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STYLE & BRAND MANUAL © 2012 Royal County of Berkshire Polo Club Ltd. All rights

STYLE & BRAND MANUAL © 2012 Royal County of Berkshire Polo Club Ltd. All rights reserved. 2 — Royal County of Berkshire Polo Club Style Guide Thank you for your interest in the Royal County of Berkshire Polo Club (RCBPC). This style guide provides content and guidance for product and marketing materials relating to the RCBPC brand. Following the rules laid out in this guide will give a better understanding of the brand and will speed up the approvals of products and marketing materials. Please note that all product and marketing materials must be approved before release to the trade or public. INTRODUCTION CONTENTS 1‑STYLE & BRAND MANUAL 2‑INTRODUCTION 3‑ABOUT RCBPC 4‑BASICS 5‑LOGO 6‑CLEAR SPACE 7‑ADDITIONAL DEVICES 9‑TYPOGRAPHY 10‑TYPOGRAPHY USE 11‑NUMBERS 12‑APPROVED TEXT 13‑NAMING & COPYRIGHT 14‑DISALLOWED APPLICATIONS, DO NOT; 15‑COLOURS 16‑PHOTOGRAPHY 17‑PHOTOGRAPHY EXAMPLES 18‑ADVERTISING 19‑PRODUCT 20‑HANGTAGS 21‑LABELLING 22‑ADORNMENTS 23‑PACKAGING 24‑PACKAGING 26‑STORES 27‑STORE EXAMPLES 29‑GENERIC STORE PLAN 30‑FURNITURE 32‑DECORATIONS 34‑DECORATION: MONOCHROME PHOTOGRAPHY 35‑DECORATION: COLOUR PHOTOGRAPHY 36‑DECORATION: METAL PLATES 37‑DECORATION: GRAPHICS 38‑OTHER ITEMS 39‑EXTERIOR SIGNAGE 41‑EXTERIOR EXAMPLES 44‑FOR THIRD PARTY RETAILERS 46‑APPENDIX 46‑APPENDIX: CONTACTS 47‑APPENDIX: THE STORY OF RCBPC 3 — Royal County of Berkshire Polo Club Style Guide ABOUT RCBPC RCBPC, or “The Berkshire” as it is affectionately known, is one of the most prestigious polo clubs in the world. Both the world’s top players and the English elite gather there to enjoy world class polo and exceptional catering and hospitality. The Club was founded in 1985 by music legend Bryan Morrison, and is still owned and run by his family. The Berkshire has long enjoyed royal patronage, as well as celebrities, businessmen and socialites. The brand stands for English quality and elegance, success and sporting excellence. It appeals to a wide range Winners of the 2010 Prince of Wales Trophy. RCBPC is host to about forty tournaments each year. of people, but especially to young, aspirational men and women who want the best in life. BASICS 5 — Royal County of Berkshire Polo Club Style Guide LOGO The RCBPC logo captures the timeless elegance of the brand, and polo itself. The Horse & Rider logo is preferred for use in brand communications (advertising, online and print marketing materials, point of sale materials, etc.). The roundel is an alternative that is available only in certain territories. Horse & Rider R O Y A L C O U N T Y O F B E R K S H I R E p o l o c l u b Roundel 6 — Royal County of Berkshire Polo Club Style Guide CLEAR SPACE Keep a clear space around the logo, as defined in the diagrams. Maintain the correct distance between elements when using applying the text. R O Y A L C O U N T Y O F B E R K S H I R E p o l o c l u b X X X X X X X 7 — Royal County of Berkshire Polo Club Style Guide Use and adapt these artworks for use on products. You can use different brand colour combinations or product colour schemes to recolour the artworks. Examples are shown. ADDITIONAL DEVICES 8 — Royal County of Berkshire Polo Club Style Guide 1985 1985 85 19 R C B P C BRITISH TR ADITIONAL BRI TIS H T RAD ITIO NA L 85 19 R C B P C BRITISH TR ADITIONAL BRI TIS H T RAD ITIO NA L 9 — Royal County of Berkshire Polo Club Style Guide DIN Pro Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz DIN Pro Black Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz The typefaces for RCBPC are chosen to complement the logo and tone of voice of the brand. Use Din-Pro and Din-Black for body copy, and all capitals for titles and headers. Use Trajan Pro to emphasize short messages on communications (for example, 10 Goal) Use Edwardian Script for brief lifestyle messages (for example “Polo, the Game of Kings”) only. Advice on acquiring the typefaces is available from the representative. TYPOGRAPHY Edwardian Script Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Trajan