THE FINE PRINT
BRAND IDENTITY GUIDE
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.
PRIMARY LOGOMARK
Full Color
PRIMARY LOGOMARK
Full Color on Black
PRIMARY ONE COLOR
LOGOMARK
SECONDARY ONE COLOR
LOGOMARK
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.
PRIMARY LOGOTYPE
Broncos Blue
PRIMARY LOGOTYPE
Broncos Blue
PRIMARY LOGOTYPE
Broncos Blue
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.
MARK LOCKUP
Full Color
MARK LOCKUP
Full Color
MARK LOCKUP
One Color
MARK LOCKUP
Black & White
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.
SECONDARY LOGOTYPE
One Color Blue
SECONDARY LOGOTYPE
One Color Orange
SECONDARY LOGOTYPE
Black w/ White
SECONDARY LOGOTYPE
Black
SECONDARY LOGOTYPE
White w/ Black
SECONDARY LOGOTYPE
Black w/ White
SECONDARY LOGOTYPE
Full Blue
SECONDARY LOGOTYPE
Full Blue Reverse
SECONDARY LOGOTYPE
Full Orange
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.
The clear space standard for all marks is the width of the smallest mane on the Bronco head.
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
DIGITAL
3/4” W
72PX W
3/4” W
72PX W
INCORRECT LOGO USAGE
BACKGROUND USAGE
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
Use the primary mark on light or dark photos with sufficient contrast.
Marks should not be placed over a photograph or patterned background that interferes with the legibility of the mark.
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
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
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.
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.
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.
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
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
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.