Zenit Brandbook 2013 EN

FC Zenit Brandbook 1
FC ZENIT
BRANDBOOK
FC
2013
Zenit Brandbook 2
Introduction
Our name is Zenit.
Welcome to our brand. We have created this document

as a guide and inspiration for anyone who is commissioning,
writing, designing or producing FC Zenit branded communications.
This document contains a summary of the thinking which drives

our new brand, an overview of our creative style, an explanation
of the basic elements of our new identity, and lots of examples
of how we bring all these things together.
Our new brand is crucial to our image and actions as a football

club, so please take a few minutes to have a look through.
Table of content
1. Brand positioning 3 8. Service products and co-branding 90

Brand image 4
Customer envelope 5 9. Stadium navigation and graphics 95
Idea 6
Brand proposal 7 10. Point of sale 101
Values 8
Brand mission 14 11. Clothes 106
Brand identity 15
Tone of voice 16 12. Media 111
Key messages 18
13. Souvenirs 118
2. Brand elements 19
Overview of brand elements 20 14. Intellectual property 126
Logo 21
3. Color palette 36
4. Typography 43
5. Pictures 49
Photography 51
Illustrations and infographics 64
Mandatory graphical element 66
6. Business stationery 74
7. Advertising media 79
Brand positioning
Brand image
Defines strategic development trends

by describing ambitious and realistic We are engaged in emotional business.
future of the brand being the landmark
for all involved parties. We sell emotions, success. We see Zenit
as a prosperous club enlisted in top-10 European
teams. Zenit advocates modern spectacular football
and is able to sweep millions of fans in the country
and dozens of thousands of supporters worldwide
with fine play and brilliant eloquent appearances in
all tournaments it takes part in.
Customer
envelope
Key audiences in terms of their needs
and potential for brand development. 12 millions of people in the country
• wish to support strong Russian club, look up to winning players
• wish to fill pride in the country, express themselves,
identify themselves with the nation
Thousands of people worldwide

• wish to support strong clubfounded in the city recognized as a world capital of culture,
pearl of history and culture
• match themselves against fans of hegemon clubs (Real, Barcelona, MU)
• are planning to visit the World Championship — 2018 to be held in Saint-Petersburg, Russia
Dozens of thousands of people in the city

• wish to experience strong emotions among friends in safe environment in new stadium
• wish to feel themselves a part of strong force joining the city
• wish to find themselves Petersburgers
Idea
Our brand idea lives at the heart of our business.

It represents what we stand for and guides
everything we do.
Create pride
This is our ultimate goal what drives us in everything we do:
• Setting the standard
• Playing a proactive role
• Inspiring people to take part
• Being one-of-a-kind
Enrich lives
This is what we do every day how we deliver to our stakeholders:
• Stimulating hearts and minds
• Providing the freedom to discover
• Adding value to every moment
• Taking it beyond the stadium to the everyday
Brand proposal
Briefly
Zenit always strives to be the best by adding
excitement and discovery to the everyday so that
people can enjoy richer lives, full of pride for club
and country.
In full
Zenit always strives to bring pride to people and represent
the best sides of Russia.
Zenit achieves this by enriching the lives of fans and supporters

with the excitement of its football and variety of its entertainment.
It adds to the everyday with meaningful experiences and offers

people the freedom to discover and be themselves.
This means people can enjoy richer, fuller lives and come
together in their pride for the club and country.
Values
Our values articulate our brand idea more

in detail, highlighting the strengths that
make us special.
INSPIRING
We inspire others to take part with our impressive city,
style of football and dedication to lead.
Values

make us special.
THOUGHTFUL
We possess the expertise and talent to build the best
for our club and country.
Values

make us special.
UNIQUE
We stand apart by staying true to our traditions
and thinking differently from the rest.
Values

make us special.
OPEN TO NEW
We open up new and exciting ways for people
to enjoy life and be themselves.
Values

make us special.
STRONGSPIRITED
We aim high in everything we do and never give up,
whatever the outcome.
Values

make us special.
Inspiring
We inspire others to take part with our impressive city, style of football and dedication to lead.
Thoughtful
We possess the expertise and talent to build the best for our club and country.
Unique
We stand apart by staying true to our traditions and thinking differently from the rest.
Open to new
We open up new and exciting ways for people to enjoy life and be themselves.
Strong-spirited
We aim high in everything we do and never give up, whatever the outcome.
Brand mission
Why are we doing what we are doing

Football club Zenit represents the city
it is obliged to for its identity through the play
on the pitch and activities beyond thereof.
By implementing traditions and charisma
of legendary Saint Petersburg worldwide,
global cultural center, we offer the best things
available in modern Russia to people.
Brand identity
Our personality is made up of attributes

that derive from our brand idea and values.
These attributes inform our visual expression
and our tone of voice. PROUD
PASSIONATE
INSPIRING
LEADER
Tone of voice
Our tone of voice helps to guide our use

of words. It always reflects our brand At Zenit we create pride and enrich lives for a multitude of stakeholders.
personality.
We do this by being proud, passionate and inspiring leaders.
Every time we speak, thousands listen so make sure to follow these rules:
Being leaders is about knowing your followers, so at Zenit we know each and everyone of our
followers and give them a voice. We listen, ask for feedback and address their needs accordingly.
• Be clear on who you’re talking to in every piece of communications

• Adapt tone accordingly — fans like us to be loud and proud, sponsors prefer a professional tone
• Where possible refer to the individual or group so that it’s personal.
Being inspiration is about getting the best from everyone, so at Zenit we’re always positive,
no matter the outcome and invite people to take part in our way of life.
• Tell inspiring stories from the club, team and supporters about their relationship with Zenit
and how it has given them more than just great football
• Use strong and inspiring calls to action to make people take notice e.g.
Play your part, Show your colours.
Tone of voice
Our tone of voice helps to guide our use

of words. It always reflects our brand Being passionate is about conviction and never giving up, so at Zenit we get excited,
personality.
we cheer with our fans we’re unafraid to show our true, human emotions.
• Always focus on the positive — even if we lose a game be open and honest but look
for moments of pride and delight in the match, give the fans positivity and inspiration
• Use real, human language that captures the spirit of the moment
• Don’t use academic or corporate terminology, we’re a football club.
Being proud is about sharing in success, so at Zenit we shout loud from the rooftops,
it’s why we talk about our victories, our fan initiatives, our academy.
• Be open and vocal about every success and achievement

• Look beyond the football match for enriching stories, such as social projects or youth
academy performance.
Key
messages
These are created to help describe who we are
and what we offer, both in words and images. FC Zenit is the pride of Saint Petersburg
They are not intended to be used as boilerplate
copy but serve as guides for expressing Proof: the only football club in the city, The Siege of Leningrad matches.
personality and tone.
Messages are accompanied by proof points.

