Governance
Who owns the brandbox, what is binding, and how approvals work.
Contact & Approvals
Internal (with Jira access)
Requests and approvals go through the Brand Board (Jira BRANDMGMT).
External (agencies, partners)
Requests and approvals via email to the contact address.
What is binding?
Version: Stand 2026.07For day-to-day application, the state documented here applies: in case of conflict with older files, PDFs or templates, the brandbox prevails. The source behind the brandbox are the versioned brand documents maintained by Brand Management. Where the brandbox deviates from them, the brand document prevails; such deviations are sync errors and go to Brand Management. Chapters marked "In progress" are not yet final.
Chapter status
Changelog
Brand Core: content re-sourced from the brand documents (de-fork). Four attitudes instead of three ("Approachable" added), attitude line "Accessible: does not exclude, it equips", claim no-gos extended from four to six (incl. the yellow redline), copy aligned with the brand documents. Tensions lead sentence sharpened: heritage and modernity up front, both pairs match rows of the table.
Governance: single source of truth redefined. Brand truth lives in the versioned brand documents maintained by Brand Management; the brandbox is the published reference derived from them. Where the brandbox deviates, the brand document prevails. Tone of Voice set to "In progress": tonality is being redeveloped as its own project.
Applications: new chapter started. First template store business card (name-neutral), plus the principles for touchpoints (place before network, claim like a logo, yellow dosed) and a roadmap of further applications.
Claim: standalone form defined. Spelling ADVANTAGE YOU. (with a full stop), yellow accent on the unit YOU. only on dark backgrounds, fully black on light and yellow surfaces. Treated like the logo, no lockup. First touchpoints: racket bag, business card.
Color system: remaining outdated yellow-rule wording cleaned up — "never as a surface" aligned throughout with the June 11 correction (yellow as a surface allowed deliberately and dosed as a signal).
Image system: Shop & Fit added as the fourth image type (webshop/PDP model imagery with special status: conversion context only, never campaign).
Typography: editorial redesign — statement register with real Courtside samples, stacked #teamyellow variant for vertical formats, no-gos as visual examples, sharpened channel logic.
Color system: yellow rule corrected — yellow as a surface is allowed deliberately and dosed as a signal (replaces the absolute "accent rather than surface" from March 25). Yellow on white remains a hard redline.
Tone of voice: editorial redesign with full content defork — distinct TP voice, principles table, OK/not-OK examples.
Brand core: visual redesign (dark statement blocks, reveal dramaturgy). Content unchanged.
Start-here page with role-based entry points, do/don't galleries for logos, typography and colors, Courtside font package with license, honest asset matrix, hreflang/SEO, EN localization completed.
Downloads cleaned up: logo-plus-claim lockups and standalone claim files removed, digital packages extended with PNG, README aligned to the brand tokens.
Color system: yellow on white set as a hard redline (no substitute yellow), gray system unified on the web brandbox.
Index hygiene: redirects from old brandbox URLs to the new structure, sitemap and robots.txt added.
Tone of voice: added the home-advantage tagline cluster for stores.
Rebranding: Brand Core v2 with 5 brand anchors, powerline removed, yellow as accent rather than surface (refined on June 11, see above).
The claim Advantage You is no longer a logo lockup but a standalone element.