HARBOR CITY
HCG GYMNASTICS
Project Book Rebrand Campaign
This Project Book is a creative compilation of the design research and creative development process behind the making of the Harbor City Gymnastics (HCG) Rebrand Campaign. The goal was to develop an exciting and game changing new brand campaign to position HCG competitively at the top of their target market in order to spread awareness, increase memberships and double annual sales.
Empowering today’s to be
youth
fit for life!
Table of Contents
1.0
2.0
Research
Creative
1.1 Brand Research 1.2 Demographics 1.3 Creative Brief
8 12 14
2.1 2.2 2.3 2.4 2.5 2.6
Design Research Moodboard Logo Development Design Toolbox Print and Media Products and Apparel
18 20 22 24 26 28
3.1 3.2 3.3 3.4 3.5 3.6 3.7
3.0
4.0
Style Guide
Final Designs
Introduction Designing with Personality Logo Identity System Fonts and Colors Images and Photography Print and Media Products and Apparel
32 34 36 38 40 44 52
4.1 4.2 4.3 4.4 4.5 4.6
Business Papers Website Digital Media Advertising Products and Apparel Signs and Billboards
References
56 58 60 62 64 66 70
1.0
Research 1.1 Brand Research 1.2 Demographics 1.3 Creative Brief
1.1 Brand Research Founded in 1994, Harbor City Gymnastics (HCG) is a privately owned and operated physical fitness facility that offers a variety of classes and teams for gymnastics, dance, and fitness. HCG believes every child has the ability to learn and grow to achieve a balanced state of physical and mental wellbeing by mastering the core exercises and skill sets of gymnastics. Compared to all other sports activities, only gymnastics builds strength, flexibility, speed, balance, coordination, power and discipline, all at the same time. Gymnastics also develops strong character, independence, ambition and endurance, which have made gymnasts competitive students in the classroom averaging above other classmates. The results of their gymnastics programs have life long benefits that ultimately prepare them for a healthy fit and bright future.
Mark and Anne Weber Owners of Harbor City Gymnastics
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Harbor City Gymnastics – Rebrand Campaign
The Challenge HCG has not had an official logo or strong focus on brand identity until recently. This year, through volunteers, they were able to launch a new website and new logo. However, they have been limited on using it for much more than a static location on the web to post contact information and class schedules.
HCG has been challenged with finding time and affordable ways to keep their business growing. This campaign is specfically designed to overcome these challenges offering all the tools and resources to get HCG up to speed and show their competitors why they deserve to be number one in their market.
1.0 Research
9
Recent Trends The worldwide web has given society open access to an abundance of available knowledge about the latest health issues, dieting, and the growing importance of nurturing your mind, body and spirit to achieve total wellbeing. Changes in healthcare are influencing families to start adopting a more proactive approach to healthcare by focusing on living healthier lifestyles. Working households share concerns about keeping their children active and out of trouble. It is often a challenge for parents to find valuable after school activities that supports mental and physical health and fitness as well as achieving academic success.
In less than two generations, physical activity has dropped by 32% in the U.S. – http://designedtomove.org
These inactive kids score up to 40 percent lower on achievement tests than their active friends. – http://designedtomove.org
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Harbor City Gymnastics – Rebrand Campaign
Today’s 10 year olds are the first generation expected to have a shorter life expectancy than their parents. – http://designedtomove.org
Campaign Action Plan Revitalizing the HCG brand and positioning them in the market to leverage these trends and economic changes, lends a huge opportunity for potential growth and expansion. Through an extensive media plan, an advertising campaign will be created to bring HCG to a new heightened level of awareness in order to be better positioned to offer benefits that are aligned with the needs of their consumers in today’s market.
