--- bcp_version: "2.0.0" file_type: voice parent: https://registry.encodedbrands.ai/us-soccer-785/.well-known/brand.md last_updated: "2026-10-19" --- # Voice U.S. Soccer has no published verbal identity guide in the sources. This file is **observed** from the Soccer Forward toolkit PDFs (GUIDE, CTA, HOWTO, IMPACT, SOCIAL, SUPPORT, SAFE; November 2025) and ussoccer.com copy captured 2026-10-19. Source keys are the ones in `brand.md` `source_coverage`. Page numbers are PDF page indexes, not printed folios (HOWTO's printed folios run one ahead: PDF p.39 is printed "40"). Three labels are used throughout: - *(toolkit rule)*: an instruction U.S. Soccer gives partners in the toolkit, quoted. - *(observed)*: a pattern Encoded saw in published copy, with the excerpt and its page or URL. - *(inference)*: Encoded's reading of a pattern. It is not a U.S. Soccer instruction, so treat it as a default you can override. Two surfaces, kept apart: - **toolkit**: Soccer Forward / Keeping Score of What Matters partner materials (PDFs, Nov 2025) and the Soccer Forward pages on ussoccer.com. This is the scope of the creative this package supports. - **federation**: ussoccer.com news, national teams, Insiders and corporate pages (checked 2026-10-19). Reference only. Do not carry the federation's news or commercial register into partner campaign creative. ## How U.S. Soccer sounds **Campaign (Keeping Score of What Matters) [toolkit].** Short, upbeat, second person *(observed)*. A headline states one benefit of *playing* soccer as a plain sentence: "Soccer can help improve your concentration skills" (GUIDE p.8 sample asset, HOWTO p.5). It never claims a cure, only that soccer "can help". The strap line "Keeping score of what matters" follows it, then one CTA chosen by purpose (see `ctas` below). Soccer vocabulary does the light work: "Kick off.", "put stress and anxiety on the sidelines" (IMPACT p.5), "move the goalposts", "another scoreboard". The tone reads as proud and warm, not earnest or clinical *(inference)*. The toolkit's rule, under the heading "Lead with positivity": "When possible, focus on the positives of the sport (empowerment, inclusion, and joy) — not just the problems it helps fix." (CTA p.3, toolkit rule) **Soccer Forward web and partner copy [toolkit].** First person plural, mission-led *(observed, /soccer-forward, checked 2026-10-19)*: "At U.S. Soccer, we believe that the game belongs to everyone." Builds in lists of concrete outcomes ("friendships made, confidence built, dreams inspired, and communities strengthened"). The ambassador device is a sentence that starts "The Score that Matters most to me is…", followed by the person's own words. **Federation news [federation].** Third person, AP style, factual *(observed, /stories, checked 2026-10-19)*. "U.S. Soccer Launches R90+ to Develop the Next Generation of American Referees." Datelines in capitals, scores as numerals ("4-1"), long lead sentences (about 30–45 words in the five stories read; *inference* from a small sample), no exclamation marks. "We" appears only inside quotes. ## Register by context ```yaml contexts: - context: campaign_creative surface: "toolkit" surfaces: ["social tiles", "digital banners", "posters", "field banners", "OOH", "pamphlets", "merch"] tone: "Benefit-first, positive, plain. One idea per asset." structure: "Impact statement (headline) → strap line 'Keeping score of what matters' → CTA → logo. Source credit small in the bottom-right corner when a stat is used (HOWTO p.5, p.8). (toolkit rule)" examples: - "Soccer can help improve your concentration skills / Keeping score of what matters / Join the legacy (HOWTO p.4–5)" - "Soccer can help improve your concentration skills / Keeping score of what matters / Get involved in soccer with the Soccer Forward Foundation. (GUIDE p.8)" avoid: "Stacking several stats, problem-first framing ('Kids are more anxious than ever'), any health or body stat where children are the audience (see boundaries.md)." source: "GUIDE p.8; CTA p.2–3; HOWTO p.4–5, p.8–9" - context: social_captions surface: "toolkit" tone: "Conversational, quick, one fact plus one CTA. Exactly one ⚽ emoji per caption is the observed pattern." examples: - "Did you know playing soccer can help improve your concentrations skills? ⚽ A quick game at recess can make it