Synced Pilates by Maywish Khan

synced pilates

Our brand guidelines

synced pilates

synced pilates Brand Manual | 2018

synced pilates

Contents

01 Introduction

09 Social media

02 Logo

10 Social media policy

03 Tagline

11 Corporate images

04 Logo usage

12 Checklist

05 Brand colors

13 Contact info

06 Typography

Contents

07 Stationary 08 Video usage

BRAND GUIDELINES

synced pilates

Introduction Synced pilates! who we are? Synced pilates is a small neighborhood studio offering private, pre-scheduled classes. Clients schedule online directly, via phone or email. Clients are often referred by chiropractors or physical therapists, and we we educate the client about safe, long-term ways to approach movement and exercise. Anatomy charts are commonly used with clients to explain their injury or why a certain exercise is no longer appropriate for them. Synced pilates pricing is reasonable compared to high-end health clubs, while offering customized classes, private sessions, recorded instruction, and the opportunity for open-hours drop-ins. This self-modulated approach to pilates is unique to the Synced pilates studio. Proprietary videos are for clients-only, and when used in conjunction with private sessions and open-hours drop-ins, clients achieve results in the most powerful and efficient manner.

Brand values Individuality - (everyone has their own strengths and limitations, customized practice) Intelligent Movement - (safe, educated, informed, body-awareness)

Introduction

Discipline -(commitment, strength over time, adherence to principles) Longevity - (sustainable movement to last a lifetime, build a strong foundation) Loyalty- (commitment to our clients, long term relationships, repeat business)

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Brand personality spectrum Personable and friendly Spontaneous, high energy Modern and high tech Cutting edge

Corporate, professional Careful thinking, planning Classic and traditional Established

Fun

Serious

Accessible to all

Upscale

Introduction

Target market The typical clients are busy female professionals over 35 working as lawyers, dentists and tech execs. Many of them are parents, a few are primarily moms because they have very young kids. They are smart with a little bit of an edge, and donâ&#x20AC;&#x2122;t like things to be too cute or pretty. A little bit of cleverness would make them smile. They are not coming for a spiritual experience, and donâ&#x20AC;&#x2122;t want to hear any hippie talk. Many of our clients walk or live within walking distance, but often drive to the studio as street parking is easy most of the day. They shop at high-end places like Whole Foods or the local expensive food market, use Amazon and other online services for convenience. They have money but can feel like doing private Pilates sessions can seem expensive. They are on FB & IG but not heavy users, most of them have professional profiles on LinkedIn. BRAND GUIDELINES

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Logo Primary version Our corporate mark consists of two elements; the logo and the logotype. The logotype font is Gotham Light - a modern, light yet striking font. The logo is kept simple to match the overall minimalistic feel. There are two versions of our corporate mark the vertical version and horizontal version. choose the corporate version that best fits the physical layout in which it will be used.

logo

synced pilates

Horizontal logo

logotype

Logo

logo

logotype

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Vertical logo

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Logo Construction The electronic data prepared in accordance with the accurate ratio of size, and which is supplied by the Corporate Mark Committee, shall be used. Any transformed mark shall not be used, except for enlargement or reduction with the ratio of length and breadth of 1:7 remaining fixed.

82mm

synced pilates 389mm

Logo

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Logo sizing To make sure our logo is always visible we’ve determined a minimum display size for the digital and print applications.

synced pilates

Minimum print size is 20’ wide minimum digital size is 260 pixels wide

Minimum print size is 5’ wide minimum digital size is 200 pixels wide

Logo

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Variations The color usage is fairly minimal. The logo will be used in black or white against neutral backgrounds, use the white version for black backgrounds and the Primary version for white backgrounds. Colors and combinations other than the following two types shall be prohibited.

synced pilates Dark version

synced pilates Logo

Light version

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Tagline Possible taglines Following are the possible taglines of Synced pilates studio. ● Get synced with pilates ● Synch pilates with your life

Tagline

● Pilates! That’s all we do

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Logo Usage Formats Logos are available in a variety of formats, such as EPS, PDF, PNG and JPG. Both EPS and PDF formats are used for print media and can only be opened using specific software. JPG and PNG formats are mainly used for digital media.

Correct Logo placement Different formats require the logo to be placed in different positions, but as a general rule official logo should be placed in the top right-hand corner. However, best judgment should be exercised on a case-by-case basis, and there are many exceptions to the general rule.

Incorrect logo applications or Usage

Logo Usage

You must not change the shape or color of the logo, make it fuzzy, add text to it, change its proportions, crop it or in any other way change the original design. These rules apply to all versions of the logo.

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DO’s and Don’ts We don’t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo.

01. If it’s unavoidable to sit the logo on a color or a photo, use the negative logo. 02. Do not rotate or stretch the logo. 03. Do not place the logo on the wrong colors. And never add other colors to the logo. 04. Do not add other elements to the logo like letters, boxes or frames etc. 05. Do not produce or use line art logo. 06. Do not use the logo on backgrounds that are not in good contrast with the logo.

