--- name: "Derthona Basket" tagline: "Rooted in history. Built for tomorrow." version: 8 language: en type: master --- # Derthona Basket This file is the machine-readable companion to the [Derthona Basket Brand Manual](index.html). The website is the complete visual reference; this document provides concise brand context for AI tools and text-based workflows. ## Strategy ### Overview Derthona Basket is a contemporary basketball club shaped by heritage, culture and sporting ambition. Its identity transforms the history of Tortona into a living system built for the present and the future. The lion recalls where the club comes from. The rose expresses what it carries forward: courage, generosity and grace. The ambition is to strengthen the connection between club, city and community while building Derthona's future on the European stage. ### Positioning Derthona Basket is a contemporary basketball institution rooted in the heritage of Tortona. It is: - historically grounded, never nostalgic; - institutional, consistent and built for longevity; - basketball-first and connected to the language of the modern game; - distinctive without being decorative; - ambitious without losing authenticity. It is not a trend-led sports identity, a generic entertainment brand or a heritage system frozen in the past. ### Personality The brand is confident, authentic, clear, respectful and ambitious. It should feel: - distinctive; - timeless and contemporary; - rooted and evolving; - European in ambition; - close to its community; - unmistakably basketball. It should never feel arrogant, artificial, ornamental, generic or driven by short-lived trends. ### Promise Derthona Basket turns history into forward momentum. The brand commits to: - representing Tortona with clarity and pride; - bringing club, city and community together; - pursuing excellence on and off the court; - evolving the identity without losing its roots. Primary brand statement: **Rooted in history. Built for tomorrow.** ### Guardrails - History is a foundation to build upon, not a decorative reference. - Every visual or verbal choice must feel intentional. - Basketball remains central to the identity. - Authority must never become arrogance. - Ambition must remain authentic and connected to the community. - Tradition may evolve; the identity must endure. Litmus test: if the work could belong to any other basketball club, it is not distinctive enough for Derthona. ## Voice ### Identity We are rooted in Tortona and built for what comes next. We carry the lion, the rose and the history of our city into a contemporary basketball identity. We speak with confidence, never arrogance. We are direct, intentional and inclusive. We respect what came before while looking clearly toward the next game, the next season and the European stage. Essence: history becomes a living force for the future. ### Tagline & Slogans Primary tagline: - "Rooted in history. Built for tomorrow." Approved brand lines: - "From Tortona to Europe." - "From tradition to tomorrow." - "One History. One identity. One Derthona." - "Forza Leoni." ### Manifesto We believe history is not something to preserve behind glass. It is something to build upon. Every generation leaves its mark. Every season becomes part of something bigger. The lion reminds us where we come from. The rose reminds us what we carry forward. Courage. Generosity. Grace. From Tortona to Europe. From tradition to tomorrow. One History. One identity. One Derthona. ### Message Pillars #### History Built on centuries of heritage. History is active material for the future. #### Community Representing the city and bringing people together. #### Ambition Building Derthona's place in European basketball. #### Excellence Pursuing the highest standards on and off the court. ### Phrases - "Rooted in history. Built for tomorrow." - "From Tortona to Europe." - "From tradition to tomorrow." - "Every generation leaves its mark." - "Every season becomes part of something bigger." - "One History. One identity. One Derthona." - "Forza Leoni." ### Tonal Rules - Be confident, never arrogant. - Be authentic: express identity rather than following trends. - Be clear, direct and intentional. - Be respectful and inclusive by nature. - Be ambitious: think forward and aim higher. - Prefer concise, declarative sentences. - Connect history to action and future momentum. - Use basketball language naturally, not as decoration. - Avoid generic sports hype and inflated marketing language. - Preserve the dignity of an institution while retaining human energy. | We Say | We Never Say | |---|---| | "Rooted in history. Built for tomorrow." | Empty claims about being revolutionary | | "From Tortona to Europe." | Generic global-brand language | | "One History. One identity. One Derthona." | Copy that could name any club | | Confident, direct statements | Arrogant or aggressive boasting | | Community and shared ambition | Artificial fan-marketing clichés | ## Visual ### Colors The palette contains three equal primary colors: - **Tortona Red** — `#EF3340`, Pantone 032 C, RGB 239 / 51 / 64. Use for the rose, accents, calls to action and high-impact moments. - **Derthona Black** — `#2D2926`, Pantone Black C, RGB 45 / 41 / 38. Use for primary typography, marks and dark surfaces. - **Derthona White** — `#FFFFFF`, Pantone White 000 C, RGB 255 / 255 / 255. Use for light surfaces, reversed artwork and contrast. Red brings the heritage of Tortona into the system. Black and white carry the club's historic identity. Do not introduce additional brand colors without approval. ### Typography #### Derthona Display Custom display typeface, Regular. Use for headlines, campaign statements, scores and high-impact messages. This is the identity typeface. Letter case controls the character design directly. Lowercase typing produces the standard letterforms; uppercase typing produces the alternate display forms where available. No OpenType stylistic-set control is required, so the same method works in desktop, web and presentation software, including Canva. Usage principles: - **Consistency:** Standard and alternate forms may appear in the same composition. Use lowercase for a standard form and uppercase for its alternate form. Once a form has been selected for a specific letter, use it consistently throughout the same word, sentence or text block. - **Headings:** Always use the standard letterforms for editorial titles and headings. In Derthona Display, type these using lowercase characters. - **Official wordmark:** Always use the supplied logo artwork