Wrkout Brand Book

Wrkout envisions a future where fitness creators thrive by building their brands, helping others, and monetizing their passions and talents.

VERSION 3.0 Brand Guidelines

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

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

COPYRIGHT ©2020 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. Wordmark WORDMARK BRAND GUIDELINES 5

COPYRIGHT ©2020 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. Safety Zone WORDMARK BRAND GUIDELINES 7 Y X

COPYRIGHT ©2020 BRAND GUIDELINES 18 If the term 'WRKOUT' is referring to the brand, or applied in a 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 vs. Workout MESSAGING If we mean the brand • WRKOUT’s • WRKOUT If we mean other workouts •Workouts •Workout •workouts •workout

COPYRIGHT ©2020 BRAND GUIDELINES 19 Key Messaging is currently being developed by Campfire Effect. Further refinement is anticipated. Tone • Positive • Supportive • Approachable • Classy • Confident • Authentic • Engaged • Curious Key Messaging MESSAGING Brand Position • Delivering live, face to face virtual WRKOUTs is what we do. • Moving people forward is who we are. Direct Response • 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.

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

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

COPYRIGHT ©2020 BRAND GUIDELINES 22 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. Construction MESSAGING

COPYRIGHT ©2020 BRAND GUIDELINES 27 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’. Construction MESSAGING

COPYRIGHT ©2020 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. Logomark LOGOMARK BRAND GUIDELINES 37 wrkout

COPYRIGHT ©2020 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. Safe Zone LOGOMARK BRAND GUIDELINES 39 X

COPYRIGHT ©2020 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. Wordmark Misuse LOGO USAGE BRAND GUIDELINES 50 DO NOT – apply outlines DO NOT – apply effects DO NOT – skew or stretch DO NOT – change orientation DO NOT – change kerning DO NOT – apply gradients DO NOT – mix colours DO NOT – fill with patterns DO NOT – contain in a shape

COPYRIGHT ©2020 BRAND GUIDELINES 51 Wordmark Usage LOGO 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

COPYRIGHT ©2020 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. Logomark Misuse LOGO USAGE BRAND GUIDELINES 52 DO NOT – apply outlines DO NOT – apply effects DO NOT – skew or stretch DO NOT – change orientation DO NOT – change layout DO NOT – apply gradients DO NOT – mix colours DO NOT – fill with patterns DO NOT – contain in a shape

COPYRIGHT ©2020 BRAND GUIDELINES 53 Logomark Usage LOGO 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

COPYRIGHT ©2020 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. Logomark Usage LOGO USAGE BRAND GUIDELINES 54 Example 01 Example 02

COPYRIGHT ©2020 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. Logo + Tagline LOGO USAGE BRAND GUIDELINES 55 Wordmark + Tagline Logomark + Tagline

COPYRIGHT ©2020 Futura is designed on Swiss Typography principles. It is classic 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. Typeface TYPOGRAPHY BRAND GUIDELINES 59 Primary Typeface – Futura PT Futura PT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0 ! @ £ $ % ^ & *

COPYRIGHT ©2020 To communicate with confidence, we use these font weights. You can see all the letters, numbers and symbols of this modern and elegant brand typeface. Typeface TYPOGRAPHY BRAND GUIDELINES 60 Futura PT – Regular Futura PT Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0 ! @ £ $ % ^ & * Futura PT Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 34 5 678 9 0 ! @ £ $ % ^ & * Futura PT – Demi Futura PT Demi ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3 4 5 6 7 8 9 0 ! @ £ $ % ^ & Futura PT – Medium

COPYRIGHT ©2020 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. Type System TYPOGRAPHY BRAND GUIDELINES 61 Heading 0 – 600px; Kerning -30px, Line height: 600px 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

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

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

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

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

COPYRIGHT ©2020 - Hierarchy TYPOGRAPHY BRAND GUIDELINES 66 Caption Futura PT Book – 14px One line only Big Headline Futura PT Demi – 72px Line height: 88px = 4x base unit height Bullet Points Futura PT Book – 18px Line height: 22px = 1x base unit height X4 THIS IS A CAPTION • Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incidid unt ut labore et dolore magna aliqua. • 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 dent, sunt in culpa qui officia deserunt mollit anim id est laborum. • At vero eos et accusamus et odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores . This a big headline .

COPYRIGHT ©2020 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. Color Palette BRAND COLOR BRAND GUIDELINES 68 Wa r m P i n k HEX #FF005C RGB 255 0 92 Black HEX #141621 RGB 20 22 33 Dark Gray HEX #4F5059 RGB 79 80 89 White HEX #000000 RGB 255 255 255 Light Gray HEX #C4C5C8 RGB 196 197 200

COPYRIGHT ©2020 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 and for the product’s interface. To increase vibrancy we brightened them up in the centre with a fresh blue and bold orange. In addition, we turned it 60 degrees to show its progression. NOTE: These gradients are only used as a background for photography or in digital application; e.g. during a workout: cool and heat phases. Gradients BRAND COLOR BRAND GUIDELINES 69 Teal HEX #7BF2E9 RGB 118 237 229 Mid Blue HEX #5AB5F0 RGB 86 175 239 Cool Gradient Wa r m G ra di e n t Yellow HEX #FFBF2E RGB 255 192 5 Orange HEX #FF502D RGB 255 79 31 Purple HEX #8782F5 RGB 129 125 243 Warm Pink HEX #FF005C RGB 255 0 92

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

COPYRIGHT ©2020 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 Color Ratio BRAND COLOR BRAND GUIDELINES 30% Dark Gray 60% White 30% Light Gray 60% Black 10% Warm Pink 10% Warm Pink

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

COPYRIGHT ©2020 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. Photography PHOTOGRAPHY BRAND GUIDELINES 74

COPYRIGHT ©2020 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. Logo Pattern BRAND PATTERNS BRAND GUIDELINES 50%

COPYRIGHT ©2020 BRAND GUIDELINES 81 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 2 — Outlined Pattern in Perspective on Photography Application BRAND PATTERNS

COPYRIGHT ©2020 BRAND GUIDELINES 82 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 composition. The following examples show how an off-grid pattern can be cropped and used: 1 — Social Media, Instagram Posts 2 — Letterhead, Flyer, Poster 3 — Business Cards, Postcards 4 — Envelope, Billboard Application BRAND PATTERNS 1 2 3 4

COPYRIGHT ©2020 BRAND GUIDELINES 85 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% Application BRAND PATTERNS

COPYRIGHT ©2020 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. Logo Lockups PARTNERSHIPS BRAND GUIDELINES 11 3 Vertical Partnership Lockup NOTE: The WRKOUT wordmark is always placed on top Horizontal Partnership Lockup NOTE: The WRKOUT wordmark is always placed first

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

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