Guidelines

1
This document contains ...

1 Our Brand 3 The Core Elements 4 Applications

Our Brand 4 Our Brand Name 12 Grid System 35

Our Brand Positioning Statement 5 Our Brand Identity 13 Stationery System 37
Our Brand Attributes 6 Brand Identity and Motivators 14 Advertising System 40
Brand Identity Colours 15 Banners 44
Clear Space 16 Website 46

2
Minimum Size 17 Exhibition Panel 51
Brand Architecture Flipping 18 Signage 53
Incorrect Usage 19
What is Brand Architecture for? 8 Colour Palette: Primary Palette 20

5
Our Brand Architecture 9 Colour Palette: Secondary Palette 21
Secondary Graphics 22 File Naming System
Typography 28
Copywriting Style 30 File Naming System 55
Photography 31
Rules of Photography 33

2
Our Brand

Our Brand 4
Our Brand Positioning Statement 5
Our Brand Attributes 6

3
Our Brand
Our Brand is our DNA. It defines who we are and what makes
us unique. It’s more than just the way we behave and the
way we communicate. The Let’s Play brand is much more
than just our brand signature - it defines what we stand for.
Our brand helps us focus our energy on what
matters to us as an organization and to our
stakeholders. It helps us deliver an experience
that is relevant to our stakeholders in a way that
is efficient and effective. Our brand helps us
work together as one towards the same goal.
This document introduces our brand positioning
and personality. It encapsulates the key
differentiating characteristics of our brand.
The guidelines set out to inform and inspire our
communication partners about our brand. These
guidelines outline the principles for the way in
which our brand is expressed.
4
Our Brand Positioning Statement

Energizing life through sports’

diverse offer of enjoyable
moments and shared
experiences.

5
Our Brand Attributes

Our three Brand Attributes are the building blocks for the Brand Positioning.
They define the way we behave and set us apart from our competition.

Our Brand Attributes are:

Love for the sport Sports as

Energizes with
Health, fitness, personal development a special
the diversity and
and happiness occasion
enjoyment of
sports

Sports adds Connection

vitality to Building relationships with others through sports
lives

Vitality
There is a variety of interests, events and activities.
It’s about the spirit of enjoyment

6
Brand Architecture
What is Brand Architecture for? 8
Our Brand Architecture 9

7
What is Brand Architecture for?

Brand Architecture unites the organisation internally and strengthens internal culture.
A unified approach creates competitive resilience through greater marketing efficiency
and impact.

It allows more succinct delivery of information through a coherent and consistent style.

8
Our Brand Architecture

Corporate Name
listed name of the company Singapore Sports Council

Corporate Brand
a brand that is capable of both
representing its own basket of
products /services as well as
endorsing or supporting allied
products/services

Segment
target audience with common
characteristics for which the
Sports Excellence Sports Participation Sports Industry
company creates value

Segment Brand
the brand that represents the
target audience
+

9
Our Brand Architecture
Sports Council’s Ecosystem - The Three Main Thrusts

1 2 3
Sports Excellence Sports Participation Sports Industry

Let’s Play supports Sports Excellence Let’s Play is our Sports Culture Brand Let’s Play supports The Sports Industry
To drive participation & spectatorship in To help build a sports culture in Singapore. By encouraging us all to become sports
sports for the entire nation and cheer our To energise life through sports’ diverse offer of consumers we can help drive the sports industry.
athletes on at all sports events. enjoyable moments and shared experiences.

10
The Core Elements
Our Brand Name 12
Our Brand Identity 13
Brand Identity and Motivators 14
Brand Identity Colours 15
Clear Space 16
Minimum Size 17
Flipping 18
Incorrect Usage 19
Colour Palette: Primary Palette 20
Colour Palette: Secondary Palette 21
Secondary Graphics 22
Typography 28
Copywriting Style 30
Photography 31
Rules of Photography 33

11
Our Brand Name

When typesetting our brand name, always set it in either all caps or in title case.
Shown on this page is a common typesetting error which should be avoided.

Typeset it as ... LET’S PLAY or as ... Let’s Play

All Caps is our preferred version of how our Brand Name should be Sentence Case is also an acceptable form of typesetting. In
typeset in articles . such an instance, only the letters ‘L’ and ‘P’ are in Upper Case.

Do not Typeset it as... let’s play or as ... let’s PLAY

Lower Case should be avoided as it lacks the visual impact of a brand Do not typeset both words in a different case. Both words share
name. Our brand name should stand out within a paragraph. equal emphasis and the way we typeset them should reflect this.