to reproduce the Derthona Basket wordmark rather than typesetting it from scratch. - **Visual impact:** Use a maximum of six words per line. Prefer short, compact statements. Whenever possible, set leading to the same value as the type size, for example 100 pt type with 100 pt leading. - **Spacing:** Keep tracking at 0, use metric kerning and preserve the intentionally tight spacing built into the font. - **Hierarchy:** Set Derthona Display between 66% and 100% larger than the supporting paragraph size. If supporting text is 30 pt, use Derthona Display between approximately 50 and 60 pt. Download package: - [Derthona Display 1.0 — all formats and usage guide](assets/fonts/downloads/derthona-display.zip) The package contains OTF and TTF files for desktop installation, WOFF and WOFF2 files for web use, and a text guide with the usage principles above. Version 1.0 is copyright Derthona Basket and was designed by ESC Design Studio. #### TeX Gyre Heros Use for subtitles, body copy, navigation, captions and functional information. This is the information typeface. [Download TeX Gyre Heros in OTF, TTF, WOFF and WOFF2](assets/fonts/downloads/tex-gyre-heros.zip). TeX Gyre Heros is distributed under the GUST Font License. The downloadable package includes Regular, Italic, Bold and Bold Italic together with the license text. #### PP Fragment Use for editorial accents, quotes, manifesto excerpts and expressive moments. This is the editorial typeface. [Download PP Fragment in OTF, TTF, WOFF and WOFF2](assets/fonts/downloads/pp-fragment.zip). ### Brand Templates The business card is final approved artwork. The letterhead files remain working options. Use the supplied master files rather than recreating the layouts from preview images. Business card: - [PDF master](assets/templates/business-cards/business-card-final.pdf) - [Adobe Illustrator master](assets/templates/business-cards/business-card-final.ai) Letterheads: - [Centered](assets/templates/letterheads/letterhead-centered.pdf) - [Competition](assets/templates/letterheads/letterhead-competition.pdf) - [Left aligned](assets/templates/letterheads/letterhead-left-aligned.pdf) - [Adobe Illustrator master with all letterhead layouts](assets/templates/letterheads/letterhead-templates.ai) ### Logo System The lion, the rose and Derthona Display form one flexible identity system. Use the supplied master artwork; do not redraw, stretch or alter its proportions. Responsive order from the largest to the smallest available format: 1. **Horizontal** — large formats. 2. **Lockup** — medium formats. 3. **Stacked Primary** — compact formats. 4. **Stacked Compact** — small formats. 5. **Lion symbol** — very small formats. Approved signatures: - [Lion symbol](assets/official/lion-symbol.svg) - [Crest](assets/official/crest.svg) - [Crest V2](assets/official/crest-v2.svg) - [Lockup](assets/official/lockup.svg) - [Horizontal](assets/official/horizontal.svg) - [Stacked Primary](assets/official/stacked-primary.svg) - [Stacked Compact](assets/official/stacked-compact.svg) - [DB Monogram](assets/official/db-monogram.svg) - [D Monogram](assets/official/monograms/d-monogram.svg) - [DB Lettermark](assets/official/monograms/db-lettermark.svg) - [Rose symbol](assets/official/rose-symbol.svg) Color and monochrome masters exist for light and dark backgrounds. Select the correct supplied file rather than recoloring artwork manually. See the complete [logo asset library](index.html#logo). The original Crest and Crest V2 are both approved signatures. Crest V2 is an alternative construction, not a replacement for the original Crest. Always use the supplied artwork for the selected version and do not combine components between the two constructions. SVG and PNG are available for light and dark backgrounds. JPG is offered only for light-background artwork because JPEG does not support transparency; use SVG or PNG for every dark-background application. ### Clear Space X is defined by the lion symbol. Internal proportions and a minimum clear space of 3X must always be maintained. Use the [official respect-area construction](assets/official/respect-area.svg). ### Composed Logos Composed logos balance Derthona Basket with an approved partner identity. Each composition is available with either the Crest or the Lion symbol. - Always apply the larger respect area required by either logo. - Separate the marks with a 1 pt line as wide as the larger logo. - Use a black or white separator according to the background. - Use the supplied horizontal or vertical composition. - Select the supplied Crest or Lion construction; do not replace or reposition the Derthona symbol manually. - Select the supplied color or monochrome version for the intended light or dark background. - Use SVG or PNG for dark-background compositions. JPG downloads are available only for light-background artwork. Approved composed families: - [Bertram horizontal](assets/official/composed/bertram-horizontal.svg) - [Bertram vertical](assets/official/composed/bertram-vertical.svg) - [Baglietto horizontal](assets/official/composed/baglietto-horizontal.svg) - [Baglietto vertical](assets/official/composed/baglietto-vertical.svg) - [Bertram horizontal — Lion](assets/official/composed/bertram-horizontal-lion.svg) - [Bertram vertical — Lion](assets/official/composed/bertram-vertical-lion.svg) - [Baglietto horizontal — Lion](assets/official/composed/baglietto-horizontal-lion.svg) - [Baglietto vertical — Lion](assets/official/composed/baglietto-vertical-lion.svg) - [Composed-logo respect area](assets/official/composed/respect-area.svg) See the complete [composed logo library](index.html#logo). ### Style The visual language is built around **The Curve**: a graphic gesture where basketball and territory meet. The Curve echoes the trajectory of the ball, the energy of the Curva, the hills surrounding Tortona and the vaulted forms of Pier Luigi Nervi’s Magazzini del Sale. Through repetition and scale, these references become a dynamic and distinctive graphic language. Use centered, offset or architectural variations from the approved masters in [the visual-language library](index.html#visuals). Design keywords: rooted, dynamic, architectural, intentional, contemporary, distinctive, basketball-first. ## Complete Asset Package Download the complete set of approved logo files, fonts, templates and visual language assets from the [Derthona Basket brand asset package](assets/downloads/derthona-basket-brand-assets.zip). The online brand manual remains the primary and most current source for asset selection and usage rules.