These provide a starting point to tap into key
FC Zenit always sets the standard in Russian football
areas that may help substantiate communication Proof: the club of firsts, Zenit academy, most national players in club squad
about us as a football club.
Depending on the communication objective,

proof points should be explored more deeply FC Zenit invests in the expertise to build the best for club and country
to bring the message to life when describing
our club.
Proof: experts brought in from around the world, international partners.
FC Zenit stimulates the hearts and minds of supporters every day

Proof: more supporters at away matches that any other Russian club,
FCZ website most visited in sports site in Russia.
FC Zenit unites all walks of life

Proof: supporters demographic (families, women, elite).
FC Zenit shows the true beauty of modern football

Proof: multi-media, cross-platform content (website, social media, tv, radio, stores)
Brand elements
Our visual identity has been created to show

how Zenit connects people, moments and feelings
to create pride and enrich lives.
Proudly based around our logo, it presents Zenit

as a continuous line and spirit that runs through
everything we do. It unites the club, connects the
players to the supporters and plays a proactive
role in people’s lives.
With the flexibility to be more expressive or

considered when it needs to be, the line is always
moving, always adding to every moment, and
always bringing Zenit closer to everyone, making
it a part of everyday life.
Overview
of brand elements
Our design system uses the following elements Elements
to create a distinctive brand identity and
expression that reflects our brand idea:
create pride and enrich lives.
a. Logo
The source of the continuous line that runs through
everything that Zenit does, and connects with.
See page 21. a, c
b. Continuous line
Our continuous line works with with logo
and images. We use two styles of line,
each presenting a different flavour of Zenit.
See page 66.
c. Colour b
Zenits heritage colours with a modern twist.
See page 37.
d. Typography
A headline type that is precise and easy to read c
but bold and confident in line with the Zenit brand
personality. See page 45.
e. Photography
Our photography captures the moments where e
Zenit connects with real people, from players
to supporters. We have three styles b, d
of photography: portrait, action and lifestyle.
See page 51.
Logo
Arrow
This is our logo. Static state
It is a combination of power and flair, symbolising

Zenit’s aim to ‘create pride and enrich lives.’
It is the source of the one continuous line that runs

through everything that Zenit does, and connects
with.
The logo draws upon historical versions

of the mark, demonstrating a unique club proud
of its history and true to its traditions.
Constantly moving, always looking to the future

and always looking to add to every moment,
the modernised logo also shows Zenit as being
dedicated to leading the way.
It signifies a new era for Zenit and sets us apart

as a leading brand, in Russian football and
beyond. It is used in two different states:
Static state
As a symbol and identifier. This is the version
we wear on our shirts.
Activated state
As the source of the continuous Zenit line, the logo
can be activated, charging forwards and leaving
a trail of spirit in it’s wake. This is the version
of the logo we use in our communications.
Logo shall be taken ONLY from the pattern,

file zenith logo line (PRIMARY) BLACK CMYKeps, Activated state
leg thickness of font character “З” is equal to 1.4X,
where X is the thickness of horizontal line of “T”
character.
Logo
Logo Zenit 1925
As a club proud of its history and heritage, Static state
a secondary version of the logo is available
including ‘1925,’ the year of establishment.
Activated state
Activated state
As with the primary logo, the secondary
logo can be activated to show how
the logo is the source of the continuous spirit.
We use this version on communications
for commemorative occasions.
Logo
Static state
Application guidelines: Examples
It is used as a symbol and identifier. Source
of internal force and energy, it is also a source
of line passing through everything Zenit does
and interrelating everything that has been
created together.
This version is placed on our posters, banners,

T-shirts, it is preferred for polygraph products,
Internet advertisement and for all other kinds
of communication with our audience.
а b
NEW
COLLECTION
PROMO CODE 9901
till 17/12/13
BUY NOW
Logo
Activated state
Activated form: Application guidelines
As a source of Zenit continuous line the logo
may be put ahead by leaving the trace
of energy awaken by it.
This logo version is used in our commercial

documents and other media of corporate style
meant for communication with our business
partners and for internal communication
in the company except for PowerPoint а
presentations.
Logo
Assets
We are Zenit. Primary versions
We are the Blue, White, Light blue.
With this in mind, our logo has been designed

to work with any of our 3 primary colours.
The colour used should be chosen to give

the logo maximum contrast to the background Blue Light blue Black Inverted
colour. zenit logo 2012 (PRIMARY) REFLEX CMYK.eps zenit logo 2012 (PRIMARY) CYAN CMYK.eps zenit logo 2012 (PRIMARY) BLACK CMYK.eps zenit logo 2012 (PRIMARY) WHITE CMYK.eps
zenit logo 2012 (PRIMARY) REFLEX PANTONE.eps zenit logo 2012 (PRIMARY) CYAN PANTONE.eps zenit logo 2012 (PRIMARY) BLACK PANTONE.eps zenit logo 2012 (PRIMARY) WHITE PANTONE.eps
zenit logo 2012 (PRIMARY) REFLEX RGB.eps zenit logo 2012 (PRIMARY) CYAN RGB.eps zenit logo 2012 (PRIMARY) BLACK RGB.eps zenit logo 2012 (PRIMARY) WHITE RGB.eps
zenit logo 2012 (PRIMARY) REFLEX RGB.jpg zenit logo 2012 (PRIMARY) CYAN RGB.jpg zenit logo 2012 (PRIMARY) BLACK RGB.jpg zenit logo 2012 (PRIMARY) WHITE RGB.jpg
Baseplate version
We have created baseplate versions of our logos
to help them stand out on busier backgrounds.
When these versions are used, the Zenit 1925 version
baseplateshould always be white.
These versions of the logos can also be used