12
Our Brand Identity

Our Brand Identity comes in different colours and different shapes. It’s flexible! The A diverse shape and colour will allow us to deliver
communications for our varied audience and events.
different shapes are called ‘Motivators’ and they are intended to motivate and our The following pages outline how to use our brand identity.
different colours are orange and lime.

Orange

Lime

In order to ensure consistency, please follow these guidelines. DO NOT TRY TO RECREATE OR MISUSE THE LET’S PLAY BRAND IDENTITY. An electronic soft copy of the brand identity should be obtained from the PR & Marketing department.

13
Brand Identity and Motivators

We have developed 4 illustrations to house the brand identity. These illustrations These are all acceptable versions of the LET’S PLAY brand
identity, because it represents the diverse and energetic
are called “Motivators”. The LET’S PLAY brand identity appears in the center of these quality of our brand attributes.
motivators.
Each Motivator represents an aspect of sport:

Think about Sport Love Sport Talk about Sport Be a Sports Star

In order to ensure consistency, please follow these guidelines. DO NOT TRY TO RECREATE OR MISUSE THE LET’S PLAY BRAND IDENTITY. An electronic soft copy of the brand identity should be obtained from the PR & Marketing department. 14
Brand Identity Colours

The brand identity comes in two colour versions, orange and lime. Depending on the
colour scheme of your application you can choose to use either version.

Orange
Lime Red
P 387 C P 201 C

Mango
P 7406 C

Main Colour Supporting Colours

or
Lime Mango
P 7406 C
Green
P 3293 C

Lime
P 387 C

Main Colour Supporting Colours

In order to ensure consistency, please follow these guidelines. DO NOT TRY TO RECREATE OR MISUSE THE LET’S PLAY BRAND IDENTITY. An electronic soft copy of the brand identity should be obtained from the PR & Marketing department. 15
Clear Space

Clear space refers to the area around the brand identity that should remain clear of The motivator defines the clear space. As a result coloured
backgrounds and various imagery may be applied directly
graphic clutter and therefore allow the brand identity to be read clearly. behind the logo.

In order to ensure consistency, please follow these guidelines. DO NOT TRY TO RECREATE OR MISUSE THE LET’S PLAY BRAND IDENTITY. An electronic soft copy of the brand identity should be obtained from the PR & Marketing department. 16
Minimum Size

The minimum size of the Let’s Play brand identity is 15mm in height. Anything smaller
than this, there will be a risk of not being able to read the words clearly.

15mm

In order to ensure consistency, please follow these guidelines. DO NOT TRY TO RECREATE OR MISUSE THE LET’S PLAY BRAND IDENTITY. An electronic soft copy of the brand identity should be obtained from the PR & Marketing department. 17
Flipping

Some of our motivators can flip. This is to allow different arrangements. (see below)

Flipping Think Motivator Flipping Talk Motivator No Flip: There is no need to flip the love
or star motivator as they are symetrical
Original Flipped Original Flipped anyway!

Examples: Examples: Examples:

Love motivator Star motivator

In order to ensure consistency, please follow these guidelines. DO NOT TRY TO RECREATE OR MISUSE THE LET’S PLAY BRAND IDENTITY. An electronic soft copy of the brand identity should be obtained from the PR & Marketing department. 18
Incorrect Usage

The examples shown on this page are violations of the endorsement. Please do not try
to recreate the LET’S PLAY brand identity but use the approved version supplied.

Do not fill motivator with colour Do not stretch the identity

Do not change the colours of the identity Do not add shadow to the identity

Do not use a low resolution version

Do not change the proportion of the identity

In order to ensure consistency, please follow these guidelines. DO NOT TRY TO RECREATE OR MISUSE THE LET’S PLAY BRAND IDENTITY. An electronic soft copy of the brand identity should be obtained from the PR & Marketing department. 19
Colour: Primary Palette

Our Primary colour palette consists of three colours. These diverse and energetic
colours reflect our brand positioning of “Energising life through sports”(please see
following pages for usage)
The Primary Colour Palette discussed on this page refers to
the colour we use for our brandmark.
The Secondary Palette discussed on the following page
are colours meant for use on all other communication
materials.

