BRAND IDENTITY GUIDE
Welcome to the exciting, innovative and motivating culture of Solcioty Fitness. This comprehensive brand identity guide captures and conveys our all-important visual and verbal assets and sets standards for how to use them. Following these guidelines ensures our unique look, feel and voice remain consistent and cohesive across all platforms.
CONTENTS
BRAND - Promise, Proposition, Vision, Position, Personality 2 LOGO - Logo 4 - Primary and Alternate Configurations 5 - Color Configurations 6 - Color Breaks on Backgrounds 7 - Clear Space 8 - Improper Use 9 COLOR PALETTE - Primary Colors 10 - Secondary Colors 11
GRAPHIC ELEMENTS - Illustrated Solcioty Icons 22 - Alternate Solcioty Icons 22 - The Solcioty Word Wall 24 - Usage Examples 26 STATIONERY - Letterhead 30 - Envelope 31 - Business Card 33 ADVERTISING - Outdoor Advertising 34 - Social Media Posts 35 - Digital Online Advertising 36
THE POWER OF FIVE - Solcioty Symbol 12 - The Five Heart Rate Training Zones 14 - The Five Target Markets 17 TYPOGRAPHY - Primary 18 - Alternate 20
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BRAND
Promise
Position
Make a real difference in the lives of our members by offering an innovative, motivational, supportive and effective group training experience.
• High quality • Enduring • Committed • Aspired • Innovative
Proposition Provide a challenging, time efficient, easy to follow, results-driven workout that leaves members feeling a sense of accomplishment and euphoria.
Vision Maintain a relentless pursuit of unmatched excellence with the facilities we operate, the experiences we provide and the results we achieve.
Mission To cultivate a true sense of accomplishment and significance in a high touch, high tech and high energy environment where effort is rewarded, goals are reached and lives are changed–forever.
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Personality • Community • Recognition • Cutting Edge • Energetic • Addictive
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LOGO
The Solcioty logo is the visual foundation of the brand. It’s the all-important first impression. Therefore, the logo must be handled with care and respect. Here, we provide direction for proper use, application and acceptable variations. We also include information regarding improper and unacceptable use. Altering, tweaking, manipulating, resetting or rebuilding the logo in any way is not allowed. In other words, don’t mess with the Solcioty logo.
Pantone® 108 or 0C 6M 95Y 0K
Black
Typefaces
Uniform Rounded Regular Uniform Rounded Bold 4
Primary and Alternate Configurations
Primary – horizontal
Alternate – stacked
Alternate – horizontal with symbol
Alternate – stacked with symbol
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LOGO
Color Configurations There are multiple acceptable versions of the logo in various color configurations. The version used should be determined by printing and production specifications and limitations. The colors should never be changed or modified.
4-color version The 4-color version (CMYK) is built from the process colors cyan, magenta, yellow and black. This version is used for four-color and digital printing.
2-color version The 2-color version built with Pantone® 108 and Black is used when two-color printing is preferred.
1-color version (black) The black version is an option when one-color printing is required.
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Color Breaks on Backgrounds Here are color configurations of the logo when placed on various approved background colors.
NOTE: USE PANTONE® 107 YELLOW WHEN PRINTING WITH BLACK BACKGROUND.
White and Pantone® 107 on 100% Black
White on 100% Black
Black and white on Pantone® 108 yellow
Black on Pantone® 108 yellow 7
LOGO
Clear Space The area of isolation is the clear space around the logo. This clear area is necessary to create a strong presence for the logo, ensuring that it will not become visually lost among photography, graphics and text. The minimum area of isolation is based on the letter “o” in the logotype. Whenever possible, a generous amount of space should be left clear near and around the logo.
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Improper Use Do not stretch
Do not squeeze
Do not rotate
Do not place within a shape
Do not use non-Solcioty Fitness colors
Do not add effects (drop shadows, etc.)
Do not modify logo
Do not reset logo
solciotyfitness
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COLOR PALETTE
Solcioty Colors The Solcioty Fitness color palette includes two primary colors and five secondary colors.
Primary Colors: Yellow and Black Yellow and black should be the dominant colors in any Solcioty design piece. Yellow should be used as an accent and, on a limited basis, as headline text. Black should be used for headlines, subheads and body text. Yellow and black may also be used as mass solid background colors.
