Brand Book

THE BRAND BOOK

As you will appreciate it is critical that we present all

aspects of the FIA World Rally Championship (WRC)
in a consistent and inspiring way. The strength of the
WRC brand to date is in part due to its consistent
look and feel across a wealth of media platforms.
Whether new fans interact with WRC through TV,
internet, merchandise, computer games or magazines,
the visual experience is always the same.
This brand book contains no great surprises, but
merely explains the essence of the brand and some
guidelines we would like you to follow.
Successful execution is critical if we are to continue
meeting the high standards already set, and we
appreciate your help in conveying the drama and
excitement of this sport correctly.
David Richards
Chairman

Fear

Hi-tech
Calm

Elemental

WRC photography p.42

Dirty

Fun

WRC colour palette p.30

CONTENTS

Clean

WRC brand wheels p.6

Contrasting
Values

Explosive

p.6

2.2

The locations

p.8

2.3

1.4

The drivers

p.10

1.5

The teams & cars

p.12

1.6

The audience

1.7

How does it work?

Advertising

Exclusion zone

p.24

3.2

WRC event collateral

p.54

Minimum sizes

p.25

3.3

TV styling

p.56

2.4

WRC.com logo

p.26

3.4

WRC.com

p.58

2.5

The Aligned Logo

p.27

3.5

rallyXS

p.60

p.14

2.6

Safety

p.29

3.6

WRC PlayStation2

p.61

p.16

2.7

Colour

p.30

3.7

Appendix

p.62

2.8

Grid

p.34

3.8

Contacts

p.63

2.9

Typeface

p.38

2.10

Copy style

p.40

2.11

Illustration

p.41

2.12

Photography

p.42

2.13

Contrasting values

p.44

2.14

360 context

p.46

2.15

Pace

p.48

Stage 1
p.53

Finish

WRC advertising p.53

The brand wheels

1.3

Brand in action

3.1

St

WRC.com p.58

1.2

3
p.22

WRC PlayStation2 p.61

WRC logo

WRC grid p.34

2.1

WCR font p.38

Tool box

p.4

Illustration p.41

Introduction

WRC logo p.22

WRC the brand

1.1

WRC safety p.29

How does it work? p.16

Start

1.1 Introduction

The FIA World Rally Championship

is one of the most demanding
and challenging motorsport
competitions on the planet.
And its not hard to see why.
Drivers and co-drivers compete

FIA World Rally Championship.

Man and machine against Mother Nature.

for the WRC crown at speeds of up to 200kph on asphalt, gravel, snow and mud.
Through temperatures that plummet to -30C and soar to over 40C. In ice storms,
dense fog and dust clouds and in 16 different countries around the world. And theyre
up against the most unforgiving adversary of them all. The clock.
W

1.2 The brand wheels

Contrasting
Values

The brand wheels

represent everything
WRC has to offer.

Clean Dirty

Inspirational
Positioning

Fun Fear
Hi-tech

Elemental

Calm

A high-performance assault on the

senses, in which man and machine
pit everything they have against
the harshest environments nature
can throw at them.

Explosive

Ups

They are a vital way of making

sure

Calculated

piece

of

brand

nature and personality of the

Gutsy

sport. They represent, intellectually

Mind Heart
Precise

every

communication fits the 360

Downs

and creatively, the development

Raw

of the brand now and into

the future.

World Rally
is...

The

Inspirational

Positioning

doesnt just describe the World

Rally Championship, it creates excitement about the sport. The
Inspirational Vision is more single-minded it tells us where

360 Degree
Context

WRC brand wheels

Inspirational
Vision

Emotion

Driver

To transform WRC into

the premier global sports
entertainment brand.

WRC wants to go and what it wants to be.

And how will it achieve its vision? By constantly putting into
practice the contrasting values and 360 Context, essentially the
brand essence of WRC.
These two tools are our way of measuring every event, activity or
piece of communication against our vision.

Car
Team
Fans
Location

1.3 The locations

From January to November,

WRC takes us on a
turbo-charged tour of
the planet.

The WRC kicks off along the

vertigo-inducing mountain roads
above Monaco and takes in the
snow-bound forests of Sweden, the

Monte Carlo

Cyprus

Sweden

Germany

Catalunya

Argentina

Greece

Mexico

oppressive heat of Cyprus and the

Argentinian Andes along the way.
But

the

WRC

is

not

just

about spectacular backdrops and

challenging terrain. Each of the
16 rallies, on 5 continents, offers

Japan

Finland

Italy

New Zealand

France

a uniquely different experience, on and off the course.

