TPH BRAND STANDARDS - TPH Center Of Excellence
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TPH BRAND STANDARDS
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TABLE OF CONTENTS
OUR STORY
LOGO
COLOR PALETTE
TYPOGRAPHY
SOCIAL MEDIA
VIDEO
FACILITY BRANDING
MARKETING DUTIES
ADDITIONAL SUPPORT
CONTACT
TPH BRANDING STANDARDS /// 2
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OUR STORY
Founded in 2001, it is TPH’s vision to become the
world leader in positively impacting the lives of
student-athletes. TPH prides itself on operating at a CENTER OF
EXCELLENCE
standard that exceeds expectations of student-
athletes, families, coaches, teachers, advisors and all
other entities within both athletic and academic
circles.
ASSOCIATION TOURNAMENTS
With platforms that include association management, MANAGEMENT & SHOWCASES
elite prospects programs, tournaments and
showcases, camps and clinics and its hallmark Center
of Excellence academy model, TPH services over
10,000 student-athletes on an annual basis,
throughout 15 U.S. based divisions. TPH PLATFORMS
While sport, specifically hockey, has been TPH’s
primary vehicle for positively impacting the lives of
our student-athletes, our company prides itself on THE PROSPECT CAMPS &
taking a holistic approach, one that emphasizes the EXCHANGE CLINICS
development of the individual in four ways: (1) as a
player within a team setting, (2) as an athlete,
dedicated to reaching his/her physical potential, (3) ELITE
as a student, working to achieve his/her academic PROSPECTS
goals, and most importantly, (4) as a person, striving PROGRAMS
to win the ultimate game, and that’s the game of life.
TPH BRANDING STANDARDS /// 3. . . . . . . .
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. PRIMARY LOGO WORDMARK . .
LOGO
FULL COLOR
Our logo is an evolution of our brand throughout the
years. The first thing you’ll notice is the bold and
sharp-cut lettering. Wrapped in the colors of the
nation TPH operates in. With three transparent stripes
that signify the Study, Train, Play model and four solid
ONE COLOR
stripes that represent the four components of
development that our model emphasized: (1) as a
BLUE
player within a team setting, (2) as an athlete,
dedicated to reaching his/her physical potential, (3)
as a student, working to achieve his/her academic
goals, and most importantly, (4) as a person, striving
to win the ultimate game, and that’s the game of life.
ONE COLOR -
RED
ONE COLOR -
WHITE
TPH BRANDING STANDARDS /// 4. . . . . . . .
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LOGO
DISTORT CROP ENSURE ADEQUATE ALTER SIZE ELEMENTS
CONTRAST
CHANGE COLOR ENSURE LOGO FIDELITY ENSURE FULL OPACITY USE PUCK OR WORDING
LOGO
TPH BRANDING STANDARDS /// 5. . . . . . . .
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COLOR PALETTE
PRIMARY PALETTE
NAVY RED SILVER
CMYK = 100 / 100 / 34 / 41 CMYK = 21 / 100 / 99 / 13 CMYK = 40 / 33 / 33 / 1
RGB = 25 / 21 / 76 RGB = 177 / 31 / 36 RGB = 159 / 159 / 159
HEX = 19154c HEX = b11f24 HEX = 9f9f9f
SECONDARY PALETTE
ELECTRIC BLUE DARK RED DARK GREY
CMYK = 89 / 82 / 0 / 0 CMYK = 34 / 98 / 95 / 54 CMYK = 68 / 61 / 60 / 48
RGB = 26 / 26 / 216 RGB = 99 / 0 / 0 RGB = 63 / 63 / 63
HEX = 1a1ad8 HEX = 630000 HEX = 3f3f3f
TPH BRANDING STANDARDS /// 6. . . . . . . .
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TYPOGRAPHY
OVERPASS FJALLA ONE
Overpass Regular Fjalla One
Overpass Italic
Overpass Semi-Bold
Overpass Extra-Bold
Overpass Black
Overpass Black Italic
HELVETICA NEUE KENSMARK*
Helvetica Neue Regular Kensmark bold
Helvetica Neue Bold Kensmark slant
Helvetica Neue Condensed Bold
Helvetica Neue Condensed Black
*Primary use is for Nashville Jr Predators, TPH Prospect Program Teams and Tri-State Spartans
TPH BRANDING STANDARDS /// 7. . . . . . . .