Lime Mango Sports

P 387 C P 7406 C Council Red

Process Process Process

C: 10 C: 0 C: 0
M: 0 M: 20 M: 100
Y: 75 Y: 100 Y: 100
K: 0 K: 0 K: 0

20
Colour: Secondary Palette

To accomodate our diverse communication needs, we have developed a secondary The Secondary Palette consists of 36 colours. This gives us
the flexibility to straddle all our communication according
colour palette. The secondary palette colours can be used for specific exhibition or to out different target audiences.
promotional events. You can pick any of the colours below, to suit your application.
(see following pages for usage)

Azure Feminista Woody

Pantone 292 C Pantone 3005 C Pantone 2726 C Pantone 2747C Pantone 190 C Pantone 225 C Pantone 227 C Pantone 234 C Pantone 381 C Pantone 383 C Pantone 3985 C Pantone 462 C
50C 10M 100C 30M 75C 55M 100C 80M 15K 60M 20Y 85M 15C 100M 25Y 35C 100M 40Y 15C 100Y 10C 80Y 15K 30C 35M 90Y 45C 50M 80Y 40K

Twilight Fiesta Leaves

Pantone 247 C Pantone 258 C Pantone 2603 C Pantone 269 C Pantone 1788 C Pantone 1797 C Pantone 201 C Pantone 1817 C Pantone 361 C Pantone 367 C Pantone 346 C Pantone 3293 C
40C 90M 20Y 45C 80M 70C 100M 80C 100M 25K 80M 80Y 100M 100KY 10K 100M 100Y 25K 100M 100Y 75K 75C 100Y 35C 65Y 60C 55Y 100C 50Y 45K

Humana Soleil Deep

Pantone Process Pantone Orange

Pantone 1635 C Pantone 1785 C Pantone 1925 C Pantone 206 C Yellow Pantone 123 C Pantone 130 C 021 C Pantone 623 C Pantone 325 C Pantone 3268 C Pantone 562 C
40M 45Y 10C 65M 50Y 100M 50Y 100M 40Y 100Y 20M 100Y 35M 100Y 55M 100Y 60C 10M 25Y 60C 20Y 100C 50Y 35C 20Y 55K

21
Secondary Graphics We have developed a unique graphic
language that accompanies all our
There are 3 main components outlined in the following
pages that make up our Secondary Graphic system:
• THE TEAR
communication materials. All these visual • POLAROIDS
devices help us articulate the energy, fun • ILLUSTRATION
and diversity of sports.

22
Secondary Graphics: The Tear
The tear device is the dominant Secondary Graphic that helps us convey the energy The tear device allows us to create;
1. Space for copywriting
and spontaneity we want our Brand to be associated with. Some quick guides on how 2. Space for imagery
we use this device is shown on the following pages. 3. Endorsement Space for ‘LET’S PLAY’ and co-sponsors logos

You can tear vertically down ... ... or horizontally across

This version works best on horizontal formats such as billboards, bus ads or horizontal bunting. This version works best on vertical formats such as
banners, posters and print ads at bus stops.

Space for Imagery

Space for Copywriting

Space for Imagery

DIRECTION OF TEAR (ACROSS)

Space for Copywriting

Space for Endoser and Co-sponsers
logos
Space for Endoser and
Co-sponsers logos
DIRECTION OF TEAR (DOWNWARDS)

NOTE: The photography and logos shown on this page are intentionally shown in black and white for illustrative purposes. For detailed information on photography, please refer to Page
23
Secondary Graphics This page shows ways in greater detail how the tear can be used.

Divide the page using ... or tilt the angle of ... and colour it with our
the tear ... the tear ... Secondary Colour Palette!
(a) The tear can create an area of white space suitable Tilting the tear creates a more informal and spontaneous The tear can be moved up and down along the page to
for placing logos along with the Let’s Play Brand. feel to the visual device. accomodate the quantity of text or the size of the image
This is ideal when working with co-sponsers. as shown in the variations above. The tear can also
(b) You can use the tear to create a block of colour for copy. appear in any of the colours from our Secondary Colour
Palette.

Sports Energizes Life

Place Body Copy here Place Body Copy here Place Body Copy here
Place Body Copy here Place Body Copy here Place Body Copy here
Place Body Copy herePlace Body Copy here Place Body Copy here
Place Body Copy here

(a) (b)

24
 Secondary Graphics: Unacceptable Usage

DO NOT DO THIS DO THIS DO NOT DO THIS DO THIS DO NOT DO THIS DO THIS

No crazy Tears Tear ‘Cleanly’ Across the Page One straight edges Torn Edges on Both Sides Coloured Background Background Corrected
Crazy tears will appear messy. Rip the edge as naturally as Do not tear one side of the Rip both edges as naturally as Avoid using coloured Leaving a clear white space
We want to appear spontaneous, possible. graphic cleanly - this is possible. backgrounds behind any beneath the tear will allow our
not sloppy. inconsistent and appears endorser or sponsors identity. sponsor’s identities to be legible.
unnatural.

