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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

03


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

07


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

08


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.

09


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

10


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.

11


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

20% off all programs! Offer ends February 20, 2014

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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created by kristy black design www.kristyblackdesign.com

Firebelly Brand Style Guide  

Firebelly Fitness is a wonderful fitness organization that is committed to helping women feel better, get stronger and live longer. Together...

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