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Manchester Sport and Leisure Trust brand guidelines

What did we do?

The new Manchester Sport Leisure Trust (MSLT) brand needed to be rolled out efficiently so it was essential that the brand guidelines were put into place quickly. MSLT had to ensure that any authorised person looking to create brand collateral could immediately do so easily and consistently without confusion, by complying with a set of guidelines that clearly laid out how the brand should be used and applied across all media formats.

The challenge for us was in the understanding of who will be using the guidelines and for what application. In this case there was a diverse set of guide requirements, from signage down to how MSLT represent their partners logos on a leaflet; so the guidelines had to include clear, concise directions for every piece of collateral.

We know that we talk about the word ‘consistency’ all the time and how important it is. We try not to go on about it too much, but it really is that important. The MSLT brand guidelines now provide an all encompassing set of rules for everyone involved to adhere to and abide by. 

What did we achieve?

The new MSLT brand has been consistently applied to all collateral across its 19 leisure centres, on hoardings, advertising and new media. These appearances are all a testament to the easy-to-use brand guidelines that we established for Manchester Sports and Leisure Trust.

By clearly outlining how the logo should be applied, where it should and shouldn’t be used, and how the swoosh icon and strapline should work to support the logo, MSLT are now sure to illustrate a uniform message. Always. Creating rules that outline the space requirements around the logo ensures that the brand conveys a coherent message, this means that the logo is never distorted or misrepresented on any pieces of collateral or signage an always has the room to shine.

By creating the brand guidelines we have provided MSLT with a solution to the age-old brand problem of retaining brand consistency across multiple sporting venues across the North West.

What did the client say...

"From conception back in 2008, Nigel's knowledge of the sports sector has been integral in creating for the trust a very modern and distinctive brand that we're very proud, including a comprehensive website for all our 18 sporting venues."

Shaun Brennan
Commercial Manager at Manchester Sport and Leisure Trust 

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