Standing amongst thousands of screaming fans in Finland is just as
exciting as watching Petter Solberg speed past at 150kph. The ancient
stones of the Acropolis in Greece are as impressive as the
modern-day gladiatorial battle around it. And the sheer cliff faces of
Corsica are as awe-inspiring as a driver lifting the Championship
trophy aloft.
The fans, the teams, the cultures, the languages and the scenery of
the different countries all combine to make WRC a sport thats
truly like no other.

Australia

Wales

Turkey

The world

is our stage.

1.4 The drivers

Ask a driver if hes afraid

of anything and hell
probably answer, Only
coming second.

A WRC drivers only goal is

to get to the finish line in the
fastest possible time.
But just flat-out foot-to-the-floor
driving
titles.

wont

win

him

any

A top-class World Rally

driver must be instinctive, brave,

technically and tactically skilful
(and a little bit crazy). He
must be passionate, precise,
concentrated and have unflinching trust in his co-driver. Oh yeah,
hes got to know where the accelerator is too.
And when hes flying round the stages, the single most important
person in his life is his co-driver. The trust between them has to
be absolute. Its the co-drivers job to guide his driver through the

Finishing is a
10

start.

course, using handwritten pace notes, detailing every corner, pothole,

surface and potential hazard, and reading them back to him as
they charge over the course.
And when theyre both travelling at 150kph along narrow Welsh
roads in the fog, he cant afford to be wrong.

11 W

1.5 The teams and cars

Behind every WRC car is a

World Rally Championship
team thats every inch as
talented, dedicated and
concentrated as their driver.

When a car limps home after

a stage, the mechanics have
just 20 minutes to patch it up,
whether that means simply
changing the tyres, replacing the

00:00:00

By the time youve finished

reading this sentence, a WRC crew
will have completely changed the
tyres on a WRC car. 00:08:45

windscreen or overhauling the

suspension. Crews need to be
quick, efficient, dextrous and
calm under intense pressure to
avoid getting a time penalty,

00:00:20

which could be the difference between coming first or nowhere.

WRC cars, by FIA law, must be based on their road-going cousins, the
kind we see every day. But underneath that familiar exterior lies
400,000 of high-tension steel, carbon fibre and titanium packed
with the most sophisticated hardware available, from a 6-gear
sequential shifter to a dashboard mounted laptop.
Basically, it would take six mechanics working flat-out and

00:00:02

00:16:40

00:13:20

00:05:20

full-time for three weeks to build a WRC car from scratch. But, it would
only take a second for a driver travelling at 130kph to write it off.
00:22:69

0:16:23
00:02:30

00:16:23min

00:14:06

00:16:23

00:12:40

12

00:13:09

Fans in 189
countries watch 6
teams battle it out
on 5 continents.

1.6 The audience

WRC is the largest

spectator motorsport in
the world.

Whether theyre crowding the

slopes of Catalunya or braving the
heat in Australia, the dedicated
fans of the WRC are as committed
as the rallying heroes they follow.
Over 9 million of them attend live
WRC events every year.
But it doesnt stop there. When
fans cant make a rally in person,
new advances in the sport make it

possible to watch, hear or read about it from home. Theres dedicated

TV coverage in over 189 countries globally, a rally magazine called
rallyXS and a definitive WRC website, WRC.com, supplying fans with
up-to-date news and information 24/7.
With the website alone regularly attracting an average of 600,000
visitors a month from 5 separate continents and billions of people
watching the World Rally Championship all over the planet, the sport
is set to become not only the largest, but also the fastest growing
spectator sport in the world.

15

1.7 How does it work?

Forget about first across

the line. WRC cars compete
against the toughest
opponent of all, time.

WRC is a race against time, so

cars dont race directly against
each other. Instead, they start at
one or two minute intervals, racing

Start
Start

Stage 1
Finish

against the clock, their times

Stage 2

monitored and recorded to a tenth

of a second and tallied up at the

Finish

end of the day.

Service Park
20 mins

There are a number of stages in

a day. Stages are the competitive
sections of a rally where crews drive as fast as possible to achieve
the fastest time. They take place on private or public roads closed to
the public while the rallys going on. A typical WRC event will have

Finish

Start

between 15 and 25 stages over 3 days.