on merchandise.
When used with a baseplate, the logos are

never shown in an activated state.
Blue Light blue Black Inverted
1925 logo zenit logo 2012 (1925) REFLEX CMYK.eps zenit logo 2012 (1925) CYAN CMYK.eps zenit logo 2012 (1925) BLACK CMYK.eps zenit logo 2012 (1925) WHITE CMYK.eps
The year of establishment, when used, zenit logo 2012 (1925) REFLEX PANTONE.eps zenit logo 2012 (1925) CYAN PANTONE.eps zenit logo 2012 (1925) BLACK PANTONE.eps zenit logo 2012 (1925) WHITE PANTONE.eps
zenit logo 2012 (1925) REFLEX RGB.eps zenit logo 2012 (1925) CYAN RGB.eps zenit logo 2012 (1925) BLACK RGB.eps zenit logo 2012 (1925) WHITE RGB.eps
is always the same color as the logo. zenit logo 2012 (1925) REFLEX RGB.jpg zenit logo 2012 (1925) CYAN RGB.jpg zenit logo 2012 (1925) BLACK RGB.jpg zenit logo 2012 (1925) WHITE RGB.jpg
Baseplate versions
Blue Light blue Blue Light blue

zenit logo 2012 (BASEPLATE) REFLEX CMYK.eps zenit logo 2012 (BASEPLATE) CYAN CMYK.eps zenit logo 2012 (BASEPLATE 1925) REFLEX CMYK.eps zenit logo 2012 (BASEPLATE 1925) CYAN CMYK.eps
zenit logo 2012 (BASEPLATE) REFLEX PANTONE.eps zenit logo 2012 (BASEPLATE) CYAN PANTONE.eps zenit logo 2012 (BASEPLATE 1925) REFLEX PANTONE.eps zenit logo 2012 (BASEPLATE 1925) CYAN PANTONE.eps
zenit logo 2012 (BASEPLATE) REFLEX RGB.eps zenit logo 2012 (BASEPLATE) CYAN RGB.eps zenit logo 2012 (BASEPLATE 1925) REFLEX RGB.eps zenit logo 2012 (BASEPLATE 1925) CYAN RGB.eps
zenit logo 2012 (BASEPLATE) REFLEX RGB.jpg zenit logo 2012 (BASEPLATE) CYAN RGB.jpg zenit logo 2012 (BASEPLATE 1925) REFLEX RGB.jpg zenit logo 2012 (BASEPLATE 1925) CYAN RGB.jpg
Logo
Application guidelines
Our logo should always be clearly visible Clear space
and legible.
Clear space
Clear space is a minimum area around
the logo that should always be kept free
of any type or graphic elements.
The clear space should equal the height

of the ‘T’ letter (shown as X).
X = height of letter ‘T’
If unclear about clear space allow as much
as possible.
Clear space — activated logo Clear space — activated logo

When activated, the clear space around
the body of the logo stays the same, while
the trail of the logo can begin to interact
with the content of the communication.
Minimum size
The minimum size the logo should be used
in print and manufacturing is 15mm height.
This is to ensure the logo always remains
perfectly legible.
The same applies for digital usage.
Minimum size
15мм
Logo
Placement
Our primary logo is always used in it’s active Placement examples
state in communications.
It can be used simply and subtly for more

thoughtful communications, with a short trail
bleeding off the left hand side of the page (a).
For more expressive communications, we can

begin to use the logo with a longer trail (b).
We can also introduce it from an angle (c).
This angle of 23° is taken from the underline

of the logo.
Don’t use any angles other than 23°.
a b c
23° angle
23°
Logo
Sub-brands
Our logo may be also used for our
numerous sub-brands.
For sub-brand use font Futura Bold of (X) height,

where (X) is full height of ‘T’ letter.
Like date in additional logo Zenit 1925

the writing of sub-brand should be aligned
with the left edge of top right part of ‘И’ letter X = height of letter ‘T’
of the primary logo. Base line with name
of sub-brand comes from bottom point
of primary logo underlining.
Sub-brand writing may include one or two lines.
Each line may represent one or two words with

overall length of 14-17, but not twice longer than ACADEMY ACADEMY
the logo itself.
All versions with sub-brand may be light blue,

blue, black colours or inversed.
OFFICIAL SHOPS OFFICIAL SHOPS
STUDENT’S STUDENT’S
LEAGUE LEAGUE
Logo
Co-branding
Minimum distance
In case other logos are to be placed together
with Zenit logo, these are to be put vertically,
minimum distance between Zenit logo
and logos ofother parties shall be (2X),
where (X) is full height of T letter in Zenit logo.
Layout
When arranged vertically maximum width X = height of letter ‘T’
of other logos is defined by (Z) size, which
is equal to Zenit logo width. Thirdlogos
are to be centered as consistent Layout
with Zenit logo.
Demarcation line
Line is used to demarcate Zenit logo
and other logos. Line height of horizontal layouts
is defined by (X) distance above andbelow
the Logo. Width of line used at vertical
demarcation is defined by logo width (Z).
Line thickness is equivalent to 1/13 from (X).
Logo
Partner co-branding
To lay out the block with the partner logo, it’s ﬁrst
necessary to adjust the partner logo to scale in
such a way that the mass of the Zenit arrow and
Y X
that of the partner’s logo are about the same size.
The larger of the two logos in terms of height sets
the top of the line of demarcation between the
two logos.
Z Z
The partner’s logo should be set at distance Z
from the demarcation line. If the arrow is lesser in X
Y
height, then it is raised to the middle of the
demarcation line vertically. If it is the greater of
the two in height, then the partner’s logo is placed X = height of letter ‘T’
in the middle of the demarcation line vertically. Y = height of leg of letter ‘T’
Z = space between 1925
The block with the two logos is placed at and demarcation line
distance X from the tagline of the partner status.
Next, it’s necessary to set the tagline of the

