Wrkout Brand Book

WRKOUT is the future of fitness - delivering premium personal training LIVE to any device. No recorded content. No expensive equipment.

VERSION 3.0 Brand Guidelines

2 This document is used as a brand guideline reference for Welcome TRNRS the creation of all brand collateral. It showcases the fundamentals of the WRKOUT brand from logo, typography, color and photography usage, to brand and FNDRS. applications that will help inform the creative direction of all future projects. BRAND GUIDELINES COPYRIGHT ©2020

TOC 3 Contents 01. Wordmark 06. Brand Color 11 . Digital 02. Messaging 07. Photography 12. Partnerships 03. Logomark 08. Brand Patterns 13. Iconography 04. Logo Usage 09. Social Media 14. Brand Applications 05. Typography 10. App Store BRAND GUIDELINES COPYRIGHT ©2020

WORDMARK 5 Wordmark Inspired by brutalist graphics, WRKOUT’s brand wordmark is set in lowercase Orbitron Extrabold. To make the wordmark more memorable and dynamic, we modiﬁed the font by combining the impactful and boxy aesthetic with dynamic features. BRAND GUIDELINES COPYRIGHT ©2020

WORDMARK 7 Safety Zone White space around the wordmark was deﬁned to ensure a high degree of legibility. While placing the logo into a composition, please ensure that in any application the safety zone is kept. X Y BRAND GUIDELINES COPYRIGHT ©2020

MESSAGING 18 Wrkout vs. Workout If the term 'WRKOUT' is referring to the brand, or applied in a If we mean the brand sentence, it should be in uppercase characters. NOTE: DO NOT write ‘WRKOUT' with any lowercase characters. Only when referring to other workouts, we use the natural spelling. •WRKOUT’s •WRKOUT If we mean other workouts •Workouts •Workout •workouts •workout BRAND GUIDELINES COPYRIGHT ©2020

MESSAGING 19 Key Messaging Key Messaging is currently being developed by Campﬁre Effect. Brand Position Further reﬁnement is anticipated. Tone •Delivering live, face to face virtual WRKOUTs is what we do. Positive • •Moving people forward is who we are. Supportive • Approachable • Classy • Conﬁdent • Authentic • Direct Response Engaged • Curious • •MOVRs - We deliver live, face to face virtual WRKOUTs to hold you accountable to what it is you want most in life. •TRNRs - We give you the opportunity to live life on your terms. Brand Stand •We stand for valuing yourself enough to want to be healthy. •We stand against the before and after culture of the personal training industry. •We are committed to furthering the health of humanity. BRAND GUIDELINES COPYRIGHT ©2020

MESSAGING 20 Key Messaging Key Messaging is currently being developed by Campﬁre Effect. Branded Proprietary Process Further reﬁnement is anticipated. Tone •The FRAMEWRK Positive • •Burn. Sweat. Connect. ™ Supportive • Approachable •Burn • Classy •Be on ﬁre • Conﬁdent •It’s always day 01 • Authentic • •Sweat Engaged • •Movement creates momentum Curious • •Work in to workout •Connect •People are the priority •You are more committed when you are connected BRAND GUIDELINES COPYRIGHT ©2020

MESSAGING 21 Key Messaging Key Messaging is currently being developed by Campﬁre Effect. Major Differentiator Further reﬁnement is anticipated. Tone •We care more about the person than the workout Positive • Supportive • Approachable • Classy • Conﬁdent • Authentic • Big Idea of Impact Engaged • Curious • •We believe life is better when you’re moving BRAND GUIDELINES COPYRIGHT ©2020

MESSAGING 22 Construction For any wordmark extension which include the letters 'WRK', place the Orbitron 'K' next to the 'R' without any space between both letters. Then replace the 'K' with the stylized version. BRAND GUIDELINES COPYRIGHT ©2020

MESSAGING 27 Construction For any other wordmark extension, type the word in Orbitron Extrabold with the default kerning and replace the Orbitron 'K' with the stylized version. NOTE: for better legibility it is important to keep the space between the very last letter of the word and the stylized ‘K’. BRAND GUIDELINES COPYRIGHT ©2020

LOGOMARK 37 Logomark The logomark marries the past and the future by combin- ing a lowercase Orbitron ‘K' with the kanji for 'person', creating a unique mark that is cyber and human in the same breath. If turned 90degrees, we can see an icon of someone doing a pushup. wrkout ਓ BRAND GUIDELINES COPYRIGHT ©2020

LOGOMARK 39 Safe Zone White space around the logomark was deﬁned to ensure enough white space for better legibility. While placing the logo into a composition, please make sure that in any application you keep the safe zone. X BRAND GUIDELINES COPYRIGHT ©2020

