THE FINE PRINT

BRAND IDENTITY GUIDE

DenverBroncos_Primary_OneColor_LogoMark-

THE BRONCOS VISION

The Denver Broncos are arguably the biggest and most embraced brand in all of Colorado. In some respects, we represent the heartbeat of the city of Denver. We follow an organizational mantra to be the best at everything we do, both on and off the field. We are bold and confident while promoting a welcoming vision of inclusiveness and togetherness. We have a storied history of rich traditions and a winning legacy, which we continually honor and respect. As we forge ahead towards the future, we strive to be innovative leaders setting the standard as the model NFL franchise.

THE BRAND OBJECTIVES

BUILD FAN UNITY

Our strength comes from unity. We bring family and friends together and build a sense of home without walls — one that is shared and held together by everyone involved.

DEMONSTRATE UNIFORMITY

Maximizing brand consistency throughout the organization and across partner activations is crucial to our overall success.

FOCUS ON PARTNERSHIP VALUE

Be a powerful and impactful brand that can be leveraged both internally with our organization and externally through partnerships we strive to create a positive brand image and generate new opportunities.

MAINTAIN INTEGRITY

We believe in one way of doing things: the right way. No shortcuts or easy-way outs. We epitomize high standards and class and embrace our role as leaders on and off the field.

BE A CATALYST FOR CONNECTIONS

As Denver’s NFL team, we have an obligation to do more than just win on the field. Our fans look to us for comfort and consistency as the bonding agent that strengthens relationships and adds value to their lives. We amplify what people already love and allow them to share that love with others.

CONTINUE TO GROW

Exploring new opportunities and trends in order to continue to evolve, stay current, stay relevant and deliver great benefits for our partners and fans.

INSPIRE OTHERS BY OUR PERFORMANCE

Laser focused on excellence, we work hard to set the bar higher, embodying the Colorado mentality of relentless determination and unrivaled passion in everything we do.

01.1 LOGO USAGE

PRIMARY LOGOMARK

The primary mark of the Denver Broncos is the Bronco head. This is our preferred mark. The logo should be used on a white or light background for maximum impact and clarity. Choose background colors or photos that provide sufficient contrast with the logo.

The primary and secondary one color logomarks should only be used in Broncos Orange, Broncos Blue, White and Black. Each logo should be used on a background that provides sufficient contrast with the logo.

The black and white primary logomark should be used at the discretion of the creative team. It should be used on a background that offers maximum impact and clarity.

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PRIMARY LOGOMARK
Full Color

DenverBroncos_Primary_OneColor_LogoMark-
DenverBroncos_Primary_OneColor_LogoMark-

PRIMARY LOGOMARK
Full Color on Black

DenverBroncos_Secondary_OneColor_LogoMar
DenverBroncos_Secondary_OneColor_LogoMar

PRIMARY ONE COLOR
LOGOMARK

SECONDARY ONE COLOR
LOGOMARK

DenverBroncos_Primary_LogoMark-BLK-WHT.p

PRIMARY LOGOMARK
Black & White

PRIMARY LOGOTYPE

The primary logotype should only be used in Broncos Blue, Broncos Orange, White and Black. Never add a stroke around the logotype.

DenverBroncos_Primary_LogoType-PMS-Orang

PRIMARY LOGOTYPE
Broncos Blue

DenverBroncos_Primary_LogoType-PMS-Blue.

PRIMARY LOGOTYPE
Broncos Blue

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PRIMARY LOGOTYPE
Broncos Blue

DenverBroncos_Primary_LogoType-BLK.png

PRIMARY LOGOTYPE
Broncos Blue

MARK LOCKUP

The mark lockup was created for special instances where both marks need to be used. This logo should not be created at will by combining the primary mark and primary logotype. The proportions and layout in reference to each other should not change.

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MARK LOCKUP
Full Color

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MARK LOCKUP
Full Color

DenverBroncos_MarkLockup_PMS.png

MARK LOCKUP
One Color

MARK LOCKUP
Black & White

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SECONDARY LOGOTYPE

The secondary logotype is only used in the instance where the organization’s full name is necessary. It should not be re-created or replicated in any way. The proportions and layout should not be altered. Never add a stroke around the logotype.
 

It should only be used in Broncos Orange, Broncos Blue, White and Black. You may use any of the color combinations listed, but the colors selected should have the highest degree of contrast and visibility when placed on a background.

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SECONDARY LOGOTYPE
One Color Blue

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SECONDARY LOGOTYPE
One Color Orange

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SECONDARY LOGOTYPE
Black w/ White

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Broncos-Logotype-2C-WHT-BLK.png
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SECONDARY LOGOTYPE
Black

SECONDARY LOGOTYPE
White w/ Black

SECONDARY LOGOTYPE
Black w/ White

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SECONDARY LOGOTYPE
Full Blue

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SECONDARY LOGOTYPE
Full Blue Reverse

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SECONDARY LOGOTYPE
Full Orange

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SECONDARY LOGOTYPE
Full Orange Reverse

 

01.2 LOGO USAGE

CLEAR SPACE

Always provide ample clear space around the marks and logotypes in order to ensure maximum visibility and to isolate them from any competing graphic elements.

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The clear space standard for all marks is the width of the smallest mane on the Bronco head. 

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The clear space standard for the logotypes are the width of the “O” in the word “Broncos.”