partner status, which has height Y, together with
the upper offset elements of the font.
In conclusion, all elements must be grouped

together and used only on a white background.
Logo
Version for posters
To make our brand harmonized with other brands
in posters Zenit 1925 logo is used in these
communications.
Our Logo and logo of other team/partner shall

be underlined with blue line located horizontally
or at a small angle.
The scale of our logo is to meet that of other

logo in the poster.
Names of teams should not be provided with

movable type nearby the logos, as required,
the subscriptions may be a part of advertising
message or indicated beyond logo protective
field.
Logo
Against a background
Do not change the elements: Solid background
1. It is preferably to place the logo against

white or light blue (inversion) background.
2. When logo is placed on images, make sure

the background is relatively solid without
any contrast elements.
3. Baseplate Logo is to be used when

dealing with photo or picture with great
number of contrast elements.
Photo background without contract Photo background
Logo
Prohibited versions
Avoid these mistakes when Additional elements Shadows
using Zenit logos
Do not change elements:
1. Do not use additional graphical elements.
2. Do not add shadows.
3. Do not change element proportions.
4. Do not use two colours in Zenit 1925 version.

Element proportions Multi-colored logo Zenit 1925 Other form of baseplate
5. Do not use other form of baseplate.
Logo
Prohibited versions
Avoid any of these mistakes Logo in other colours Less than 15 mm Squashed, stretched or skewed logo
Do not change colours, font and

proportions of the Logo:
1. In no case do not use other colours except

for brand ones.
2. Do not reduce the logo less than 15 mm

horizontally.
3. Do not misshape and do not cut the logo.

Coloured baseplate Other types Other position of the elements
4. Do not use coloured baseplate.
5. Do not use any movable types except

for brand ones.
1925
6. Do not use relations of the elements.
Logo
Prohibited versions for sub-brands
Avoid any of these mistakes Sub-brand is on the wrong place Sub-brand is too long
Follow the proportions:
1. Sub-brand should be at the right place.
2. Sub-brand shall not be too long.

SHOP FOOTBALL SCHOOL ACADEMY
Color palette
Color palette
Primary colors
Основные цвета
We are Zenit.
We are Blue, White, Light blue.
With this in mind, our primary colour palette

consists of interpretations of our traditional
colours, subtly modified to ensure maximum
impact when used together.
CMYK 100-80-0-0 CMYK 100-0-0-0 CMYK 0-0-0-0
RGB 5-80-165 RGB 0-158-225 RGB 255-255-255
PANTONE REFLEX BLUE PANTONE HEXACHROME CYAN PANTONE TRANS. WHITE
(PANTONE CYAN)
Color palette
Additional colors
Our auxiliary color palette is meant
to supplement and extend the primary palette,
to enhance flexibility in communications
and merchandising, to be used in infographics
and presentations.
Pantone 2758 and Pantone Cool Grey 1

are mainly used as a background.
CMYK 100-62-0-72 CMYK 0-0-2-8 CMYK 21-28-100-0 CMYK 0-0-0-40
Pantone 871 and Pantone 877 are dedicated
RGB 1-59-129 RGB 239-240-240 RGB 208-175-44 RGB 167-169-172
for communications devoted to memorable
PANTONE 2758 PANTONE COOL GREY 1 PANTONE 871 PANTONE 877
events and in limited editions.
All above colors, both primary and additional,

as well as Pantone 7539,Pantone 425
and Pantone 7572 are used for infographics
and illustrations, as required, and represent
base palette.
Primary colors are to be mainly used,

then additional palette. In case the palette CMYK 0-0-0-60 CMYK 0-0-0-80 CMYK 30-60-100-0
is to be enlarged select colors harmonizing RGB 130-135-130 RGB 90-90-90 RGB 190-120-155
with brand colors.
PANTONE 7539 PANTONE 425 PANTONE 7572
Color palette
What our colors mean
White — purity, commitment, unity
Light blue — originality, easiness
Blue — reliability, confidence
Color palette
Color balance
Observe the correct color balance.
When using our brand palette ignoring photos

or illustrations one should adhere to the below
color relations.
Our palette should be correctly used to be sure

that proper visual messages form the basis of all
our communications and these generate correct
feelings.
Check your actions and make sure you are using

the correct color relations.
Follow recommendations on palette and color

balance application for patterns with typography
and brand identity. This is especially true for
business documentation.
The above rules apply to patterns ignoring

photos and illustrations which color
can not be changed by us.
Advice
White background is always

preferable for light blue and black
text. Especially for long messages
and complicated texts.
Advice
Use white font for text on colored

and black background.
Typography
Examples of typesettings
brown
Futura Bold
the quick
Futura Light
FOX JUMPS
Futura Light All Caps
Futura Bold All Caps
OVER
Futura Bold
Futura Light
the lazy dog
dog
Typography
Font
A bold and angular font with good Cyrillic Futura Bold
support, Futura has an efficiency and forward-
ness that makes it ideal for communicating the
Zenit tone of voice.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Futura has numerous faces, but only Bold and
abcdefghijklmnopqrstuvwxyz
Light may be used.
Typography plays key role to ensure brand mode

