashVertical distortion breaks the stroke contrast.

Do not rotateThe lockup sits on the horizontal. Always.

Do not recolourOnly the palette on the colour page is approved.

Do not add effectsNo shadows, bevels, glows or gradients on the mark.

Do not redrawNever hollow it, thicken it or thin it. Use the supplied file.

SPONSOR

Do not crowdRespect the clear space. Nothing enters the box.

Do not drop contrastMinimum 4.5:1 against its background.

08

Colour

Five colours, fixed values, and the proportion they hold across a campaign.

Club Green The shield. The single colour the crest is cut from.

HEX: #35633E
RGB: 53, 99, 62
CMYK: 46, 0, 37, 61
Pantone: 349 C

Cream Shirt colour and page colour. Warm, never bright white.

HEX: #F1EDE1
RGB: 241, 237, 225
CMYK: 0, 2, 7, 5
Pantone: 11-0605 TCX

Pitch Ink Keyline around the shield, and dark surfaces.

HEX: #12140F
RGB: 18, 20, 15
CMYK: 10, 0, 25, 92
Pantone: Black 3 C

Crest Gold Honours only: anniversaries, finals, presentation kit.

HEX: #C2A052
RGB: 194, 160, 82
CMYK: 0, 18, 58, 24
Pantone: 4525 C

Terrace Grey Secondary text, fixture data, small print.

HEX: #8A8F81
RGB: 138, 143, 129
CMYK: 3, 0, 10, 44
Pantone: Warm Gray 6 C

Proportion

Hold these ratios across a full campaign, not inside a single frame.

Club Green 38%
Cream 26%
Pitch Ink 18%
Crest Gold 12%
Terrace Grey 6%

CMYK values are an uncoated-stock starting point converted from RGB without an ICC profile, and the Pantone entries are nearest visual matches — approve both against a printed proof before any production run.

09

Typography

Two families, both open-licensed, with the scale that ties them together.

Display

Aa

Archivo

ExtraBold for the crest letters and the wordmark. One family, worked hard.

SIL Open Font Licence 1.1 — free for commercial use, embeddable in apps and documents, redistributable with the licence file.

Text

Aa

Jost

Light and widely tracked, to keep the descriptor from competing with the crest.

SIL Open Font Licence 1.1 — free for commercial use, embeddable in apps and documents, redistributable with the licence file.

Type scale

Role	Family	Size / line	Tracking	Case
Display	Archivo	72 / 76 px	−0.01em	Sentence
Heading 1	Archivo	44 / 50 px	0	Sentence
Heading 2	Jost	26 / 34 px	0.02em	Sentence
Standing label	Jost	12 / 16 px	0.28em	Uppercase
Body	Jost	16 / 27 px	0	Sentence
Caption	Jost	13 / 20 px	0.01em	Sentence

Frame the moment

SPORTS EVENT PHOTOGRAPHY

Two hundred frames from the second half, culled to eleven, graded overnight and delivered before the morning briefing. The archive holds every match since the club's first season, catalogued by fixture, minute and shirt number.

Baku · 14 March · 1/2000s at f/2.8, 400 mm

10

Photography

The look the mark was designed to sit on.

Grade	Warm and physical. Rich greens, honest skin, grain left in.
Framing	People together: benches, huddles, tunnels, terraces.
Moment	Before and after the whistle as much as during it.
Crop	3:2 landscape leads. Portrait for single-player features.

Watermark

Bottom-right, crest only, Cream at 55% opacity, minimum 30 px.

A watermark is a signature, not a security device. If an image genuinely must be protected, deliver it at a lower resolution instead.

The tiles above are grading targets, not photographs — match real frames to these tonal ranges before they enter the brand library.

11

Applications

The mark in the places it will actually be used.

Social avatarMonogram only, centred optically at 52% from the top. 1024 × 1024 px master.

Business card, face85 × 55 mm. Lockup at 40 mm, clear space held on all sides.

Studio

hello@ss-gallery.com

ss-gallery.com

Business card, reverseContact set in the text face, monogram bottom-right at 10 mm.

Delivered frameWatermark placement on a client gallery image. One placement only — never repeated across the frame.

Backdrop / accreditation wallMark repeated on a grid of 4X, staggered by half a step on alternate rows.

12

Asset index

Everything in this folder, and what each file is for.

Vector — `logo/`

Outlined paths, no font dependency. Use these for print, signage, cutting, embroidery digitising and anything that will be scaled.

Raster — `export/`

Ready-made sizes for platforms that will not take SVG.

The typefaces sit in the fonts/ folder alongside this one, each with its SIL Open Font Licence. Send that folder to any collaborator who needs to set type in the brand.