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DIGITAL TYPOGRAPHY
HEADING 1 HEADING 2-6 COLOR OVER BACKGROUND
Overpass Black Overpass Regular
#19154c / #b11f24 / #3f3f3f / #000000
Overpass Black Italic Overpass Italic
Fjalla One Overpass Semi-Bold
Helvetica Neue Condensed Overpass Extra-Bold #ffffff / #9f9f9f
Black Helvetica Neue Regular
Kensmark bold* Helvetica Neue Bold #ffffff / #1a1ad8
Kensmark slant* Helvetica Neue Condensed
Bold
Kensmark bold* #ffffff / #630000
Kensmark slant*
#3f3f3f / #000000
PARAGRAPHS
Overpass Regular Helvetica Neue Regular #ffffff / #19154c
Overpass Italic Helvetica Neue Bold
Overpass Semi-Bold Helvetica Neue Condensed
Overpass Extra-Bold Bold #ffffff / #b11f24
*Primary use is for Nashville Jr Predators, TPH Prospect Program #ffffff / #9f9f9f
Teams and Tri-State Spartans
TPH BRANDING STANDARDS /// 8. . . . . . . .
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SOCIAL MEDIA PLATFORMS
Brand Manager Email Alias Platforms
Total Package Hockey Rosalyn Zirngible tphsocialmedia@totalpackagehockey.com
TPH Center of Excellence Rosalyn Zirngible coesocialmedia@totalpackagehockey.com
TPH Atlanta Kevin Montgomery TPHAtlanta@totalpackagehockey.com
TPH Chicago Rosalyn Zirngible TPHChicago@totalpackagehockey.com
TPH Colorado Ryan Cole TPHColorado@totalpackagehockey.com
TPH Detroit David Sellin TPHDetroit@totalpackagehockey.com
TPH Estero Josh Robinson TPHEstero@totalpackagehockey.com
TPH Fort Lauderdale Rosalyn Zirngible TPHFortLauderdale@totalpackagehockey.com
TPH Grand Rapids Taylor Keyworth TPHGrandRapids@totalpackagehockey.com
TPH Huntsville Lucas Stern TPHHuntsville@totalpackagehockey.com
TPH Indianapolis Pascal Morency TPHIndianapolis@totalpackagehockey.com
TPH Minnesota Rosalyn Zirngible tphminnesota@totalpackagehockey.com
TPH Nashville Johnny Van Atta TPHNashville@totalpackagehockey.com
TPH BRANDING STANDARDS /// 9. . . . . . . .
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SOCIAL MEDIA PLATFORMS
Brand Manager Email Alias Platforms
TPH Phoenix Brendan Burke TPHPhoenix@totalpackagehockey.com
TPH St. Louis Philip McRae TPHStLouis@totalpackagehockey.com
TPH Sylvania Rosalyn Zirngible tphsylvania@totalpackagehockey.com
TPH Superior Ryan Cole TPHColorado@totalpackagehockey.com
Nashville Jr Predators Anthony Golio njpsocialmedia@totalpackagehockey.com
Tri-State Spartans Anthony Golio tsssocialmedia@totalpackagehockey.com
TPH BRANDING STANDARDS /// 10. . . . . . . .
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SOCIAL MEDIA COPY & BRANDING
DO: DON’T:
• Always tag Total Package Hockey or TPH Center • Make assumptions.
of Excellence. • Use false data or inaccurate numbers.
• Keep copy short and concise when possible. • Post in bulk.
• Use a shortened link when possible. • Only retweet/repost content.
• Begin with a “.” on Twitter if starting with @NAME. • Release confidential information.
• Tag partners/sponsors when applicable. • Break news that has not been released to the
• Use athlete name in a post and either tag photo or public.
insert the social handle in parenthesis. • Post photos showing inside locker rooms, training
• Tag student-athletes, guest speakers, coaches and rooms, rehab or PT.
staff. • Use outdated logos, old program names, or former
• Include photo, link or video in every post. employees.
• Add context to retweets.