АБВГДЕЖЗИЙКЛМНОПРСТУФХЦЧШЩЬЫЪЭЮЯ
and nature. абвгдежзийклмнопрстуфхцчшщьыъэюя
Minimum possible size is 6 pt for requisites
and notes, 9—11 pt for main texts, 12 — for
0123456789
presentations. No maximum limitations exist.
Letter spacing (kerning) -/+1, line spacing
is recommended to be 10—12 pt for texts and
7 pt for business cards, letterheads and other Futura Light
products.
Less line spacing is used for brief texts and

headings, for instance +0, as well as for manual
kernings where letters are marked visually
by pairs.
абвгдежзийклмнопрстуфхцчшщьыъэюя
0123456789
Typography
Options
When brand font application is not possible, Arial Black
for instance in web or PowerPoint documents
and presentations which are to be edited beyond
the company system fonts as an option
are recommended.
Use Arial Black instead of Futura Bold
and Arial Regular instead of Futura Light. АБВГДЕЖЗИЙКЛМНОПРСТУФХЦЧШЩЬЫЪЭ
0123456789
Arial Regular
0123456789
Advice
Use Futura Bold for large headings and

to highlight the text required. For main text
use Futura Light.
Typography
Header style
Zenit is pride, passion and inspiration being
the basis for the developed typography meant Alignment axis
for communication in accordance with brand
identity.
By placing words line-by-line with maximum

3 lines made in Futura Bold, closely spaced
(horizontal spacing between letters) and
restricted (vertical distance between letters’ lines),
arranging them in staggered order by mating
letter verticals, we are creating rememberable
headers assisting us to communicate in mode
accepted by us.
Example of header upmaking:
Font
Futura bold
Font size / interline spacing

75/69 pt
Tracking
-25
Alignment
Align words by mating letter verticals.
Alignment axis
Pictures
Pictures are to be used in brand communications

in order to reverberate full spectrum of emotions
and feelings.
Pictures enable implanting additional meanings,

making ideas feasible, while messages – richer
and appealing.
Picture reflecting courage and concept of project

is to be thoroughly selected when using photos,
illustrations, animation or video. Any image should
corresponds to Zenit brand identity: proud,
passionate, inspiring, leader.
Pictures
Pictures
Photography
Our photography captures the moments where Zenit connects
with real people, from the players to the supporters.
It can be close-up, intense and thoughtful, or it can be poised,

precise and powerful, but it always shows Zenit having a positive
influence on people, and it always expresses the qualities we
recognise as Zenit.
The imagery style gives us enough freedom to communicate

a wide range of messages in an exciting variety of ways,
but with a consistency of qualities that always makes it easily
identifiable as Zenit.
Always stick to one image style per communication.
Photography
Portrait
Our portrait photography style is up close with
the people that make us proud — moments
of intensity, thoughtfulness and determination.
By photographing the players in areas

of the club normally closed off to the public,
we offer a tantalising insight into the workings
of the club, thus increasing our level
of transparency and visibility to all.
Composition:
• Shot in context — dressing room, stadium
• Emphasis on the player, with soft focus on
background
• Make sure any objects within the shot are
within the Zenit colour palette.
Don’t:
• Never show the subject looking demoralised/
defeated/negative.
Photography
Dynamics
Our action photography style shows players
looking strong and powerful with focus and flair.
Everything expected from a Zenit player.
Shot in relative darkness to enhance the impact

of the player, a hint of context is given to ground
the image in the real world.
Recommendations:
• as for the posed shooting make photos
with dark-blue or cold grey background
(see page 37)
• when using playing shots check uniformity
of edge when chipping edge, do not use
indistinct images
• use (or simulate during processing) hard
lighting of player
• show the player in whole — never cut hands,
legs, etc.
Avoid:
• shooting players who look weak, negative,
under-parted;
• you should demonstrate players wearing
Zenit kits using Zenit products only.
Photography
Scenes of life
Our lifestyle photography style shows real
people captured in moments of pride and
positivity, moments where Zenit connects with
them and enriches their lives.
We reinforce that Zenit is part of everyday life

by photographing supporters in their daily
environments, often in places that have little
or nothing to do with football.
All models should be wearing colours from

the Zenit colour palette.
Composition:
• Shot in context — show the supporters in their
everyday environments
• Emphasis on the supporter, with soft focus
on background
• Make sure any objects within the shot are
within the Zenit colour palette.
Don’t:
• Use too noisy/complicated a background
• Show people looking negative/too stern/
scary.
Photography
Stock images
Sometimes, the use of commissioned Portrait
photography might not be possible. When this
is so, we can select images with the appropriate
qualities from the Zenit library by adhering
to the following criteria.
Portrait
These can be moments from a match, training
session or in the dressing room. They show
the player looking positive, proud, determined,
thoughtful and considered.
They are shot or cropped close up, and show

a small amount of background to help give
context. They should never show the player Dynamics
looking negative. Try to avoid the player looking
at the camera.
Live action
These are moments from within a game capturing
Zenit players in action. They should look strong
and powerful, with focus and flair. They should
never show the Zenit player losing or coming
second.
Lifestyle
These shots show real people in everyday
surroundings, looking proud and positive as Zenit
is enriching their lives. This is a perfect opportunity Scenes of life
to showcase any community or cause-related
work Zenit undertakes. The subject should never
look negative or downbeat.
Photography
Examples
Photography
Examples
Photography
Examples
Photography
Examples
Photography
Examples
Photography
Examples
Photography
Examples
Photography
Examples
Pictures
Illustrations and infographics
Infographics may be used for any communications.
In particular, it enables delivering a great number of complicated
and interrelated things and especially suitable for presentations.
Above all, remember primary principles of brand and image

quality. They are true here, as well.
Pictures
Illustrations and infographics
Our illustrations and inforgraphics are required
to handle special challenges and help telling
graphical stories in various media.
Where photos are not possible, where pictures

are of symbolic meaning, try illustrations.
Where great number of data are used, try

