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.

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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 for print collateral.

EBELL R I

FI

TNESS

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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.

Two Color, Orange + White

One color, Black

Logotype, Orange

IR

EBELL
Y

FIREBELLY FITNESS

FI

TNESS
One Color, White Logotype, Black

One Color, Orange

FIREBELLY FITNESS
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L o go Us age
Area of Isolation The logo should always be surrounded by an adequate amount of white space. The space between the logo and any other visual element must be equal to the thickness of the solid orange circle (including the shadow) which is represented by a O. When used in marketing collateral, the logo works best when place at the bottom left-hand corner of the piece. The alternate logotype should also have ample 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.

1O 1O

REBELL
Y

1F 1F

FIREBELLY FITNESS
1F

1F

FI

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.

Do not adjust the size disproportionately

Do not change the color

Do not decrease the opacity

EBELL IR

IR

EBELL

FI

TNESS

FI

TNESS

Do not add a drop shadow

Do not typeset the logo in alternate fonts

Do not rotate the logo

IR

EBELL

FI R

E IR

BE L
LY

ELLY B E

FI

TNESS

IT

NES

FITN

SS
E

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Color Palett e
Overview Below is Firebelly Fitness color palette featuring primary, secondary, and neutral colors. The primary palette features Firebelly Fitness signature orange color. The secondary color is to be used as an accent. The neutral colors are suitable for backgrounds or subtle accents. Usage Whenever possible, PMS colors should be used for printing whereas RGB colors should be used when designing on-screen content.

Primary

Secondary

Neutrals

PMS: P 27-8 C CMYK: 0/69/100/0 RGB: 244/126/36 HEX: #f47e24

PMS: P 124-5 C CMYK: 60/0/25/0 RGB: 88/196/199 HEX: #58c4c7

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 typefacesa serif and a sans serif. Yeseva One Regular should only be used for titles, short sentences, display text, etc. and should never be used for extensive body copy. Source Sans Pro Regular should predominately be used for body copy. If additional subheadings are needed to divide content, Source Sans Pro Bold or Italic should be used.

Yeseva One Regular

Source Sans Pro Regular

Lorem Ipsum
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Lorem Ipsum
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

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. Nulla sit amet urna a metus sodales faucibus. Maecenas id nibh eget lectus feugiat sagittis sed non mi.

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. Nulla sit amet urna a metus sodales faucibus. Maecenas id 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 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. 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.

Busy photo, top placement

Subtle photo, middle placement

Subtle photo, top placement

Perfect Form Push Ups

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 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.

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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