TPH BRANDING STANDARDS /// 11. . . . . . . .
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SOCIAL MEDIA LANGUAGE
DO: DON’T:
• Always use correct grammar and case. • Overuse hashtags (limit to 6 or less).
• Speak in full sentences when applicable. • Use negative language or profanity.
• Promote student-athletes, programs, staff, and • Engage in conversations rooted in politics, trash-
partners in a positive light. talking, controversial issues, religion.
• Use proper terminology - TPH Center of • Preach or have opinions that do not align with TPH
Excellence Atlanta, TPH CoE, CoE. values or fall outside our industry.
• Use TPH Center of Excellence hashtags. • Use abbreviations (i.e., Thx, U, 2day, Ppl, etc.).
• Always use primary hashtags on Twitter and • Hashtag posts on Facebook and LinkedIn
Instagram.
• Use the first comment on Instagram for additional
hashtags.
TPH BRANDING STANDARDS /// 12. . . . . . . .
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SOCIAL MEDIA PILLARS TOTAL PACKAGE HOCKEY
CENTER OF EXCELLENCE TRAINING
TARGET: Parents and Student-Athletes TARGET: Youth Players and Parents
FREQUENCY: 3-4x / Month FREQUENCY: 6-7x / Month
VOICE: Professional / Flexible / Informative VOICE: Innovative / Passionate / Motivational
EXAMPLES: EXAMPLES:
• Academics • Practice Clips
• Athletics • TPH Tips
• Mentorship • Camps/Clinics/Leagues/Progression Programs
• Announcements • Skill Training Purpose
TOURNAMENTS PROSPECTS PROGRAMS
TARGET: Players and Families External of TPH TARGET: Elite Hockey Players and Parents
FREQUENCY: As Needed FREQUENCY: As Needed
VOICE: Fun / Excited VOICE: Professional / Supportive / Fun
EXAMPLES: EXAMPLES:
• Announcement/Registration Open • Tryout/Application Announcement
• Preview/Welcome/Schedule Announcement • Roster Announcement
• Event Coverage/Highlights • Game Results
• Champions • Alumni Achievement
• Wrap-Up/Thank You
TPH BRANDING STANDARDS /// 13. . . . . . . .
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SOCIAL MEDIA PILLARS TOTAL PACKAGE HOCKEY
ADVANCEMENT TPHIQ
TARGET: Parents and Student-Athletes TARGET: Youth Players and Parents
FREQUENCY: 3-4x / Month FREQUENCY: 2-3x / Month
VOICE: Excited / Supportive / Happy VOICE: Instructional / Knowledgeable / Experienced
EXAMPLES: EXAMPLES:
• Committed/Drafted/Signed/Tendered/Selected • NHL IQ Clips (John Becanic)
• Advancement Numbers • TPHIQ Sell
• Draft Pre/Post Article
OTHER
TARGET: Varies
FREQUENCY: 1-2x / Month
VOICE: Varies
EXAMPLES:
• Partner/Staff Spotlight
• Holidays
• Job Posting (max 1x / Week)
TPH BRANDING STANDARDS /// 14. . . . . . . .
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SOCIAL MEDIA PILLARS TPH CENTER OF EXCELLENCE
ACADEMICS MENTORSHIP
TARGET: Parents TARGET: Parents
FREQUENCY: 4x / Month FREQUENCY: 2-3x / Month
VOICE: Professional / Flexible / Informative VOICE: Passionate / Selfless / Grateful
EXAMPLES: EXAMPLES:
• Student Spotlight • Community Service
• Learning Environment Focus • Guest Speakers
• Unique Courses/Programming • Coach FA’s Mentorship Program
• Comparison to Traditional Education • Field Trips
• Testimonial • Testimonial
ATHLETICS ALUMNI
TARGET: Student-Athletes TARGET: Parents
FREQUENCY: 3-4x / Month FREQUENCY: 1-2x / Month
VOICE: Innovative / Passionate / Motivational VOICE: Excited / Supportive / Happy
EXAMPLES: EXAMPLES:
• Training Phases/Details • Advancement Data
• Athlete/Highlight Spotlight • Alumni Spotlight
• Athletic Data • Testimonial
• TPH Tips
• Testimonial
TPH BRANDING STANDARDS /// 15. . . . . . . .