infographics.
Recommendations:
• use primary and additional brand colors,
make sure some part of depicted objects
meets Zenit color palette
• use brand fonts.
Avoid:
• using illustrations and photos at the same time
• using illustrations of various authors and
stylistics at the same time.
Mandatory
graphical element
Continuous line
The continuous line, generated by the Zenit logo, is embodied
and expanded on through the use of our ‘continuous line’ element,
which enables us to communicate a wide range of emotions
and messages.
It can excite and stimulate, it can be thoughtful and precise,
but it always communicates the brand idea, always links the
expression to the logo and is always easily recognisable as Zenit.
We have two different line styles (precision and passionate)
demonstrating flexibility of the brand style and its adaptability
to various goals.
Precision Passionate
Example of spread
FC Zenit is the only team in the Russian Premier League

representing St. Petersburg. According to estimates made
by independent analysts, more than 60% of the inhabitants
of St. Petersburg support the team, while 80% of the city’s
inhabitants think that the club is a symbol of Russia’s northern
capital. According to research conducted at the end of 2008,
Zenit is one of the ten most popular clubs in Europe, and is also
the most popular club from the post-Soviet space.
Continuous line
Precision: for media products
Press and other media Font composition Composition and dynamic photo
When Zenit needs to be seen as thoughtful

and expert, we can tailor our communications FC Zenit is the only team in the Russian
accordingly by using the continuous line Premier League representing St. Petersburg.
in an technical and precise fashion to create According to estimates made by
independent analysts, more than 60% of
headline typography. the inhabitants of St. Petersburg support the
team, while 80% of the city’s inhabitants
This treatment of our brand font, Futura, is think that the club is a symbol of Russia’s
unhassled and intellectual whilst maintaining northern capital. According to research
the energy and passion associated with Zenit. conducted at the end of 2008, Zenit is one
of the ten most popular clubs in Europe,
and is also the most popular club from the
This line quality is ideal for use in high end post-Soviet space.
communications, such as annual reports.
Composition and life-style photo
Continuous line
Precision
The following 4 steps show how the typographic
treatment is achieved for this line style.
1. Set your headline in Futura Bold, following

the guide on page 48.
2. Turn the type into outlines.
3. In Adobe Illustrator, open the Stroke menu

and, using the drop-down box, change
the Profile of the line to the ‘Width Profile 1.’
4. Extend lines, join characters and delete points

to achieve the precise line style.
1 2
3 4
Brochure
Brochure
Continuous line
Passionate: communication and advertisement
Continuous line may be represented as brave Line with typography Line with typography
andexpressive unifying force banding people
together for the love of Zenit.
This free style highlights Zenit role as a unique

club. Proactive, passionate and proud it reflects
the idea of Zenit being irrepressible and never
giving up.
This line style is ideal for communications

addressed to fans of any ages. Including
banners, billboards, posters, flyers, etc.
Use only one brand color in the pattern, light blue

preferably.
Avoid symmetry and arbitrary configurations,

for instance, crosses, at line crossing.
Use clipped photos or photos with relatively

homogeneous background, without great number
of details in patterns with this line.
Line with dynamic image Line with portrait
All lines attached to the brand book may be
combined and rotated in patterns, as required.
Continuous line
FC Zenit
Z Brandbook 73
73
Business Stationery
Оп
FC
ФКZenit
«Зенит» Brandbook
Брендбук 74
Business stationary
FC Zenit Brandbook
Bra
rand
ndbo
ndbook
ok 75
75
Business stationary
Folders
White mat paper folder with density minimum Version А Version В
300 g/m2 without polish and lamination
is of standard size 215 × 305 mm and oriented
vertically. Offset printing 1+0.
Front side includes Logo (activated version with

extending line) 49 mm in length located 20 mm
away from top edge and 150 mm away from
the left edge.
Typographical printing
In certain cases printing (high-cost andvery
efficient) may be done on lined (glued, double
layered) board of white and light blue color and
800 g/m2 density.Typographical printing on white
background 1+0.
Business stationary
Bags
The bag made of mat non-laminated Version А Version В
and non-polished white paper
of 250 × 350 × 80 mm in size
Business stationary
Bags
78
Advertising media
Posters
FC
FC Zenit
Zeenniitt Brandbook
Bra
rand
ndbo
ndbook
ok 80
80
Billboard
FC
FC Zenit
Zeennitit Brandbook
Bra
and
ndbo
book
o
ok 81
81
Billboard
FC
C Zenit
Zen
e it Brandbook
Brra
andbo
nd
dbo
oo
okk 82
2
Advertising
Affiche
Affiche is meant for advertisement of events.
Full-clour printing 4+0 CMYK.
Colored photo as a background, top part

includes two columns with time, date and place
21:00 PETROVSKY STADIUM
of the event. Bottom part includes light blue line
with teams’ logos. 14 FEBRUARY FC ZENIT —
FC LIVERPOOL
Avoid extracting patterns from the brand book.

All patterns in the brand book are given
for reference and description.
Advertising
Flyer
Flyer of A6 size may be of two types: with
photo and without it. ADD
With photo A JERSY
• white background NUMBER
• picture from clipped photo bank
• passionate line ORDER
• main message from 3 to 5 lines, consisting
of two parts: main part — Futura Bold,
and auxiliary — Futura Light
• logo
• large figure in the bottom (date, discount, etc.).
Font-type
• blue background
• light blue passionate line
• main large message from 3 to 5 lines, CODE 7890
consisting of two parts: main part —
Futura Bold, and auxiliary — Futura Light
• logo
• large figure in the bottom (date, discount, etc.).
2 SEPTEMBER
FOOTBALL
FREESTYLE
CHAMPIONSHIP

All patterns in the brand book are given
for reference and description.
Advertising
Advertisement page
Advertisement page of in-house products: 1/2 page
clothes, magazine, restaurant, seasonal tickets.
Format: two-page opening, A4, ½ of page, A5.

