Firebelly Fitness Style Guide v. 01 / January 2014
TABLE OF CONTENTS Brand Essence ............................................................................ 02 Moodboard .................................................................................. 03 Logo .............................................................................................. 04 Logo Usage .................................................................................. 06 Color Palette .............................................................................. 08 Typography ................................................................................. 09 Graphic Elements ...................................................................... 10 Photography ................................................................................ 11 Identity in Practice ................................................................... 13
Brand Essen c e
Firebelly Fitness Firebelly Fitness is a passionate organization focused on helping women learn how to rely on their faith to help them succeed in their health and fitness goals.
02
M o odboard
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L o go Overview A collection of logos have been developed to meet the needs of any application. Shown below is the primary logo configuration. All logos must be at least 1.5� wide when used
EBELL R I
FI
Y
F
for print collateral.
TNESS
04
Logo Alternate Formats When use of the primary logo is not plausible due to a limit of colors or production constraints, the following alternate treatments may be used.
IR
FI
One color, Black
Logotype, Orange
EBELL Y
F
Two Color, Orange + White
FIREBELLY FITNESS
TNESS
One Color, Orange
One Color, White
Logotype, Black
FIREBELLY FITNESS 05
L o go Us age Area of Isolation The logo should always be surrounded by an adequate
The alternate logotype should also have ample white space
amount of white space.
around it. In this case, it should be equal to the height of the text, indicated by an “F” in the example shown below.
The space between the logo and any other visual element must be equal to the thickness of the solid orange circle
When used in marketing collateral, the logo works best when
(including the shadow) which is represented by a “O”.
place at the bottom left-hand corner of the piece.
1O
I
REBELL
1F 1F
Y
F
1O
F
O
FI
FIREBELLY FITNESS
1F 1F
TNESS 1O 1O
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Logo Usage Incorrect Usage Maintaining the integrity of the logo is essential to brand consistency. Therefore, the logo should never be manipulated in any of the following ways.
IT
BE L
NES
S
TNESS
Do not rotate the logo
FI R
F
F
E IR
EBELL
ELLY B E
SS
Do not typeset the logo in alternate fonts
LY
TNESS
IR
FI
EBELL Y
IR
FI
F
TNESS
Do not add a drop shadow
Do not decrease the opacity
Y
EBELL IR
FI
F
Do not change the color
Y
F
Do not adjust the size disproportionately
FITN
E
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Color Palett e Overview
Usage
Below is Firebelly Fitness’ color palette featuring primary,
Whenever possible, PMS colors should be used for printing
secondary, and neutral colors. The primary palette features
whereas RGB colors should be used when designing on-screen
Firebelly Fitness’ signature orange color. The secondary color
content.
is to be used as an accent. The neutral colors are suitable for backgrounds or subtle accents.
Primary
PMS: P 27-8 C CMYK: 0/69/100/0 RGB: 244/126/36 HEX: #f47e24
Secondary
PMS: P 124-5 C CMYK: 60/0/25/0 RGB: 88/196/199 HEX: #58c4c7
Neutrals
PMS: P 197-15 C CMYK: 0/0/0/95 RGB: 50/49/50 HEX: #323132
PMS: P 169-1 C CMYK: 8/7/8/0 RGB:231/228/226 HEX: #e7e4e2
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Typog ra phy Overview Firebelly Fitness has two primary typefaces—a serif and a
Source Sans Pro Regular should predominately be used for
sans serif. Yeseva One Regular should only be used for titles,
body copy. If additional subheadings are needed to divide
short sentences, display text, etc. and should never be used
content, Source Sans Pro Bold or Italic should be used.
for extensive body copy.
Yeseva One Regular
Source Sans Pro Regular
Lorem Ipsum
Lorem Ipsum
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Praesent lectus diam, ac ornare quis, rhoncus ut
Praesent lectus diam, ac ornare quis, rhoncus ut sapien. Cras
sapien. Cras pretium enim eu mauris consectetur
pretium enim eu mauris consectetur euismod. Ut imperdiet
euismod. Ut imperdiet libero consequat erat
libero consequat erat pellentesque, a blandit enim mattis.
pellentesque, a blandit enim mattis. Nulla sit
Nulla sit amet urna a metus sodales faucibus. Maecenas id
amet urna a metus sodales faucibus. Maecenas id
nibh eget lectus feugiat sagittis sed non mi.
nibh eget lectus feugiat sagittis sed non mi.
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Graphic Eleme nt s Texture The use of texture provides some depth and contrast to the Firebelly Fitness identity. There are two approved variations of this texture which can be used as a background or highlighted section for other various on-screen marketing collateral. When printing, use the solid secondary blue color for a more cost effective option.
Plain Texture
Triangle Texture
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P hot og raphy Overview In order to present a consistent brand, the type and styles of photographs used in Firebelly Fitness materials also need to be consistent. Photography should be bright, cheerful, and only portray women in a postive and realistic manner.
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P hot og raphy Styling Photography While some photographs will work well on their own, there will be times when supplemental information will need to be included with them. When stylizing photographs for web and print materials, it is important to be mindful of text
If the photos are subtle do not contain distracting images, the text may be placed over the center or at the top of the photograph. White lines should still be used to separate the text portions from the photo regardless of the styling option.
placement. When the images are busy (contain a variety of elements), the text should be placed on the top with a white line separating the text from the photo.
Busy photo, top placement
Subtle photo, middle placement
Perfect Form Push Ups
Subtle photo, top placement
Couch to 5k Program
Couch to 5k Program
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Iden t ity I n Prac t i c e Overview Below is an example of an appropriate use of typography, color, and pattern. Headings of documents should be set in Yeseva One Regular. Subheadings and accent text look best when presented in Source Sans Pro Bold or Italic.
Document Heading Subheading 1 Praesent lectus diam, ac ornare quis, rhoncus ut sapien. Cras pretium enim eu mauris consectetur euismod. Ut imperdiet
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libero consequat erat pellentesque, a blandit enim mattis. Nulla sit amet urna a metus sodales faucibus. Maecenas id nibh eget lectus feugiat sagittis sed non mi.
Subheading 2 Praesent lectus diam, ac ornare quis, rhoncus ut sapien. Cras pretium enim eu mauris consectetur euismod. Ut imperdiet libero consequat erat pellentesque, a blandit enim mattis.
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