RCBPC Style Guide

STYLE & BRAND MANUAL
2012 Royal County of Berkshire Polo Club Ltd. All rights reserved.
2 Royal County of Berkshire Polo Club Style Guide
INTRODUCTION
Thank you for your interest in the Royal County of Berkshire Polo Club (RCBPC). This style guide provides content and guidance for product and marketing materials relating to the RCBPC brand. Following the rules laid out in this guide will give a better understanding of the brand and will speed up the approvals of products and marketing materials. Please note that all product and marketing materials must be approved before release to the trade or public.
CONTENTS
1STYLE & BRAND MANUAL 2INTRODUCTION 3ABOUT RCBPC 4BASICS 5LOGO 6CLEAR SPACE 7ADDITIONAL DEVICES 9TYPOGRAPHY 10TYPOGRAPHY USE 11NUMBERS 12APPROVED TEXT 13NAMING & COPYRIGHT 14DISALLOWED APPLICATIONS, DO NOT; 15COLOURS 16PHOTOGRAPHY 17PHOTOGRAPHY EXAMPLES 18ADVERTISING 19PRODUCT 20HANGTAGS 21LABELLING 22ADORNMENTS 23PACKAGING 24PACKAGING 26STORES 27STORE EXAMPLES 29GENERIC STORE PLAN 30FURNITURE 32DECORATIONS 34DECORATION: MONOCHROME PHOTOGRAPHY 35DECORATION: COLOUR PHOTOGRAPHY 36DECORATION: METAL PLATES 37DECORATION: GRAPHICS 38OTHER ITEMS 39EXTERIOR SIGNAGE 41EXTERIOR EXAMPLES 44FOR THIRD PARTY RETAILERS 46APPENDIX 46APPENDIX: CONTACTS 47APPENDIX: THE STORY OF RCBPC
ABOUT RCBPC
RCBPC, or The Berkshire as it is affectionately known, is one of the most prestigious polo clubs in the world. Both the worlds top players and the English elite gather there to enjoy world class polo and exceptional catering and hospitality. The Club was founded in 1985 by music legend Bryan Morrison, and is still owned and run by his family. The Berkshire has long enjoyed royal patronage, as well as celebrities, businessmen and socialites. The brand stands for English quality and elegance, success and sporting excellence. It appeals to a wide range
Winners of the 2010 Prince of Wales Trophy. RCBPC is host to about forty tournaments each year.
of people, but especially to young, aspirational men and women who want the best in life.
BASICS
LOGO
The RCBPC logo captures the timeless elegance of the brand, and polo itself. The Horse & Rider logo is preferred for use in brand communications (advertising, online and print marketing materials, point of sale materials, etc.). The roundel is an alternative that is available only in certain territories.
Horse & Rider
ROYAL
TY OF B E UN O
RE SHI RK
lo clu
b
Roundel
CLEAR SPACE
X
Keep a clear space around the logo, as defined in the diagrams. Maintain the correct distance between elements when using applying the text.
X X
ROYAL
TY OF B E UN O
lo clu
X X
RE SHI RK
ADDITIONAL DEVICES
Use and adapt these artworks for use on products. You can use different brand colour combinations or product colour schemes to recolour the artworks. Examples are shown.
BRITISH
TR A DITIONAL
RCBPC
BRITISH TRADITIONAL
19 85
1985
BRITISH
TR A DITIONAL
RCBPC
BRITISH TRADITIONAL
19 85
1985
TYPOGRAPHY
The typefaces for RCBPC are chosen to complement the logo and tone of voice of the brand. Use Din-Pro and Din-Black for body copy, and all capitals for titles and headers. Use Trajan Pro to emphasize short messages on communications (for example, 10 Goal) Use Edwardian Script for brief lifestyle messages (for example Polo, the Game DIN Pro Black Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz DIN Regular Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Trajan Pro Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz DIN Pro Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
of Kings) only.
Advice on acquiring the typefaces is available from the representative.
DIN Pro Black Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Edwardian Script Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
TYPOGRAPHY USE
Use either a variety of weights and styles of DIN to add interest to products and communications. Do not try to use all typefaces and weights at once.
NEW SEASON
AVAILABLE EXCLUSIVELY INSTORE CEPEL IUM EOS NESSI APITATEM QUO TE LATUR? IM QUE VOLORUPTISCI BLAM AUT ADIS EXPED MILICIMUS REM QUIAEREM REPERUP ISIMINU LPARUM, SOLO BLANDI NON RECTO IL IUR? HARUPTATA PREHENDI CUM NONSERI ONSEQUE RE COREM ESEQUE IPIS PA NIS EOS DE IPITATQUIS EA VENEST ET LAM, INVENIMILLA QUO EXERUNTI CUSAE AUT LANDIORAE EOSANDI ATIBUS ETUM EVELES MO COMMOS DOLOR SENDUCI UNTUR, OMMO EXPEL INIS
NUMBERS
Certain numbers have special significance to RCBPC. Each player is given a number from 1 to 4 - these numbers should be used on products. The number 10 refers to the top polo handicap which only the worlds elite players attain. There is a special typography available for this number. The year 1985 also has a special meaning as this was the year of founding of the Club. Numbers should be used in brand typographies only.
Edwardian Script Special typography DIN (all variants) Trajan (all variants)
1 2 3 4
10
Est. 1985
1 2 3 4
10
Since 1985
Established 1985
APPROVED TEXT
These are approved passages of text to use in communications and products. Other passages of text may also be used.
LONG PASSAGES
Use the text in the Appendix of this document. Use the text in the About RCBPC section of this document.
MEDIUM PASSAGES
The late Brian Morrison became a legend when he created one of the most prestigious polo clubs in the world. Trained as a professional designer, he saw his Club as a leading light in fashion. Again, his vision returned to set a trend. Today, that label is finally available across the world. The Royal County of Berkshire Polo Club is one of the most prestigious polo clubs in the world. Both the worlds top players and the English lite gather there to enjoy world class polo and an exceptional experience.
SHORT PASSAGES
RCBPC Royal County of Berkshire The Berkshire High Goal Championship Established 1985 WKEND CHSHIP
NAMING & COPYRIGHT