easier for kids to stay on track. Get involved in soccer with (organization name). (SOCIAL p.2; 'concentrations' is a typo in the source)" - "From the field to the classroom ⚽ Playing soccer has been found to improve concentration and focus in school. Join the legacy with (organization name). (SOCIAL p.2)" - "Kick off recess with a quick game of soccer ⚽ Break a sweat and improve concentration with every goal. (SOCIAL p.3)" tag_handle: "@ussoccer — 'Partners, tag our accounts when you post and we'll repost it on our pages.' (SOCIAL p.2–3, toolkit rule)" handle_caution: "SOCIAL p.3 also lists '@ussocceroffical' and p.2 a display name 'Official US Soccer'. Encoded did not verify either account; '@ussocceroffical' looks like a misspelling. Tag @ussoccer only unless U.S. Soccer confirms the others." caution: "The examples attribute concentration benefits to 'the CDC' without a link. Do not attribute a statistic to the CDC unless the actual CDC page is cited (see claims.md)." source: "SOCIAL p.2–3" - context: ctas surface: "toolkit (federation buttons listed separately)" rule: "Pick the CTA by purpose and medium (toolkit rule, CTA p.2). Awareness: 'high-level assets like the brand video that introduce Keeping Score of What Matters … an invitation to learn more'. Conversion: 'For assets that highlight impact statements, make sure to accompany them with this call to action that reiterates the benefit of bringing soccer to your communities.' Short-form: 'in captions or as clickable buttons'. Print/digital with QR: 'Scan to join the legacy.'" table: awareness: "Get involved in soccer with (organization name). | Get involved in soccer with the Soccer Forward Foundation." conversion: "Find soccer opportunities near you at (organization's website.) | Explore tools to grow your organization with the Soccer Forward Resource Hub." short_form: "Join the legacy. | Kick off. | Learn more." print_qr: "Scan to join the legacy." mechanics: "Sentence case, ends with a period, 2–12 words (observed across the CTA p.2 set). Partners personalise with their own organization name or use the Soccer Forward version — not both (CTA p.2: 'Personalize Your CTA … OR USE A Soccer Forward CTA', toolkit rule)." source_conflict: "(inference for the default) The template examples pair impact statements with 'Join the legacy' (HOWTO p.4–5) or the awareness CTA (GUIDE p.8), not the conversion CTA CTA p.2 prescribes. Default: impact-statement assets with room for a full line (banners, posters, emails, pamphlets) use the conversion CTA; compact social tiles and buttons may use a short-form CTA, as the short-form row allows." federation_ctas_observed: ["Sign Up For Free", "Join the team", "Learn More", "View More", "Go Premium", "Visit the resource hub", "Access the Resource Hub"] note: "Federation site buttons use Title Case and no period; campaign CTAs use sentence case with a period. Follow the surface." - context: soccer_forward_web surface: "toolkit" tone: "Inclusive 'we', mission language, invitations framed as questions." examples: - "Want to help us move the goalposts?" - "Want to use soccer as a force for good?" - "Together, we can build a legacy that lasts." - "In soccer, we all track goals and assists. But for us, there's another scoreboard - one that doesn't light up in stadiums but comes to life in communities every single day." source: "https://www.ussoccer.com/soccer-forward ; https://www.ussoccer.com/soccer-forward/keeping-score-of-what-matters (checked 2026-10-19)" - context: partner_support_and_email surface: "toolkit" tone: "Helpful, practical, people-first. 'Personalize greetings and sender info to make it feel local and trusted. Include impact stats where appropriate, but keep the tone positive and people-first.' (HOWTO p.38, toolkit rule)" email_template_structure: "Hero photo with headline → short italic section heads ('Kick type 2 diabetes', 'Make a difference with (organization name)', 'Get involved'; follow-up: 'Ready to play?', 'Why soccer', 'Join today') → 2–3 sentence paragraphs → 'Join the legacy' button (HOWTO p.39–40)." examples: - "Playing soccer can lower your risk of type 2 diabetes (HOWTO p.39, hero headline of the initial-outreach email; adult-facing health claim, see claims.md)" - "Soccer is more than a game. It's a chance to strengthen your