Pantone® 108 0C 6M 95Y 0K 252R 217G 0B FCD900
Black
YELLOW | JOY, HAPPINESS, INTELLECT, ENERGY BLACK | SOPHISTICATION, QUALITY, STRENGTH BLUE | STABILITY, CONFIDENCE, INTEGRITY PURPLE | WISDOM, PASSION, VISION RED | ENERGETIC, EXCITEMENT, DARING GRAY | SOLID, TIMELESS, LONGEVITY 10
Secondary Colors: Blue, Purple, Red and Grays The secondary colors can be used as an accent on a limited basis.
Pantone® Process Blue 100C 13M 1Y 3K 0R 136G 206B 0088CE
Pantone® 2602 68C 100M 0Y 0K 124R 16G 154B 7C109A
Pantone® 485 0C 93M 95Y 0K 213R 43G 30B D52B1E Do not introduce any colors other than those specified. Do not use four-color breakdowns other than those provided here. Do not use metallic or fluorescent inks.
Cool Gray 10 60% Black 38C 29M 20Y 58K 97R 99G 101B 616365
Cool Gray 6 30% Black 18C 11M 8Y 23K 173R 175G 175B ADAFAF
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THE POWER OF FIVE 12
The Solcioty Symbol The Solcioty symbol is a graphic element designed as the number 5 transforming into the letter S. The number 5 is significant to the brand. It represents the 5 fitness zones of the Solcioty workout. Plus, Solcioty targets 5 unique markets for membership. The transition of the 5 to the S represents the resulting transformation of the body, mind and spirit that comes with the Solcioty experience. Five is the number of balance. It symbolizes man, health and love. Five is the number of the human being. There are five senses: sight, hearing, taste, smell and touch. Five is the number for the soul. The Solcioty symbol is to be primarily used as a standalone element in design. It can also be used as part of the logo configuration. See page 5. The primary Solcioty symbol is the standalone version. The circle version can be used on a limited basis.
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THE POWER OF FIVE
The Five Heart Rate Training Zones Our innovative and effective Solcioty workout involves five maximum heart rate training zones and one amazing hour of time. While wearing a heart rate monitor, members are led through multiple intervals of exercise activities in a highenergy, motivating environment. Each zone represents an increased level of intensity. Heart rates go up, calories are burned and goals are reached. 1 - Pantone® Cool Gray 10 2 - Pantone® Process Blue 3 - Pantone® 2602 4 - Pantone® 108 5 - Pantone® 485
1 2 Very Light
59% or less
60-69%
This is an easy, safe and
This is a great zone to your warm-up. This zone is for those who your desire awarm-up. higher increase percentage of fat being used This zone is for those as fuel for exercise. who desire a higher percentage of fat being used as fuel for exercise.
of your max heart rate
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Light Warm-up
This is anzone easy, safe comfortable for walking. and comfortable zone. A typical zone for walking.
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of your max heart rate
o
This is a great zone to increase
T a to fo C a
e
p.
g e.
3 4 5 General Exercise
70% to 82%
Afterburn
83% to 93%
focused race pace VO2 MAX
94% +
of your max heart rate
of your max heart rate
of your max heart rate
This zone is challenging and
Zone 4 is where you will the “Afterburn Effect” known as achieve theand “Afterburn EPOC. The pace intensity is uncomfortable and you Effect” known asshould EPOC. only be able to maintain it for The pace 12-24 m inutes. and intensity is uncomfortable and you should only be able
Zone 4 is where you will achieve
This is the zone where the tank. You will never be in this you empty the60 tank. You zone for more than seconds. will never be in this zone for more than 60 15 seconds.
