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Contents
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History 6
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Identity 12
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Color Palette
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Typography
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Applications
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Our History
C1 FIT BRAND GUIDELINES | HISTORY
the beginning Club One Fitness was founded in 1979 and based in San Francisco, California. Our brand was orginally a chain of health and fitness clubs solely based in California, but we then expanded to many other states in the country. Club One was founded to make everybody’s fitness fully accessible. It is our promise to help people from all walks of life achieve their individual goals of health and fitness — regardless of shape, size, age, level of experience, schedule or budget. We want to encourage our leaders, the society and the world to appreciate, celebrate and not judge everybody. Club One also values inclusivity. From all walks of life, our doors are open to all. We are dedicated to helping that person
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achieve his or her personal health and fitness goals, irrespective of their shape, size, age or level of experience. We celebrate each individual’s health and individuality and agree that each body matters. Club One Fitness has been committed to the success of each body they represent for over 40 years. At the best value possible in at our many locations, we offer many facilities, products, equipment and locations. We are innovative and forward-thinking, continually adjusting to our members ‘ changing desires for health and fitness. We’ve got it all, ultimately making us the last club to join.
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C1 FIT BRAND GUIDELINES | HISTORY
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original logo Club One Fitness introduced its original logo design when it was founded in 1979. While the original logo served its purpose, it didn’t entirely convey the look we wanted for the company. One of our goals is to make people feel powerful, and to motivate and inspire people to be their healthiest and best self. Therefore, we want our brand as a whole to evoke that feeling of power which meant our original logo needed some updating.
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C1 FIT BRAND GUIDELINES | SECTION
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Brand Identity 13
C1 FIT BRAND GUIDELINES | IDENTITY
new logo In 2016, our team decided that Club One Fitness was to be rebranded as C1 Fit. We would change our color palette, typography, and logo to fit the look and values we were going for. To the right are some of the logo explorations that were introduced early in our process. We wanted something elegant, and modern yet also memorable and powerful. Some of the adjectives we want to represent our brand are:
»» bold »» powerful »» energetic
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C1 FIT BRAND GUIDELINES | IDENTITY
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C1 FIT BRAND GUIDELINES | IDENTITY
logo minimum These are the minimum size requirements for our logo, both web and print. Although our logos can be resized to fit different types of collateral, never scale them below the recommended sizes.
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Web
2.5cm height
94.4px height
94.4px width
2.5cm width
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C1 FIT BRAND GUIDELINES | IDENTITY
incorrect usage These are incorrect ways to display the C1 Fit Logo. None of these are supported by our brand standards and it is important that our logo is not distorted, cropped, or altered in any way.
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DON’T change the type’s placement on the logo.
DON’T use colors outside of brand standards.
DON’T crop the logo.
F I T DON’T stretch or change the dimensions of the logo.
DON’T use a typeface outside of brand standards.
DON’T change the size of the type.
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C1 FIT BRAND GUIDELINES | SECTION
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Color Palette 25
C1 FIT BRAND GUIDELINES | SECTION
MIDNIGHT PURPLE #1E0E2E R30 G14 B46 C86 M91 Y47 K64 PANTONE 276 XGC
PAPER #FFFFFF R255 G255 B255 C0 M0 Y0 K0 PANTONE 75-1 U
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SUNSET YELLOW #F8D707 R248 G215 B7 C4 M11 Y100 K0 PANTONE 108 XGC
VIBRANT RED #EE1C52 R238 G28 B82 C0 M99 Y59 K 0 PANTONE 59-8 C
MAGIC #D5B2D2 R213 G178 B210 C14 M32 Y1 K0 PANTONE 7437 CP
LIGHT GRAY #CCCCCC R204 G204 B204 C19 M15 Y16 K0 PANTONE WARM GRAY 27
C1 FIT BRAND GUIDELINES | IDENTITY
gradients C1 Fit uses two gradients as overlays for photography and other applications such as advertisements and clothing. These are meant to add extra fun and boldness to our look and are essential elements to the cohesiveness of our brand as a whole.
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Aa Bb Cc Dd Ff Gg Hh Ii Jj Ll Mm Nn Oo Qq Rr Ss Tt U C1 FIT BRAND GUIDELINES | SECTION
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d Ee j Kk Typoo Pp graphy Uu Vv 31
Aa Bb Cc DdGotham Ee Ff g Hh Ii Jj C1 FIT BRAND GUIDELINES | SECTION
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headlines For large headlines, we use three weights of Gotham: Bold, Black, and Ultra.
Gotham Bold
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 0123456789
Gotham Black
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 0123456789
Gotham Ultra
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 0123456789
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C1 FIT BRAND GUIDELINES | TYPOGRAPHY
body copy For body copy, we use three weights of Avenir Next: Regular, Italic, and Medium.
Avenir Next Regular
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 0123456789
Avenir Next Italic
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 0123456789
Avenir Next Medium 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 0123456789 34
Aa Bb Cc Ff Gg Hh Avenir Next Ll Mm Nn Qq Rr Ss T 35
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Applications 37
C1 FIT BRAND GUIDELINES | APPLICATIONS
stationery C1 Fit’s stationery is to be very clean and simple, and stick to our primary colors of midnight purple, vibrant yellow, and paper. We want the most important and eye-catching aspect of the stationery to be our logo. The following pages are the outlines for what our letterhead, business cards, and mail will look like.
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C1 FIT BRAND GUIDELINES | APPLICATIONS
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HEALTH AND FITNESS CENTER Driven by Power
John Appleman 100 Cherry Lane High Ridge, MO 63049
210 Country Day Rd Chester MD 21619
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C1 FIT BRAND GUIDELINES | APPLICATIONS
photography Any photography used for C1 Fit’s advertising is to be dynamic and exciting. It should show people being active and using our equipment. We also allow photographs of our equipment without people, as long as it is still a dynamic photo. The following are examples of photography that is ideal for C1 Fit’s advertising.
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C1 FIT BRAND GUIDELINES | APPLICATIONS
merchandise C1 Fit’s merchandise is to be very bold and colorful, and use midnight purple and vibrant red as main colors and vibrant yellow as a secondary color. We want people to look and most importantly feel their best and be able to do so in our clothing. We also want to accurately convey the powerful feeling of working out at C1 Fit in our merchandise.
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C1 FIT BRAND GUIDELINES | APPLICATIONS
website C1 Fit’s website is meant to be easy to navigate while also fitting our bold look and sticking to our primary colors. We want our site to have all information our guests might need right at their fingertips, and to be a resource they check back to often to purchase our merchandise or sign up for our daily fitness classes.
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C1 FIT BRAND GUIDELINES | APPLICATIONS
advertisements C1 Fit’s advertisements are meant to convey our brand’s values in a way that is quick and to the point while also being eyecatching and informative. Our goal in these is to use powerful imagery, corporate gradients, and memorable phrases. One of our core values is feeling powerful, and so we want to use that message as much as possible in our advertising. In addition to that, establishing our sense of community and accessibility are just as important.
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Designed by Kaylan Frisch Identity Systems 2019 | Steve Skaggs University of Louisville HITE Art Institute