Focusing on kids before the age of 10 could change the trajectory for the next generation. – http://designedtomove.org
The science is clear. The debate is over. Urgent priority must be given to dramatically increase the world’s commitment to physical activity. – http://designedtomove.org 1.0 Research
11
1.1 Demographics This campaign will target parents ages 25 - 45 years old with children ages 2-10. Individuals are working professionals, educated and health concious. Incomes range from middle to high class. These individuals value the benefits of physical fitness. Their children may be active or non-active, academic driven, or not. This will target families that are wanting to be proactive about their health and want to teach their children valuable life skills and disclipline that will empower them to live a healthy happy life. This campaign will reach out to those looking for after school programs that will be valuable to their childs overall mental and physical development.
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Harbor City Gymnastics – Rebrand Campaign
1.0 Research
13
1.1
14
Creative Brief
Harbor City Gymnastics – Rebrand Campaign
The Creative Brief includes the key information that is the foundation of this brand campaign. This information will drive the creative process and assist in maintaining consistency among all the deliverables affecting all the brand touch points.
Campaign Objective
Unique Selling Point
To rebrand Harbor City Gymnastics (HCG) and launch an advertising campaign that takes HCG to a new heightened level of awareness in order to be better positioned to offer benefits that are aligned with the needs of its consumers in today’s market.
Only gymnastics builds strength, flexibility, speed, balance, coordination, power and discipline, all at the same time.
Key Tenets Inspiring, Ambitious, Fun-loving
Positioning Gymnasts that train at Harbor City Gymnastics will be inspired, learn to be ambitious and work hard to achieve new goals, and will acquire the drive and determination to be healthy fit young adults ready to take on the world!
Key Messaging - Empowering today’s youth to be fit for life! - Inspiring Ambitious Moves - Believe, Achieve, Succeed - Fit for life!
Call to Action To increase membership, sales, and brand awareness of Harbor City Gymanstics.
1.0 Research
15
2.0
Creative 2.1 2.2 2.3 2.4 2.5 2.6
Design Research Moodboard Logo Development Design Toolbox Print and Media Products and Apparel
1.1
Design Research The Competitive Survey SWOT analysis identifies the strengths, weaknesses, opportunities, and threats. HCG has many very important strengths including reputable coaches, great reputation overall, strong competitive track record, and almost 20 years in business. Every business has weaknesses and this campaign will actively address these in order to increase memberships and annual sales. HCG has some great opportunities. With this campaign, they will be positioned to take full advantage of them. In 2007 there was a baby boom. The ideal age for new members is between the ages of 2-6 years old. This baby boom just hit that ideal age and with social media networking it is even easier to target this audience. Health awareness is up, fitness trends are on the rise, the 2012 Olympics inspired the world with the US Gymnastics team winning Gold! Some threats are the current state of the economy, the flux of the local job market causing families to move or adjust incomes while in transition between jobs. The lifelong benefits of gymnastics are often misunderstood or down played and the local gyms have had a longer web presence.With this research, this campaign has been specially designed to overcome the weaknesses, combat the threats, and take full advantage of the great opportunities showcasing all of HCG’s strengths!
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Harbor City Gymnastics – Rebrand Campaign
Strengths - Reputable coaches - Great reputation - Strong track record - Competitive pricing - Founded in 1994
Opportunities - 2007 baby boom - Social media networking - New fitness trends on the rise - Health awareness is up
Weakness - Lack of branding - Generic logo - Static website - No advertising - Location limited
Threats - Economy - Job market - Misunderstood benefits - Local gyms
2.0 Creative
19
2.2
Moodboard
ambit
inspiring 20
Harbor City Gymnastics – Rebrand Campaign
A great way to get a visual feel for any concept is to piece together a collage of images to create a moodboard. Each image conveys an emotion that ties to the brand’s key tenets. All together, this gives you a very broad view of all the creative possibilities. These images were gathered, purely for inspiration only, using http://taggalaxy.com/.
tious
fun-loving 2.0 Creative
21
2.3
Logo Development
Designing the new HCG logo was all about finding the simplest way to make a memorable statement that really represents the brand’s key tenets: inspiring, ambitious, and fun-loving. The other important factor was functionality. This logo needed to easily transfer to all mediums including print, web, digital media, products and apparel.
