ARTWORK
GUIDELINES
TEAMMATES:
On the following pages you will find the guardrails for The #1 Performance Athletic Brand in the
World. This is the Under Armour playbook, instruction manual, and user’s guide all wrapped up in
one document. Please read it and keep it for reference. Please also protect it. It’s for the members
of Team Under Armour and no one else.
The purpose of putting these rules, guidelines and reference points down on paper is to ensure
that the Under Armour Way is carried out as we add teammates every single day. What was once
just understood and passed along by example must now be published so that we all stay on the
same page with the Brand initiatives.
From a purity standpoint – the ultimate measure of a brand – Under Armour thrives on being consistently
portrayed across all platforms and media. This book will help us stay the course, and it will help
us against what could potentially be our biggest threat: ourselves.
We intentionally kept this book flexible enough to allow for the creativity of our talented creative
teams to push for and achieve the next best Under Armour design or idea.
Amendments and addenda are inevitable in a book like this, but the logo and all that it symbolizes
will endure. It is indeed a first edition, and changes will be made, chapters will be added. But for
now, it’s our Brand’s “Bible.”
PROTECT THIS HOUSE.® I WILL.
Steve Battista
Senior Vice President, Brand
steveb@underarmour.com
410-454-6432
This Under Armour Brand playbook contains the confidential and business proprietary information of Under
Armour, Inc. We are providing this information to Under Armour employees and authorized Under Armour licensees
that will benefit from such information. The contents of the Brand playbook are for internal Under Armour business
purposes only and should not be shared with any outside parties including Under Armour customers. You must
take every precaution necessary to maintain the confidential nature of the Brand playbook. Any reproductions of
the Brand playbook are strictly prohibited. Under Armour reserves all legal remedies it may have against those
that violate their confidentiality obligations to Under Armour. Thank you in advance for your cooperation.
CONFIDENTIAL & BUSINESS PROPRIETARY INFORMATION FOR INTERNAL UNDER ARMOUR, INC. USE ONLY. REPRODUCTION IS STRICTLY PROHIBITED.
BRAND STANDARDS
WHAT IS THE CORRECT USAGE OF THE HOUSE LOGO?
THE HOUSE LOGO
The Under Armour House Logo, the interlocking UA, is used on apparel, stationery, point of purchase materials, collateral and
is the focal point of the BIG LOGO campaign.
Consistent and proper use of the logo is essential to maintaining the Brand’s integrity. It’s also very important in protecting our
trademarks against infringers and impostors.
The interlocking UA has its origins as the initial mark for the Brand, but was adapted to look faster and sleeker while displaying
its strength and balance: all the attributes of a world class athlete. It represents the bold nature of our Brand, and the necessity
for all Under Armour products to be grounded in performance.
USAGE GUARDRAILS
The House Logo is a registered trademark of Under Armour Inc. and is to be used alone, without words, on apparel
meant for domestic distribution, as well as advertisements, point of purchase, and all other Brand collateral. It must
have a registered ® mark in its primary and/or first usage. (An exception is on the apparel itself and in embroidery
where execution of the mark is not possible at its typical size.)
Negative
Positive
The
must never be tilted, shaded, have a stroke around it, or otherwise be manipulated from its authentic design.
The
should be represented in solid Brand colors: Black, white or silver (PMS 877).
SPOT COLORS PANTONE COLORS
UA BLACK
UA WHITE
UA SILVER
PROCESS SIMULATION
PROCESS BLACK
C 0% M 0% Y 0% K 100%
N/A
C 0% M 0% Y 0% K 0%
PANTONE 877
N/A
UNDER ARMOUR HOUSE LOGO
APPROVED COLOR: UA WHITE
REGISTERED TRADEMARK
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BRAND STANDARDS
WHAT IS THE CORRECT USAGE OF THE HOUSE LOGO?
