Fightlab Brand Guideline

Brand Style Guide

www.fightlab.co.uk

Contents

01

Logo Usage

04 5

02

Color Usage

Photography Style

21

05 14

Illustration Style

27

03

Typography Usage Fightlab

16 Brand Guideline

2

About Us

Fitness Apparel to Stretch, Sweat, and Fight In. Fightlab is the fitness and fight-sport apparel company that boxing, MMA, and kickboxing fans have turned to for high-quality fitness gear and fighting accessories for over a decade.

With bold, unique designs and tough, durable construction, Fightlab offers a wide variety of fitness apparel, fighting gear, and activewear that is ideal for bulking up at the gym, swinging kettle bells, or jumping into the ring. Each unique design is modern, trendy, and available in a wide array of vibrant colors and assorted cuts for men and women alike.

Founded in Thailand and with satellite stores in the United Kingdom, Fightlab offers fitness apparel and activewear for men and women that is supremely comfortable, stylish, durable, and affordable. Our designs make exercise, fitness, and strength training stylish and fun. Whether you’re jumping in the ring, going for a run, or simply want to look your best while out on the town – join over 500,000 satisfied clients worldwide with the high-quality, stylish, and high-performing fight gear and fitness apparel found exclusively at Fightlab.

Fightlab

Brand Guideline

3

Keywords 01

02

03

04

Fightlab

Edgy Lifestyle Trendy Young

Brand Guideline

4

01

Brand Identity

It is important that our branding remains consistent.

Please obey the brand guidelines for consistent brand communication.

Logo Usage Fightlab

Brand Guideline

5

01 Logo Usage

Main Logo Outlined Our main logo is based on a script font. The main logo is designed to be distinctive and stylish. In most cases the main logo shall be presented in all brand materials for consistency in brand communication.

The nature of the elements in the main logo should not be modiďŹ ed, recreated or transformed in any way. The main logo shall

Non-outlined

never be streched and should be resized proportionately so that it is legible at all times.

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Brand Guideline

6

01 Logo Usage

Secondary Logo Our secondary logo is bold and strong. The secondary logo is mainly applied on Thai boxing pads only such as boxing gloves and never applied on apparels.

Tagline Our tagline is written in a script font, designed to be distinctive and stylish. The style of the tagline complements the logo design, creating a uniďŹ ed look.

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Brand Guideline

7

01 Logo Usage

Logo Variation Logo variation provide different versions of the brand logo to be used for content and marketing material. Here are the logo variations that can be used for brand application.

Outlined Main Logo + Tagline

Non-outlined Main Logo + Tagline

The nature of the elements of the logos should not be modiďŹ ed, recreated or transformed in any way. The logos shall never be streched and should be resized proportionately so that it is legible at all times.

Secondary Logo + Tagline

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Brand Guideline

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01 Logo Usage

Logomark The logomark features the "F" and "L" initials and acts as the identifying symbol to represent the brand. The logomark is used for smaller sized and is also ideal for social media avatars, stamps, wax seals, and stickers.

The nature of the elements in the logomark should not be modiďŹ ed, recreated or transformed in any way. The logomark shall never be streched and should be resized proportionately so that it is legible at all times.

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Brand Guideline

9

01 Logo Usage

Logo Clearspace

For main logo with or without outline, with or without tagline, the minimum clearspace is

Clear space is the area surrounding the logo

determined by the height

that must be kept free of any other graphic

and width of the "b" initial

elements. This exclusion zone indicates the

from the logotype.

closest any other graphic element can be positioned in relation to the logo.

x

For logomark, the minimum

For secondary logo with

clearspace is determined

or without tagline, the

by the x-height as shown in

minimum clearspace is

the illustration on the right.

determined by the height and width of the "H" initial

The x-height equals to 1/6

x

Fightlab

from the logotype.

of the logomark size.

Brand Guideline

10

01 Logo Usage

Minimum Size To ensure legibility and clarity, please do not scale the logo below the recommended size.

The logo shall never be streched and should be resized proportionately so that they are

Minimum

Minimum

Minimum

Width: 40mm

Width: 15mm

Width: 25mm

legible at all times.