Use the names Royal County of Berkshire Polo Club or RCBPC. Each product or communication should include the copyright notice (right). Reduce the tracking on the copyright notice to about -60 to compress the text and make the notice more compact.
[year of creation] Royal County of Berkshire Polo Club Ltd. All rights reserved.
2011 Royal County of Berkshire Polo Club Ltd. All rights reserved.
DISALLOWED APPLICATIONS, DO NOT;
Restructure the logo

ROYAL COUNTY OF BERKSHIRE
Use inappropriate colours
Change typography
Remove elements
Add elements
Place the logo over a combination of photography and background colour
Introduce transparency

Distort the logo Use logos with width smaller than; Logo Roundel On screen 100px In print 30mm 20mm Horse & Rider 100px
COLOURS
Use the color bridge version of each PANTONE wherever possible. RCBPCs principal colour is PANTONE 553. Use White as a background or a principle contrasting colour to Green or Navy. Use PANTONE 715 sparingly as a complementary colour to Green. Use PANTONE 7530 as an alternative background colour to Green.
PANTONE 553 PANTONE 715 PANTONE 282 PANTONE 7530
C M Y K
59 0 53 80
0 36 71 0
100 68 0 54
29 29 41 0
PANTONE 1797
C M Y K
0 100 99 4
0 0 0 100
0 0 0 0
PHOTOGRAPHY
PHOTO PROCESSING
A bank of royalty-free polo photography is available; ask your representative. Any lifestyle photography should be centered around polo or an elite lifestyle. When used on products or communications in conjunction with the brand colours,the photography must be treated in the way described (right) . 1 2 3 4
Increase contrast to make the image more impactful Isolate bright colours to give emphasis to the subject Apply a photo filter using a brand colour (usually PANTONE 553) Crop around the subject
PHOTOGRAPHY EXAMPLES
ADVERTISING
Advertising should be clean, simple and with polo as the main focus. Only use treated photography. Publicising retail partners is vital.
Full page advert (A4 size).
The English Style