DON’T
DO
Do not use logo on a background too
similar to the logo color
UA white logo on acceptable
gray background
UA black logo on acceptable
white background
UA white logo on acceptable
color background
UA white logo on acceptable
black background
Do not place UA logo
in a box
Do not place logo on a
disruptive background
Do not gradient
the logo
Do not use logo
with a pattern
Do not stroke the logo
Do not bevel or
emboss the logo
Do not distort the logo
Do not stretch the logo
Do not image the logo
in an unapproved color
Do not rotate
the logo
No type or graphics may compromise
this safety margin as illustrated.
SAFETY MARGIN:
1/4 the width of the logo.
1/4
UA black logo on acceptable
gray background
UA black logo on acceptable
photo background
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BRAND STANDARDS
W
HAT IS THE CORRECT USAGE OF THE HOUSE LOGO
THAT INCLUDES THE WORDS “UNDER ARMOUR”?
HOUSE LOGO (WITH NAME)
This is the mark once used for all Under Armour® apparel. Now, for countries new to the Brand, the words will be used
once again in conjunction with the House Logo.
It’s also still used in instances, domestic and abroad, where the name is needed for identification (eg: Web links on
partners’ sites, in-stadium advertising, on brochures where our logo is one of many, etc.).
SPOT COLORS PANTONE COLORS
UA BLACK
UA WHITE
UA SILVER
PROCESS SIMULATION
PROCESS BLACK
C 0% M 0% Y 0% K 100%
N/A
C 0% M 0% Y 0% K 0%
PANTONE 877
N/A
UNDER ARMOUR HOUSE LOGO (WITH NAME)
APPROVED COLOR: UA WHITE
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BRAND STANDARDS
W
HAT IS THE CORRECT USAGE OF THE HOUSE LOGO
THAT INCLUDES THE WORDS “UNDER ARMOUR”?
DON’T
DO
Do not enlarge the type; it must be
proportional to the UA logo
UA white logo on acceptable
black background
UA white logo on acceptable
gray background
UA black logo on acceptable
white background
UA white logo on acceptable
color background
Do not change the color of
any of the logo elements
Do not shrink the type; it must be
proportional to the UA logo
UNDER ARMOUR
UA black logo on acceptable
gray background
UA black logo on acceptable
photo background
Do not place “Under Armour”
over the logo
Do not use a different type
face with the UA logo
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BRAND STANDARDS
WHAT IS THE CORRECT USAGE OF
THE
STACKED “PROTECT THIS HOUSE®. I WILL.”?
PRIMARY USAGE
PROTECT THIS HOUSE.® I WILL.
provides a revamped version of our Brand’s rallying cry—the unmistakable calling card of Under Armour
(PROTECT THIS HOUSE.) with the response (I WILL.) that reiterates the Brand’s place with its rightful
owners: The athletes themselves! Beginning in 2010, this tagline is the primary message for the Brand.
“PROTECT THIS HOUSE.®” and “I WILL.” should always be linked (i.e., they should be in very close
proximity), and the registered mark (the superscripted circled R) should always appear immediately at
the end of “PROTECT THIS HOUSE.”
USAGE
PTH. I WILL. is approved for use in print, on collateral and POP, and on apparel.
SPOT COLORS PANTONE COLORS
PROCESS SIMULATION
UA BLACK
UA WHITE
UA YELLOW
C 0% M 0% Y 0% K 100%
C 0% M 0% Y 0% K 0%
C 0% M 4% Y 100% K 0%
APPROVED ALTERNATIVE USAGE
PROCESS BLACK
N/A
PANTONE YELLOW 12
Approved usage of UA LOGO in red box
Approved usage of
PROTECT THIS HOUSE.® I WILL.
WE RUN.WE TRAIN.
WE WIN.
KEEPS YOU COOL, LIGHT AND DRY.
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BRAND STANDARDS
WHAT IS THE CORRECT USAGE OF
THE
HORIZONTAL “PROTECT THIS HOUSE®. I WILL.”?
PRIMARY USAGE
Approved usage of
PROTECT THIS HOUSE.® I WILL.
APPROVED ALTERNATIVE USAGE
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BRAND STANDARDS
UA SILVER
UA RED
W
HAT ARE OUR BRAND COLORS?