Pro Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz DIN Regular Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz DIN Pro Black Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 10 — Royal County of Berkshire Polo Club Style Guide Use either a variety of weights and styles of DIN to add interest to products and communications. Do not try to use all typefaces and weights at once. TYPOGRAPHY USE NEW SEASON AVAILABLE EXCLUSIVELY INSTORE CEPEL IUM EOS NESSI APITATEM QUO TE LATUR? IM QUE VOLORUPTISCI BLAM AUT ADIS EXPED MILICIMUS REM QUIAEREM REPE RUP ISIMINU LPARUM, SOLO BLANDI NON RECTO IL IUR? HARUPTATA PREHENDI CUM NONSERI ONSEQUE RE COREM ESEQUE IPIS PA NIS EOS DE IPITATQUIS EA VENEST ET LAM, INVENIMILLA QUO EXERUNTI CUSAE AUT LANDIORAE EOSANDI ATIBUS ETUM EVELES MO COMMOS DOLOR SENDUCI UNTUR, OMMO EXPEL INIS 11 — Royal County of Berkshire Polo Club Style Guide Certain numbers have special significance to RCBPC. Each player is given a number from 1 to 4 - these numbers should be used on products. The number 10 refers to the top polo handicap which only the world’s elite players attain. There is a special typography available for this number. The year 1985 also has a special meaning as this was the year of founding of the Club. Numbers should be used in brand typographies only. NUMBERS Trajan (all variants) 1 2 3 4 10 Est. 1985 DIN (all variants) 1 2 3 4 10 • Since 1985 • Special typography Edwardian Script Established 1985 12 — Royal County of Berkshire Polo Club Style Guide APPROVED TEXT These are approved passages of text to use in communications and products. Other passages of text may also be used. LONG PASSAGES Use the text in the Appendix of this document. Use the text in the “About RCBPC” section of this document. MEDIUM PASSAGES The late Brian Morrison became a legend when he created one of the most prestigious polo clubs in the world. Trained as a professional designer, he saw his Club as a leading light in fashion. Again, his vision returned to set a trend. Today, that label is finally available across the world. The Royal County of Berkshire Polo Club is one of the most prestigious polo clubs in the world. Both the world’s top players and the English élite gather there to enjoy world class polo and an exceptional experience. SHORT PASSAGES RCBPC The Berkshire Established 1985 Royal County of Berkshire High Goal Championship W’KEND CH’SHIP 13 — Royal County of Berkshire Polo Club Style Guide Use the names “Royal County of Berkshire Polo Club” or “RCBPC”. Each product or communication should include the copyright notice (right). Reduce the tracking on the copyright notice to about -60 to compress the text and make the notice more compact. NAMING & COPYRIGHT © [year of creation] Royal County of Berkshire Polo Club Ltd. All rights reserved. © 2011 Royal County of Berkshire Polo Club Ltd. All rights reserved. 14 — Royal County of Berkshire Polo Club Style Guide DISALLOWED APPLICATIONS, DO NOT; ROYAL COUNTY OF BERKSHIRE Restructure the logo Use inappropriate colours Change typography Introduce transparency Distort the logo    Remove elements Place the logo over a combination of photography and background colour Use logos with width smaller than; ♂ ♀ Add elements Logo On screen In print Horse & Rider 100px 30mm Roundel 100px 20mm     15 — Royal County of Berkshire Polo Club Style Guide Use the color bridge version of each PANTONE wherever possible. RCBPC’s principal colour is PANTONE 553. Use White as a background or a principle contrasting colour to Green or Navy. Use PANTONE 715 sparingly as a complementary colour to Green. Use PANTONE 7530 as an alternative background colour to Green. COLOURS C 59 0 100 29 M 0 36 68 29 Y 53 71 0 41 K 80 0 54 0 PANTONE 553 PANTONE 715 PANTONE 282 PANTONE 7530 C 0 0 0 M 100 0 0 Y 99 0 0 K 4 100 0 PANTONE 1797 16 — Royal County of Berkshire Polo Club Style Guide PHOTOGRAPHY A bank of royalty-free polo photography is available; ask your representative. Any lifestyle photography should be centered around polo or uploads/s3/ rcbpc-style-guide.pdf