LOGO USAGE 50 Wordmark Misuse Consistent brand presentation is an important part of making WRKOUT’s brand identity recognizable. The following examples highlight a variety of improper uses of the brand’s wordmark. DO NOT – apply outlines DO NOT – apply effects DO NOT – apply gradients DO NOT – skew or stretch DO NOT – change orientation DO NOT – change kerning DO NOT – mix colours DO NOT – ﬁll with patterns DO NOT – contain in a shape BRAND GUIDELINES COPYRIGHT ©2020

LOGO USAGE 51 Wordmark Usage DO NOT – place wordmark on a busy background DO NOT – place wordmark on an image with low contrast DO – use a minimal and high contrast background image BRAND GUIDELINES COPYRIGHT ©2020

LOGO USAGE 52 Logomark Misuse Consistent brand presentation is an important part of making WRKOUT’s brand identity recognizable. The following examples highlight a variety of improper uses of the brand’s logomark. DO NOT – apply outlines DO NOT – apply effects DO NOT – apply gradients DO NOT – skew or stretch DO NOT – change orientation DO NOT – change layout DO NOT – mix colours DO NOT – ﬁll with patterns DO NOT – contain in a shape BRAND GUIDELINES COPYRIGHT ©2020

LOGO USAGE 53 Logomark Usage DO NOT – place logomark on a busy background DO NOT – place logomark on an image with low contrast DO – use a minimal and high contrast background image BRAND GUIDELINES COPYRIGHT ©2020

LOGO USAGE 54 Logomark Usage For campaigns, the logomark can function as a container for photography. The mark can either stand on its own or be applied as an off-grid pattern. Example 01 Example 02 BRAND GUIDELINES COPYRIGHT ©2020

LOGO USAGE 55 Logo + Tagline In some use cases, the logo is used with our brand’s tagline: Burn. Sweat. Connect. We created one lockup with the logomark and another one with the wordmark. Here you can see how they were constructed. Wordmark + Tagline Logomark + Tagline BRAND GUIDELINES COPYRIGHT ©2020

TYPOGRAPHY 59 Typeface Futura is designed on Swiss Typography principles. It is classic Primary Typeface – Futura PT and crisp and works well for both print and digital applications. For the WRKOUT brand we use an open source version: Futura PT, which was optimized speciﬁcally for display. Futura PT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&* BRAND GUIDELINES COPYRIGHT ©2020

TYPOGRAPHY 60 Typeface Futura PT – Regular Futura PT Book To communicate with conﬁdence, we use these font ABCDEFGHIJKLMNOPQRSTUVWXYZ weights. You can see all the letters, numbers and symbols of this abcdefghijklmnopqrstuvwxyz modern and elegant brand typeface. 1234567890!@£$%^&* Futura PT – Medium Futura PT Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&* Futura PT – Demi Futura PT Demi ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^& BRAND GUIDELINES COPYRIGHT ©2020

TYPOGRAPHY 61 Type System Heading 0 – 600px; Kerning -30px, Line height: 600px While sticking to Futura PT as our brand typeface, we want to show contrast in size. Therefore, we created a system that is both distinct and ﬂexible. See the sizes we deﬁned for Body and Headings. Heading 1 – 288px; Kerning -15px, Line height: 308px Heading 2 – 144px; Kerning -8px, Line height: 154px Heading 3 – 72px; Kerning -3px, Line height: 88px Heading 4 – 42px; Kerning -1.2px, Line height: 52px Heading 5 – 36px; Kerning -0,7px, Line height: 44px Heading 6 – 24px; Kerning -0,2px, Line height: 27,5px Body – 18px; Kerning 0px, Line height: 22px Caption – 14px; Kerning 1,5px; Line height: 16px BRAND GUIDELINES COPYRIGHT ©2020

TYPOGRAPHY 62 Hierarchy It is important to organize typography in a hierarchical system Headline according to relative importance or inclusiveness through scale Futura PT Demi – 72px and function on communication. You can see how headlines, Line height: 88px This headline is subheads and body copy are aligned to the baseline grid. = 4x base unit height x2 set in Demi. Subheader Futura PT Book – 36px This subheader is set in Book and skipps Line height: 44px = 2x base unit height one hierarchy in the type system. x2 At vero eos et accusamus et iusto tiis praesentium voluptatum deleniti Body Copy odio dignissimos ducimus qui blandi- atque corrupti quos dolores et quas. Futura PT Book – 18px tiis praesentium voluptatum deleniti At vero eos et accusamus et iusto atque corrupti quos dolores et quas. odio dignissimos ducimus qui blandi- Line height: 22px At vero eos et accusamus et iusto tiis praesentium voluptatum deleniti = 1x base unit height odio dignissimos ducimus qui blandi- atque corrupti quos dolores et quas. BRAND GUIDELINES COPYRIGHT ©2020