UA WROUGHT IRON
COLOR PALETTE
UA YELLOW
UA BLACK
UA STEEL WOOL
Under Armour’s primary colors are black and white, with some red color pops and sparingly used yellow color pops.
Hits of silver are typically used on very premium materials. Two shades of gray also provide flexibility in creating
contrast in printed and digital materials.
DESIGN CONSIDERATIONS
The Under Armour® Brand is represented, primarily, in this palette. This does not mean that other colors are off limits.
It simply means that this is the color palette that should dominate any branded collateral. The Under Armour® logo
should never be placed on any other colors. It is to rest on UA White, UA Black, UA Red, or UA Silver.
SPOT COLORS
PANTONE COLORS
UA BLACK
UA WHITE
UA SILVER
UA RED UA YELLOW UA WROUGHT IRON
UA STEEL WOOL
PROCESS BLACK
C 0% M 0% Y 0% K 100%
N/A
C 0% M 0% Y 0% K 0%
PANTONE 877
N/A
PANTONE 1797
C 0% M 100% Y 100% K 0%
PANTONE 12
C 0% M 4% Y 100% K 0%
PANTONE 425
C 0% M 0% Y 0% K 77%
PANTONE 430
C 5% M 0% Y 0% K 45%
PROCESS SIMULATION
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EVERYDAY UA
WHAT ARE OUR CORPORATE ID STANDARDS?
UA STATIONERY
Front View
Under Armour is a cohesive Brand, starting with our basic corporate identity pieces.
Different UA business units and partners have different needs, so we’ve standardized
the corporate ID pieces but also provided room for customization. Follow these standards
and specs for stationery (broken down into Corporate, International, and Licensee).
Back View
CORPORATE:
Use exactly as illustrated to the right.
INTERNATIONAL:
Replace the House Logo with the House Logo With Name (below) and update any
contact information in the same font style and size.
For Licensee letterhead place Licensee
Logo here and update contact info.
LICENSEES:
Add Licensee logo as noted and update any contact information in the same font
style and size.
I WILL.
UA STANDARD EMAIL SIGNATURE
Please use the following format for your automatic email signature.
EMPLOYEE NAME
Employee Title
(space)
UNDER ARMOUR®
Address
Address
Phone: XXX.XXX.XXXX
Fax: XXX.XXX.XXXX
(space)
Toll-Free: 888.4.ARMOUR
Web: WWW.UNDERARMOUR.COM
Arial Regular, size 9
Arial Regular, size 9
I WILL.
Arial Bold, size 9
Arial
Arial
Arial
Arial
Regular,
Regular,
Regular,
Regular,
size
size
size
size
8
8
8
8
For Licensee envelope place Licensee
Logo here and update contact info.
Arial Regular, size 8
Arial Bold size 8
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BRAND STANDARDS
W
HAT IS THE STRATEGY BEHIND OUR FONTS?
BUSINESS
Use only as the “UNDER ARMOUR®” Logo Font.
serpentine Bold
Used ONLY in gearline logos.
TRADEGOTHIC BOLDCONDENSED TWENTY
Used as subheads in advertising, typically in all caps.
FONT PHILOSOPHY
Like our gearlines, our fonts have evolved over time. What hasn’t changed is that each font is chosen for its
stability, its strength and its distinct appearance on a page that announces Under Armour’s presence. A font is
a dialect in and of itself, but must be part of the overall Brand language, even if it’s not saying the words UNDER
ARMOUR or attached to the House logo.
BERTHOLD AKZIDENZ GROTESK BOLD ITALIC
Used as headlines on print collateral, typically in all caps.
Trade Gothic LH
Used as headlines for the UA Woman brand.
BERTHOLD AKZIDENZ GROTESK BOLD CONDENSED
Used for Tagline development, typically in all caps.
ROCKWELL BOLD
Used as headlines on women’s PTH. I WILL. print collateral
Univers 55
Used as body copy in advertising.
C Univers 57 Condensed
Used as body copy in advertising when space is limited.
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