22
Harbor City Gymnastics – Rebrand Campaign
HCG
Logo Vertical
HARBOR CITY
GYMNASTICS Brandmark
Logo Horizontal
H A R B O R CHI A T YR B O R C I T Y
HCG GYMNASTICS HCG GYMNASTICS
2.0 Creative
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2.4
Design Toolbox
The design toolbox includes all the key design elements that will define the HCG brand essence in each deliverable. It includes the new logo, key images that represent the type of imagery and photography this campaign needs, the font families, as well as color codes and combinations. By using this as the foundational resource along with the style guide, this campaign will live on and be able to continue communicating a clear and concise message promoting HCG and building brand awareness.
NEW LOGO
IMAGES
HCG HARBOR CITY
GYMNASTICS HARBOR CITY
Original Logo
24
Current Logo
Harbor City Gymnastics – Rebrand Campaign
HCG GYMNASTICS
HCG – DESIGN TOOLKIT FONTS
Hello. HEADING Alte Haas Grotesk
HCG
Fit for life! SUBHEADING Tabitha
Reaching new heights. BODY COPY Alte Haas Grotesk
HCG
CMYK 100, 85, 0, 13 RGB 19, 61, 141 HEX 133D8D PMS 2747 C CMYK RGB HEX PMS
0, 0, 0, 42 166, 168, 171 9FA1A4 423 C
HCG
HCG
HCG
TANGO
0, 6, 93, 0 255, 231, 26 FFE71A 803 C
CMYK 0, 100, 99, 4 RGB 227, 27, 35 HEX E31B23 PMS 1797 C
BLACK SKY BLUE
HCG
YELLOW
HCG
BLUE
HCG
CMYK RGB HEX PMS
GRAY
COLORS
CMYK 92, 0, 15, 5 RGB 0, 168, 203 HEX 00A8CB PMS 632 C CMYK RGB HEX PMS
0, 0, 0, 100 0, 0, 0 000000 Black C
HCG
HCG
HCG
2.0 Creative
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2.5
Print and Media
Sketching wireframes, storyboards, and ad mock-ups are the initial iterative steps to creating a new design concept. This creative development process allows for broad innovative creativity that is then tested, refined and refocused down to a very solid design solution.
Stationery
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Harbor City Gymnastics – Rebrand Campaign
Print Ads
Website
2.0 Creative
27
2.6
Products and Apparel
Designing the products and apparel for HCG was all about making a statement and conveying the brand essence and personality. Each item, from the uniforms to the shirts to the gym bags, feature the HCG brandmark in a way that will make a memorable impression. These items are designed to proudly represent HCG members and alumni and will ultimately build positive brand awareness in the community.
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Harbor City Gymnastics – Rebrand Campaign
2.0 Creative
29
3.0
Style Guide 3.1 3.2 3.3 3.4 3.5 3.6 3.7
Introduction Designing with Personality Logo Identity System Fonts and Colors Images and Photography Print and Media Products and Apparel
3.1
32
Introduction
Harbor City Gymnastics – Rebrand Campaign
Keeping Our Brand Promise Our brand is the beating heart of our company. It is the living stream of energy and passion that runs through all we do and say that connects with our audience. From our coaches to our gymnasts, our facilties and our greetings, from our logo to our website, it is all connected to this living fun-loving energetic brand! This is who we are and what differentiates us from our competition. Keeping our brand promise takes nurturing and lots of love. This is how we do it! This style guide provides everything you need to know to ultimately enhance marketing efforts so that effective use of the brand logo, design and expression consistently generates the intended message in order to build positive brand awareness, confidence and trust. We want to weave our passion and team spirit into everything we do and share it with our community. Every positive experience at Harbor City Gymnastics (HCG) helps build our brand equity and increases the likelihood of lifelong member relationships. Using this style guide will ensure that we get the word out and make HCG and our gymnasts truly shine!
