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.

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 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.

(Note a few exceptions: in URLs and hashtags, we do allow the shorter use of 'Cruyff', such as , #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). 

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.
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.

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

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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.

Pantone 282
C100 M80 Y0 K60
R35 G42 B84
Pantone 166
C5 M80 Y100 K0
R230 G90 B37
Pantone 299
C80 M10 Y0 K0
R20 G166 B223
Dark blue to light blue

Secondary colors
Our secondary brand colors are grey, sand, gold and green. Use these colors as a graphic support for primary colors in the communication.

C0 M0 Y0 K75
R99 G99 B99
C18 M16 Y20 K0
R216 G209 B202
C28 M44 Y85 K20
R167 G127 B51
C85 M10 Y100 K10
R0 G141 B54

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 Open Sans. 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 Open Sans.

Open Sans is a google font.

Open Sans

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.
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.
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.



Responsibility for ensuring the integrity of the brand lies with the headquarters of Johan Cruyff Institute in Barcelona.

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