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SOCIAL MEDIA PILLARS TPH CENTER OF EXCELLENCE
ADVANCEMENT ANNUAL CALENDAR
TARGET: Parents TARGET: Parents
FREQUENCY: As Needed FREQUENCY: As Needed
VOICE: Excited / Supportive / Happy VOICE: Informative / Professional / Excited
EXAMPLES: EXAMPLES:
• Committed/Drafted/Signed/Tendered/Selected • Early Enrollment
• Advancement Numbers • Official Visits
• Championships • Enrollment Deadlines
• Off-Ice Accomplishments • Countdown to Class
• Holidays
FACILITY & STAFF OTHER
TARGET: Parents TARGET: Parents
FREQUENCY: 1-2x / Month FREQUENCY: As Needed
VOICE: Excited / Supportive / Happy VOICE: Excited / Supportive / Happy
EXAMPLES: EXAMPLES:
• Campus/Staff Spotlight • Partner Spotlight
• Testimonial • Job Posting (max 1x / Week)
TPH BRANDING STANDARDS /// 16. . . . . . . .
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SOCIAL MEDIA FOLLOWING
ACCOUNTS TO FOLLOW
• Total Package Hockey • USA Hockey • HPHL
• TPH Center of Excellence • USNDTP • Local NHL Teams
• All TPH Division Accounts • USHL • Home Facility Account
• Edmentum • NAHL • Local Youth Teams
• The Prospect Exchange • USPHL • Local Hockey Blogs
• Bauer Hockey • OHL • Local TPH Staff
• Steelcase • NCAA • Nationwide Staff
• Kinduct • NGHL • Your Student-Athletes
• LeagueApps • T1EHL • Local Partners
• SportTesting • NAPHL
TPH BRANDING STANDARDS /// 17. . . . . . . .
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SOCIAL MEDIA HASHTAGS
TOTAL PACKAGE HOCKEY TPH CENTER OF EXCELLENCE
PRIMARY SECONDARY PRIMARY SECONDARY
• #StudyTrainPlay • #YouthHockey • #StudyTrainPlay • #Academics
• #TPHTrained • #AAAhockey • #InTheCoE • #Mentorship
• #TPHTournaments • #Tournament • #StudentAthlete
• #TPHProspects • #Champs • #Elite
• #Elite • #Training
• #Training
NASHVILLE JR PREDATORS TRI-STATE SPARTANS
PRIMARY SECONDARY PRIMARY SECONDARY
• #Together4Gold • #T1EHL • #MarchOn • #NAPHL
• #NJP • #YouthHockey • #TSS • #YouthHockey
• #JrPreds • #Advancement • #TSSAlumni • #Advancement
• #NJPalumni • #Nashville • #AAAhockey
• #Smashville
• #Preds
• #AAAhockey
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SOCIAL MEDIA VISUALS
DO: POST POST POST
1080px x 1080px
1200px x 630px 1024px x 512px
• Post crisp, clear imagery.
• Retouch images for exposure, contrast and
saturation where necessary.
• Experiment with posting multiple photos per post. COVER
• Shoot videos in landscape. 851px x 315px
• Make student-athletes the focus of the content.
• Give photo/video credit where applicable. STORY
• Diversify who you are photographing. 1080px x 1920px
COVER
DON’T: 1500px x 500px
• Post blurry, low-res, pixelated images or videos.
• Post pictures of TVs/computer screens.
• Post far away video.
• Use popular music for overlays in video.
• Post anything that may have profanity or obscene COVER
gestures. 1128px x 191px
• Use low-res images.
• Create photo collages.
• Use borders in black, white or color.
TPH BRANDING STANDARDS /// 19. . . . . . . .
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VIDEO GUIDELINES
FORMATING
DO: H.264
• Script out prior to recording. 1080p HD
1920 x 1080 dimensions
• Save the script in a folder with content.
• Utilize multiple camera angles when possible.
• Use a wireless lav microphone when possible and
hide the wiring.
• Record more than one cut.
• Get close for b-roll. This provides a more engaging
experience.