3 days make a rally. Each day is known as a leg and contains about

Stage 3

400km of competitive rallying a third of which are stages. At the

end of an event, the driver and co-driver who have taken the least
amount of time to complete all the stages are the winners. Drivers get
10pts for first place, 8pts for second, 6pts for third, 5pts for fourth,

Timed against clock

4pts for fifth, 3pts for sixth, 2pts for seventh and 1pt for eighth.

Progress to next stage (untimed)

16 rallies make a Championship. The results of all the 16 WRC

events count towards the FIA World Rally Championship at the
end of the year.

16

17

2. Tool box

18

2.1

WRC logo

p.22

2.2

Exclusion zone

p.24

2.3

Minimum sizes

p.25

2.4

WRC.com logo

p.26

2.5

The Aligned Logo

p.27

Youll find all the creative and design tools youll need to bring any piece of WRC
communication to life. Theyll tell you how to make it as exciting and inspirational
as the sport itself, give you an idea of the sheer number of creative possibilities
available to you and tell you the best way to get your message across.

2.6

Safety

p.29

Everything you need is here. Enjoy.

2.7

Colour

p.30

2.8

Grid

p.34

2.9

Typeface

p.38

2.10

Copy style

p.40

2.11

Illustration

p.41

2.12

Photography

p.42

2.13

Contrasting values

p.44

2.14

360 context

p.46

2.15

Pace

p.48

This section is designed to give you a deeper understanding of what goes into
every piece of World Rally communication and how a WRC project can be created
from scratch.

WRC the Brand

Tool box

Brand in action

The WRC consumer facing brand logo is used for

The FIA logo is the official marque of the Fdration

all commercial communications.

Internationale de lAutomobile. It is for the exclusive use of the

FIA, and is available to National Sporting Authorities who may
use it to communicate their membership of the FIA. Its purpose
is to identify any FIA official involvement, through either

ABC
abc

personnel or equipment present at an FIA Championship event.

The FIA WRC logo should be co-branded with the FIA logo to
denote officially approved FIA World Rally Championship status.
The FIA WRC logo should always be positioned on the left of
the FIA logo at the same relative position and height.

Please email [email protected] for details of FIA Junior World Rally Championship (J-WRC) and FIA Production Car World Rally Championship (P-WRC) logos.

20
20

21

Tool box

WRC the Brand

Brand in action

2.1 WRC logo

Backgrounds

The logo for the World Rally Championship

has been specially created to represent the
attributes and values of the World Rally
brand. It is a unique mark that sets us apart
from our competitors and should be used in
all World Rally communications. The WRC
logo is a World Rally trademark owned by ISC.

Primarily, the WRC logo should be black on a

white background (Fig.1) or white reversed
out of black (Fig.2).

The WRC full logo (Fig.1) should be used as

the first choice wherever possible (size
permitting). Only when legibility is
compromised should the WRC secondary logo
(Fig.3) be used. The minimum sizes for WRC
logos are explained on p.25.

However, as a secondary usage, a white logo

reversed out of a coloured or photographic
background can be used, but the FIA World
Rally text must be in black (Figs 5 & 6).

Fig.1 WRC full logo

Fig.2 WRC full logo reversed

Fig.5 WRC full logo reversed photographic background

Fig.6 WRC full logo reversed photographic background

File name: WRC full logo.eps

File name: WRC full logo (rev).eps

File name: WRC/FIA logo (rev)

File name: WRC/FIA logo (rev)

Fig.3 WRC secondary logo

Fig.4 WRC secondary logo reversed

File name: WRC secondary logo.eps

File name: WRC secondary logo (rev).eps

Fig.7 WRC full logo reversed coloured background

Fig.8 WRC full logo used on a safety colour background

Remember, when using the WRC logo on

an image, choose the one that has the
clearest standout.

22

23

WRC the Brand

Tool box

2.2 Exclusion zone

Brand in action

25 mm

15 mm

The WRC logo needs a clear area around it

to give maximum standout. This area is the
exclusion zone and must be kept free of
other logos, graphics, text or the edge of
the printed piece.

Minimum sizes of the logo have been

developed to ensure legibility is maintained
when used on small applications.

The exclusion zone for the WRC logo should

be equal to the height of the C of WRC on
each side, top and bottom (Figs.9 & 10).

