Brand guidelines

Rules for using the Away Stand and Football Bingo marks. Follow them and everything reads together. Ignore them and the marks fight each other for attention on the page.

The brand at a glance

Away Stand is deliberately neutral — newsprint, serif, near-black on paper white. It’s the wrapper. Every product we ship carries its own visible identity on top. That means the corporate chrome doesn’t take on Football Bingo’s colours, and Football Bingo’s screens don’t try to match the corporate serif.

If you’re publishing about Away Stand, use the corporate mark and palette. If you’re publishing about Football Bingo, use the product’s own assets. Don’t mix them in the same composition.

Logo

The approved mark is a stacked wordmark with a cyan tick to its left. Two words, one column, one accent. Download the assets from the press kit.

Clear space

Reserve at least the width of the “A” in every direction around the mark. Nothing else sits inside that box — not type, not other logos, not photographic content.

Minimum size

• Screen: cyan bar no smaller than 16px tall
• Print: cyan bar no smaller than 8mm tall
• Favicon / app icon: use the dedicated icon assets, not the wordmark

Don’t

• Recolour the cyan bar — it stays #0088b0, always.
• Split the wordmark across two lines when it's not the stacked mark.
• Add drop shadows, gradients, or outer strokes to the logo.
• Rotate, skew, italicise or stretch the mark.
• Place the paper mark on busy photography without a solid overlay behind it.
• Tint Away Stand corporate chrome with Football Bingo product colours (or vice versa).
• Recreate the wordmark in a different serif — use the SVG.

Colour

Six colours carry the entire corporate identity. The two accents exist for emphasis, not decoration — reach for the muted greys before the pink.

Neutral, accent and accent-2 each have full 100–900 tonal ramps in OKLCH — prefer ramp steps to ad-hoc color-mix() when you need a lighter or darker shade.

Typography

One family for everything: Source Serif 4. Headings at 600 weight, body at 400, true italic where it earns the emphasis. No sans-serif — anywhere.

Monospace

Small uppercase metadata rails and kickers use a monospace stack (ui-monospace, Menlo, monospace) at 10–12px, letter-spacing .08–.1em, uppercase, colour #605d5d. That’s the only place monospace appears in the system.

Voice

Editorial, terse, confident. Full sentences. British spelling. Prefer specifics to abstractions — “Haaland to score” beats “player predictions.”

• Avoid hype adjectives: revolutionary, innovative, world-class, seamless, next-generation.
• Avoid emoji anywhere in corporate copy.
• Prefer concrete nouns and verbs over adjectives.
• Prefer short sentences that carry one idea each.
• Football Bingo is always two words, both capitalised. Never “FootballBingo” or “football-bingo.”
• Away Stand is always two words. The company is “Away Stand Ltd.” in legal contexts; “Away Stand” everywhere else.

Photography and imagery

Photographs on the corporate site are printed as their misregistered CMYK process plates — the design system’s .cmyk treatment (requires print-plates.js). Interface screenshots take the simpler .halftone dot screen.

Never publish raw untreated JPEGs on the corporate site. If a third-party publication uses our imagery, request that they use the assets as delivered — treatment intact.

Illustrations and diagrams

Near-black on paper white. Cyan for emphasis. Magenta only where the design system already uses it. Nothing else. Third-party logos included in a diagram default to greyscale unless we have permission to use their colour marks.

Questions

For anything not covered here — or a use that doesn’t quite fit — please email hello@futballbingo.com before publishing. We’d rather help than come back after the fact.