health, confidence, and community. Join the legacy and be part of something bigger. (HOWTO p.40, follow-up email)" - "Soccer is one of the most accessible sports in the world, and every match is an opportunity to build better habits on and off the field. (HOWTO p.40)" - "Sign up for the Soccer Forward Foundation to get started, the sooner you join, the sooner you'll see the impact. (HOWTO p.40)" - "It's easy to make a difference with soccer. Sign up for (organization name), join a community program, or volunteer with an organization that brings soccer to underserved neighborhoods. (HOWTO p.39, initial outreach email)" - "If your effort aligns with Soccer Forward's mission to create more places to play and more pathways to participate, we'd love to explore how we can help. (SUPPORT p.3)" - "Requests are reviewed on a rolling basis. Please allow 2–4 weeks for our team to review your submission and coordinate next steps. (SUPPORT p.3)" - context: federation_news surface: "federation" tone: "Neutral, factual, AP style. Third person ('U.S. Soccer Launches…'), team names spelled out on first reference." examples: - "U.S. Men's Cerebral Palsy National Team Tops Netherlands 4-1 to Win Group A at 2026 IFCPF World Cup (story, 2026-10-19)" - "ATLANTA (Oct. 18, 2026) -- The U.S. Men's Cerebral Palsy (CP) National Team defeated fifth-ranked Netherlands, 4-1…" - "How to Watch: U.S. U-17 WNT in 2026 FIFA U-17 Women's World Cup — 'Find out where to catch all the action in Morocco'" source: "https://www.ussoccer.com/stories (checked 2026-10-19)" - context: insiders_and_commercial surface: "federation" tone: "Fan-access promises, short imperative lines." examples: ["Get unrivaled matchday access", "Upgrade to Premium Insiders to get closer to the Crest", "You've never seen soccer like this. Only in the U.S. Soccer App."] caution: "Insider tiers, prices and benefits were not checked. Do not state them." source: "https://www.ussoccer.com/ (checked 2026-10-19)" ``` ## Vocabulary ```yaml prefer: - term: "soccer" note: "Always 'soccer' in U.S. Soccer copy, lowercase in running text. 'Football' and 'pitch' appear rarely, mainly in ambassador bios, quotes and proper names." - term: "the game / the beautiful game / grow the game" source: "Soccer Forward and Resource Hub pages" - term: "force for good" source: "/about; /soccer-forward; Resource Hub" - term: "the game belongs to everyone / soccer everywhere, for everyone" source: "/soccer-forward (pillar 'Soccer Everywhere, For Everyone')" - term: "keeping score of what matters / the score that matters / another scoreboard" source: "Campaign page and ambassador quotes" - term: "join the legacy / build a legacy that lasts" source: "CTA p.2; campaign page" - term: "community / communities / places to play / pathways to participate" source: "SUPPORT p.3; /soccer-forward" - term: "can help / has been found to / linked to" note: "Hedged benefit verbs used throughout IMPACT and SOCIAL. Keep them." - term: "USMNT / USWNT / U.S. Soccer / the Crest" note: "'the Crest' is capitalised in Insiders copy." avoid: - term: "football (for the U.S. game)" rationale: "U.S. Soccer writes 'soccer', lowercase in running text." - term: "cures / treats / prevents / proven to fix / guarantees" rationale: "IMPACT and SOCIAL use 'can help', 'linked to', 'has been found to'. Absolute health verbs are outside the brand's own pattern and create medical claims." - term: "underprivileged / broken communities / saving kids / labelling a person or child 'at-risk'" rationale: "Safe Storytelling: 'avoid portraying contributors as victims'; 'portray the subject from a position of strength' (SAFE p.3). Note: the toolkit's own email template does use 'underserved neighborhoods' (places, not people) and 'at-risk youth' (a study population in a cited finding) (HOWTO p.39). Those uses are on-source; do not apply such labels to individuals or contributors in stories." - term: "US Soccer (no periods) in U.S. Soccer's own voice" rationale: "ussoccer.com uses 'U.S. Soccer' consistently. 