Fig.11 WRC full logo

Fig.12 WRC secondary logo

minimum size for print

minimum size for print

40 mm (113 pixels)

Fig.10 WRC secondary logo exclusion zone

The minimum size of the WRC full logo for

print use is 25mm in width (Fig.11). When a
smaller version is needed, the secondary
logo should be used so legibility is not
compromised. This can go down to 15mm in
width (Fig.12).
For digital and TV use, the minimum size for
the WRC full logo is 40mm in width (Fig.13).
For the WRC secondary logo, its 20mm in
width (Fig.14).

Fig.9 WRC full logo exclusion zone

24

2.3 Minimum sizes

20 mm (57 pixels)

Fig.13 WRC full logo minimum

Fig.14 WRC secondary logo

size for digital and screen applications

minimum size for digital applications

25

WRC the Brand

Tool box

2.4 WRC.com logo

The WRC.com logo has been created to
represent the WRC.com website. It should
be used on all offline communications
where reference is made to WRC.com.
Please do not use the WRC.com logo as part
of a sentence.

Brand in action

8x

8x

2.5 The Aligned Logo

The Aligned Logo describes the relationship between
the WRC logo and the exclusive official Global
Partners logo (via inmarsat).

File name: WRC.com logo

Fig.15 Aligned Logo - landscape and portrait grid alignment

The Aligned Logo is created by duplicating the single

grid unit and placing it either to the right or below
the WRC Logo. The distance separating the two grid
units is 1/8 of the width of the single grid unit
(Fig.15).
When the Inmarsat Logo is placed in the grid, the
baseline of the Inmarsat Logo aligns vertically with
the baseline of the black box containing the

FIA WORLD RALLY text in the WRC Logo. The Inmarsat

logo is then visually centred horizontally (Fig.15).
The Aligned Logo can be used with or without the
grid. The grid always dictates the spatial relationships
between the two logos. For non-grid logos simply
remove the grid leaving the two logos in the correct
positions.
NB: It is important to use the grid as a guide for the
suitable clearance area around aligned logos. No
other elements can intrude into this space.

The Secondary Aligned Logo

Where an Aligned Logo is required at below minimum
print size (ie. when the WRC Logo element is less
than 25mm in width, see p25), then the Secondary
Aligned Logo should be used.

In the Secondary Aligned Logo, the Inmarsat Logo

remains the same as in the Aligned Logo, but the
WRC Logo appears without the FIA WORLD RALLY
CHAMPIONSHIP text. The WRC Logo is then centred
vertically and horizontally in its grid box.

File name: WRC.com logo reversed

Fig.16 Secondary Aligned Logo - landscape and portrait

grid alignment

26

27
27

Tool box

WRC the Brand

Brand in action

Additional partners

2.6 Motorsport danger warning

Partner logo

On other pieces of communication where

multiple partner logos appear, the following
proportions must be adhered to:
Two thirds of the space should contain
the aligned logo. The remaining space can
then contain the other partner logos (Figs 17
& 18). See The Grid section for more
information (p.34).

2/3 of space for

aligned logo

Partner logo

2/3 of space for

aligned logo

1/6 of space partner logo

Partner logo

1/6 of space partner logo

1/6 of space partner logo

Partner logo

1/6 of space partner logo

Fig.17 Additional partner, landscape grid relationship

Safety is paramount for everybody, not just

for drivers, marshals and journalists, but
also the fans watching the rallies. Wherever
possible, we must make the warning
triangle and message clear and totally
visible on all communications.
Always display the Danger Warning within
the grid, either with the small print or without.
The warning can work on white (Figs 22 &
23) or reversed out of black (Fig.24).

Fig.18 Additional partner, portrait grid relationship

Fig.22 Motorsport danger warning

File name: Danger warning (positive)

The Aligned Logo usage

Lorem ipsum amet

When the full WRC Logo is used as a

dominant logo and an aligned logo is required
as a secondary element, then the Secondary
Aligned Logo only should be used (see Fig.19
and 20).

Fig.23 Motorsport danger warning with legal copy

Fig.24 Motorsport danger warning with legal copy reversed

File name: Full warning (positive)

File name: Full warning (reversed)

Safety code
Therefore, there is no occasion when two full
WRC Logos appear together.
Fig 21 shows an example of aligned logo
usage with additional partners.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam

MARSHAL

erat volutpat. Ut wisi enim ad minim veniam squis nostrud exerci

tation ullamcorper lobortis nisl ut aliquip ex ea commodo

RADIO
POINT

Use the Safety symbol and the colour green

for Safety and positive messaging (Fig.26).

consequat.

