BRAND BOOK
OVERVIEW
Pinoy Fitness’ goal is to make fitness a part if the Filipino culture. We aim to make it more accessible to more Filipinos from different backgrounds by providing free means of information: through our website pinoyfitness.com, and through our free magazine Pinoy Fitness Magazine published by GTM Media Inc. To maintain the look of freshness, health and accessibility, we’ve prepared this brand book to serve as a guide for designers. Inside are six (7) packages that illustrate the Pinoy Fitness brand. The packages are the following: 1) Logo 2) Font 3) Color 4) Image (Photography and Illustration) 5) Shape 6) Texture 7) Sound It is important we use and stand by these guidelines so as to maintain uniformity and visual strength of the brand.
PINOY FITNESS
BRAND IDENTITY DESIGN SYSTEM
1
LOGOS
The Pinoy Fitness logo has become a recognizable image in the Filipino cyberspace. The logo is composed to two (2) main components: the diamond and the logotype. The Pinoy Fitness diamond is an easy-to-recognize image that easily represents wholistic ďŹ tness. The logotype on the otherhand represents stability and dynamism. Always use the logo as prescribed here. Never make any changes in the logos’ usage so as to maintain a stable image of being clean, active and accessible.
Word Package
FULL LOGOS
The Pinoy Fitness logo is composed of 2 main elements: the diamond and the logotype. The logo can be used in full- color or in single-color black and single-color white.
Word Package
PINOY FITNESS
BRAND IDENTITY DESIGN SYSTEM
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ICON
Word The diamond is made up of 4 equilateral diamonds withPackage rounded edges. Each diamond contains an illustration of people engaging is sporting activities: biking, running, weightlifting and swimming. The logo can be used in full- color or in single-color black and singlecolor white.
Word Package
PINOY FITNESS
BRAND IDENTITY DESIGN SYSTEM
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Word Package
LOGOTYPE
The logotype is composed of the word “Pinoy Fitness” in MicrogrammaDBolExt font. Three stars are beside the word “Pinoy.” The registered trademark symbol can be found beside the stars. The logo can be used in full- color or in single-color black and single-color white.
Word Package
PINOY FITNESS
BRAND IDENTITY DESIGN SYSTEM
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Word Package
CLEARANCE AREA
To emphasize the logo, its should be given ample clearance area on all sides. One (1) “P” is the minimum required clearance.
P P
P P Word Package
PINOY FITNESS
BRAND IDENTITY DESIGN SYSTEM
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Word Package
PROPER USAGE
To maintain the logo’s integrity and visual strength, the following are the best logo practices that need to be observed. 1) Over a busy colored background photo 2) Over a plain colored background photo 3) Over a light black and white photo 4) Over a dark black and white photo
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1
4
2
Word Package
PINOY FITNESS
BRAND IDENTITY DESIGN SYSTEM
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IMPROPER USAGE
Improper use of logo will result to weaker branding and a less professional appearance.Please do not use the logo in the following ways: Word 1) Do not use a colored logo without a background overPackage a busy colored background photo 2) Do not use a black logo without a background a busy colored background photo 3) Do not use a white logo without a background over a busy colored background photo 4) Do not add drop shadow to the logo 5) Do not distort and rotate the logo 6)Do not alter the logo’s colors
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3
Word Package
PINOY FITNESS
BRAND IDENTITY DESIGN SYSTEM
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FONTS
Without the logo, fonts are our way of conveying our brand identity. The fonts we use illustrates the company’s personality in whatever channel it is present. Use only the fonts listed here.
FONTS
ONLINE FONTS SANS SERIF
Aa Calibri ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
e-Magine Brand Identity Design System
The following fonts are used in our website: pinoyďŹ tness.com. They convey simplicity and easiness. These fonts are web-safe, hence consistent throughout all web browsers. 1) Calibri - for general website use 2) Constantina - if serif font is needed
SERIF
Aa Constantia
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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FONTS
PRINT FONTS
The following fonts are used in our magazine Pinoy Fitness Magazine. The fonts display simplicity and stability; and are easy to read on print. 1) MicrogrammaDbolExt - logo 2) Nega Light - section headers and footers 3) Bebas Neue - Headlines and subtitles
SANS SERIF
Aa AA Aa
MICROGRAMMADBOLEXT ALL CAPS, NORMAL AND SKEWED 12% ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Nexa Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
bebas neue ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
e-Magine Brand Identity Design System
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FONTS
PRINT FONTS
The following fonts are used in our magazine Pinoy Fitness Magazine. The fonts display simplicity and stability; and are easy to read on print. 4) GeoSlb712 XBd BT - article dropcaps 5) GeoSlb712 Lt BT - articles
SERIF
Aa GeoSlb712 XBd BT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
e-Magine Brand Identity Design System
Aa GeoSlb712 Lt BT
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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COLORS
Our brand stays true to its name even with its choice of colors. We are proud to bear the colors of the Philippines; and proud to make it a part of our identity. Use only the colors speciďŹ ed here in all marketing collaterals and merchandise.