3.0 Style Guide
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3.2
34
Designing with Personality
Harbor City Gymnastics – Rebrand Campaign
What makes us Unique? HCG has lots of personality and we want to make sure that comes through in all we do. We are devoted to giving our gymnasts and athletes a safe and positive environment to grow and develop their special skills and discover new talents. To deliver this message of our brand promise, it’s important to design with our key tenets using our voice and tone. This campaign is organically centered around HCG’s brand essence and key tenets:
inspiring + ambitious + fun-loving Our mission is to inspire our gymnasts, teach them ambition, and offer a fun-loving safe environment that leads the way to a rewarding lifetime of fitness. Every design piece should reflect the voice and tone of our mission and these two key messages:
“Empowering today’s youth to be fit for life!” “Fit for life!” “Inspiring ambitious moves.”
3.0 Style Guide
35
3.3
Logo Identity System
The HCG logo has specific standards that need to be followed in order to maintain consistency. This is a symbol of our brand promise that will build credibility when recognized. It will carry the brand essence and make a memorable statement everywhere it goes.
Stand Out! 36
Harbor City Gymnastics – Rebrand Campaign
Brandmark + Logotype = Logo Clear space around the logo allows it to stand out where ever it is. In order to maintain a comfortable amount of clear space around the logo, use the height of the “G” in GYMNASTICS. The full logo, including the brandmark and logotype, should be used at all times where appropriate room is available. It must be legible and no smaller than 1” wide when vertical, and 2” wide when horizontal. For uniforms and merchandise, the brandmark icon is used instead. Use the “G” in the icon to measure clear space around the brandmark icon.
1/2xG G G G G H HA A RR BB O O RR C C II TT YY 1xG G G HCG HCG GYMNASTICS G GYMNASTICSG G G G Brandmark G Brandmark
HCG HCG 1/2xG G G 1xG H HA A RR BB O O RR C C II TT YY G G GGYMNASTICS GYMNASTICSG G G
Logotype
NOTE: The “G” in the logotype and the “G” in the brandmark will always be the same size.
G G G G HCG G HCG G G G 3.0 Style Guide
37
Logo Variations The HCG logo is black, however, if the background is black, the logo would then be all white as seen below. When using the brandmark icon in a circle, the following color combinations are available to use. It is important to use only these color combos based on the HCG color palette. These colors add to the uniqueness of the HCG brand.
Black and White Logos
HARBOR CITY
HCG GYMNASTICS
HCG HARBOR CITY
GYMNASTICS
38
Color Variations on White
Branded Color Combos
HCG
HCG
HCG
HCG
HCG
HCG
HCG
HCG
HCG
HCG
HCG
HCG
Harbor City Gymnastics – Rebrand Campaign
Incorrect Logo Usage Below are samples of the most common incorrect uses of logos. These must be avoided when using any of the HCG logos to avoid looking unprofessional and losing credibility. Do NOT stretch, bend, curve, or distort logos.
Do NOT use patterns in the logo or behind it.
Do NOT add strokes, bevels, or textures.
Do NOT use other colors outside of the color palette.
3.0 Style Guide
39
3.4
Fonts and Colors
Fonts and colors are consistent elements of every piece of this campaign. Consistency is key in representing a cohesive look and feel of the HCG brand. The heading font choice is Alte Haas Grotesk for its young yet sophisticated appeal that represents the energy and discipline of gymnastics. Tabitha font is used as a subheading font or accent font for its casual and fun characteristics.
HCG
HCG
HCG
HCG
HCG
HCG HCG
HCG
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Harbor City Gymnastics – Rebrand Campaign
Fonts
Colors
All communications, marketing and advertising shall use the following fonts for all deliverables to maintain a consistent look and feel to the entire campaign.
The following color codes are for all platfoms.
CMYK RGB HEX PMS
HCG
TANGO
HCG
CMYK 100, 85, 0, 13 RGB 19, 61, 141 HEX 133D8D PMS 2747 C
HCG
CMYK 0, 100, 99, 4 RGB 227, 27, 35 HEX E31B23 PMS 1797 C
SKY BLUE
Subheading: Tabitha
0, 6, 93, 0 255, 231, 26 FFE71A 803 C
CMYK 92, 0, 15, 5 RGB 0, 168, 203 HEX 00A8CB PMS 632 C
BLACK
Fit for life!
