BRAND
GUIDELINES
Everything you need to represent GOALS consistently across all channels and touchpoints.
Principles
Bold
We're loud, proud, and unapologetic. Our brand is high-energy and confident. Every touchpoint should feel like matchday.
Inclusive
Football is for everyone. Our imagery, language, and products reflect all ages, abilities, and backgrounds.
Authentic
We're grassroots, not corporate. Real players, real pitches, real communities. Never stock photos, never fake.
Logos
The GOALS logo must always be used in its original form. Never stretch, rotate, recolour, or add effects.
Clear Space
Maintain a minimum clear space around the logo equal to the height of the 'G' character.
Minimum Size
Never display the logo smaller than 80px wide for digital or 20mm for print.
Backgrounds
Use the dark logo on light backgrounds and the light (inverted) logo on dark backgrounds.
Colour Palette
Our palette is bold and high-contrast. Yellow and black are the primary pairing. Use green and red only for functional UI states.
#FFF200
Primary accent, CTAs, highlights
#000000
Backgrounds, primary text
#FFFFFF
Text on dark, card backgrounds
#282828
Secondary backgrounds, cards
#F7F7F6
Content cards, form backgrounds
#00AA00
Success states, paid indicators
#C5001C
Error states, due amounts, alerts
Typography
Primary — Headings
INTEGRAL CF
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
Used for: Headlines, CTAs, navigation, emphasis
Weight: Bold (700)
Always uppercase
Secondary — Body
Proxima Nova
abcdefghijklmnopqrstuvwxyz
0123456789
Used for: Body copy, descriptions, labels, UI text
Weights: Regular (400), Semi-bold (600), Bold (700)
Sentence case or as appropriate
Type Scale
Iconography
We use Lucide Icons across all digital products. Keep icons simple, consistent in weight, and paired with labels where possible.
Use 24px default size
Scale to 16px for compact UI, 32px for emphasis
1.5px stroke weight
Consistent with Lucide defaults
White on dark backgrounds
Use white/60 for secondary, white for primary
Always pair with text
Icons alone are ambiguous — add a label
Photography
Photography should feel authentic, energetic, and inclusive. Capture real moments at real GOALS venues.
Action Shots
Capture the energy of 5-a-side football. Low angles, motion blur, celebrations.
Venue Photography
Clean, wide shots of pitches. Emphasise floodlights, green turf, the GOALS brand.
Community
Real players, real teams. Diverse, inclusive, all ages. Never staged or stock-looking.
Kids & Parties
Fun, colourful, safe. Always with parental consent. Focus on enjoyment.
Voice & Tone
We sound like a friend who loves football — not a faceless corporation. Direct, energetic, inclusive.
DO
Be direct and energetic
Say 'pitch' not 'court' or 'field'
Write 'GOALS' in all caps
Use '5-a-side' (hyphenated)
Keep it short and punchy
Sound like a friend, not a brand
DON'T
Use corporate jargon
Say 'facility' or 'premises'
Write 'Goals' or 'goals'
Write 'five a side' or '5 a side'
Over-explain or waffle
Be overly formal or stiff