NOTE: Do not match colours to this page. The colours use on this page are indicative only of Lime (Pantone 387C). Refer to the section on Colour on Page 20-21 for more information.
25
 Secondary Graphics: Illustrations
Our second visual element is illustration. It adds another dimension to our visual We recognise that no two designers can ever draw in
the same way. To help budding illustrators and graphic
style that helps communicate diversity and energy. Illustrations are particularly designers replicate this style of illustration as closely as
useful when cost is a factor or when a dash of fun and informality needs to be added. possible, we have developed a step-by-step guide.

This is however not the only way it which illustrations are

developed - professsional illustrators and visualisers are
free to conceptualise and compose their illustrations as
long as the same informality and fun is maintained.

STEP 1 STEP 2 STEP 3

Get a picture you want. Ensure that the photo is Trace over it. Scan and convert your tracing into a vector Fill it fully or partially with colour, reverse it out in white
recognisable and has sufficient detail to create an (this can be achieved using Adobe Streamline or other tracing or simply leave it as a black and white. All are acceptable
attractive illustration. tools). This allows us to edit and change our drawings. forms of usage.

26
Secondary Graphics: Polaroids

Our last visual element is a way to frame. Sometimes the image can be put in a polaroid,
it makes the image more spontaneous and informal. This is an alternative to using full
bleed images. Shown on this page is an example of how you can use a polaroid.

Example of polaroid usage on a poster

The photography shown in this book is illustrative and not intended for commerical use.
Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 27
Typography

Using the appropriate typeface can breathe character into a brand and reinforce its Prater Sans and Profile can be purchased at:
positioning. Selecting a consistent typeface will unify our disparate communications. alt. TYPE Pte Ltd
32 Pekin Street, #03-01
Far East Square
Singapore 048762
Tel 65 6236 2988
Fax 65 65572527

Prater Sans Profile

Prater Sans One Regular Profile Light Profile Bold
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890;!@#$^&*() 1234567890:!@#$^&*() 1234567890:!@#$^&*()

Prater Sans One Bold Profile Medium Profile Black

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
1234567890;!@#$^&*() 1234567890:!@#$^&*() 1234567890:!@#$^&*()

28
Typography: Usage

Using the appropriate typeface can breathe character into a Brand and reinforce its
Positioning. Selecting a consistent typeface will unify our disparate communications.

Sports Energising Life Headline

Set in Prater Sans

Using the appropriate typeface can breathe character Introductory Paragraph

into a brand and reinforce its brand positioning. We Set in Profile Medium

chose Profile because it’s friendly, fun and legible.

Using a consistent typeface will unite all disparate communications. Body Copy
Set in Profile Bold for Headings.
Profile Light or Medium can be used for body copy. Always ensure this Set in Profile Light or Medium for Body Copy.
is set at a legible point size that even everyone can read it comfortably.
Leading should be set at 2pt more than the point size.

29
Copywriting Style

We have developed 3 simple guides to help when writing copy. The content, style and
tone of voice for written communications are guided by the brand positioning.

Down to earth Energize Inclusive

• Relate sports to the everyday • Punctuate with Calls to Action • Use terms that include
• No sports jargon • Be Expressive • Avoid sounding top down
• Be conversational • Describe events with colour • Help coordinate groups

Examples Examples Examples

We’re matchmakers - That’s why over Aerobics Contest is the Pumpathon We are calling all active seniors to
here at letsplay.com, search engines help Women’s Sports Week is the Flower Power participate in “Twilight at the Marina”
you find likeminded individuals to play Sea Sports Demo is the Marine Mardi Gras this Sunday 12 December. Bring your
your favourite sport with. Seniors Week is the Active Aging Festival swimming gear!

30
Photography

The photographic style captures the moments in sports that are candid, informal and connected.

The photography shown in this book is illustrative and not intended for commerical use.
Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 31
Photography
The photographic style works across all the different target audiences.

Youth PMEB’S Seniors Women

The photography shown in this book is illustrative and not intended for commerical use.
Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 32
Rules of Photography

When commissioning photography or selecting stock library images, we want to

ensure that we have our own unique style. The following simple rules will help us brief
and select the images we require.

