WB Brand Guidelines 080819 - Wellbeats
Transcript of WB Brand Guidelines 080819 - Wellbeats
Brand GuidelinesA guide to Wellbeats brand and visual identity
Wellbeats1660 South Hwy 100
Suite 590St Louis Park, MN 55416
855-520-7500wellbeats.com
Table of Contents3. Overview
5. Brand Voice
6. Identity At-A-Glance
7. Primary logo
10. Brand Position
11. Color Usage
12. Logo Clear Space
13. Logo Dont’s
15. Color Palette
17. Brand Fonts
19. Patterns & Graphics
23. Photography
25. App Icons
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Staying in Shape
Think of this brand guidelines book as a virtual fitness coach. Its job is
to inspire, guide and keep you on track. It also acts as a relentless
reminder to make sure the Wellbeats brand is always presented in top
form. To see the best results in brand recognition and perception,
consistency is key—just like working out. Follow these guidelines and
Wellbeats will maintain a rock solid brand presence.
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Loud and Clear
The brand voice of Wellbeats is friendly, energetic and motivates
people to get off the couch and into their workout gear. It pushes
people to their sweaty edge, without being pushy. We’re their best
workout pal. Wellbeats is reliable and encouraging — up for a
workout, anytime and anywhere. Wellbeats makes fitness personal
by offering something for everyone. Our exhaustive on-demand
library of workout programs delights people of all ages and fitness
levels. We make fitness affordable, easy and accessible. Wellbeats
is raising the bar(bell) on virtual/on-demand fitness.
Brand Tone
Friendly
Easy
Energetic
Motivational
Progressive
Modern
Accessible
BRAND GUIDELINES
Identity At-A-Glance
This guide ensures our brand efforts are supported by a strong visual foundation and clear voice. Use it. Be consistent.
Commit to it. Don’t give an inch or even a pixel in sticking with our brand standards. This guarantees that all
communication materials and messaging work together to represent a brand that is motivational, progressive and
empowering.
ColfaxABCDEFGHIJKLMNOPQRSTUVWYZabcdefghijklmnopqrstuvwxyz 123456789
PMS 213C PMS 7661C
PMS Cool Gray 10
PMS 297C
Primary Color Palette Primary Brand Font
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Minimum Size
The smallest the logo
should appear is
1.625” wide in print and
120px wide in digital.
BRAND GUIDELINES
Primary Logo
Wellbeats primary logo is a simple wordmark that
incorporates swipes of color to reflect energy and
momentum. The font “Colfax” is a simple, readable,
modern, active font that helps enforce the Wellbeats
message. The primary logo is used on all corporate
materials, such as business identity collateral, advertising,
marketing communications, websites, apps and videos.
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Grayscale Logo
When using the logo as a one color or
grayscale version, use 100% Black in
replacement of “Magenta”, 85% Black for
“Purple” and 70% Black for “Soft Blue.”
BRAND POSITION
Wellbeats makes fitness affordable, easy and accessible throughpersonalized workout programs that appeal to all ages and
fitness levels, at work and on the go. Easy to implement, easy to administer, easy to track goals.
FITNESS MADE EASY.
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Color Usage
Color usage for the logo is simple and straightforward.
(A) The primary color is “Magenta” in the typeface, with
“Purple” and “Soft Blue” banding together to create the
apex of the “W”.
(B) If using the logo in grayscale, replace “Magenta” with
100% black, 85% black in place of “Purple” and 70% black
in place of “Soft Blue”.
(C) When reversing the logo, use white for the primary
color, 10% black in place of “Purple” and 15% black in
place of “Soft Blue”.
BRAND GUIDELINES
B.
A.
C.
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Clear Space
To ensure legibility, always keep a minimum
clear space around the logo. This space
isolates the mark from any competing
graphic elements like other logos,
headlines or body copy that might conflict
with or overcrowd the mark.
The minimum clear space is defined as the
height of the “e”. This space should be
maintained as the logo is proportionally resized.
Logo Dont’s
A few rules are necessary for maintaining the integrity of
the brand. Don’t compromise the overall look of the logo by
rotating, skewing, or distorting in any way. Here are a few
examples of how NEVER to use the Wellbeats logo.
A. Don’t rotate the logo.
B. Don’t squash or stretch.
C. Don’t place elements in the clear space.
D. Don’t resize any specific parts of the logo.
E. Don’t rearrange parts or the composition of the logo.
F. Don’t use off-brand colors.
G. Don’t add dropshadows or text styles.
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B.
D.
A.
C.
G.
F.E.