'US Youth Soccer' is a different organization and is correctly written without periods." - term: "official partner / endorsed by U.S. Soccer (in partner copy)" rationale: "See boundaries.md." ``` ## Mechanics ```yaml campaign_headline_case: "Toolkit rule: USSF Unity Wide Black Italic headlines 'should always appear lowercase' (GUIDE p.8). The guide's own samples capitalise the first word ('Soccer can help…', 'Keeping score of what matters'). The HOWTO p.39 email headline does the same ('Playing soccer can lower…'). Practical rule *(inference)*: sentence case or all-lowercase; never Title Case or ALL CAPS in campaign headlines." subhead_and_strapline_case: "Source conflict inside GUIDE p.8: straplines and subheads are set in 'Wide Black Italic' (the headline cut, so lowercase), while the next bullet says Medium 'in sentence case for subheads, strap lines, and CTAs'. The p.8 sample sets the strap line 'Keeping score of what matters' in Wide Black Italic with only the first word capitalised. Follow the sample." headline_punctuation: "Toolkit rule: 'Punctuation should only be omitted from headlines if there is a % sign at the end of the sentence … discretionary' (GUIDE p.8). The guide's sample headline has no final period. Choose one style per asset and keep it." ctas: "Campaign CTAs: sentence case, final period ('Join the legacy.'). Federation buttons: Title Case, no period ('Sign Up For Free')." federation_headlines: "[federation] Title Case, AP style (observed on /stories). Never use for campaign creative." oxford_comma: "Soccer Forward pages use it ('healthy, educated, equitable, and connected communities'); federation news omits it ('France, England and host Argentina'). Follow the register." dashes: "Soccer Forward pages mix spaced hyphens, en dashes and em dashes; news uses unspaced em dashes ('title—its first'). Use one consistent dash per asset." exclamation_points: "None in federation news. Rare on Soccer Forward pages ('Applications for the 2026–27 grant cycle are now open!'). None in campaign headlines or CTAs." emoji: "One ⚽ per caption in all six SOCIAL p.2–3 examples (observed), with no hashtags. None in federation news text, headlines or print." numbers: "Numerals for stats ('1.5x', '75%', '3 kg', '10 weeks'). Cite the source with the stat (HOWTO p.8)." spelling: "US English. 'U.S.' with periods in the organization name; 'USA' and 'the U.S.' for the country in news." names_in_stories: "Contributors by first name only unless a professional with clear justification and consent (SAFE p.4). The 18 Soccer Forward ambassadors and national-team players are named in full on ussoccer.com (see representation.md)." ``` ## On-brand and off-brand | Off-brand | On-brand | Why | | --- | --- | --- | | "Soccer Cures Anxiety! Sign Up Now!!" | "Playing soccer can help you put stress and anxiety on the sidelines. Join the legacy." | Hedged benefit, soccer idiom, toolkit CTA. Adult-facing only (boundaries.md). | | "Underprivileged kids deserve a chance" | "Every kid deserves the opportunity to fall in love with soccer." (ambassador quote, /soccer-forward) | Strength, not victimhood (SAFE p.3). | | "Keeping Score Of What Matters" | "Keeping score of what matters" | Strap line in sentence/lower case (GUIDE p.8 sample). | | "The CDC says soccer boosts focus by 40%! ⚽🔥 #Goals" | "From the field to the classroom ⚽ Playing soccer has been found to improve concentration and focus in school. Join the legacy with (organization name)." (SOCIAL p.2) | One emoji, hedged verb, no invented number or uncited CDC credit (claims.md). | | "ATLANTA — The Soccer Forward Fest Delivers Joy To Local Kids" (federation news register on a partner flyer) | "Soccer can help improve your concentration skills / Keeping score of what matters / Find soccer opportunities near you at (organization's website.)" | Keep the federation news register on federation surfaces; partner creative uses the toolkit layout (GUIDE p.8; CTA p.2). | | "U.S. Soccer is proud to endorse River City FC" (written by a partner) | "Get involved in soccer with River City FC." | Testimonials come only from Soccer Forward on request (SUPPORT p.3). | ## Provenance Observed copy corpus [toolkit]: GUIDE p.8 (sample asset); CTA p.2–4; SOCIAL p.2–3; IMPACT p.2–8; HOWTO p.4–49; SUPPORT p.1–7; SAFE p.3–4 (wording rules only). Soccer Forward pages [toolkit] and federation pages [federation] on ussoccer.com: home, /about, /soccer-forward, /soccer-forward/keeping-score-of-what-matters, toolkit page, /soccer-forward/resource-hub, /participate, /stories (five stories dated 2026-10-18/19), all checked 2026-10-19.