Logo System
Primary Logos
Full Colour
Primary logo for light backgrounds
Black
For white/light backgrounds
Secondary Logos
For merchandise and dark uniforms
White
For dark backgrounds & uniforms
White & Gold
For merchandise and dark uniforms
Logo in Action
Real-World Applications
Social Media & Digital
White logo on dark backgrounds creates bold, high-impact visuals perfect for social media and digital marketing.
Uniforms & Social
White logo version ensures maximum visibility on uniforms, social media and promotional materials with dark backgrounds.
Logo Do's and Don'ts
✓ DO
- Use approved logo versions only
- Maintain clear space requirements
- Use appropriate version for background colour
- Maintain aspect ratio when resizing
- Ensure minimum size requirements are met
✗ DON'T
- Stretch, skew, or distort the logo
- Change logo colours or recolour stars
- Add effects (shadows, gradients, glows)
- Use on busy photographic backgrounds
- Place logo on low-contrast backgrounds
- Rotate or tilt the logo at angles
Colour System
Primary Brand Colours
RGB: 0, 0, 0
CMYK: 0, 0, 0, 100
PANTONE: Process Black C
RGB: 253, 185, 19
CMYK: 0, 27, 92, 1
PANTONE: 123 C
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0
PANTONE: White
Secondary Colours
RGB: 0, 86, 59
CMYK: 100, 0, 31, 66
PANTONE: 3425 C
RGB: 217, 91, 45
CMYK: 0, 58, 79, 15
PANTONE: 1665 C
Neutrals
RGB: 43, 43, 43
CMYK: 0, 0, 0, 83
RGB: 107, 107, 107
CMYK: 0, 0, 0, 58
RGB: 229, 229, 229
CMYK: 0, 0, 0, 10
RGB: 248, 248, 248
CMYK: 0, 0, 0, 3
Complementary Colours
RGB: 240, 248, 252
RGB: 232, 245, 241
RGB: 250, 246, 240
Typography
Primary Typeface: Bebas Neue
Bebas Neue is our headline font. It's bold, condensed, and athletic. Use it for maximum impact in headlines, hero text, and section titles. Always use ALL CAPS for Bebas Neue.
Secondary Typeface: Inter
Inter is our workhorse font for everything else: subheadings, body copy, buttons, and navigation. It's clean, modern, and highly readable at all sizes.
Inter Bold for emphasis and subheadings
Inter Semi-Bold for navigation and buttons
Inter Regular for body copy. We combine elite training with character development. Our players don't just improve their game—they become better humans.
Email Typeface: Aptos
For email marketing campaigns, use Aptos (formerly Calibri) as it's widely supported across email clients and provides excellent readability on all devices.
Type Hierarchy
- H1 (Page Titles): Bebas Neue, 64-72px, ALL CAPS, Black or Gold
- H2 (Section Titles): Bebas Neue, 48px, ALL CAPS, Black
- H3 (Subheadings): Bebas Neue, 32px, ALL CAPS, Black
- Body Copy: Inter Regular, 16px, line-height 1.6-1.8, Charcoal
- Buttons: Inter Semi-Bold, 14-16px, ALL CAPS, varies by button type
- Navigation: Inter Semi-Bold, 14px, Medium Grey or White
- Captions: Inter Regular, 13-14px, Medium Grey
Font Usage Guidelines
✓ DO
- Use Bebas Neue in ALL CAPS only
- Use Inter for all body text
- Maintain proper line-height (1.6-1.8)
- Use appropriate font weights
- Keep hierarchy consistent
✗ DON'T
- Use Bebas Neue for body copy
- Mix upper and lower case in Bebas Neue
- Use more than 2 fonts on a page
- Stretch or condense fonts artificially
- Use decorative or script fonts
Brand Voice & Messaging
Tagline
COURT | CLASS | CULTURE
Brand Positioning
Who We Are
We don't just build athletes. We build good humans who happen to be exceptional basketball players.
What Makes Us Different
Union Elite is the leader in youth skill and development in Canada. We focus on development over wins, character over trophies, and building pathways to college and beyond.
Brand Pillars
COURT
Elite basketball training and skill development with high-level coaching, competitive play, and exposure to college scouts.
CLASS
Academic support and life skills. Basketball is temporary, but education is forever. We support our athletes' academic success and prepare them for life after basketball.
CULTURE
Character development and community. We build leaders, mentors, and good humans. Our culture is about respect, discipline, teamwork, and giving back.
Tone & Voice
Personable First, Professional Always
We're approachable and warm, but we maintain high standards. We're coaches, mentors, and believers in our players' potential.
We sound like:
- Confident but not arrogant: We know we're elite, but we stay humble
- Educational and supportive: We teach, we guide, we lift up
- Honest and direct: We tell it like it is with respect
- Passionate and energetic: We love basketball and it shows
Key Messages
Development Over Wins
Every player's pathway to improvement looks different. We focus on individual growth, not just team trophies.
Building Good Humans
Basketball is a vehicle for life lessons. We teach discipline, resilience, teamwork, and character.
Competitive Excellence
We bring intensity and structure to help our players compete at the highest levels.
Partnership Matters
Parents are partners in development. Communication, transparency, and collaboration define our relationships with families.
Visual Style & Design
Photography & Video Direction
Action & Energy
Capture players in motion: dribbling, shooting, defending, celebrating. Show intensity, focus, and athleticism. Use dynamic angles and freeze peak moments.
Community & Connection
Showcase team huddles, coach interactions, parent engagement, and player camaraderie. Basketball is played together.
Aspiration & Success
Feature championship moments, player achievements, and college signings. Show what's possible.
Authenticity
Real players, real moments. No overly staged or stock-feeling images. Our players are our best content.
Button Styles
Primary Button
Use for: Register Now, Find My Program, Sign Up
Colour: Championship Gold (#FDB913) background, Elite Black (#000000) text
Secondary Button
Use for: Learn More, Watch Video, Contact Us
Colour: Game Orange (#D95B2D) background, White (#FFFFFF) text
Dark Button
Use for: Ghost buttons on light backgrounds, alternate CTAs
Colour: Elite Black (#000000) background, Championship Gold (#FDB913) text
Design Principles
Bold & Athletic
Strong typography, high contrast, dynamic layouts. Nothing timid or generic.
Clean & Modern
Plenty of white space, organized content, easy navigation. Professional and accessible.
Premium & Professional
High-quality imagery, refined details, sophisticated colour usage. We're elite in every way.
Remember
Every touchpoint should communicate that Union Elite is not just a basketball program but it's also a transformative experience that builds elite athletes and exceptional humans.