NO GO AREA
Fig.19 Use of the Secondary Aligned

Fig.20 Use of the Secondary Aligned

Fig.21 Use of the Aligned Logo and

Logo in advertising

Logo and addtional partners on

addtional partners on podiums

NO DOGS

Fig.25 Danger and warning messaging

SAFETY
CAR

On event collateral, use the Warning symbol

and the colour red for Danger and Warning
messaging (Fig.25).

NO ENTRY
Fig.26 Safety and positive messaging

timing pylons

28

29
29

Tool box

WRC the Brand

2.7 Primary and secondary colours

The Primary brand colours for World Rally
are black and white.
These have been chosen for maximum and
consistent standout in a world of varying
colours and locations.

Primary brand colours

Brand in action

Secondary brand colour

WRC black

WRC silver

PANTONE Process Black

PANTONE 877 C

Highlight colour palette hierarchy

The Secondary colour is silver, which also

achieves standout from the world of rally
and provides further design options.

Primary highlight colour

Secondary highlight colour

WRC blue

WRC orange

PANTONE 2935

PANTONE 1655

The highlighting colours should never

represent more than 15% of the overall
colour palette.

C - 100%

R -0

Web safe

C - 0%

R - 255

Web safe

M - 40%

G - 51

0033CC

M - 60%

G - 102

FF6600

Y - 0%

B - 204

Y - 100%

B -0

K - 0%

K - 0%

WRC white

Safety colour palette hierarchy

Neutral safety colour

Safety colours

Highlight colour palette

Danger colour

WRC safety yellow

WRC safety green

WRC danger red

PANTONE 803

PANTONE 802

PANTONE 485

The rational blue represents the yin aspect

of the values and achieves standout against
the black and white. It should be used to
highlight key messages and deliver
information. The more emotional orange,
inspired by the yang aspect, should be used
to create urgency and highlight information
within the blue.

WRC safety first colour code

Only use these colours when communicating
safety issues.
Using them for anything other than safety or
danger can dilute their impact.

Colour palette hierarchy

30

30

C - 0%

R - 100

C - 52%

R - 40

C - 5%

R - 95

M - 8%

G - 92

M - 0%

G - 82

M - 100%

G - 13

Y - 89%

B - 11

Y - 80%

B - 26

Y - 100%

B -9

K - 0%

K - 0%

Use red for danger and warning messaging and

use green for safety and positive messaging.

K - 0%

31
31

Black & white offer us a neutral backdrop for colourful and diverse rally images

Black & white offer us a neutral background for the kaleidoscope of team logo colours

PlayStation information panel

Safety poster using the strong dominant safety green

Y
T
E
SAF
The

Black & white offer us a neutral background for event materials

32

32

Black & white offer us a neutral background so that information can be highlighted

Silver broadcast units stand out against the other teams in the Service Park

Cod
y
t
e
f
Sa
y
l
l
a
R
World

Leaderboard utilising the highlight colour palette

W

33

Tool box

WRC the Brand

Brand in action

2.8 The grid

Grid format approach

The grid has been devised to create visible or

invisible cohesion across all WRC collateral.

The grid can be constructed for any shape,

screen or size and can be further subdivided
for adaptability (Fig.27).

It starts with its basic unit, the building

block, which is repeated to form a grid. Each
building block is based on the proportions of
the logo (Fig.24).
The grid can be applied or adapted to any
shape, screen or size and can be further
subdivided into halves or quarters (Fig.26).
The logo can be placed anywhere within the
grid to suit your design, although the bottom
right is the preferred position.

Fig.25 Basic principle

Fig.27 Grid formats

File name: Sample grids

Fig.24 Basic building block uses

the logo shape

Fig.26 Subdividing the grid

34
34

35
35

Tool box

WRC the Brand

Brand in action

Full grid

Partial grid

Invisible grid

The grid can be used visibly to create

The grid can be used in part to create graphic links

The grid can be left invisible, although the structure

a strong graphic structure.

between elements.

should always dictate where graphics are positioned.

Primary colour White lines.

Primary colour Black lines.

Secondary colour Silver lines.

Please ensure silver is printed as a special metallic ink
Pantone 877.

Grid on solid
background
colours
Make sure silver Pantone 877
is a secondary colour after
black and white.

Grid on image

Grid on image
with part of
image tinted
The tinted panel must
be secondary to the full
colour image.
Its ideal for highlighting
areas to increase legibility.