GO
Page always includes photo from photo bank,
light blue line, advertisement text maximum in 4
AHEAD
lines, slogan (for formats A5 and less slogan may
be absent), logo.
Text always comes with logo block and

separated thereof with a separating line. The first
line of text — key message — is typed in bold.
AU
AUTUMN
UTUMN COLLECTION
IN
N ALL OFFICIAL
ALL OFFIC
O FFICIAL
IAL
FAN SHOPS
А4 А5 А5
WEAR WITH
PRIDE
JOIN THE
CHAMPIONS FC ZENIT WINTER 2014
TRAINING KIT OFFICIAL
All patterns in the brand book are given FC ZENIT
TRAINING KIT
2013 FAN SHOPS
for reference and description. 2013
Advertising
Press room
FC Zenit Brandbook
Brandbo
ook
ok 86
86
Advertising
Press wall
Version A — banner with a line is used only Version A
for specific club shootings by mass media and
events. It may be white (see previous page)
or blue. Logo is applied on the picture during
editing.
Version B — this banner variant is to be used

for press conferences, as well as activities within
the framework of sponsor contracts.
Version B
AUDI —
FC ZENIT
NEW PREMIUM
PARTNER
Advertising
Banners
387 × 387 px 1a 1b
FC ZENIT
OFFICIAL
MAGAZINE
READ NOW
2a 2b 2b
FC ZENIT
DESIGNED
FOR A BABIES
Advertising
Banners
200 × 240 px
WEAR
WITH PRIDE
NEW ARROW
BUY NOW
Service products and co-branding
Service products
Ticket
Ticket size is 140 × 70 mm. White paper Front
printing — full-color offset (4+4).
Counterfoil — perforation 20 mm away from

the left edge of the front side. Front side include
white filed for printing sales information.
White field for bar-code is 200 mm from right

edge of front side. Bottom line of front side —
special protection — foil with text (5 mm in height)
as a counterfeit protection.
Strip reserved for RFPLlogos is 10 mm upward

from foil(white field). Club sponsor logos are not
allowed on the front side.
Back side of the ticket provides for:

• strip 10 mm in height — white field — along
bottom edge
• cut marker — black strip 5 mm in width at right
edge.
Back
In case of enhanced requirements for color
reproduction accuracyrelated to sponsors’ logos
on a ticket — printing with Pantone paints.
Service products
Seasonal ticket box
Chipboard box made 206 × 143 × 37 mm in
size. External finishing — efalin, screen printing
1+0 with bleach. Box cover is similar everywhere
— dark blue. Pull strip — genuine white leather.
Bottom insert (lodgement) — efalin, lined board,
lining, cutover.
For light blue card

bottom light blue efalin, yellow lodgement.
For silver card

bottom white efalin, light blue lodgement.
For golden card

bottom yellow efalin, white lodgement.
FC Zenit Brandbook
Brandb 92
Service products
Club card
Club cards of white plastic coated with mat
laminate 0.76 mm from both sides and magnetic
strip HiCo.
Fan loyalty card

Discount card, blue.
Premium club card

Seasonal ticket, golden.
Club card
Club membership, silver.
Co-branding
Advertising
For cobranding activities make sure the logo
is not less than partner logo.
Do your best to arrange white rectangular box

meant for two logos. The box is to be “stuck”
to the pattern edge. In case of souvenir products
AUDI —
manufacture when third party logo is used
(special collections for Euro cups) Zenit 1925 FC ZENIT
logo shall be applied.
NEW PREMIUM
PARTNER
Stadium navigation and graphics
Numeration and branding
Light blue background is preferable for stadium
navigation, the headings are to be made using
formal and precision style of continuous line.
Navigation and branding is supergraphics,

painting, applied directly on wall using
template. Use wall area to the maximum.
FC Zenit
Zen
enitit Bra
and
ndbo
book
book
Brandbook 96
996
6
Interior
FC Zenit
Zen
eniitit Brandbook
B
Brand
ndbo
book
ok 97 97
97
Stands
Facade
Academy
FC
C Zenit
Zen
enitit Brandbook
Bra
annd
d
dbo
bo
ookk 10
100
00
Point of sale

Point of sale
FC
C Zenit
Zen
e it Brandbook
Bra
andbo
nd
dbo
b okk 10
1
102
02
Point of sale
Interior
Specific rules are to be met for shop interior:
• Dark-blue or black ceiling, whenever possible,

leave ventilation and other utilities open,
otherwise use suspended, preferably smooth,
ceiling, stretched ceiling is also allowed
• White walls, painted, in historical building brick

texture is allowed
• Showcases and shop equipment — dark-blue
• Walls, bearing structures — blue and light blue.

Light blue supergraphics on blue walls
• Grey floor, poured concrete is preferable.

Point of sale
Exterior

Point of sale
Exterior
Оп
Specific rules are to be met for shop exterior:
• Shop-signs and facade elements — light blue
• Supergraphics may be used at large

areas — shapes of football players running
against white line background
• Logo and other legends — white.

Clothes

Clothes
Staff
Staff clothing includes white blouses and dark
skirts (trousers) or dark dress for ladies plus
obligatory scarf or tie with brand identity.

Clothes
Caps
Brand cap may feature primary color palette
(page 36) only, as well as of denim. It is marked
with Zenit 1925 logo or subbrand lettering
(page 34).
Application of logo fragments or other designer

solutions (stylized symbols, old logo versions)
are not allowed.

Clothes
Staff
White brand polo is made of high-quality cotton.
It may be combined with blue jeans, dark trousers
or skirt.
It is marked with Zenit 1925 logo or subbrand

lettering (page 34).

are not allowed.

Clothes
Staff
Brand smock may feature primary color palette
(page 36) only. It is marked with Zenit 1925 logo
or subbrand lettering (page 34).

are not allowed.