YELLOW
Heading: Alte Haas Grotesk
BLUE
HCG
CMYK RGB HEX PMS
GRAY
Hello.
Print/Merchandise: CMYK and PMS Web/Digital: RGB and HEX
CMYK RGB HEX PMS
Reaching new heights. Body Copy: Alte Haas Grotesk
HCG
0, 0, 0, 42 166, 168, 171 9FA1A4 423 C
HCG
0, 0, 0, 100 0, 0, 0 000000 Black C
3.0 Style Guide
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3.5
Images and Photography
The look and feel of this campaign will be driven by key images that convey the brand’s key tenets: inspiring, ambitious, and fun-loving. Smiling faces, gymnastics poses, motion, and energy are all ideal choices. Images need to be clean and appropriate resolution for the intended medium. Imagery and illustrations should all incorporate colors from our brand color palette.
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Harbor City Gymnastics – Rebrand Campaign
3.0 Style Guide
43
Print and Media
3.6
HCG
Nurturing our brand takes time and attention to detail. Every deliverable from a simple business card, to a letter, flyer, video clip or website, has guidelines to be followed. These guidelines allow each piece to be consistent in representing our brand and delivering a solid clear message to our target audience everywhere at anytime. This defines who we are and makes us stand out amongst our competition.
HA
RBO
GYM
R C
ITY 2882 Ma 321.2 riah Dri ve | 42.3 Melb 310 o | www tumble@ urne, FL .HCG H 3 ym.c CGym.c 2940 om om
NAS
TICS
HCG HARBOR CITY
HCG GYMNASTICSFit for life!
HCG
HCG
HCG
GYMNASTICS
Fit for Life!
HARBOR CITY
Fit for Life!
Fit for Life!
GYMNASTICS
GYMNASTICS
GYMNASTICS
GYMNASTICS
HARBOR CITY
HARBOR CITY
HARBOR CITY
HARBOR CITY
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Harbor City Gymnastics – Rebrand Campaign
CH
G
G
CH
Fit for Life!
H
Fit for life!
H
Fit for life!
H
Fit for life!
H
Fit for life!
321.242.3310 | HCGym.com
2882 Mariah Drive, Melbourne, FL 32940 Business Card Dimensions: GYMNASTICS Bleed size: 95.25 × 57.15 mm GYMNASTICS HARBOR CITY HA B Oin R bleeds) CITY (3.75 × 2.25 in)R(1⁄8 Standard cut size: 89 × 51 mm (3.5 × 2 in) Rounded corners: 12pt top left/bottom right See full specification on page 47.
G
CH
HCG
2882 Mariah Drive | Melbourne, FL 32940 321.242.3310 | tumble@HCGym.com www.HCGym.com
Stationery 2882 Mariah Drive Melbourne, FL 32940 321.242.3310 tumble@HCGym.com www.HCGym.com
MM/DD/YYY
Hello
2.5” margins
12pt
round
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras venenatis luctus aliquam. Aenean nec purus consequat metus commodo sagittis. Ut nisl elit, laoreet ut fringilla sed, sagittis adipiscing ante. Proin id sapien cursus lacus lobortis tempus ut non justo. Nullam tristique sapien vitae justo venenatis bibendum. Vestibulum nec felis at sem placerat hendrerit. Duis pharetra, nibh et blandit rutrum, eros mi ultrices elit, a eleifend enim augue et sem. Etiam interdum pulvinar justo, nec pharetra dui tincidunt eu. Duis quis magna mi, ac tempor nunc. Proin rutrum, erat eu egestas vehicula, lorem dolor auctor eros, faucibus vestibulum lacus urna quis libero.
2882 Mariah Drive | Melbourne, FL 32940 321.242.3310 | tumble@HCGym.com www.HCGym.com
Donec hendrerit, elit congue pretium tempor, eros nulla accumsan leo, ac aliquet ligula mi laoreet nisl. Proin porta metus bibendum quam mattis aliquam. Praesent mattis diam ac enim faucibus sit amet sodales elit lobortis. Mauris venenatis ultricies neque et elementum. Morbi eget elementum ante. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Mauris convallis ultrices eleifend. Aenean rhoncus pharetra leo vitae euismod. Morbi non massa quis risus iaculis pharetra. Donec dui nisl, aliquet eu pharetra ut, ultrices eget dui.