1 2
Get Candid
Photographs taken informally
without the subject’s knowledge
will capture precious moments
that represent the true spirit of
participation.
Use natural lighting and don’t
worry about just getting people’s
faces - there are lots of other
angles that capture candid
moments.
Be Informal
We want to capture the energy
of activity, that may be through
colour, supporters or anything.
A picture should be selected for
it’s capacity to communicate the
appropriate energy level and not
one that just communicates the
sports itself.
3
Be Connected
We want to show people
connecting to the spirit of sport. So
lets select images that have people
connecting with each other or
with the sports or activity they are
involved in.

33
Applications
Grid System 35
Stationery System 37
Advertising System 40
Banners 44
Website 46
Exhibition Panel 51
Signage 53

34
Grid System
We have developed a three step process that creates a standard grid and works on any format.

Step 1: Step 2: Step 3:

Y Y Y

Si meliora dies, ut vina, poemata reddit, scire velim, chartis

pretium quotus arroget annus. scriptor abhinc annos
centum qui decidit, inter perfectos veteresque referri debet
an inter vilis atque novos? Excludat iurgia finis, “Est vetus
atque probus, centum qui perficit annos. Si meliora dies, ut
vina, poemata reddit, scire velim, chartis pretium quotus
arroget annus. scriptor abhinc annos centum qui decidit,
inter perfectos veteresque referri debet an inter vilis atque
novos? Excludat iurgia finis, “Est vetus atque probus, centum
qui perficit annos.

Information Area Information Area Information Area Information Area

Si meliora dies, ut vina,
poemata reddit, scire velim,
chartis pretium quotus
arroget annus. scriptor abhinc
annos centum qui decidit,
inter perfectos veteresque
referri debet an inter vilis
atque novos? Excludat iurgia
finis, “Est vetus atque probus,
centum qui perficit annos.
Si meliora dies, ut vina,
poemata reddit, scire velim,
chartis pretium quotus
arroget annus. scriptor abhinc
annos centum qui decidit,
inter perfectos veteresque
referri debet an inter vilis
atque novos?

Shortest side ÷ 26 Y Y

Divide the shortest side of your page by
26, each unit will be called “Y”. Create a
margin around the page with “Y”.
For example, the shortest side of a A4 paper is 210 mm, so the unit
“Y” will be 210÷26, which is 8 mm.
Create a horizontal grid by dividing the
information area into 10 equal parts.
Once the page is divided it allows us to align information across
multiple pages.
Then divide your vertical grid into 6
columns (you decide the gutter between
the columns). You then have a grid of 6 x
10. This can be applied to any format.

35
Grid System
We have developed a standard grid to work on different formats.

Using an A4 size format - follow the three Square Page format - follow the three simple Landscape format - follow the three simple
simple steps outlined on the previous page to steps outlined on the previous page to create steps outlined on the previous page to create
create your grid. your grid. your grid.

36
Stationery
Namecards
These pages give you an indicative look when all the core visual elements are brought
together. Our ambition is to illustrate how using the same elements we can create a
consistent look for all our communication materials.

Front Back

The stationery shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the stationery should be obtained from your PR & Marketing department. 37
Stationery
Letterhead
These pages give you an indicative look when all the core visual elements are brought
together. Our ambition is to illustrate how using the same elements we can create a
consistent look for all our communication materials.

Front Back

The stationery shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the stationery should be obtained from your PR & Marketing department. 38
Stationery
Envelope
These pages give you an indicative look when all the core visual elements are brought
together. Our ambition is to illustrate how using the same elements we can create a
consistent look for all our communication materials.

Front Back

The stationery shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the stationery should be obtained from your PR & Marketing department. 39
Advertising Template: A Let’s Play communication
(These applications use the primary colour palette)

These pages give you an indicative look when all the core visual elements are brought
together. Our ambition is to illustrate how using the same elements we can create a
consistent look for all our communication materials.

Photograhy Dominant Photograhy and Illustration Illustration Dominant

The advertisement shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the advertisement should be obtained from your PR & Marketing department.
The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 40
Advertising Template: An Events Poster
(These applications use the secondary colour palette)
These pages give you an indicative look when all the core visual elements are brought
together. Our ambition is to illustrate how using the same elements we can create a
consistent look for all our communication materials.