Minimum

Minimum

Minimum

Minimum

Minimum

Width: 35mm

Width: 8mm

Width: 35mm

Width: 35mm

Width: 35mm

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Brand Guideline

11

01 Logo Usage

Logo Color Usage

The logo can be used in black againts light colored background or white againts dark colored background.

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Brand Guideline

12

01 Logo Usage

Incorrect Usage

Do not create compositions that

Do not rotate or

Do not resize or modify

Do not add any unofďŹ cial

are not provided in the guideline

reect the logo

any part of the logo

elements in the logo

Do not compress or stretch

Do not use gradient,

Do not change the color of

Do not add in special

the logo, always resize

always refer to the color

logo, always refer to the

effects such as drop

proportionately

usage guideline

color usage guideline

shadows or 3D effects

Fightlab

Brand Guideline

13

02

Brand Identity

It is important that our branding remains consistent.

Please obey the brand guidelines for consistent brand communication.

Color Usage Fightlab

Brand Guideline

14

02 Color Usage

Minimum Size To ensure legibility and clarity, please do not

Black

White

scale the logo below the recommended size.

HEX 000000

HEX FFFFFF

The logo shall never be streched and should

CMYK 75 68 67 90

CMYK 0 0 0 0

be resized proportionately so that they are

RGB 0 0 0

RGB 255 255 255

legible at all times.

Fightlab

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

Brand Guideline

15

03

Brand Identity

It is important that our branding remains consistent.

Please obey the brand guidelines for consistent brand communication.

Typography Usage Fightlab

Brand Guideline

16

03 Typography Usage

Primary Typeface

ABCDEFGHIJKLMNOPQ RSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+

Typography plays a large role in our brand identity. Geomanist family is the chosen primary font for the brand.

The sans serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis.

ABCD Fightlab

Brand Guideline

Vision Family 17

03 Typography Usage

Secondary Typeface

ABCDEFGHIJKLMNO PQRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+

Typography plays a large role in our brand identity. Libre Franklin family is the chosen secondary font for the brand.

The sans serif typeface is used for body copy and larger paragraph of text. Within brand materials, Libre Franklin should always appear smaller in scale in relation to Vision.

ABCD Fightlab

Brand Guideline

Libre Franklin Family 18

03 Typography Usage

Typographic Hierarchy Typographic hierarchy is a system for organizing type that establishes an order of importance.

This allows for clarity, consistency and a legible hierarchy for all communications.

Heading with Vision Bold Libre Franklin Regular is used for body copy. Libre Franklin SemiBold can be used to highlight or emphasize certain area of text. The heading above is Vision Bold. Vision Heavy can be used to higlight or emphasize the title.

Buttons In Vision Bold

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Brand Guideline

19

03 Typography Usage

Typographic Hierarchy Typographic hierarchy is a system for organizing type that establishes an order of importance.

This allows for clarity, consistency and a legible hierarchy for all communications.

Subheading in Libre Franklin Medium

Heading in Vision Bold The heading above is Vision Bold. Libre Franklin SemiBold or Medium and be used for subheadings.

Vision Bold can be used for smaller exerts of text that require further emphasis.

Fightlab

Brand Guideline

20

04

Brand Identity

It is important that our branding remains consistent.

Please obey the brand guidelines for consistent brand communication.

Photography Style Fightlab

Brand Guideline

21

04 Photography Style

Photography Style

Keywords 01

02

03

04

Fightlab

Brand Guideline

Edgy Lifestyle Trendy Young 22

04 Photography Style

Fightlab

Brand Guideline

23

04 Photography Style

Fightlab

Brand Guideline

24

04 Photography Style

Fightlab

Brand Guideline

25

04 Photography Style

Fightlab

Brand Guideline

26

05

Brand Identity

It is important that our branding remains consistent.

Please obey the brand guidelines for consistent brand communication.

Illustration Style Fightlab

Brand Guideline

27

05 Illustration Style

Illustration Style Our illustration style are simple, clean & straightforward.

Fightlab

Brand Guideline

28

Brand Style Guide

www.fightlab.co.uk