36

37

WRC the brand

2.9 WRC Typeface

World Rally is a unique sport and needs a
unique font.
Weve called it, obviously, WRC.
The Clean version of the font represents the
precision of the sport the exactness of the
engineers, the times to a tenth of a second
and the pristine cars pre-race.
The Dirty version represents the more
elemental aspects of the sport the mud,
the thunderstorms and the damage to the
cars when a driver gets it fractionally wrong.

Tool box

World
WRC Clean Bold 12/15pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
WRC Clean 6/8pt (minimum size)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

International Sportsworld Communicators Limited.

These fonts have been designed specifically for WRC and
should only be used in World Rally communications.

Brand in action

WRC Clean Roman 12/15pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
WRC Roman 6/8pt (minimum size)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Accented characters

alt + e release and press required letter

alt + ` release and press required letter
alt + i release and press required letter
alt + u release and press required letter
alt + a release and press required letter

Logo quick keys can be found at

www.WRC.com/brand

alt + 9 WRC Clean Bold

alt + 0 WRC Clean Bold

38

WRC Dirty 24/28pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Dirt key

alt + z

RALLY
Fig.28

The Dirty version of the font has been specially

created for use in headlines and titles. It
should not be used smaller than 24 point
and should never be used for body copy.
Feel free to use the tyre tracks in conjunction
with the dirty font to texture and further
emphasise the rawness of the WRC.
File name: Tyre track
Accented characters
(see opposite for key direction)
Dirt key
alt + z gives you dirt (Fig.28). You can use
this key between or after words. You can also
place the dirt on top of itself, using different
sizes to create more grunge.

39

WRC the brand

2.10 Copy style

Anyone reading about WRC must be excited,
amazed, entertained and educated by it.
As we all know, the best way to get people
excited by WRC is to take them there so do
exactly that. Let the reader experience a
rally first-hand through words.
They have to feel the rush of the wind as
a car goes past at 190kph, hear the highpitched roar of the engine, be in the midst of
800,000 screaming fans, smell the oil in
the Service Parks, get soaked by a torrential
thunderstorm. They have to experience
everything the full 360 nature of the
sport. In other words, keep it real.
Remember though, the copy must be simple
and easy to understand. As a global brand,
WRC communications will be translated
around the world.
Above all, WRC is a sport so make sure you
and your audience have fun.

40

Tool box

Brand in action

Mother Nature just threw down the gauntlet.

Choose your weapons.

Mud, sweat and tears.

The world is our stage.

2.11 Illustration style

Illustration provides us with another powerful
communication tool and creative route.
It can represent the real side of rally (the
stage notes of the co-drivers) or the
technological advances and safety features
(engineering diagrams).
Here are just a few examples, but if you find
others and they look good, use them.

The conditions are terrible. Brilliant.

From the 4,000 corners of the earth.

Excess all areas.

If you cant stand the heat, get out of Kenya.

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Tool box

WRC the brand

Location WRC rallies take place

in 16 countries round the world, from
the snowbound forests of Sweden to
the burning sands of Greece. >

2.12 Photography

Brand in action

Car Each WRC car is 400,000

of high-tension steel, carbon fibre
and titanium packed with the most
sophisticated technological hardware
available. >

Photography is one of the most important ways

of showing World Rally at its most exciting.
Pictures of the stunning landscapes, the oil
stained crews, the pace of the drivers, the
screaming fans, the jubilant teams and the
extreme conditions all combine to bring WRC
to life in a way like no other.

Driver A world-class WRC driver must

be instinctive, brave, passionate,
technically and tactically skilful (and a
little bit mad). >

Fans About 9 million people watch

live rally events every year,
all as dedicated and passionate as
the rally heroes
they follow. >

Teams The drivers may take the

glory, but theyre backed up by up to
150 people, many of them mechanics,
who they rely on to keep them
out on the road. >

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Emotion WRC fortunes are

made or broken in seconds and
every member of a team feels the
pain of disappointment and the
ecstasy of victory. >

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WRC the brand

Tool box

Brand in action

2.13 Contrasting Values - yin & yang

Contrasting Values - creative tools

Every quality of World Rally has an equal and

opposing quality, demonstrated in the Contrasting
Values brand wheel. These Contrasting Values
are translated into creative design tools
Clean versus Dirty font and the precise grid
versus the Dirty tyre track, for example.

World Rally is not made up of one

single element.

clean
fun

dirty

Its the combination of all the contrasting

elements that creates WRC. The type, the
grid, the colours, the copy, the font,
everything. When used together, the
possibilities for the sport and the sports
design are endless.

fear

hi-tech

elemental

calculated

gutsy

They co-exist in harmony.

If the calm of a forest before a car arrives is
yin, then the screaming engines and
cheering fans are yang.
Study the contrasting words and think about
the images that might represent them.
It will enable you to check that any creative
work is accurately representing the many
qualities that make World Rally the
unmissable spectacle it is.

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Clean

ups
calm

downs
explosive

mind heart
precise raw

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Tool box

WRC the brand

Brand in action

Location

Location
Fans
Team
Car
Driver

2.14 360 context

World Rally is about more than just who wins.
Its the elation of a fan. Its the breathtaking
landscapes. Its the unpredictability of the
weather. Its the dedication of the teams. Its
a driver making a car do unbelievable things.

Location

Car

Emotion

Fans

When creating a World Rally piece of

communication always try to convey the
360 nature of the sport.

Driver

Fans

The following examples show how this can

be achieved in different ways with a chart
showing the mix of elements.
Teams

Consider all 360 of WRC and how they co-exist.

WRC is a combination of many different
things. Try and represent this diversity in
everything you do.

Team

Car

Driver
Emotion

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World Rally is more than just rally cars tearing round the

WRC is about cars, the dust, the concentration of

rough gravel roads of Catalunya. Its also about the screaming,

the drivers, the calm of the co-drivers and the

passionate fans who have clambered up hills and over rocks to

mechanics and team in the Service Parks, working

cheer on their heroes.

to keep their crews out on the road.

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WRC the brand

Tool box

Brand in action

2.15 Pace
The Contrasting Values can be translated into
design principles relating to pace. Calm and
explosive for example, can be delivered by
alternating simple clean layouts with
complex detailed ones.

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3. Brand in action

3.1

Advertising

p.53

3.2

WRC Event Collateral

p.54

3.3

TV Styling

p.56

3.4

WRC.com

p.58

3.5

rallyXS

p.60

3.6

WRC PlayStation2

p.61

3.7

Appendix

p.62

3.8

Contacts

p.63

Over the following pages we have gathered together

ads, TV product and event collateral.
Its not all identical, its not supposed to be. But it is
exciting. It shows how the Brand Wheels can inspire
and bring creative work to life and give a consistent
brand experience for the WRC audience. It shows
how the tools in this brand book have been used to
date and we hope it will help you explore, amaze,
excite, entertain and educate with your own World
Rally projects.

WRC the Brand

Tool box

Brand in action

3.1 WRC press advertising

Advertising is the WRCs front line, pushing
the sport to an ever-increasing rally-hungry
audience around the world.
The ads shout, scream, intrigue, excite,
amaze and constantly draw people in from
the pages of press everywhere. The very
embodiment of the WRCs Inspirational Vision.

WRC consecutive page ad in rallyXS magazine

WRC consecutive page ad in rallyXS magazine

PlayStation2 advertising WRC game

Inmarsat advertising

Here are just a few examples of press ads

that have run in national and international
newspapers and magazines.

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WRC the Brand

Brand in action

3.2 WRC event collateral

Every piece of communication at a rally,
whether its a safety message, clothing worn
by stewards or the decor in the hospitality
tents, must present a collective WRC image.
The strength of the WRC design is to create
cohesion amongst the disparate event
collateral, whilst remaining single-minded,
informative and, above all, clear in message.

WRC outside broadcast, with coverage on a large TV screen

PlayStation2 WRC game

WRC vehicle livery

WRC outside broadcast livery

Here are some examples of event collateral

from the 2003/4 season.
WRC passes

Final podium

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Camera crew tabard/passes

WRC event stickers

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WRC the Brand

Brand in action

3.3 TV as a partner/channel
Almost a billion people (a staggering
918,579,000) watched the World Rally
Championship on TV in 189 countries around
the globe last year.
Television is a vital way of putting the fan at
the very heart of the action, even if theyre
thousands of miles away. Wherever they are,
the audience will know exactly what it feels
like to be tearing round a hairpin bend at
100kph with a 1,000ft drop inches from
their back wheel. How? Weve got a helicam
following every second of the action and
on-board cameras that capture every bead of
sweat that falls from a drivers temple.
WRC TV brings the viewer motor sport as it
should be all the drama of actually being
at the rallies, complete with the emotional
ups-and-downs that go hand in hand with
such a competitive sport.

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WRC programme ident

TV location introduction

Manufacturers leaderboard

Information grid

Virtual Spectator

Stage graphics

Stage split times

Leaderboard sequence

Interview graphics

In-car graphics

In-car logo placement

Location sequence
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WRC the Brand

Brand in action

Tool box

3.4 WRC.com
WRC.com is the definitive, all-encompassing
WRC website, supplying rally fans, rally press
and rally insiders with credible and up-todate news and information 24 hours a day,
seven days a week.

Results

58
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News

Profiles

Multimedia

My WRC Homepage

My WRC Competition

Rally guide

Events board - Dashboard

Homepage

Results - (Splits)

Results - (Standings)

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WRC the Brand

Tool box

Brand in action

3.5 rallyXS magazine

3.6 PlayStation2

With the latest stories, innovative features

and dramatic photography, rallyXS
exemplifies all that the WRC stands for. It
tackles thorny issues head-on, takes you
closer to the sports inner core than you ever
thought possible, and offers an accessible,
easily digestible format in which to do it.

The PlayStation2 WRC games have sold

millions of copies and bring the excitement of
World Rally to a whole new audience.

Thanks to rallyXS, which is available in over

50 countries worldwide, WRC has become
bigger, brasher and brighter (committed rally
fans dont leave home without it).

The full gambit of angles, terrains, locations

and weather shows the world how many
different dimensions both the games and the
sport have. On top of that, with picture-perfect
computer-generated cars and action, WRC
really depicts the 360 nature of World Rally.
Unsurprisingly, WRC is widely acclaimed as the
best rally video game to date (rated 9 out of 10
by Official PlayStation Magazine).
Need we say more?

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3.7 Appendix

3.8 Contacts
The following list of contacts should be able to assist you with specific enquiries:

The following artwork is available from

Commercial Rights Holder
Marketing and General Business

www.WRC.com/brand:

Simon Long
International Sportsworld
Communicators Ltd.
The Clockhouse
St. Catherine's Mews
Milner Street
London SW3 2PX
UK

WRC full logo.eps

WRC full logo (rev).eps
WRC secondary logo.eps
WRC secondary logo (rev).eps

Tel: +44 (0) 20 7584 7584

Fax: +44 (0) 20 7584 7281
Email: [email protected]

Danger warning (positive).eps

Danger warning (reversed).eps

Brand & Creative Support

Full warning (reversed).eps

Richard Heaselgrave
International Sportsworld
Communicators Ltd.
The Clockhouse
St. Catherine's Mews
Milner Street
London SW3 2PX
UK

Typeface Mac/PC:
WRC Clean Bold
WRC Clean Roman

Tel: +44 (0) 20 7584 7584

Fax: +44 (0) 20 7590 1271
Email: [email protected]

WRC Dirty

WRC Clean Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ

WRC sample grid

WRC Clean Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ

WRC tyre track

WRC Dirty
ABCDEFGHIJKLMNOPQRSTUVWXYZ

rallyXS Magazine

Francois Ribeiro
International Sportsworld
Communicators Ltd.
The Clockhouse
St. Catherine's Mews
Milner Street
London SW3 2PX
UK

Tim Bulley
Haymarket Autosport
Publications Ltd.
60 Waldergrave Road
Teddington
Middlesex TW11 8LG
UK

Tel: +44 (0) 20 7584 7584

Fax: +44 (0) 20 7590 1271
Email: [email protected]
Licensing

Full warning (positive).eps

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Sponsorship

The site is password protected. For more

information please contact International
Sportsworld Communicators Limited

Nick Williamson
International Sportsworld
Communicators Ltd.
The Clockhouse
St. Catherine's Mews
Milner Street
London SW3 2PX
UK

Tel: +44 (0) 20 8267 5078

Fax: +44 (0) 20 8267 5977
Email: [email protected]
Commissioned Photography
Colin McMaster
McKlein
19 In der Rosenau
51143 Cologne
Germany
Tel: +44 (0) 7775 811211
Email: [email protected]

Tel: +44 (0) 20 7584 7584

Fax: +44 (0) 20 7584 7281
Email: [email protected]

General Enquiries

Television Programming

Website

Felipe McGough
International Sportsworld
Communicators Ltd.
The Clockhouse
St. Catherine's Mews
Milner Street
London SW3 2PX
UK

URL: www.WRC.com

[email protected]

Logo, font & movie library

URL: www.WRC.com/brand

Tel: +44 (0) 20 7584 7584

Fax: +44 (0) 20 7584 7281
Email: [email protected]
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 Brand Book

International Sportsworld Communicators 2004