Estd. 1985
Half page advert (A5 size).
AVAILABLE AT [insert retailer name/ logo]

LOCATION CITY street address LOCATION CITY street address LOCATION CITY street address LOCATION CITY street address LOCATION CITY street address LOCATION CITY street address LOCATION CITY street address LOCATION CITY street address LOCATION CITY street address LOCATION CITY street address
AVAILABLE AT [insert retailer name/ logo]
PRODUCT
The following pages provide templates for the adornment of products. You can use different brand colour combinations or product colour schemes to recolour the examples shown here.
HANGTAGS
Hangtag - Mens, 200gsm matte
2011 Royal County of Berkshire Polo Club ltd. All rights reserved.
Hangtag - Kids
The late Brian Morrison became a legend when he created one of the most prestigious polo clubs in the world. Trained as a professional designer, he saw his Club as a leading light in fashion. Again, his vision returned to set a trend. Today, that label is finally available across the world.
SIZE STYLE
SIZE STYLE
BARCODE
Estd. 1985
BARCODE
Hangtag - Womens
SIZE STYLE
BARCODE
Estd. 1985
LABELLING
Printed - For smaller and larger applications, respectively. One colour
RCBPC COLLECTION
100% Cotton UK / MX / US / 36
16
In.
EUR | 46 | L
Woven - For smaller and larger applications, respectively. Two colours
TAILORED FIT
32 XL
ADORNMENTS
Jeans Patch - 80 x 60 mm. Leather Ribbon -18 mm wide. Woven
Royal County Of Berkshire Polo Club
Estd. 1985
Royal County Of
Since
1985
Press Stud/ Rivet - Various sizes
TY OF B E UN O
Button - Various sizes

CBP CBP
RE SHI RK
ROYAL C
lo clu
Shirt Collar Insert
PACKAGING
The following pages provide generic packaging layouts.
2011 Royal County of Berkshrie Polo Club ltd. All rights reserved.
9.5 UK
Colour:
2011 Royal County of Berkshrie Polo Club ltd. All rights reserved.
PACKAGING
Style:
Large Box - 350 x 210 x 130 mm
STRETCH COTTON JERSEY Colour Colour Colour 95% COTTON 5% SPANDEX
L/G
STRETCH COTTON JERSEY 1PC
WINDOW HERE
L/G
LUXORIOUS STRETCH COTTON CREW NECK TSHIRT EBIT A NOBITAS IMUSAM QUAE PEL MAGNI NOBITATQUI OMMO EVERFER EMPOREM UT ODICIPS USDAESEQUE PORI DOLO QUI SIT MOLORITA DOLUPTAT. CARE INSTRUCTIONS Erum quatus, secum ditiorr ovitemporat. Nem abo. Ut eum eos pos quunt, consend eligend igenecus, sitia volut doluptasitas estotatia dolent expeliquo bla voluptam volo to corecerum nonempor rae renes non peliq 2011 Royal County of berkshire Polo Club Ltd. All rights reserved.
WINDOW HERE
Smaller Box 210 x 140 x 40 mm
LUXORIOUS STRETCH COTTON CREW NECK T-SHIRT EBIT A NOBITAS IMUSAM QUAE PEL MAGNI NOBITATQUI OMMO EVERFER EMPOREM UT ODICIPS USDAESEQUE PORI DOLO QUI SIT MOLORITA DOLUPTAT.
3 MENS PURE SILK HANDKERCHIEFS The late Brian Morrison became a legend when he created one of the most prestigious polo clubs in the world. Trained as a professional designer, he saw his Club as a leading light in fashion. Again, his vision returned to set a trend. Today, that label is finally available across the world.
Cardboard Wraparound - 80 x 80 x 30 mm
Classic Sports Sock
CARE INSTRUCTIONS Erum quatus, secum ditiorr ovitemporat. Nem abo. Ut eum eos pos quunt, consend eligend igenecus, sitia volut doluptasitas estotatia dolent expeliquo bla voluptam volo to corecerum nonempor rae renes non peliquaera quam quis molo quas es seque velibea voluptatur? Qui te volorem qui as alictotae
CARE INSTRUCTIONS Erum quatus, secum ditiorr ovitemporat. Nem abo. Ut eum eos pos quunt, consend eligend igenecus, sitia volut doluptasitas estotatia dolent WINDOW HEREexpeliquo bla voluptam volo to corecerum nonempor rae renes non peliq 2011 Royal County of berkshire Polo Club Ltd. All rights reserved.
CARE INSTRUCTIONS Erum quatus, secum ditiorr ovitemporat. Nem abo. Ut eum eos pos quunt, consend eligend igenecus, sitia volut doluptasitas estotatia dolent expeliquo bla voluptam volo to corecerum nonempor rae renes non peliq-
3 MENS PURE SILK HANDKERCHIEFS
2011 Royal County of berkshire Polo Club Ltd. All rights reserved.
L/G Royal County Of
Royal County Of Berkshire Polo Club
Estd. 1985
Smaller Box With Ribbon 210 x 140 x 40 mm
3 PAIR
STORES
Stores and corners are often the places where the brand identity is best and most powerfully expressed. Furniture and decor should be combined with the previous materials to make the space relevant to the brand. The following pages describe technical and graphic specifications for achieving this, as well as some examples.
STORE EXAMPLES
GENERIC STORE PLAN