0.5” margins
HARBOR CITY
HCG GYMNASTICS
GYMNASTICS HARBOR CITY
Front: White background, black horizontal signature centered with address, phone GYMNASTICS number, and web address. HARBOR CITY
CH
G
G
Signature Name
HARBOR CITY
HCG GYMNASTICS 2882 Mariah Drive Melbourne, FL 32940
Icon
1xG
CH
HARBOR CITY
HCG GYMNASTICS
For letterhead, envelopes and business cards, be sure to include the following design elements and use the correct logo treatment with the HCG color palette.
G HCG
G GFit for life!
Back: Solid color with brandmark icon (follow HCG’s color palette combos). Icon is centered one letter “G” above the tagline. “Fit for Life!” sits centered in the middle of the bottom half.
Name Signature HARBOR CITY
Melbourne, FL 32940 2882 Mariah Drive
HARBOR CITY
H
CH
G GYMNASTICS
eget dui. massa quis risus iaculis pharetra. Donec dui nisl, aliquet eu pharetra ut, ultrices convallis ultrices eleifend. Aenean rhoncus pharetra leo vitae euismod. Morbi non sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Mauris ultricies neque et elementum. Morbi eget elementum ante. Class aptent taciti
Fit for Life! GYMNASTICS HARBOR CITY
H
GYMNASTICS
3.0 Style Guide
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Advertising When designing an ad for HCG, the key to remember is to have:
All Ads must include:
• prominent and visible HCG logo • strong headline message with well written copy • an engaging photo of a gymnast • use HCG’s color palette • provide a clear and visible call to action
Depending on where the ad is going, there will be different specifications to follow. Be sure to find out what they are before you begin designing. Print Ads need to be designed at 300dpi with high resolution photography. Refer to the HCG color palette on page 43 for CMYK and Pantone colors for print. See Standard Print Ads for standard Ad sizes. Web Banners need to be designed at 72dpi and saved for the web as a GIF or PNG file. Be aware that the file size is a critical part of the design. Keeping the file size as lite as possible will allow it to load faster.
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Harbor City Gymnastics – Rebrand Campaign
Common Print Ad Sizes Style Size Full Pg 9.66”w X 11.125”d 3/4 Pg 7.2”w X 11.125”d 2/3 Pg 9.66”w X 7.361”d 1/2 Pg Square 7.2”w X 7.361”d 1/2 Pg Horizontal 9.66”w X 5.479”d 1/2 Pg Vertical 4.75”w X 11.125”d
Common Web Banner Sizes Size 851 x 314 468 x 60 728 x 90 336 x 280 300 x 250 250 x 250 404 x 404 160 x 600 120 x 600 120 x 240 240 x 400 234 x 60 180 x 180 180 x 150 125 x 125
Style Facebook Timeline Banner Full Banner Leaderboard Square Square Square Facebook Wall Square Skyscraper Skyscraper Sm Skyscraper Fat Skyscraper Half Banner Facebook Profile Rectangle Square Button
H HA A RR BB O O RR C C II TT YY
HCG HCG GYMNASTICS GYMNASTICS HARBOR CITY
HCG GYMNASTICS HARBOR CITY
HCG GYMNASTICS
3.0 Style Guide
47
Website Website Design Specs Width: 1024px Align: Center Right/Left Margins: 75px Columns: 6 Gutter: 9px
The new website design is based on 3 columns by 3 columns. Custom web icons were designed to give this site an interactive look and feel to it. Be sure to use the fonts and colors from this style guide for the web.