FONTS
PRIMARY COLORS
e-Magine Brand Identity Design System
We are proud of our Filipino heritage, and even more proud of our colors. Our primary colors are the standard shades of black and white, and the Philippine ag’s primary colors. We customized the shades of blue, red and yellow to make them distinctly Pinoy Fitness. These primary colors are the main color palette for all our collaterals. Variations of these shades should only be situational, and not as replacement.
BLACK Pantone Black 6 C C:0 M:0 Y:0 K:100 R:0 G:0 B:0
BLUE Pantone 7455 C C:99 M:74 Y:1 K:0 R:12 G:62 B:147
WHITE C:0 M:0 Y:0 K:0 R: 255 G: 255 B: 255
RED Pantone 185 C C:1 M:99 Y:97 K:0 R:222 G:10 B:35
GRAY Pantone Cool Gray 2 C C:18 M:14 Y:15 K:0 R:122 G:132 B:140
YELLOW Pantone 605 C C:13 M:6 Y:100 K:0 R:223 G:213 B:27
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FONTS
SECONDARY COLORS
These secondary colors and gradient variations if ever the need to use of other colors to break the monotony arises.
GREEN Pantone 7738 C C:75 M:4 Y:100 K:100 R:79 G:185 B:95
LIGHT BLUE Pantone 299 C C:71 M:14 Y:0 K:0 R: 0 G: 187 B: 240
ORANGE Pantone 7417 C C:1 M:80 Y:83 K:0 R:240 G:107 B:75
100%
e-Magine Brand Identity Design System
GRADIENT 50% 25%
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IMAGES
Pinoy Fitness is about people doing, moving and living a happy and ďŹ t life. The prescribed image guides are here to help you choose the correct photos and illustrations that present this Pinoy Fitness value.
FONTS
PORTRAITS
e-Magine Brand Identity Design System
We are about the common Filipino. The ďŹ tness enthiasts, the beginners and the aspiring athletes. This reects on or choice of portraiture. We focus on the event participants enjoying the action. Key guide words: 1) Real 2) Enjoy 3) Action
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FONTS
EVENTS
e-Magine Brand Identity Design System
Runs, yoga camps, triathlons and dualthons and other fitness events are our heart and soul. These are where the common Filipino fitness enthusiasts meet the beginners and the bonafide athletes. These events are the melting pot in which the healthy and fit culture brews, and we’re in the middle of it. We capture moments in the events differently. We capture the heartfelt and soft moments, the moments with friends and family. We capture the community as well as the action. This is the Pinoy Fitness way.
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IMAGES
Photo Package
LANDSCAPE
PINOY FITNESS
BRAND IDENTITY DESIGN SYSTEM
As true enthusiasts, the world is our playground. We see the world not just as roads and buildings, but as running tracks and steppers to train and test ourselves on. We are excited by the sight of an open road, and challenged by the sight of distance road signs. This is how we capture landscape images. Through our landscapes, we entice, excite, challenge and trigger the inner athletes in us. Photos should be dramatic, challenging and fullďŹ lling.
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IMAGES
Photo Package
ILLUSTRATIONS
PINOY FITNESS
BRAND IDENTITY DESIGN SYSTEM
We are simple, and clean. We are light on the eyes and direct to the point. But that does not mean sacriďŹ cing the content for convenience. Our illustrations mean to add value by incorporating itself into words to form stand-alone images.
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SHAPES
Without the logo, the photos and the fonts, we can still exhibit our brand through a selection of shapes that we use for Pinoy Fitness. All of our materials are basically composed of these shapes.
SHAPES
Shape Package
SHAPES
1) Straight line 2) Curved Line 3) Quadrilaterals 4) Round-edged Quadrilaterals 5) Right Triangles
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3
PINOY FITNESS
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4
BRAND IDENTITY DESIGN SYSTEM
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MATERIALS
These materials characterize the Pinoy Fitness Brand in physical and tangible form. These can serve as a guide when designing and building merchadising collaterals and point-of-purchase materials.
MATERIALS
MATERIALS
e-Magine Brand Identity Design System
1) High-gloss painted wood (in applicable color) 2) Matte-painted wood (in applicable color) 3) Clear Acrylic 4) Dri-ďŹ t Fabric
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AUDIO
Music will always be a part of an enjoyable workout and a mood setter of a successful event. The following chosen music will set the mood for this. The audio package is not a strict selection of chosen artists but simply a guide to the mood and genre of music that best illustrates the Pinoy Fitness brand.
AUDIO
Audio Package
AUDIO
PINOY FITNESS
BRAND IDENTITY DESIGN SYSTEM
To choose the right music to set a work out mood, please follow these guides: 1) Fun - music should trigger a happy feeling. The melody should be joyous and light. 2) New - We move with the times. Music should always be new and fresh to keep ourselves constantly excited and pumped up. 3) Non-discriminatory - Music should be welcoming. It is generally liked by the majority and should be easy to listen to by anyone with any musical preference.
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COPYRIGHT 2013 PINOY FITNESS INC.
BRAND BOOK CREATED BY: