Brand guide
The following brief guidelines should be followed to ensure all communications are aligned with the brand. By portraying our brand consistently, we all benefit from the unified strength of our message.
Johan Cruyff Institute has defined a brand identity that is easy to apply to use, flexible across applications and able to feature localized content in a globally consistent way. These guidelines cover all aspects of how to use our logo and our corporative colors and typography.
How to use this guide
All of Johan Cruyff Institute’s brand features are proprietary. If you opt to use any trademarks, logos, designs and/or other brand features, you acknowledge your acceptance of the terms in the brand guidelines.
How to use this guide
All of Johan Cruyff Institute’s brand features are proprietary. If you opt to use any trademarks, logos, designs and/or other brand features, you acknowledge your acceptance of the terms in the brand guidelines.
Cruyff or Cruijff
Use always a ‘y’ in ‘Cruyff’ when referring to the brand (Johan Cruyff Institute) and to the person in all languages, except in Dutch where it is common to use ‘ij’ in ‘Johan Cruijff’ (only when referring to the person). Refer to the organization and avoid reference to the person (‘Johan Cruyff Institute students’ instead of ‘Johan Cruyff students’).
Use always a ‘y’ in ‘Cruyff’ when referring to the brand (Johan Cruyff Institute) and to the person in all languages, except in Dutch where it is common to use ‘ij’ in ‘Johan Cruijff’ (only when referring to the person). Refer to the organization and avoid reference to the person (‘Johan Cruyff Institute students’ instead of ‘Johan Cruyff students’).
Use of brand name
Mention always the full brand name (Johan Cruyff Institute) clearly in all texts in all communication pieces. Avoid shortening (Cruyff Institute) and use of initials (JCI, JCA, JCC) in all external communications.
It is allowed to add a city to the brand in text (Johan Cruyff Institute Barcelona). It is not allowed to add the city to the logo.
Mention always the full brand name (Johan Cruyff Institute) clearly in all texts in all communication pieces. Avoid shortening (Cruyff Institute) and use of initials (JCI, JCA, JCC) in all external communications.
It is allowed to add a city to the brand in text (Johan Cruyff Institute Barcelona). It is not allowed to add the city to the logo.
(Note a few exceptions: in URLs and hashtags, we do allow the shorter use of 'Cruyff', such as www.cruyffalumni.org , #CruyffSportTalks, #CruyffGraduation, #CruyffAlumni, etc.
World of Johan Cruyff logo use
It is recommended to use the World of Johan Cruyff logo (the ball) on communication pieces on (inter)national, corporate level (usually positioned on the bottom-right side).
It is recommended to use the World of Johan Cruyff logo (the ball) on communication pieces on (inter)national, corporate level (usually positioned on the bottom-right side).
Brand elements
The brand is represented by the various tangible elements that create and formulate a visual, auditory and olfactory brand identity, resulting in the innate and inherent Brand Elements.
For instance, the brand logo, tagline, color palette, all the marketing and promotional materials, letterheads, signage, messaging and communication, and so on, are all tangible representations of the brand that make up its sensory identity in the market and in the minds of customers.
Logo
Our logo is the “face” of our brand — our our most important distinguishing mark ark. Put simply, a logo is a visual trademark that identifies the brand with its design elements. The logo is the standard bearer for the entire brand experience and a Brand Element that lives everywhere.
Optical kerning, refined weight and defined clear space, as well as well delineated placement in relation to other content all help to make the logo as instantly recognizable as possible in all sizes and in all contexts.
Optical kerning, refined weight and defined clear space, as well as well delineated placement in relation to other content all help to make the logo as instantly recognizable as possible in all sizes and in all contexts.
Construction
It is carefully constructed to maintain ownable characteristics while allowing for good legibility at any size in any application.
It is carefully constructed to maintain ownable characteristics while allowing for good legibility at any size in any application.
Creativity: not everything works
When it comes to communication, clarity and simplicity should always come first. Make sure the logo can be clearly seen.
If you want to put logos on backgrounds:
1. DON’T place logos directly over other elements.
2. DO make sure logos are legible with lots of contrast.
Some examples of good use of the logo
When it comes to communication, clarity and simplicity should always come first. Make sure the logo can be clearly seen.
If you want to put logos on backgrounds:
1. DON’T place logos directly over other elements.
2. DO make sure logos are legible with lots of contrast.
Some examples of good use of the logo
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Some examples of right use of the logo
Our Color Palette
Beyond our logo, color is one of the most recognizable aspects of our brand identity. Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive Johan Cruyff Institute brand.
Primary colors
Our primary brand colors are dark blue, orange and light blue. They are used to provide accessibility, simplicity and consistency throughout all brand communications.
Beyond our logo, color is one of the most recognizable aspects of our brand identity. Using color appropriately is one of the easiest ways to make sure our materials reflect a cohesive Johan Cruyff Institute brand.
Primary colors
Our primary brand colors are dark blue, orange and light blue. They are used to provide accessibility, simplicity and consistency throughout all brand communications.
DARK BLUE
Pantone 282
C100 M80 Y0 K60
R35 G42 B84
#232a5c
Pantone 282
C100 M80 Y0 K60
R35 G42 B84
#232a5c
ORANGE
R236 G95 B79
#ec5f4f
R236 G95 B79
#ec5f4f
ELECTRIC BLUE
R0 G46 B255
#002eff
R0 G46 B255
#002eff
LIGHT BLUE
R150 G180 B255
#96b4ff
R150 G180 B255
#96b4ff
Secondary colors
Our secondary brand colors are diferents blue colors. Use these colors as a graphic support for primary colors in the communication.
LIGHT VIOLET
R128 G127 B254
#807ffe
R128 G127 B254
#807ffe
NORMAL BLUE
R73 G125 B255
#497dff
R73 G125 B255
#497dff
BLUE
R69 G76 B252
#454cfc
R69 G76 B252
#454cfc
PURPLE
R88 G56 B191
#5838bf
R88 G56 B191
#5838bf
BLUE 5
R56 G54 B150
#383696
R56 G54 B150
#383696
GOLD
C28 M44 Y85 K20
R167 G127 B51
#a77f33
C28 M44 Y85 K20
R167 G127 B51
#a77f33
GREEN
R20 G140 B106
#148c6a
R20 G140 B106
#148c6a
Typography
When it is used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what we say. Johan Cruyff Institute’s typography communicates clearly and cleanly, with enough flexibility for a wide range of situations.
Font Families
Typography is a robust vehicle for our brand voice. It contributes to how our messages are read and communicated. For officially printed presentations, the font that is used to convey the brand’s look and feel is Montserrat and Rama Slab. It is permitted to create variations by using, for example, different font sizes, bold, italic and capitals.
For Windows and desktop publications, it is also allowed to use the more common typeface Arial if you can't use Montserrat.
Montserrat is a google font and Rama Slab is an Adobe fonts.
Montserrat and Rama Slab fonts
When it is used thoughtfully, typography becomes a powerful brand tool that can add visual meaning to what we say. Johan Cruyff Institute’s typography communicates clearly and cleanly, with enough flexibility for a wide range of situations.
Font Families
Typography is a robust vehicle for our brand voice. It contributes to how our messages are read and communicated. For officially printed presentations, the font that is used to convey the brand’s look and feel is Montserrat and Rama Slab. It is permitted to create variations by using, for example, different font sizes, bold, italic and capitals.
For Windows and desktop publications, it is also allowed to use the more common typeface Arial if you can't use Montserrat.
Montserrat is a google font and Rama Slab is an Adobe fonts.
Montserrat and Rama Slab fonts
Use of Images
What does Johan Cruyff Institute look like?
Photography plays a big role in setting the tone of the brand, reinforcing the brand attributes and messaging, as well as complementing the design elements.
Images should be intrinsically interesting enough to hold the viewer’s attention while delivering on a defined strategy, message and concept.
All photography must be worthy of our world-class institution. We tap different influences to enliven the brand and deliver the unexpected, making our work both approachable and aspirational.
If you do not have a quality image, do not, do not use it.
Photography plays a big role in setting the tone of the brand, reinforcing the brand attributes and messaging, as well as complementing the design elements.
Images should be intrinsically interesting enough to hold the viewer’s attention while delivering on a defined strategy, message and concept.
All photography must be worthy of our world-class institution. We tap different influences to enliven the brand and deliver the unexpected, making our work both approachable and aspirational.
If you do not have a quality image, do not, do not use it.
Represent individuals from the Johan Cruyff Institute community “in their element”. Our photography style is light, airy and natural. We use natural light whenever possible.
Highlight the Johan Cruyff Institute community through candid, lifestyle and conceptual portraits. These portraits should feel authentic and inspirational – as if they are capturing a real moment in the community, as well as a collective institutional personality.
Include diversity in race, age, gender, religion and background. The photography collection should be reflective of the whole Johan Cruyff Institute community.
Be mindful of the context in which images are used and the meaning they convey when they are taken out of that context. Avoid images that may inadvertently perpetuate stereotypes.
Highlight the Johan Cruyff Institute community through candid, lifestyle and conceptual portraits. These portraits should feel authentic and inspirational – as if they are capturing a real moment in the community, as well as a collective institutional personality.
Include diversity in race, age, gender, religion and background. The photography collection should be reflective of the whole Johan Cruyff Institute community.
Be mindful of the context in which images are used and the meaning they convey when they are taken out of that context. Avoid images that may inadvertently perpetuate stereotypes.
Logo in motion
An animated logo is a fresh and dynamic way to present your brand identity. Original graphics combined with different visual effects create a unique way to perceive the logo. Dynamic images are easy to remember.
The use of our background music is also an essential element in our brand identity.
Here you will find a couple of examples.
An animated logo is a fresh and dynamic way to present your brand identity. Original graphics combined with different visual effects create a unique way to perceive the logo. Dynamic images are easy to remember.
The use of our background music is also an essential element in our brand identity.
Here you will find a couple of examples.
INSTITUTIONAL VIDEO CONTENT
ACADEMIC VIDEO CONTENT
CLOSE VIDEO
Contact
Responsibility for ensuring the integrity of the brand lies with the headquarters of Johan Cruyff Institute in Barcelona.
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Copyright © 2024 Johan Cruyff Institute
Education in Sport Management, Sport Marketing, and Football Business.
Education in Sport Management, Sport Marketing, and Football Business.