Web Icons - main menu
Classes
Benefits
Our Story
Arrows:
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Harbor City Gymnastics – Rebrand Campaign
Pics + Vids
HCG Online icons:
ProShop
Contact
Header is consistent on every page: HCG Online Sign In Contact Information Main horizontal navigation Rotating hero banner has key messaging and key images and photography. Arrow indicators used to identify the different banners as they rotate. Hot spots are divided into 3 columns with color coded title bars for each category. Body sections includes key infomation over a white transparent background with calls to action. Footer includes the copyright and social media links.
3.0 Style Guide
49
Spotlight Video Designing multimedia videos can be done many different ways. For this series, all motion graphics deal with still photograpy stylized with high contrast on a white background. Music and after effects add creative transitions between scenes. Be sure to storyboard your concepts and include a consistent theme of logo usage, photography, HCG colors and typography. Appropriate music should be selected to compliment the visuals and should also be consistent with the theme of this series set by the first series video launched or consistent to a new theme still based on the brand’s essence and look and feel. Music should always have a positive upbeat and happy energetic vibe that resembles the HCG environment. These videos are designed for HCG’s YouTube channel and need to follow the standard output requirements.
1
50
2
Harbor City Gymnastics – Rebrand Campaign
Include the following key elements: 1
Engaging introduction that gets the attention of your target audience: “What are you doing after school?”
2
Clean and focused photography that conveys the intended message.
3
Clear take away message: “Empowering today’s youth to be fit for life!”
4
HCG logo
5
Call to action: “Visit us Online to JOIN! www.HCGym.com”
Output Requirements: (check YouTube’s latest specs)
3
4
5
3.0 Style Guide
51
3.7
Products and Apparel
We love to show off our pride and team spirit! From our uniforms to our gymnastics gear, our logo is a symbol of our brand promise. Each product is designed with our color palette to build brand awareness and to proudly represent all we stand for. Inspiring + Ambitious + Fun-loving
Uniforms When performing, our uniforms unify our teams and represent who we are as a whole. The HCG “Icon” is the branded mark that is consistent on every uniform. As the seasons change, the designs using the HCG colors will vary, however, colors should remain black with a solid color accent design.
Male: top center
52
Harbor City Gymnastics – Rebrand Campaign
Female: top left
Gymnastics Gear Using our color palette, logo and tagline, we can create all kinds of fun and eye-catching designs for t-shirts, hoodies, gym bags, wrist bands, water bottles, and more. Follow these basic requirements when branding new items:
• Use one of the HCG logos • Follow all design specifications for logo usage
• Use HCG’s tagline (optional) • Include the website URL • Use the HCG color palette (solid colors only)
• Use the color combinations that
create effective contrast with the logo in order to stand out from a distance (refer to pg. 34)
These products represent our brand promise and should always be designed to proudly represent what HCG is all about.
HCG Fit for Life!
3.0 Style Guide
53
4.0
Final Designs 4.1 4.2 4.3 4.4 4.5 4.6
Business Papers Website Digital Media Advertising Products and Apparel Signs and Billboards
References
4.1
Business Papers
Notepad
Stationery
Envelopes
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Harbor City Gymnastics – Rebrand Campaign
HCG Fit for life!
HCG Fit for life!
HCG
GYMNASTICS HARBOR CITY
CH
Fit for life!
2882 Mariah Drive | Melbourne, FL 32940 321.242.3310 | tumble@HCGym.com www.HCGym.com
GYMNASTICS HARBOR CITY
G
HARBOR CITY
HCG GYMNASTICSFit for life!
Fit for Life!
CH
HCG
G
Fit for Life! GYMNASTICS HARBOR CITY
G
HARBOR CITY
G
CH
Business Cards
GYMNASTICS
CH
Fit for Life!
4.0 Final Designs
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4.2
58
Website
Harbor City Gymnastics – Rebrand Campaign
HCG Fit for Life!
4.0 Final Designs
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4.2
60
Digital Media
Harbor City Gymnastics – Rebrand Campaign
4.0 Final Designs
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4.3
Advertising
Social Media
Flyer H HA A RR BB O O RR C C II TT YY
HCG HCG GYMNASTICS GYMNASTICS
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Harbor City Gymnastics – Rebrand Campaign
Poster
4.0 Final Designs
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4.4
Products and Apparel
HCG Fit for Life!