TYPOGRAPHY 63 Hierarchy - Headline Futura PT Demi – 72px Line height: 88px This big headline = 4x base unit height x2 set in Demi. Subheader Futura PT Demi – 36px Subheaders are always set in Book. Line height: 44px = 2x base unit height They are ½ size of the headline and go over two or three lines. BRAND GUIDELINES COPYRIGHT ©2020

TYPOGRAPHY 64 Hierarchy - Big Headline Futura PT Demi – 72px Line height: 88px This is a big headline = 4x base unit height x2 set in Demi. Small Headline Futura PT Demi – 36px Line height: 44px Small Headline = 2x base unit height At vero eos et accusamus et iusto tiis praesentium voluptatum deleniti x2 Body Copy odio dignissimos ducimus qui blandi- atque corrupti quos dolores et quas. Futura PT Book – 18px tiis praesentium voluptatum deleniti At vero eos et accusamus et iusto atque corrupti quos dolores et quas. odio dignissimos ducimus qui blandi- Line height: 22px At vero eos et accusamus et iusto tiis praesentium voluptatum deleniti = 1x base unit height odio dignissimos ducimus qui blandi- atque corrupti quos dolores et quas. BRAND GUIDELINES COPYRIGHT ©2020

TYPOGRAPHY 65 Hierarchy - Headline 1 Futura PT Demi – 72px Subheader are always set in Book. Line height: 88px = 4x base unit height They are ½ size of the headline and go x2 over two or three lines. Section Headline Futura PT Demi – 18px Line height: 22px = 1x base unit height Section Headline At vero eos et accusamus et iusto tiis praesentium voluptatum deleniti X1 Body Copy odio dignissimos ducimus qui blandi- atque corrupti quos dolores et quas. Futura PT Book – 18px tiis praesentium voluptatum deleniti At vero eos et accusamus et iusto atque corrupti quos dolores et quas. odio dignissimos ducimus qui blandi- Line height: 22px At vero eos et accusamus et iusto tiis praesentium voluptatum deleniti = 1x base unit height odio dignissimos ducimus qui blandi- atque corrupti quos dolores et quas. BRAND GUIDELINES COPYRIGHT ©2020

TYPOGRAPHY 66 Hierarchy - Caption Futura PT Book – 14px THIS IS A CAPTION One line only This a big headline. Big Headline Futura PT Demi – 72px Line height: 88px = 4x base unit height • Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incidid unt ut labore et dolore magna aliqua. X4 • Ut enim ad minim veniam, quis nostrud exerci- tation ullamco laboris nisi ut aliquip ex ea commodo consequat. • Duis aute irure dolor in reprehenderit in volu tate velit esse cillum dolore eu fugiat. • Excepteur sint occaecat cupidatat non proi Bullet Points dent, sunt in culpa qui ofﬁcia deserunt mollit Futura PT Book – 18px anim id est laborum. Line height: 22px • At vero eos et accusamus et odio dignissimos ducimus qui blanditiis praesentium voluptatum = 1x base unit height deleniti atque corrupti quos dolores . BRAND GUIDELINES COPYRIGHT ©2020

BRAND COLOR Warm Pink 68 HEX #FF005C Color Palette RGB 255 0 92 The WRKOUT brand uses a color palette deﬁned by bold hues, harmonious neutrals and a bright warm pink highlight. Color usage is friendly, welcoming and vibrant. Color usage primarily includes neutral tone with added splashes of color to achieve a luxurious feel. Black White HEX #141621 HEX #000000 RGB 20 22 33 RGB 255 255 255 Dark Gray Light Gray HEX #4F5059 HEX #C4C5C8 RGB 79 80 89 RGB 196 197 200 BRAND GUIDELINES COPYRIGHT ©2020

Cool Gradient BRAND COLOR 69 Purple HEX #8782F5 Gradients RGB 129 125 243 As a secondary palette, we used two complementary gradients to the WRKOUT brand – a cool gradient, and a warm gradient. They are subtly used in the background of brand photography Mid Blue and for the product’s interface. To increase vibrancy we HEX #5AB5F0 brightened them up in the centre with a fresh blue and bold Teal RGB 86 175 239 orange. In addition, we turned it 60 degrees to show its HEX #7BF2E9 progression. RGB 118 237 229 NOTE: These gradients are only used as a background for photography or in digital application; e.g. during a workout: cool and heat phases. Warm Gradient Warm Pink HEX #FF005C RGB 255 0 92 Orange HEX #FF502D Yellow RGB 255 79 31 HEX #FFBF2E RGB 255 192 5 BRAND GUIDELINES COPYRIGHT ©2020

BRAND COLOR Warm Pink HEX #FF005C RGB 255 0 92 Logo Gradient 100% For the logomark we included another gradient, which is based on the hues of the secondary gradient palette. It symbolizes the Orange bodies rise in temperature during a workout. HEX #FF502D RGB 255 79 31 NOTE: This gradient should only be applied to the logomark. 80% Yellow HEX #FFBF2E RGB 255 192 5 60% White HEX #FFFFFF RGB 255 255 255 30% Teal HEX #7BF2E9 RGB 118 237 229 0% BRAND GUIDELINES COPYRIGHT ©2020

BRAND COLOR 60% 60% Black White Color Ratio To create a luxurious feel, the workout brand primarily uses black and white. To create a classy and balanced composition we follow the 60-30-10 rule. 60% of a composition is reserved for the neutral tones. It serves as a backdrop for the more vibrant colors. 30% is reserved for the deeper neutral colors, while the accent color takes up 10% of the composition’s space. Primary – 60%: background, main elements Secondary – 30%: second level elements, e.g. Icons Primary – 10%: CTAs ans accent touches 30% 30% Dark Gray Light Gray 10% 10% BRAND GUIDELINES COPYRIGHT ©2020 Warm Pink Warm Pink

BRAND COLOR 72 Color Misuse This is a Headline. This is a Headline. At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis BUTTON praesentium voluptatum deleniti atque corrupti quos dolores et quas. DO NOT – use color overlays o effects DO NOT – use HEX#000000 as black (wrong color) DO NOT – use a low contrast color for typography This is a Headline. This is a Headline. At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis BUTTON praesentium voluptatum deleniti atque corrupti quos dolores et quas. DO NOT – use wrong color proportions DO NOT – use too many secondary colors (in one composition) DO NOT – color text headers, subheaders or body copy BRAND GUIDELINES COPYRIGHT ©2020

PHOTOGRAPHY 74 Photography The photography should capture our trainers during their workout session. WRKOUT wants to bring the club to people’s homes. We aim to do this by mixing bright evocative and dark dramatic imagery with experimental neon light. NOTE: These images are meant to provide creative direction, and should not be used in campaigns. They are placeholders. BRAND GUIDELINES COPYRIGHT ©2020

BRAND PATTERNS Logo Pattern The ﬁrst brand pattern variation uses the logomark with a horizontal offset of ﬁfty percent and a vertical offset of 100%. The pattern can be used on apparel, photography, merchandise or in social media. The following pages show some variations. 50% BRAND GUIDELINES COPYRIGHT ©2020

BRAND PATTERNS 81 Application The following examples show how the pattern can be used in combination with photography. NOTE: The pattern must not exceed a ratio of more than 30 percent of the composition in any layout. 1 — Brand Pattern as a background element — Outlined Pattern in Perspective on Photography 2 BRAND GUIDELINES COPYRIGHT ©2020

BRAND PATTERNS 82 Application The second brand pattern variation uses the logomark as an off- grid element. We apply a light gray by using a 25% transparency, then scale it up to XL, allowing it to break out of the 1 2 composition. The following examples show how an off-grid pattern can be cropped and used: 3 1 — Social Media, Instagram Posts 2 — Letterhead, Flyer, Poster 3 — Business Cards, Postcards 4 4 — Envelope, Billboard BRAND GUIDELINES COPYRIGHT ©2020

BRAND PATTERNS 85 Application The following examples show, how the pattern can be used in combination with photography. NOTE: The extra large off-grid pattern should take at least 20% and a maximum of 50% of the composition. 1 — Brand Pattern Overlay: 20% 2 — Brand Pattern as a background element: 50% BRAND GUIDELINES COPYRIGHT ©2020

PARTNERSHIPS 113 Logo Lockups Here you can see how potential partnerships would look. To ensure ﬂexibility, we created vertical and horizontal logo lockup versions. See below, how they were constructed. Vertical Partnership Lockup Horizontal Partnership Lockup NOTE: The WRKOUT wordmark is always placed on top NOTE: The WRKOUT wordmark is always placed ﬁrst BRAND GUIDELINES COPYRIGHT ©2020

ICONOGRAPHY 145 Slide Title We created directional iconography for the WRKOUT brand that follows the same brutalist inspired aesthetics as the logomark. Yoga — Warrior These we constructed using the same elements as the WRKOUT logomark, such as the diagonal lines and cut-off corners. HIIT — High Knees Strength — Squats BRAND GUIDELINES COPYRIGHT ©2020

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