This zone challenging you should be is able to maintain this intensity for roughlybe 25 able and you should minutes. Carbohydrates and Fat to maintain this intensity are your primary sources of fuel for roughly 25 minutes. in this zone. Carbohydrates and Fat are your primary sources
This is the zone where you empty
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THE POWER OF FIVE
The Five Target Markets Solcioty is for MOMS For the mom, Solcioty is the great escape. It’s where they can enjoy time for themselves, work on wellness goals and do it all as part of a unique fitness community. Here is where moms will lose themselves for one amazing hour with a Solcioty workout designed to maximize every precious moment of their time. Then, they’ll find themselves wiping away those hard-earned drops of sweat and high-fiving the other well-deserving moms. Solcioty is for RUNNERS Runners are serious about training. So is Solcioty. Here is where they’ll find the motivation and the next generation methodology to prepare for the next race. It’s where runners are empowered to increase speed, build endurance and reduce the risk of pulls and strains. Whether it’s training for a 5K or a marathon, runners are looking for results. They’ll find them at Solcioty. Solcioty is for PROFESSIONALS For the professional, time is money. Solcioty will maximize it. In one amazing, intense and effective hour, Solcioty delivers more cardio, more strength and more core. It’s fitness reinvented and time well spent. Perfect when health and well-being are important and time is tight. With Solcioty, the business professional will be ready to meet those deadlines, schedule more meetings and lead the way.
Solcioty is for ATHLETES For athletes, the goal is to improve. The pursuit is greatness. And, it’s never easy. At Solcioty, motivated athletes are pushed, challenged and empowered to be the best they can be. Maybe even better. Here is where they’re infused with what it takes to put the team on their shoulders and carry the load. After all, true athletes are not afraid to sweat. Solcioty is for STARTERS For the starter, it’s been awhile since exercising has been on the agenda. Now, it’s time to do something about it. One more thing, quick results are expected. That’s okay. Solcioty is up for it. The innovative and effective Solcioty workout experience will have starters burning an incredible amount of calories, trimming their waistlines and achieving results faster than any workout on the planet. The time to start is now at Solcioty.
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TYPOGRAPHY
Primary Typography Proxima Nova Extrabold | used for headlines and sub heads
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Proxima Nova Bold | used for headlines and sub heads
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Proxima Nova Regular | used for body copy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Proxima Nova Light | used for body copy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Proxima Nova Extra Condensed Bold | used for headlines and sub heads
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 18
PMN Caecilia 85 Heavy | used for headlines and call-outs
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 PMN Caecilia 55 Roman | used for headlines, call-outs and limited body copy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 PMN Caecilia 45 Light | used for headlines, call-outs and limited body copy
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Uniform Rounded Regular | logo typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Uniform Rounded Bold | logo typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 19
TYPOGRAPHY
Alternate Typography Our alternate typeface is Arial and is strictly for internal use. Arial should be used whenever possible within Microsoft Office applications such as Word, PowerPoint, Excel, etc. Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 20
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GRAPHIC ELEMENTS 22
The Solcioty Graphic Elements The Solcioty graphic elements are designed to support the Solcioty brand look, feel and messaging in various applications, including print material, digital and social media, and interior architectural design.
Illustrated Solcioty Icons The Solcioty icons are a series of illustrated secondary elements designed to represent various aspects of the Solcioty experience. They can be used as a grouping as demonstrated on the facing page or individually depending on the context of the communication. These custom Solcioty icons are intended to support the brand message and not be a primary element. Some of the graphic icons are literal representations while others are metaphoric in nature. Two of the icons utilize the Solcioty symbol.
Alternate Graphic Icons Three alternate versions of the Solcioty icons were created for use on the Solcioty screen that displays real time personalized heart rate data including class duration, calories burned and Solcioty points earned.
LEVEL UP
ROW
KETTLEHELL
TRIBE
HFGV
KEEP GOING
VIBES
RUN
SQUAD
RIDE
KEEP BURNING
BOMBSHELL
UNIQUE
CREW
ALIVE
FEEL THE BEAT
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The Solcioty word wall is designed as a primary element of a studio’s interior architectural design. It can also be used as a graphic for print material, digital and social media. The visual content of the word wall is intended to convey the essence of the Solcioty experience through encouraging and motivational words and statements.