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Harbor City Gymnastics – Rebrand Campaign
4.0 Final Designs
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4.5
66
Signs and Billboards
Harbor City Gymnastics – Rebrand Campaign
4.0 Final Designs
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Harbor City Gymnastics – Rebrand Campaign
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References RESEARCH Haskell, M. (2004). Tumbling Tots. American Fitness, 22(3), 30-32. B´elanger-Gravel, A. A., & Godin, G. G. (2010). Key Beliefs for Targeted Interventions to Increase Physical Activity in Children: Analyzing Data from an Extended Version of the Theory of Planned Behaviour. International Journal Of Pediatrics, 1-7. doi:10.1155/2010/893854 Archer, S. (2007). Fitness and wellness intertwine: a major industry rises. Retrieved from http://www.ideafit.com/fitness-library/fitness-and-wellness-intertwine-major-industry-rises Fox, C. K., Barr-Anderson, D., Neumark-Sztainer, D., & Wall, M. (2010). Physical Activity and Sports Team Participation: Associations With Academic Outcomes in Middle School and High School Students. Journal Of School Health, 80(1), 31-37. doi:10.1111/j.1746-1561.2009.00454.x (n.d.)(2011). Gym, health & fitness clubs in the us u.s. industry report survival of the fittest. Retrieved from http://www.ibisworld.com/industry/default.aspx?indid=1655 Sutton, T., & Whelan, B. (2004). Complete color harmony. (p. 15). Beverly, MA: Rockport Publishers, Inc. (2007). Design matters//logos. (p. 8). Beverly, MA: Rockport Publishers, Inc. Fout, J. (2009). Social media success!. (p. 8). Silicon Valley, CA: happyab
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Harbor City Gymnastics – Rebrand Campaign
IMAGES All gymnast photos on the following pages were donated by Harbor City Gymnastics for this project and reserve the rights to these photos. Cover, p. 6-9, 11, 14, 16-17, 24, 30-32, 34, 36, 42, 43, 47-48, 50-51, 58-62, 66-67
P. 50-51 – Straight filmstrip: Filmstrip straight: shutterstock_62672827.ai P. 51 – TV monitor: shutterstock_103842515.eps P. 54-55 – Girl walking a balance beam: iStock_000016932494Large.jpg
P. 10 - Image collage (screen shot of google’s search bar, medical papers, and graph) Image source for medical papers: iStock_000016383988Small.jpg
P. 56 – Hand writing on a notepad: shutterstock_64238218.jpg
P. 13 – Screenshot of Google Maps: http://hcgym.com/contact/
P. 59 – Little boy holding a tablet computer: shutterstock_109335908.jpg
P. 18 – Girl doing a backbend: shutterstock_22008697.jpg
P. 60-61 – Filmstrip curved: shutterstock_11676670.jpg
P. 57 – Stationery: shutterstock_64078204.ai
P. 60-61 – Three laptops: shutterstock_74425465.jpg P. 22, 26, 28 – Hand holding marker: shutterstock_50806456.jpg
P. 63 – Girl holding poster: shutterstock_66636850.jpg
P. 40, 43 – Girls climbing on bars: iStock_000019278975Large.jpg
P. 63, 68 – Kids raising hands up: shutterstock_88357615.jpg
P. 42 – Little girl on bars: iStock_000005934838Large.jpg
P. 66 – Billboard: shutterstock_34363462.ai P. 67 – Back of bus: shutterstock_61400443.jpg
P. 44 – Girl holding up a business card: iStock_000002927589Medium.jpg P. 48-49, 62 – Tablet computer: iStock_000018518673XLarge.jpeg
P. 68 – Billboard on brick wall: shutterstock_30540682.jpg All other illustrations were custom designed.
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Empowering today’s to be
youth
fit for life!
www.HCGym.com
Harbor City Gymnastics
Project Book – Rebrand Campaign By KyAlea Kjerulff Media Designer 321.223.6794 | hello@kyalea.com