OM
MODULAR FURNITURE MODULAR FURNITURE M.FURNITURE TABLE CASHIER DESK PLATFORM 0, 9m M.FURNITURE 0. 7m x 0. 7m
FI TT IN
RO
IN
RO
PLATFORM
TT
OM
MODULAR FURNITURE See next page TABLES 1 x 1m, with lower shelf (see below) FITTING ROOMS 1 x 1m CASHIER DESK 1.5 x 1.2m
0. 7m PL AT FO RM
WINDOW TABLE TABLE
FI
1.2m
LIGHTING LEGEND
Feature Feature Ambient Fancy lamp shades. 60mm Simple lamp shades. 15mm AR111 matte gold inlaid directable lights. 1per 4m2 (store) 2per m (window) Accent Accent Accent, window Dichroic matte gold inlaid directable lights Dichroic matte gold bulbs for rail lighting 70w spotlights with Mastercolour CDM-R bulbs. 2 per window.
FURNITURE
Furniture should be modular as often as possible to allow for re-use and easy organization. Four modules are shown here. Each module should be 2m (h) x 1m (w) x 0.4m (d). Furniture should be wenge or a similar wood such as dark oak.
Moulding and shelf detail. Further variants of modular furniture.
DECORATIONS
A brand-defining store is created by combining a mix of collateral materials and products. Spacing between the elements is also important to create visual impact. Groups of the same kind of decoration, or those that are too diffuse should be avoided. The examples in this guide show how decorations should be arranged.
Further examples of store decoration.
DECORATION: MONOCHROME PHOTOGRAPHY
25x25cm
55x40cm 35x28cm
25x20cm 32x25cm 45x35cm

Black & white photos in wenge wooden frames.
55x40cm
DECORATION: COLOUR PHOTOGRAPHY

35X55cm
35X55cm
55X70cm
50X36cm
Colour photos in wenge wooden frames.
50X36cm
DECORATION: METAL PLATES
1985
1985
English Traditional
Royal County of Berkshire
Series of three 31 x 42 cm brand signs. Stamped onto aged/ rusty plates.
DECORATION: GRAPHICS
56X86cm
26th May, 1985 1.25 Berkshire, England
37X37cm
Polo Gazette
POLO CLUB
ROYAL COUNTY OF BERKSHIRE

