DANCE GROUP FITNESS
brand spec kit
1 DANCE. 50 MINUTES. 8 MOVES. 600 CALORIES.
humanfusion.com.au
Our brand is fine as it is. It doesn’t need reinventing. Our brand is a very valuable asset. We must treat it nicely and never abuse it. It doesn’t have arms so it can’t fight back (our lawyers however, are another story). Here are some guidelines to working with this priceless masterpiece that we’ve taken so much care and love in creating.
Important stuff to keep in mind. When making a reference to HumanFusion® or any of our modules, your reference must be truthful, respectful, and can’t imply that you are affiliated with, sponsored by or endorsed by HumanFusion® without our permission. Pretty please. “HumanFusion®” is our proper name when written in text and should be capitalised as such: capital H and F, lowercase other letters. One word. Not two. Not “Fusion”. This also applies to all modules, ie. FoxyFusion. When making a textual reference to HumanFusion or our modules, ALWAYS use the full name and do not shorten ie “UrbanFusion class” and not “Fusion class”. Never change the colour combos for each logo or switch the black to the secondary colour and vice versa. We have ummed and aaaahhhed for many hours in small groups with copious amounts of caffeine to get this right. Each brand is made up of two elements: the icon and the logoytpe. You can use the icon on it’s own or the logotype on it’s own. When using our logo/s, please observe the examples opposite. There are also reverse options for use on a colour/image background also available.
It’s black. It’s white. yeah yeah yeah! When using our brand on a dark or photo background, we also have a reverse version of the brand suite both in colour or full negative (white).
UrbanFusion
ZenFusion WarriorFusion
Mini Fusion
Do’s and don’ts. 01 We’re not a rules and regulations kind of company, nonetheless here are some examples of what we think is cool and what should be punishable by a red-hot poker to the buttocks whilst you do 100 crunches.
widest point
clear space
01 EVERYONE NEEDS A LITTLE SPACE SOMETIMES. Always leave the logo some space to breathe. Use white or neutral background. To guauge how much space, we use the cap height from the most widest points to define clear space. No other elements (text, images, other logos, puppy GIFs, etc.) can appear inside this clear space. widest point
clear space
02. NO ALTERATIONS REQUIRED.
02
Please use the logos as provided and don’t mess with them. Ever.
Human F u s i o n
No stretching. No warping. No colouring. No changing. No twisting. No rotating. No funny stuff.
Do not separate the letters in our logos. It’s just not cool.
03. GOOD THINGS COME IN SMALL SIZES. There are no predetermined sizes for our brand, however, just make sure the text is always legible. For web, we suggest 100px wide. We are such a kill-joy. But that is why our brand is sooo spunky.
Do not stretch the logo non-proportionally. That’s wack.
HUMAN
Do not rotate our brand. We aren’t drunk.
Fusion
HumanFusion
Do not alter the type or add new elements. Super gross.
Do not arch or warp the logo in any way. Our brand is not stretched across the timespace continuum. This is not Word Art time. Ever.
HumanFusion HumanFusion HumanFusion Do not add pretty other things in our logo or clear space. We didn’t give the designers our first born for you to do this. Ever.
Do not re-colour ANY of our logos. It’s fun for us already.
Extra bits. We couldn’t help ourselves. When we created our brand, we also wanted some cool text based elements that we could splash around to show off with.
Enjoy being human Our main tagline is “Enjoy being human”. This is used only on material which doesn’t have body copy. It embodies everything we are and everything we want our fans to be. Grateful for this great life. Our awesome bodies - in ALL their funny shapes and sizes. We love them all due to one common ideal - they are human.
Pick a colour. Any colour. After many hours of arguing over the right red, the right FoxyFusion pink that’s not too girly and whether black should be black... or blue-black, we have a beautiful colour palette. The colours in our brand have been chosen to create stability but fun, energetic, daring, youthfulness.
These are our primary brand colours. The rich black is the base for our main and all sub-brands within our suite. This is the colour used for all body copy.
Rich Black
Passion red
An intense black that doesn’t exceed a 200% TAC (Total Ink Coverage) limit.
A strong yet vibrant red that conveys love, passion and heat.
CMYK 40/30/30/100 RGB 34, 34, 35 HEX #222223 PMS Coated Neutral Black
CMYK 0/100/100/20 RGB 196, 22, 28 HEX #C4161C PMS Coated 7620C
These is our secondary brand palette. Each sub-brand has the Rich Black as the base and a secondary colour. Kinda makes you feel like having a party doesn’t it? Grab your skittles and keep reading.
