Brand Core
The brand attitude of Tennis-Point: identity, values and derivation logic.
Work in progress
Brand core being revised
Brand essence, brand stance with its tensions, and the brand anchors are currently being revised. The new version will appear here once it has been agreed with the management.
Until then, the claim, its usage logic and all design chapters of the brandbox remain valid.
Questions to Brand Management: ckehle@tennis-point.de
ADVANTAGE YOU.
The condensed brand attitude in language form.
Advantage You = Your Advantage
Tennis-Point gives you the advantage: through the right equipment, the right advice, the right price and local as well as 24/7 availability via the online shop.
Advantage You = Advantage: You
In tennis, what counts in the end is what you make of it. Tennis-Point delivers the foundation, you make the game. Not the brand is at the center, not the retailer, but the player. Tennis-Point puts you at the center.
Application Logic
ADVANTAGE YOU is brand promise, #teamyellow is community. Both work in parallel, not in competition.
| Context | Use | Rule |
|---|---|---|
| TV spots | Yes | On the audio track (callout/closer) |
| Campaign closer | Yes | As wording, not as a visual element |
| Social media | Yes | Possible, core element is #teamyellow |
| Retail / store | Yes | Subtle, selected touchpoints (e.g. bags) |
| Employer branding | Yes | Possible, core element is #teamyellow |
| Product descriptions | No | No claim in product or informational contexts |
| Technical / legal content | No | No claim |
Claim No-Gos
- No logo lockup, the claim always stays separate from the logo (defined minimum distance)
- No free variations, no 'Advantage Us', 'Advantage Tennis'. The claim is fixed
- No yellow type on a light background, not even the YOU. unit. On light backgrounds a yellow surface carries the accent, the type stays black
- No effects (drop shadow, underline, outline), no mixed casing, no lowercase
- Not in technical or legal content
- Not as a replacement for a real headline, the claim is a statement, not a description
Typography
Dark background
ADVANTAGE YOU.
Light background
ADVANTAGE YOU.
Yellow surface
ADVANTAGE YOU.
Always Courtside Sans, always UPPERCASE, tracking 0, with a full stop: ADVANTAGE YOU. The full stop is part of the claim. Color: exactly one yellow accent on the unit YOU. On dark backgrounds YOU. is set in yellow. On light backgrounds YOU. is set in black on a square-cornered yellow surface, with 0.4 cap height of space above and below the type, 0.25 at the sides and 0.3 to ADVANTAGE (yellow type on light is a redline). On a yellow surface the claim is set fully in black. No lockup with the logo. And never larger than the logo: the visible width of the claim stays below that of the logo on the same medium, measured on the ink, not the file frame. On light backgrounds the yellow surface counts.
Every design decision must derive from a brand anchor.
Which anchor does this decision derive from?
If the answer is unclear or 'it looks good', the decision is not brand-compliant.