The Royal County of Berkshire Polo Club (RCBPC), the most exclusive polo club in England, and an international fashion brand is the product of one mans extraordianry vision.
1985
30X25cm
PRINCE OF WALES
TROPHY
The story begins with legendary music producer and designer Bryan Morrison, who made his fortune shaping the sounds of Pink Floyd, the Bee Gees and Wham! First encountering polo in Chicago, Bryan was enchanted by the sport and founded the Club in 1985, using his sizeable wealth and influence to create an English icon. So resonant was the success of The Berkshire, as it is affectionately known, the Prince of Wales soon became an honoured lifetime member. He set to work designing the first RCBPC branded products in the late Eighties, beginning with a line of white jeans, which were hugely popular with the cognoscenti of A trained designer and an the time. impeccably stylish man, Bryan also saw the Club as a way of expressing With particular emphasis on his affluent but uniquely English Japan and Latin America Bryan fashion sense. began to sign a number of licenses
50X25cm
and found himself at the helm of a burgeoning fashion line. Today Bryan is survived by his family, his Club and by the fashion line that he created, which continues to express the flair, sporting pedigree and opulence that was his unique vision.
GOAL
CHAMPIONSHIP
28X28cm
Est. 1985
25X15cm
45X30cm
Set of seven vintage graphic pieces in different sizes and materials (wood, foam board, vinyl) highlighting the brands personality and links with polo and English heritage.
OTHER ITEMS
Other themed interior items (polo mallets, helmets, ballts and stirrups).
EXTERIOR SIGNAGE
Large canopy (7+m).
ROYAL COUNTY OF BERKSHIRE POLO CLUB
R.C.B.P.C
Small canopies (3-5m) plus 1m canopy for store entrance.
Large hoarding (7+m) with canopy.
Estd. 1985
Hanging Flag.
Estd. 1985
Outdoor lightbox sign.
EXTERIOR EXAMPLES
ROYAL ROYAL COUNTY COUNTY OF OF BERKSHIRE BERKSHIRE POLO POLO CLUB CLUB ROYAL COUNTY OF BERKSHIRE POLO CLUB
ROYAL OF COUNTY OF BERKSHIRE POLO CLUB ROYAL COUNTY BERKSHIRE POLO CLUB
Estd. 1985
ROYAL ROYAL COUNTY OF BERKSHIRE POLO CLUB R.C.B.P.C COUNTY OF BERKSHIRE POLO CLUB R.C.B.P.C R.C.B.P.C
OPENING HOURS
MON-SAT 0900-1800 SUN 1000-1600
Estd. 1985
FOR THIRD PARTY RETAILERS

Collateral is supplied for multi-brand retailers who wish to stock RCBPC goods. In the absence of the full brand experience, the brands presence should be understated and simple. Two packages are offered; the contituent parts of the offers should not be mixed.
Estd. 1985
OPTION 1
Tall banner (approx. 80 x 200 cm) Shelf display/ letterbox header (approx. 10 x 60 cm)
Rail header (approx. 10 x 50 cm)
The English Style

Estd. 1985
Estd. 1
OPTION 2
Tall banner (approx. 80 x 200 cm) Shelf display/ letterbox header (approx. 10 x 60 cm)
Rail header (approx. 10 x 50 cm)
APPENDIX: CONTACTS
All materials must be approved before release to the trade or public. Contact the representative for advice. For global brand management enquiries and product approvals, please contact;
THE PARTNERSHIP
The Partnership Licensing Ltd. 162 Stephendale Road London SW6 2PL United Kingdom +44 (0)207 731 3233 info@tplicensing.com
APPENDIX: THE STORY OF RCBPC

The Royal County of Berkshire Polo Club (RCBPC), the most exclusive polo club in England, and an international fashion brand is the product of one mans extraordinary vision. The story begins with legendary music producer and designer Bryan Morrison, who made his fortune shaping the sounds of Pink Floyd, the Bee Gees and Wham! First encountering polo in Chicago, Bryan was enchanted by the sport and founded the Club in 1985, using his sizeable wealth and influence to create an English icon. So resonant was the success of The Berkshire, as it is With particular emphasis on Japan and Latin America Bryan began to sign a number of licenses and found himself at the helm of a burgeoning fashion line. A trained designer and an impeccably stylish man, Bryan also saw the Club as a way of expressing his affluent but work designing the first RCBPC branded products in the late Eighties, beginning with a line of white jeans, which were hugely popular with the cognoscenti of the time. Today Bryan is survived by his family, his Club and by the fashion line that he flair, sporting pedigree and opulence that was his unique vision. affectionately known, the Prince of Wales Bryan continued expanding the soon became an honoured lifetime member. Berkshire in both the polo and fashion worlds, when tragedy struck and he sustained a fatal injury playing polo.
uniquely English fashion sense. He set to created, which continues to express the

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STYLE & BRAND MANUAL

2 Royal County of Berkshire Polo Club Style Guide

3 Royal County of Berkshire Polo Club Style Guide

5 Royal County of Berkshire Polo Club Style Guide

6 Royal County of Berkshire Polo Club Style Guide

7 Royal County of Berkshire Polo Club Style Guide

8 Royal County of Berkshire Polo Club Style Guide

9 Royal County of Berkshire Polo Club Style Guide

DIN Pro Black Italic Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

10 Royal County of Berkshire Polo Club Style Guide

11 Royal County of Berkshire Polo Club Style Guide

12 Royal County of Berkshire Polo Club Style Guide

13 Royal County of Berkshire Polo Club Style Guide

NAMING & COPYRIGHT

14 Royal County of Berkshire Polo Club Style Guide

DISALLOWED APPLICATIONS, DO NOT;

Restructure the logo

Use inappropriate colours

Place the logo over a combination of photography and background colour

15 Royal County of Berkshire Polo Club Style Guide

16 Royal County of Berkshire Polo Club Style Guide

17 Royal County of Berkshire Polo Club Style Guide

18 Royal County of Berkshire Polo Club Style Guide

The English Style

Half page advert (A5 size).

AVAILABLE AT [insert retailer name/ logo]

AVAILABLE AT [insert retailer name/ logo]

20 Royal County of Berkshire Polo Club Style Guide

21 Royal County of Berkshire Polo Club Style Guide

Woven - For smaller and larger applications, respectively. Two colours

22 Royal County of Berkshire Polo Club Style Guide

Royal County Of Berkshire Polo Club

Button - Various sizes

Shirt Collar Insert

24 Royal County of Berkshire Polo Club Style Guide

Large Box - 350 x 210 x 130 mm

25 Royal County of Berkshire Polo Club Style Guide

STRETCH COTTON JERSEY Colour Colour Colour 95% COTTON 5% SPANDEX

STRETCH COTTON JERSEY 1PC

STRETCH COTTON JERSEY 1PC

STRETCH COTTON JERSEY 1PC

STRETCH COTTON JERSEY 1PC

Smaller Box 210 x 140 x 40 mm

3 MENS PURE SILK HANDKERCHIEFS

STRETCH COTTON JERSEY Colour Colour Colour 95% COTTON 5% SPANDEX

L/G Royal County Of

Royal County Of Berkshire Polo Club

Smaller Box With Ribbon 210 x 140 x 40 mm

27 Royal County of Berkshire Polo Club Style Guide

28 Royal County of Berkshire Polo Club Style Guide

29 Royal County of Berkshire Polo Club Style Guide

GENERIC STORE PLAN

30 Royal County of Berkshire Polo Club Style Guide

31 Royal County of Berkshire Polo Club Style Guide

Moulding and shelf detail. Further variants of modular furniture.

32 Royal County of Berkshire Polo Club Style Guide

33 Royal County of Berkshire Polo Club Style Guide

Further examples of store decoration.

34 Royal County of Berkshire Polo Club Style Guide

DECORATION: MONOCHROME PHOTOGRAPHY

25x20cm 32x25cm 45x35cm

35 Royal County of Berkshire Polo Club Style Guide

DECORATION: COLOUR PHOTOGRAPHY