• Make sure chest and up are in the frame for
interviews and make sure not to cut off the tops of
heads.
• Use proper lighting when possible.
• Pick a background that is clean, fitting and
positively represents TPH’s programming.
• Make sure on-camera talent is wearing appropriate
attire and when possible TPH branded attire.
• Use a tripod, gimbal, or other stability devices
when possible.
TPH BRANDING STANDARDS /// 20. . . . . . . .
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FACILITY BRANDING
TPH MARKETING: PAINT COLORS
• Utilize standard TPH base logo for all signage.
Exceptions must be approved by marketing. TPH BLUE TPH RED
RICH NAVY RED ROSE BOUQUET
• Utilize the TPH colors for all paint and signage. 50BB 08/171 98RR 12/480
• Post designated TPH signage within the host
facility, specifically banner stands, which are
distributed prior to the CoE opening.
• Post designated TPH classroom signage within the
CoE, which will be discussed with the Director of BASIC LIGHT SECONDARY
the division and then distributed prior to the start
of the school year.
GREY DARK GREY
FLAGSTONE GREY GREY METAL
50BG 22/030 00NN 10/000
TPH BRANDING STANDARDS /// 21. . . . . . . .
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FACILITY BRANDING
BRAND PRESENCE:
We are fortunate to operate in many first-class
facilities. It is imperative that we coordinate with
facility operators to make sure there is TPH presence
in the facility, not just the classroom space. Whether
the need is digital signage, dasher board ads, or
something more unique, TPH Marketing wants to help
you make your facility a home.
TPHORDERS:
TPH Marketing works with The Print Stash to provide
all locations meet their needs for their print needs.
Items you can find at TPHOrders.com include
everything from wall graphics, business cards
recruiting materials, banners and more.
TPH BRANDING STANDARDS /// 22. . . . . . . .
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FACILITY BRANDING
[ WALL GRAPHICS ]
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FACILITY BRANDING
[ BANNERS ]
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FACILITY BRANDING
[ EXAMPLES]
TPH BRANDING STANDARDS /// 25. . . . . . . .
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MARKETING DUTIES
TPH MARKETING: TPH DIVISIONS:
• Mange division social media platforms, posting
Areas of Support
quality content, tagging the national accounts, and
• Weekly workshops [Schedule] [Agenda] responding in a timely manner to consumer
• Social organic posting from national accounts, messages.
tagging and resharing content • Attend weekly workshops (min: 2x/month)
• Tech support & troubleshooting • Utilize marketing request form for needs when
possible.
Resources
• Respond in a timely fashion to marketing
• Management of paid media & email marketing initiatives.
campaigns
• Website updates (events, articles, features, etc.)
• Digital and print media support
• Analytic reporting of your location (digital
performance: website traffic, form submissions,
social media growth)
TPH BRANDING STANDARDS /// 26. . . . . . . .
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ADDITIONAL SUPPORT
WEEKLY MEETINGS: WORKDRIVE:
TPH Marketing offers weekly meeting times per week TPH Marketing tries to do its best to keep our Zoho
to meet in small groups. At this meeting, TPH Workdrive folder as organized and up to date as
Marketing will inform the attendees on what is new in possible. Below is direct links to commonly requested
marketing for TPH and will leave time to hear from the folders.
divisional representatives on how to best support • Logos
their needs. • Images
• Video
• Social Media Profile Pictures
REQUEST FORM: • Print Media
The primary method of any marketing request starts • Presentations and Templates
with the marketing request form. This will be the most
efficient way for TPH Marketing to support each
division. It is important that as much detail as possible
is provided.
TPH BRANDING STANDARDS /// 27. . . . . . . .
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CONTACT
IOI VENTURES
TPH MARKETING
Anthony Golio RaeAnne Turner
Account Manager
Manager of Marketing
rturner@ioiventures.com
agolio@totalpackagehockey.com
213-804-0134
615-306-4477
Jared Anatista
Rosalyn Zirngible Strategy
Coordinator of Marketing jantista@ioiventures.com
rzirngible@totalpackagehockey.com Nick Skally
Brand/Messaging/PR & Strategy
nskally@ioiventures.com
Natalie Barletta
Web Dev
nbarletta@ioiventures.com
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