FoxyFusion® Pink
OrientalFusion™ Purple
MashFusion™ & MiniFusion™ Orange
RawFusion™ Brown
CMYK 1/100/7/0 RGB 34, 34, 35 HEX #E92487 PMS 219 C
CMYK RGB HEX PMS
CMYK RGB HEX PMS
CMYK 30/75/100/28 RGB 140, 72, 32 HEX #8C4820 PMS Coated 1615C
WarriorFusion™ Grey
UrbanFusion™ Blue
ZenFusion™ Lime
LatinFusion™ Green
CMYK RGB HEX PMS
CMYK RGB HEX PMS
CMYK RGB HEX PMS
CMYK RGB HEX PMS
67/45/38/7 97, 121, 45 #617987 5415 C or Metallic 8200C
50/100/2/0 19644, 39, 141 #90278D Coated 254C
83/36/20/0 26, 135, 173 #1A87AD Coated 7697C
0/50/100/0 196, 22, 28 #F7941E Coated 144C
50/0/100/0 141, 198, 63 #8DC63F Coated 368C
88/34/98/24 25, 106, 56 #196A38 Coated 349C
A friendly face. Typography is an important aspect of our brand identity. Our typographic style contributes to our distinctive aesthetic. The typography usage examples on the following pages should be followed to ensure all of your communications appear consistent with the brand. Nobody likes to look like the dork who just didn’ t get it. LOL
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890?!* Tr ajan Pro 3 The Trajan Pro family is our corporate font. Not that any of us wear suits too often. Trajan Pro is a nice, simple font, good for headlines with it’s small case styling.
Helvetica Neue We know. We know. It’s so cliché to use Helvetica Neue but she’s just such a clean font! We use the full spectrum of weights but have one rule in place; the larger the font size, the finer the weight. So if you are doing a large heading (say 48pt) then use Helvetica Neue - Ultra thin for example. Condensed may only be used in capitals for sub-headings. Great for if you are feeling daring as this is your wild opportunity for using some of our colour palette. Body copy is always thin. You just can’t get away with carrying extra weight when you are small already. Ensure there is always 2pt space between paragraphs for body copy. We like a bit of room to move.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890?!*
Helvetica Neue Helvetica Neue Helvetica Neue HELVETICA NEUE Helvetica Neue
Z ap fino Zapfino is ur feminine feature fonts. Used veeeery sparingly, just like it’s partner below. This can only be used for highlight purposes only and must be huge with awesome typography skills used.
Enjoy being
human
Attic Attic is our masculine feature font. This is a great grungy font for highlighting and as Headings.
Neo-burlesque. Go-go. Vixen
Working with imagery. ISOLATED IMAGES We have a full image library which consist of isolated images (where we have had the backgrounds removed) and full background images. Our general rule of thumb (although we sometimes break the rules ourselves with an exceptional image), is that ALL isolated image usage must have the image itself in mono with highlights only in colour. Check out our FoxyFusion chick to the right for an example. The logo must NEVER EVER EVER creep on to the dancer in any manner. The dancer and logo must have space and complement eachother in terms of space usage. You’ll also notice on the cover of this kit, there is a web address bar. This bar changes colour based on the module you are promoting and is strictly positioned in the bottom right of all material.
humanfusion.com.au
oooooo this is cool! BACKGROUND IMAGES Our brand may also be used on an image background with sufficient contrast. Use the standard version for use on a light coloured background and the reverse version for dark backgrounds (as shown). When placing the logo onto imagery, be sure that it’s cosy and snug within an uncluttered image area to allow for maximum legibility and visibility. The logo must always be in the bottom right. See? We thought of everything!
FoxyFusion
Tribal Fusion
WarriorFusion
UrbanFusion
DANCE GROUP FITNESS
1 DANCE. 50 MINUTES. 8 MOVES. 600 CALORIES.
humanfusion.com.au
FoxyFusion
Tribal Fusion
OrientalFusion
UrbanFusion
ZenFusion
WarriorFusion
FoxyFusion
Tribal Fusion
OrientalFusion
UrbanFusion
ZenFusion
WarriorFusion
MashFusion
MashFusion
Enjoy! So hopefully now you have a good idea with regards to working with our brilliant brand. For all artwork created external to HumanFusion Design Crew, please submit this for review prior to use to brand@humanfusion.com.au If you have any questions, don’t hesitate to get in touch with us: info@humanfusion.com.au or Ange on 0406 558 007.
Just dance.