NORTH TORONTO SENTINELS · GTA NORTH · CANADA
BRAND IDENTITY GUIDELINES
Version 1.0 · 2026 Season
01 / INTRODUCTION
Who We Are
The NTS brand stands for something bigger than football. It represents 1,000+ athletes across six communities in North Toronto & Vaughan building discipline, character, and ambition — on and off the field.
This guide exists to ensure that every time the NTS name, logo, or colors appear — whether on a jersey, a social post, a sponsor banner, or a website — they do so consistently, professionally, and with purpose.
These guidelines are not just rules. They are a commitment to the athletes, families, and partners who trust this brand to represent something real.
The Sentinels Stand For:
COMMUNITY
Football is the vehicle. Community is the destination.
EXCELLENCE
We hold ourselves to a higher standard — always.
GRIT
Champions are built in the work nobody sees.
OPPORTUNITY
Every athlete deserves a path forward.
02 / LOGO SYSTEM
Our Marks
The NTS visual identity uses two primary marks. Each has a specific role and context.
Primary Mark — NTS Lettermark
Full Color
Use on light backgrounds
Reversed
Use on dark backgrounds
Monochrome
Use on colored backgrounds
Clear Space
Always maintain this minimum clear space. No text, graphics, or other elements may enter this zone.
Minimum Sizes
80px wide
Digital Minimum
For screen use
25mm wide
Print Minimum
For print use
Never reproduce the logo smaller than these sizes. Legibility and brand integrity depend on it.
03 / COLOR PALETTE
Our Colors
Color is one of our most powerful brand assets. These three colors define the NTS visual identity. Use them with intention and consistency.
Supporting Colors
Pure White
Backgrounds
Shadow Gray
Secondary text
Dark Navy
Body text
Light Gray
Section alternates
Approved Pairings
Red on Navy
Most powerful — hero headlines
White on Navy
Navigation and footers
Navy on White
Body content and cards
Red on White
CTAs and highlights
✗ Inaccessible Combinations — Avoid
04 / TYPOGRAPHY
Our Type
NORTH TORONTO SENTINELS
BEBAS NEUE — Display & Headlines
Used for hero headlines, program names, stats, and any moment that demands power and presence. Always uppercase. Never use in body copy.
Regular (400) · Google Fonts / Adobe Fonts
READY TO GIVE YOUR ATHLETE THEIR FIRST SEASON?
BARLOW CONDENSED — Section Headings
Used for section headings (H2, H3), card titles, navigation items, and UI labels. Works at large and medium sizes. Capitalize important words.
SemiBold 600 · Bold 700
Football is the vehicle. Community is the destination. The North Toronto Sentinels was built on the belief that every athlete in North Toronto & Vaughan deserves access to world-class coaching, character development, and a team that has their back.
BARLOW — Body Copy & UI
Used for all body text, descriptions, form labels, and long-form content. Highly legible at small sizes. Use Regular for body, Medium for emphasis.
Regular 400 · Medium 500 · SemiBold 600
Type Hierarchy
When NTS brand fonts are unavailable, use: Arial Bold for display · Arial for body.
05 / DO'S & DON'TS
Logo Usage
✓ DO
✗ DON'T
⚠ Important
The NTS logo files are the only approved source for brand usage. Never recreate, redraw, or re-trace the logo from memory or screenshots. Request the official files from the brand team.
06 / VOICE & TONE
How We Speak
The NTS brand voice is consistent across all touchpoints — social media, emails, announcements, and in-person. It reflects who we are: a community-first, excellence-driven football organization.
DIRECT
We say what we mean. No corporate speak, no filler words. Every sentence earns its place.
COMMUNITY-FIRST
We speak to families, not demographics. We know the names of our athletes. We celebrate wins and acknowledge the hard parts honestly.
EARNED CONFIDENCE
We're proud of what we've built — but we let the results do the talking. No empty hype, no exaggeration.
ENERGETIC BUT GROUNDED
We bring energy and enthusiasm without becoming chaotic. We're excited about football. That comes through. But we never sacrifice clarity for hype.
Tone by Audience
07 / PHOTOGRAPHY
How We Show Up Visually
✓ What We Shoot
✓ Athletes in action — not posed
✓ Real moments: huddles, celebrations, sideline, first downs
✓ Close-ups with emotion
✓ Community: families in stands, coaches coaching
✓ The work: training, film sessions, conditioning
✗ What We Avoid
✗ Generic stock photos of football players
✗ Overly posed team photos with forced smiles
✗ Low-quality or heavily filtered phone photos as hero images
✗ Photos without people (empty fields, equipment only)
Editing Style
· High contrast, slightly punchy
· Colors: cooler shadows (blue-tinted), warm highlights
· Skin tones accurate, not over-processed
· Background: often blurred (f/2.8 or lower equivalent)
Photo Framing
· Leave room for text overlay (dark area at bottom)
· Hero images: horizontal, 16:9 or wider
· Social square: 1:1 crop with subject centered
· OG images: 1200×630px (1.9:1)
09 / BRAND IN USE
The Brand in the Real World
Home Jersey
NTS red and navy home jersey
Helmet Decal
NTS mark on a football helmet
Sideline Banner
Vertical pull-up banner style
Email Header
Family Welcome email header
Website Header
Nav + hero screenshot
Instagram Post
Game day score announcement
Sponsor Package
NTS letterhead cover
Branded Gear
NTS water bottle mockup
All merchandise and branded materials must use official logo files provided by the brand team. Do not use screenshots or web images for production.
10 / DOWNLOADS
Brand Assets
Sign in or request access to download official NTS brand assets.
Complete Package
Complete NTS Brand Package
Everything in one ZIP file: all logo variants, brand colors (ASE/ACO swatch files), font license info, and this Brand Manual as PDF.
These assets are provided for approved use only. By downloading, you agree to use NTS brand assets in accordance with these guidelines. Unauthorized use, modification, or redistribution is prohibited. © 2026 North Toronto Sentinels. All rights reserved.
08 / SOCIAL TEMPLATES
Ready-to-Use Templates
All social media templates are available in Canva. Use only these approved templates for NTS content. Do not create off-brand posts from scratch.
Instagram Post — Game Day Score
1080×1080
Instagram Post — Player Spotlight
1080×1080
Instagram Story — Registration CTA
1080×1920
Instagram Story — Countdown
1080×1920
Facebook Event Banner
1920×1005
Sponsor Recognition Post
1080×1080
ℹ Canva Access
Access the full template library in Canva. Contact info@sentinelsfootball.ca to get editor access to the NTS brand kit.