MINIMUM SIZE

All Denver Broncos marks and logotypes can appear in a variety of sizes, but should not be sized too small to the point where it is illegible.

1/4” W

18PX W

1/2” W
36PX W

1/2” W

36PX W

3/4” W

72PX W

3/4” W
72PX W

1/2” W
36PX W

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PRINT

DIGITAL

3/4” W
72PX W

3/4” W

72PX W

INCORRECT LOGO USAGE

BACKGROUND USAGE

DoNot.png

DO NOT FLIP

DO NOT ROTATE

DO NOT CHANGE
THE COMPOSITION

DO NOT ALTER
THE COLORS

DO NOT CROP

Unless you have permission

from the creative team.

DO NOT CHANGE THE OPACITY OR CREATE
A WATERMARK

DO NOT CHANGE 

ELEMENTS

DO NOT LAYER
CONTENT

DO NOT DISTORT

DO NOT CREATE A GRAYSCALE VERSION OF THE LOGO

Use the black and white logo.

DO NOT ADD
EFFECTS

DO NOT CREATE A 3D VERSION OR BEVEL/EMBOSS

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Use the primary mark on light or dark photos with sufficient contrast.

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Marks should not be placed over a photograph or patterned background that interferes with the legibility of the mark. 

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DO NOT contain the mark in a box to increase the legibility.

* For additional questions regarding logo usage for licensees, please contact the creative team or the NFL.

 

02 COLOR PALETTE

BRONCOS ORANGE

PMS: 1655 C
CMYK: 0 / 82 / 100 / 0
RGB: 252 / 76 / 2
HEX: #FC4C02

BRONCOS BLUE

PMS: 289 C
CMYK: 100 / 86 / 44 / 48
RGB: 10 / 35 / 67
HEX: #0A2343

BRONCOS ORANGE

NO INK OR USE OPAQUE WHITE
CMYK: 0 / 0 / 0 / 0
RGB: 255 / 255 / 255
HEX: #FFFFFF

Gradient.png

NEVER
CREATE A GRADIENT COMBINING THE ORANGE AND BLUE.

 

03 TYPOGRAPHY USAGE

Aa

Font: Denver Broncos / Primary Display

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

The Broncos font was customized specifically for the Denver Broncos. This font should only be used by the discretion of the design department. It should never be used in body copy or used to recreate a logotype.

Aa

Font: Proxima / Primary Sans Serif

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

TK.png
 

04 BRAND EXTENSIONS

EXCLUSIVE / OFFICIAL

When a partner has the “Exclusive Partner” designation, the partner has the option to either have a custom logo created with the Broncos logo incorporated or have a standard lockup with the Broncos logo.

 

Custom logos are a collaborative effort and will be routed to the participating partner for approval. Following the partner’s initial approval the Broncos will not seek approval on the mark’s use going forward unless the mark has been altered.

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PROUD PARTNER

When a partner has the “Proud Partner” designation, the “Proud Partner of the Denver Broncos” copy would ideally either divide the Broncos and the partner logo along with two horizontal lines or be directly below the Broncos Logo. There is a standard of a 1:1 ratio between the Bronco logo and the partner logo. The Bronco logo should ideally have equal or greater representation when present with partner logos.

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HOMETOWN PARTNER

When a partner has the “Hometown Partner” designation, the partner has the option to either have their logo incorporated in the Hometown Partners Graphic or have a standard “Hometown Partner” word lockup with the Broncos logo.

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05 LEGACY LOGOS & COLORS

Our legacy logos can be broken up into three eras. 

1ST GENERATION

1960-1961

1ST GEN GOLD

PMS: 1235 C

CMYK: 0 / 25 / 100 / 0

RGB: 238 / 173 / 30

HEX: #FFCC00

1ST GEN TAN

PMS: 7402 C

CMYK:  0 / 6 / 30 / 0 RGB: 255 / 236/ 188 HEX: #FFFFCC

1ST GEN BROWN
PMS: 4975 C

CMYK: 60 / 80 / 100 / 60 RGB: 63 / 35 / 13

HEX: #3F230D

Gen-2.png

2ND GENERATION

1962-1969

2ND GEN ORANGE

PMS: 172 C

CMYK: 0 / 70 / 100 / 0
RGB: 243 / 112 / 33

HEX: #F37021

2ND GEN BLUE

PMS: Reflex Blue C CMYK: 100 / 60 / 0 / 0 RGB: 0 / 102 / 179

HEX: #0066B3

WHITE

PMS: no ink

CMYK: 0 / 0 / 0 / 0

RGB: 255 / 255 / 255

HEX: #FFFFFF

Gen-3.png

3RD GENERATION 
& COLOR RUSH*

1970-1996

3RD GEN ORANGE

PMS: 172 C

CMYK: 0 / 70 / 100 / 0 RGB: 243 / 112 / 33

HEX: #F37021

3RD GEN BLUE

PMS: Reflex Blue C CMYK: 100 / 60 / 0 / 0 RGB: 0 / 102 / 179

HEX: #0066B3

WHITE

PMS: no ink

CMYK: 0 / 0 / 0 / 0

RGB: 255 / 255 / 255

HEX: #FFFFFF

*COLOR RUSH COLORS: The color rush logo is a combination of our 3rd generation logo and our primary colors.