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BRAND GUIDELINES
STAY AWESOME After all the hard work put into creating a cohesive brand design, we want to make sure it stays that way when it heads out into the world. Following these guidelines will ensure the logo is used in a way that upholds the aesthetic standards and keeps your brand looking professional and consistent.
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RETRO ENERGETIC EDGY MOODBOARD The inspiration for Barre & Soul is vibrant and energetic with an edgy rock-nroll spirit. The bubbly letterforms and retro illustrations give it a 60s/70s vibe, while the clean whitespace keeps it feeling fresh and modern.
The colors are bold and fearlessly feminine. Color psychology suggests orange exudes enthusiasm and inspires sociability, while teal is rejuvenating and associated with clarity of mind and creativity – all representative of the ways women should feel in the Barre & Soul studios.
BRAND GUIDELINES
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MINIMUM SIZE The smallest the logo should be represented is 1.5� wide.
BRAND GUIDELINES
PRIMARY LOGO Barre & Soul’s primary logo is a simple wordmark. It has a playful, retro 60s/70s vibe, and the handdrawn style makes it feel unique, creative, and freespirited. The italics give it a sense of movement to emphasize the active nature of the brand. Keeping the letterforms all one height gives it structure and mimics the linearity of the barre. This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identify Barre & Soul’s storefront, products, web presence, ads, and other materials, and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
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LOCKUP
SECONDARY LOGOS
A) stacked
Barre & Soul’s secondary badges can be used in replace of the primary logo (but should never be used directly next to the primary logo). For instance, don’t use A as the profile picture if the primary logo is used for the header – it looks repetitive and isn’t a good use of the brand elements.
SYMBOLS
C) ampersand D) ampersand circle
The symbol & monogram can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text. For example, the ampersand could be used as a profile picture on Instagram since the username will be
BADGES
adjacent to it in plain text.
E) ampersand badge F) monogram
BRAND GUIDELINES
A.
C.
D.
E.
F.
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COLOR USAGE The color usage for Barre & Soul is fairly minimal. The logo will mostly be used in black or white with a pop of color against neutral backgrounds (A & B), but can also be used as a solid black or white (C & D).
A.
B.
C.
D.
BRAND GUIDELINES
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 or body copy that might conflict with, overcrowd, and lessen the impact of the mark.
The minimum clear space is defined as the height of the S. This minimum space should be maintained as the logo is proportionally resized.
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BRAND GUIDELINES
PHOTO BACKGROUND There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type aren’t obstructed by the image.
In most cases, you can use either a solid white or solid black logo on top of a background image.
TIPS: 1. Photos with shallow depths-of-field work best. 2. Avoid busy images with too much detail. 3. Applying a darker transparent overlay on an image helps makes text more readable.
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A. Don’t rotate the logo. B. Don’t squash or stretch. C. Don’t place elements in the logo clear space.
UNACCEPTABLE USAGE D. Don’t resize any part. A few rules are necessary for maintaining the integrity of the brand. Don’t compromise the overall
E. Don’t rearrange parts or
look of the logo by rotating, skewing, or distorting
create compositions that
in any way – that includes adding unnecessary and
are not already provided.
unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should NEVER ever consider using the logo.
F. Don’t use logo variations next to the primary logo in the same design. G. Don’t use off-brand colors. Reference the Color Usage section. H. Don’t add dropshadows or other text styles. I. Don’t contain the logo in a box when used on a background.
BRAND GUIDELINES
A.
B.
C.
OPEN NOW
D.
E.
F.
G.
H.
I.
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RAI S E TH E BAR R E A fitness culture with grace & grit “Think about how far you’ve come today and how much farther you’ll go tomorrow.”
BRAND GUIDELINES
TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the bold and retro feel of the brand and should be used across all print & web applications.
ARGON
Use for headlines. UPPERCASE Web letter-spacing: .1em
ARGO N regu la r A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
BOOKMANIA
Use for body copy. Sentence case Web letter-spacing: 0
HELVETICA
Use for body copy. Sentence case Web letter-spacing: 0
Bookmania Black Italic A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Helvetica Regular A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z
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CHARCOAL
CMYK: 68, 61, 58, 45 RGB: 65, 65, 67 Hex: #414143
COLOR PALETTE Color is an integral part of brand identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a
TURQUOISE
CMYK: 52, 0, 28, 0 RGB: 117, 202, 194 Hex: #75cac2
psychological purpose by communicating a certain feeling to your audience.
BURNT SIENNA
CMYK: 5, 76, 96, 1 The blue, orange, and yellow color palette is
RGB: 230, 98, 43
reminiscent of 60s/70s color trends. But more than
Hex: #e6622b
that, the colors represent the values of Barre & Soul. Turquoise recharges energy, heals emotions, and
SUN YELLOW
give balance. While orange is energetic, friendly,
CMYK: 2, 5, 79, 0
and active.
RGB: 255, 230, 84 Hex: #ffe654
MARIGOLD
CMYK: 1, 34, 81, 0 RGB: 250, 177, 74 Hex: #fab14a
BRAND GUIDELINES
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FINAL COMMENTS If ever in doubt, just refer back to this guide or feel free to get ahold of me (corinne@stuckwithpins. com). These guidelines are fairly flexible and should allow for enough creative freedom to use the logos as you see fit while still making sure the brand looks its best across all applications.
BRAND GUIDELINES
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BRANDING & DESIGN
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BRAND GUIDELINES