Magenta
PMS 213C
CMYK: 1, 98, 24, 0
RGB: 234, 29, 118
HEX: #ea1d76
Purple
PMS 7661C
CMYK: 48, 64, 20, 1
RGB: 145, 108, 149
HEX: #916c95
Soft Blue
PMS 297C
CMYK: 51, 5, 3, 0
RGB: 110, 196, 233
HEX: #6ec4e9
Gray
Cool Gray 10
CMYK: 61, 53, 48, 19
RGB: 100, 101, 105
HEX: #646569
Color Palette
Color is a fundamental component of the Wellbeats brand
identity. Consistent use of the color palette will not only ensure a
cohesive brand, but will also aid in recognition and familiarity.
The palette is a blend of vibrant and active colors. The primary
color “Magenta” (PMS 213C) provides a fresh and energetic base
while “Purple” (PMS 7661C) and “Soft Blue” (PMS 297C)
coordinate to provide a cool yet complimentary accent.
Use of “Magenta” is intended primarily for headlines and
subheads. Callouts should utilize the “Purple” and “Soft Blue”
colors of the palette. Body copy should use “Gray” (Cool Gray 10).
It is recommended whenever possible to not use 100% black for
body copy to maintain a lighter, easy feeling.
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Brand Fonts
Typography is a powerful brand tool when used
consistently. These typefaces are recommended to
use for headlines, subheads and body copy
whenever possible.
Colfax LightABCDEFGHIJKLMNOPQRSTUVWYZabcdefghijklmnopqrstuvwxyz 123456789
Colfax RegularABCDEFGHIJKLMNOPQRSTUVWYZabcdefghijklmnopqrstuvwxyz 123456789
Colfax BoldABCDEFGHIJKLMNOPQRSTUVWYZabcdefghijklmnopqrstuvwxyz 123456789
Primary Font
Note: Colfax is available in additional weights, these examples are for reference. Use of Light, Regular, Medium and Boldweights is acceptable.
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Arial RegularABCDEFGHIJKLMNOPQRSTUVWYZabcdefghijklmnopqrstuvwxyz 123456789
Arial BoldABCDEFGHIJKLMNOPQRSTUVWYZabcdefghijklmnopqrstuvwxyz 123456789
Fallback Font
BRAND GUIDELINES
PATTERNS & GRAPHICS
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The Banded W
The use of patterns and graphics is integral to the
personality of the brand. The “banded W” is a cornerstone
pattern in the visualization of the Wellbeats story. It
represents not only a progress bar, but also serves as a
metaphor for the paths users embark on throughout their
fitness journeys.
This design element is intended to enhance the brand story
and give focus to key elements, actions or subjects. It
highlights the ease of a moment, the joy in an activity or the
accomplishment of a goal. It quickly says, “This is
Wellbeats”, without saying a word.
(See uses throughout this guide for examples).
Position & Orientation
The banded W should only be used horizontally or
vertically. It is preferred that both the start and end
begin outside of the image crop or bleed area -
although it is acceptable to allow the final ascender
to remain inside to convey a sense of progression.
When used over images, it is important to consider
the compositon and action of the photo when
choosing its orientation and position. Never position
the bands over faces or focal points.
BRAND GUIDELINES
Do
Do
Don’t
Don’t
Transparencies
The bands should always have a transparency when
applied over imagery. A “multiply” blending option
(available in design software) is recommended to
achieve a consistent transparent effect. If not using
design software or blending options are unavailable,
transparency can be achieved through manual
adjustment but is dependent upon the overall density
of the image it is being placed over. It is important to
choose a transparency level that does not
compromise the hue or saturation of the brand
colors. A range between 65-85% is likely sufficient
for most situations.
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BRAND GUIDELINES
PHOTOGRAPHY
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Using Photography
Photography should always portray real life.
Photos should have a candid view of people
as they experience Wellbeats. Photography
should convey ease-of-use, confidence and
optimism. Environments should always be
present to provide a sense of place and
context. Situations must feel authentic and
natural rather than posed and staged.
When possible, scenes should have a
dominance of natural light while a
mid-to-shallow depth of field is preferred
to enhance the focus. Avoid visual clichés,
including shots of people from above
eye level.
The primary photography objective is to
feel as if we’re a witness to the moment.
We the viewer are not front and center
and the subject(s) are not performing for
the camera.
App Icons
The Wellbeats “banded W” is the
designated iconography for usage in
all app icons across all platforms.
When designing, it is important to
maintain maximum legibility for
brand recognition and impact.
BRAND GUIDELINES
Clear Space
Clear space is imparitive to maintaing the brand.
When designing or updating apps, always allow a clear
space inside the icon.
See the following screen for some common icon sizing examples.
78px80px
120px 152px 167px 180px
70px 64px 58px 50px 44px 36px 28px
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855-520-7500wellbeats.com