The advertisement shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the advertisement should be obtained from your PR & Marketing department.
The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 41
Advertising Template: A Co-sponsored communication
When positioning the ‘Let’s Play’ brand identity you can;
These pages give you an indicative look when all the core visual elements are brought
together. Our ambition is to illustrate how using the same elements we can create a 1. Position it with partner identity
consistent look for all our communication materials. 2. Position it with an event name
3. Position it with a person in the image

The advertisement shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the advertisement should be obtained from your PR & Marketing department.
The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 42
Advertising Template: A Facilities communication
(These applications use the primary colour palette)

These pages give you an indicative look when all the core visual elements are brought When positioning the ‘Let’s Play’ brand identity you can;
together. Our ambition is to illustrate how using the same elements we can create a 1. Position it with partner identity
consistent look for all our communication materials. 2. Position it with an event name
3. Position it with a person in the image

The advertisement shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the advertisement should be obtained from your PR & Marketing department.
The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 43
Banners
Horizontal
These pages give you an indicative look when all the core visual elements are brought When positioning the ‘Let’s Play’ brand identity you can;
together. Our ambition is to illustrate how using the same elements we can create a 1. Position it with partner identity
consistent look for all our communication materials. 2. Position it with an event name
3. Position it with a person in the image

Text only

With Graphics

The banners shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the banners should be obtained from your PR & Marketing department.
The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 44
Banners
Vertical
These pages give you an indicative look when all the core visual elements are brought When positioning the ‘Let’s Play’ brand identity you can;
together. Our ambition is to illustrate how using the same elements we can create a 1. Position it with partner identity
consistent look for all our communication materials. 2. Position it with an event name
3. Position it with a person in the image

Text only With Graphics

The banners shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the banners should be obtained from your PR & Marketing department.
The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 45
Website

These pages give you an indicative look when all the core visual elements are brought
together. Our ambition is to illustrate how using the same elements we can create a
consistent look for all our communication materials.

Loading Page Animation Page

The website shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the website should be obtained from your PR & Marketing department.
The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 46
Website

These pages give you an indicative look when all the core visual elements are brought
together. Our ambition is to illustrate how using the same elements we can create a
consistent look for all our communication materials.

Homepage Rollover Effects

The website shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the website should be obtained from your PR & Marketing department.
The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 47
Website

These pages give you an indicative look when all the core visual elements are brought
together. Our ambition is to illustrate how using the same elements we can create a
consistent look for all our communication materials.

Events Page - Level 2 Events Page - Level 3

The website shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the website should be obtained from your PR & Marketing department.
The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 48
Website

These pages give you an indicative look when all the core visual elements are brought
together. Our ambition is to illustrate how using the same elements we can create a
consistent look for all our communication materials.

Facilities Page - Level 2 Facilities Page - Level 3

The website shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the website should be obtained from your PR & Marketing department.
The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 49
Website

These pages give you an indicative look when all the core visual elements are brought
together. Our ambition is to illustrate how using the same elements we can create a
consistent look for all our communication materials.

Profile Page

The website shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the website should be obtained from your PR & Marketing department.
The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 50
Exhibition Panels

These pages give you an indicative look when all the core visual elements are brought
together. Our ambition is to illustrate how using the same elements we can create a
consistent look for all our communication materials.

The website shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the website should be obtained from your PR & Marketing department.
The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 51
Exhibition Panels

These pages give you an indicative look when all the core visual elements are brought
together. Our ambition is to illustrate how using the same elements we can create a
consistent look for all our communication materials.

The website shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the website should be obtained from your PR & Marketing department.
The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 52
Exhibition Panels
Signage For Complexes
These pages give you an indicative look when all the core visual elements are brought
together. Our ambition is to illustrate how using the same elements we can create a
consistent look for all our communication materials.

The website shown on this page is a template. Do not try to recreate this sample. An electronic soft copy of the website should be obtained from your PR & Marketing department.
The photography shown in this book is illustrative and not intended for commerical use. Always ensure that copyrights is obtained for commissioned or sourced photography intended for commerical use. 53
File Naming
File Naming System 55

54
File Naming System

Brand Colour Motivator Flipped File Format Example

ssc. black love flip .ai

illustrator format
Singapore Sports Council
Let’s Play

ssc.lp.lime.ai
lime star .eps
illustrator EPS format

mango talk .jpeg

Jpeg format
ssc.lp.mango.think.flip.
jpg

think .pdf
Tiff format

55
The basic visual components to communicate our brand are included in this document, but the power
to bring our brand to life lies in all our hands. All the decisions we make to communicate our brand
must be inspired by our Brand Positioning:

Energizing life through sports’

diverse offer of enjoyable moments
and shared experiences.

The photography shown in this book is illustrative and not intended for commerical
use. Always ensure that copyrights is obtained for commissioned or sourced
photography intended for commerical use.

56