Media

Website

Social media
Club page in Google+

Social media
Club page in Foursquare

Social media
Club page in VKontakte

Social media
Club page in Facebook

Social media
Club page in Twitter

Souvenirs

Souvenirs
Caps

Souvenirs
Sweets

Souvenirs
Gloves

Souvenirs
Magnets

Souvenirs
Clothes

Souvenirs
Clothes

Souvenirs
Flags
FC
ФКZenit
«Зенит» Brandbook
Брендбук 125
Assets
Logo library
Primary versions

zenit logo 2012 (PRIMARY) REFLEX CMYK.eps zenit logo 2012 (PRIMARY) CYAN CMYK.eps zenit logo 2012 (PRIMARY) BLACK CMYK.eps zenit logo 2012 (PRIMARY) WHITE CMYK.eps
zenit logo 2012 (PRIMARY) REFLEX PANTONE.eps zenit logo 2012 (PRIMARY) CYAN PANTONE.eps zenit logo 2012 (PRIMARY) BLACK PANTONE.eps zenit logo 2012 (PRIMARY) WHITE PANTONE.eps
zenit logo 2012 (PRIMARY) REFLEX RGB.eps zenit logo 2012 (PRIMARY) CYAN RGB.eps zenit logo 2012 (PRIMARY) BLACK RGB.eps zenit logo 2012 (PRIMARY) WHITE RGB.eps
zenit logo 2012 (PRIMARY) REFLEX RGB.jpg zenit logo 2012 (PRIMARY) CYAN RGB.jpg zenit logo 2012 (PRIMARY) BLACK RGB.jpg zenit logo 2012 (PRIMARY) WHITE RGB.jpg
Zenit 1925 version

zenit logo 2012 (1925) REFLEX CMYK.eps zenit logo 2012 (1925) CYAN CMYK.eps zenit logo 2012 (1925) BLACK CMYK.eps zenit logo 2012 (1925) WHITE CMYK.eps
zenit logo 2012 (1925) REFLEX PANTONE.eps zenit logo 2012 (1925) CYAN PANTONE.eps zenit logo 2012 (1925) BLACK PANTONE.eps zenit logo 2012 (1925) WHITE PANTONE.eps
zenit logo 2012 (1925) REFLEX RGB.eps zenit logo 2012 (1925) CYAN RGB.eps zenit logo 2012 (1925) BLACK RGB.eps zenit logo 2012 (1925) WHITE RGB.eps
zenit logo 2012 (1925) REFLEX RGB.jpg zenit logo 2012 (1925) CYAN RGB.jpg zenit logo 2012 (1925) BLACK RGB.jpg zenit logo 2012 (1925) WHITE RGB.jpg
Baseplate versions
Blue Light blue Blue Light blue

zenit logo 2012 (BASEPLATE) REFLEX CMYK.eps zenit logo 2012 (BASEPLATE) CYAN CMYK.eps zenit logo 2012 (BASEPLATE 1925) REFLEX CMYK.eps zenit logo 2012 (BASEPLATE 1925) CYAN CMYK.eps
zenit logo 2012 (BASEPLATE) REFLEX PANTONE.eps zenit logo 2012 (BASEPLATE) CYAN PANTONE.eps zenit logo 2012 (BASEPLATE 1925) REFLEX PANTONE.eps zenit logo 2012 (BASEPLATE 1925) CYAN PANTONE.eps
zenit logo 2012 (BASEPLATE) REFLEX RGB.eps zenit logo 2012 (BASEPLATE) CYAN RGB.eps zenit logo 2012 (BASEPLATE 1925) REFLEX RGB.eps zenit logo 2012 (BASEPLATE 1925) CYAN RGB.eps
zenit logo 2012 (BASEPLATE) REFLEX RGB.jpg zenit logo 2012 (BASEPLATE) CYAN RGB.jpg zenit logo 2012 (BASEPLATE 1925) REFLEX RGB.jpg zenit logo 2012 (BASEPLATE 1925) CYAN RGB.jpg

Zenit Brandbook 2013 EN

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Zenit Brandbook 2013 EN

Uploaded by

Copyright:

Available Formats

FC Zenit Brandbook 1

Our name is Zenit.

Welcome to our brand. We have created this document

This document contains a summary of the thinking which drives

Our new brand is crucial to our image and actions as a football

1. Brand positioning 3 8. Service products and co-branding 90

Defines strategic development trends

Thousands of people worldwide

Dozens of thousands of people in the city

Our brand idea lives at the heart of our business.

Zenit achieves this by enriching the lives of fans and supporters

It adds to the everyday with meaningful experiences and offers

Our values articulate our brand idea more

Our values articulate our brand idea more

Our values articulate our brand idea more

Our values articulate our brand idea more

Our values articulate our brand idea more

Our values articulate our brand idea more

Why are we doing what we are doing

Our personality is made up of attributes

Our tone of voice helps to guide our use

• Be clear on who you’re talking to in every piece of communications

Our tone of voice helps to guide our use

• Be open and vocal about every success and achievement

Messages are accompanied by proof points.

Depending on the communication objective,

FC Zenit stimulates the hearts and minds of supporters every day

FC Zenit unites all walks of life

FC Zenit shows the true beauty of modern football

Our visual identity has been created to show

Proudly based around our logo, it presents Zenit

With the flexibility to be more expressive or

It is a combination of power and flair, symbolising

It is the source of the one continuous line that runs

The logo draws upon historical versions

Constantly moving, always looking to the future

It signifies a new era for Zenit and sets us apart

Logo shall be taken ONLY from the pattern,

This version is placed on our posters, banners,

This logo version is used in our commercial

We are the Blue, White, Light blue.

With this in mind, our logo has been designed

The colour used should be chosen to give

These versions of the logos can also be used

When used with a baseplate, the logos are

Blue Light blue Blue Light blue

The clear space should equal the height

Clear space — activated logo Clear space — activated logo

It can be used simply and subtly for more

For more expressive communications, we can

We can also introduce it from an angle (c).

This angle of 23° is taken from the underline

For sub-brand use font Futura Bold of (X) height,

Like date in additional logo Zenit 1925

Sub-brand writing may include one or two lines.

Each line may represent one or two words with

All versions with sub-brand may be light blue,

OFFICIAL SHOPS OFFICIAL SHOPS

Next, it’s necessary to set the tagline of the

In conclusion, all elements must be grouped

Our Logo and logo of other team/partner shall

The scale of our logo is to meet that of other