Branding
EVFC Brand Guidelines
1. Introduction
English Veterans Football Club (EVFC) is a representative body for veteran football teams in England, fielding squads across multiple age categories — from Over 50s to Over 75s. EVFC exists to promote competitive and inclusive football opportunities for veteran players, honouring the enduring love of the sport and fostering unity, sportsmanship, and active engagement across generations.
Purpose of This Guide:
This document defines EVFC’s visual identity and communication principles to ensure consistent representation across all media, merchandise, and promotional materials.
2. Brand Values & Identity
Core Values
Heritage & Pride: Representing England at veteran level, reflecting a long-standing love of the sport.
Inclusivity: Welcoming players from all regions and backgrounds into representative squads.
Community & Camaraderie: Fostering connections between veteran players and supporters.
Competitive Spirit: Upholding respect, fair play, and competitive excellence.
Brand Personality
Respectful: A mature and honourable tone that resonates with veteran athletes.
Authentic: Genuine representation of veteran football culture and history.
Passionate: Celebrating commitment to the game and achievements on and off the pitch.
3. Logo & Mark
Primary Logo
The main mark should feature EVFC’s emblem clearly, with strong visibility at all sizes.
Use the full coloured logo against light backgrounds primarily.
Logo Usage Rules
Do: Maintain clear space around the logo equal to the height of the “E” in EVFC.
Do: Use full-colour versions on official documents, website headers, event banners, and merchandise.
Don’t: Stretch, skew, rotate, or distort the logo.
Don’t: Place the logo over busy backgrounds without contrast support.
Note: Exact logo files, colour codes, and vector assets should be maintained in a centralized asset library for proper usage by web, print, and apparel partners.
4. Colour Palette
Primary Colours
Deep Red: (Pantone® 185 – Hex #EA1F29): Represents passion, energy, and national identity.
Dark Blue: (Pantone® 274 – Hex #000040): Symbolises stability and heritage.
Blue: (Pantone® 7455 – Hex #2B57AC): Used for clarity, separation, and versatility in design.
Secondary Accents
Greys or Golds may be used for special editions, certificates, player awards, or premium merchandise.
Colour codes should be defined in HEX/RGB/PMS formats in the brand asset toolkit for consistency.
5. Typography & Voice
Primary Typeface
Bold, clear Sans-Serif for headers, team names, and key titles.
Secondary Typeface
A complementary Serif or Modern Sans for body text and longer form content.
Tone of Voice
Professional and Respectful: Given the veteran audience.
Motivational and Inclusive: Encouraging participation and pride.
Clear and Informative: Crisp language for fixtures, reports, and announcements.
6. Visual Style & Imagery
Photography
Use authentic action shots from matches, training, and events.
Highlight player interactions, team formations, and supporter engagement.
Ensure subjects wear official EVFC colours or accredited apparel.
Graphic Elements
Use supporting motif elements like football iconography (balls, pitch layouts, shields) in subtle backgrounds, badges, or section dividers.
7. Digital & Print Applications
Website
Maintain consistent header treatments with EVFC logo and colour palette.
Use uniform typography and consistent image filters for galleries and news sections.
Ensure mobile and accessibility-friendly layouts.
Merchandise
Apply logo placements on chest, sleeve, and supporter gear consistently.
Respect clear space and contrast for legibility.
Consider age group identifiers without altering core brand mark.
Social Media
Use branded templates for match posts, results, and announcements.
Keep a consistent tone — respectful, celebratory, and community-oriented.
8. Sponsorship & Partner Guidelines
Co-Branding
Respect partner logos with proper spacing when displayed alongside EVFC.
Keep EVFC’s logo at a dominant but balanced position in co-branded materials.
Sponsorship Placement
Wherever sponsors appear (jerseys, banners, programmes), maintain professionalism and ensure high-resolution assets are used.
9. How to Access Brand Assets
For official logos, please download below. If you require High-Resolution Files, colour codes, and templates (print, social, and apparel), contact the EVFC Website & Graphics team via email at: info@evfc.co.uk