RUN
BE UNIQUE
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FOCUS
CHALLENGE YOURSELF
FOR IT
FIGHT
CAN
DO IT I CAN YOU KEEP CONQ I WILL NEVER GOING AND
GRAPHIC ELEMENTS
The Solcioty Word Wall
STRONG GIVE UP AMB
S FEARLESSFIT T QUER GOALS LIFE
TAKE
BE
GROW
EPIC STRENGTH
ACTION
ACHIEVE
ENJOY
SET
AND
HAVE FUN GIVE YOUR ALL TODAY NEVER GIVE IN GOOD VIBES BE WISE
BITIONFAMILY BELIEVE SOLCIOTY PURSUE EXCELLENCE
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GRAPHIC ELEMENTS 26
Usage Examples | Solcioty Symbol The following examples represent various acceptable ways the Solcioty symbol can be used in design space for print, digital and social media.
You’ll never feel more alive!
Usage Examples | Solcioty Icons The following example represents an acceptable way the Solcioty icons can be used in a design space for print, digital and social media.
Heart rate monitored interval training.
FIRST CLASS
ON US!
Burn up to 1,000 calories.
Burn calories up to 36 hours after workout.
group personal training
You’ll never feel more alive.
Tailored workouts for any fitness level.
solciotyfitness.com 1625 Bradley Park Drive, Suite 3C | 706.940.7272 Certain restrictions apply.
Music fused environment.
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MANUAL
FOCUS FEARLESSFIT TAKE DO IT I CAN YOU KEEP CONQUER GOALS LIFE I WILL GROW
BE
ACTION
ENJOY
GOING
SET
FOR IT
FIGHT
CAN
BE UNIQUE
RUN
EPIC STRENGTH
HAVE FUN GIVE YOUR ALL TODAY NEVER GIVE IN GOOD VIBES BE WISE
ACHIEVE
CHALLENGE YOURSELF
AND
TRAINING
STRONG NEVER GIVE UP AMBITION FAMILY BELIEVE
INSTRUCTOR
GRAPHIC ELEMENTS
The following examples represent various acceptable ways the Solcioty word wall can be used in design space for print, digital and social media.
AND
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Usage Examples | Solcioty Word Wall
SOLCIOTY PURSUE EXCELLENCE
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STATIONERY
Letterhead
Date
Administrative Staff Solcioty Fitness 123 Main Street Anywhere, Georgia 01234-5678
To whom it may concern, This letter is being used to show how the corporate “block left” typing style is applied to the letterhead. Typed text is 10 point Arial Regular on 14 point line spacing. Your left margin should be set at 1” and the right margin at 1”. The date line should rest a minimum of 2.5” from the top of the page. This preferred alignment will add a sense of order and simplicity to the relationship of typed and preprinted elements. There are three blank lines between the date and inside address. Paragraphs should be double spaced, not indented. Allow at least four spaces for the signature between closing and name. Double space for initials and closure. When additional pages are required, use a blank sheet for matching paper stock. Typing on the second sheet should maintain the same margins as established on the cover sheet. Sincerely,
Name
Position or Title
Corporate Office | 1145 First Avenue, Columbus, GA 31901 | 706.940.7272 | solciotyfitness.com
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Envelope
Corporate Office 1145 First Avenue Columbus, GA 31901
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STATIONERY
Business Card Premium Option Two-Sided
Justin Kanawyer | President 209.505.1066 | jkanawyer@solcioty.com solcioty.com
Standard Option One-Sided
Justin Kanawyer President C 209.505.1066 jkanawyer@solcioty.com 1625 Bradley Park Drive, Suite 3C Columbus, GA 31904
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ADVERTISING
Outdoor Advertising Examples
You’ll never feel more alive! Join the movement. 1625 Bradley Park Drive
FIRST CLASS ON US! #jointhemovement 1625 Bradley Park Drive
C R E W SQUAD TRIBE 34
BELONG.
1625 Bradley Park Drive
Social Media Post Examples
BURN CALORIES. EARN POINTS. GET STUFF.
YOU HAVE TO MORE THAN YOU’RE AFRAID OF IT.
Positive mind. Positive vibes. Positive life.
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ADVERTISING
Digital Online Advertising Examples
TRY A CLASS ON US!
Click here.
Click here.
You’ll never feel more alive!
Burn 500–1000 calories in one amazing hour!
Click here.
Join the movement! Heart-rate monitored group training. Click here.
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Every Solcioty Fitness communication should be professional, visually engaging and compliant with established brand standards.
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