Logo Usage

07. Do not add embellishments like drop shadows, embossing etc. to the logo.

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Incorrect Usage The following are examples of incorrect logo usage

synced pilates Undesignated color

synced pilates Gradation

synced pilates Wrong font

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Transformed

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Logo Usage

Line art

synced pilates www.synced pilates.com

Inclusion of letters and box

Effects

synced pilates Size of graphic element

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Brand Colors Color Usage The main colors or primary color palette of synced pilates are cyan and dark cyan.

Brand Colors

Color references are included for CMYK, RGB and HEX Values for consistency across different media. Where possible, the logo should be reproduced in the CMYK color process. Equivalent colors can be composed using the RGB and HEX references included when the logo is to used digitally

C YA N COLOR CODES

D A R K C YA N COLOR CODES

CMYK - 96, 2, 0, 46

CMYK - 93, 24, 0, 60

RGB - 5, 135, 138

RGB - 7, 78, 103

HEX - #05878a

HEX - #074e67

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Secondary Colors The palette allows the addition of secondary colors to enrich the visual identity of our brand. Lighter tints (up to 20 %) of

Brand Colors

these colors is also allowed.

G R AY I S H BRIGHT DARK YELLOW SOFT RED ORANGE LIME GREEN PURPLE M A G E N TA C O L O R C O D E S C O LOR CODES COLOR CODES COLOR CODES COLOR CODES COLOR CODES CMYK - 3, 75, 0, 64

CMYK - 0, 93, 24, 60

CMYK - 0, 31, 77, 13

CMYK - 23, 0, 23, 9

CMYK - 0, 1, 17, 1

CMYK - 0, 41, 36, 2

RGB - 90, 23, 93

RGB - 103, 7, 78

RGB - 221, 153, 51

RGB - 179, 232, 178

RGB - 252, 249, 208

RGB - 249, 146, 159

HEX - #5a175d

HEX - #67074e

HEX - #dd9933

HEX - #b3e8b2

HEX - #fcf9d0

HEX - #f9929f

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Typography Font Usage Text for correspondence and publications should preferably be set in upper and lower-case, and flush left with ragged right. Capitalization should never be used for body text, but is acceptable for headings.

Corporate font 1

The font family to be used is Lato. Stylings to be used are thin, regular, medium, italic, bold. When translating texts in graphic work, original fonts can be used.

Typography

Lato ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( )

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Corporate font 2 Our second corporate font is Gotham Light, which is used in our corporate logo or brand mark. This font is best used for our logo and can also be used where needed.

Gotham light

Typography

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( )

Aa BRAND GUIDELINES

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Stationary Stationary Usage Business stationery is very important because it not only identifies the business, but it is also an effective marketing tool. Custom stationery demonstrates professionalism and can often attract new clients.

Envelopes The envelope will be used for all official contact and communication of our company. These are the approved layouts. Other formats are also allowed.

SYNCED PILATES| 345 SPRING AVENUE | SOMEWHERE WONDERLAND

Stationary

synced pilates

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The Letterhead Clean and simple, we designed our stationary to align with our visual system. The letterhead features the logo in the left of

Stationary

the top with the business contact information at the bottom.

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Business Card

Stationary

Our corporate business card design.

Front

Back

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Email signature

Stationary

Our corporate email signature.

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Corporate postcard Postcards are an inexpensive way to get an immediate message to customers. Following is our corporate postcard design.

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Stationary

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Flyer template

Stationary

Our corporate Flyer template, which can be used for promotional and other offers

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Window decal Officially three color window decals are allowed to use, white, cyan and dark cyan. following is our corporate window decal.

Stationary

Cyan

Dark cyan

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Online Banner Ads

Stationary

Our corporate banners ad template to promote a brand.

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Stationary

Outdoor Banner

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Tshirt design

Stationary

Our corporate Tshirt design.

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Email template Our corporate newsletter template View as a web page

Lorem Ipsum Consectetur adipisicing elitsed do eiusmod tempor sitabore et dolore magna aliqua. Read more » Read more »

lorem ipsum Lorem ipsum dolor lorem cupidat non proident, sunt in culpa qui officia deserunt mollit telaborum.

Stationary

LOREM IPSUM

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Video Usage This information is for production companies and Brand staff who are producing videos to be hosted on the Brand website and other official channels or on third party sites. To get the best quality footage and interesting story lines, videos should be made by professional video production companies. To ensure a ‘look and feel’ that’s in line with our house style, follow the guidance below.

Rules Video has become an effective media to showcase the excellence of Synced pilates and help the Brand to achieve their goals. Just like other mediums, it is important to properly represent and include Synced pilates branding. Several tools are available to brand Synced pilates video pieces.

Bug

Video usage

The bug identifies the production as an Synced pilates production. This graphic is placed in the lower-right corner of the imagesafe area of the video and should remain on the screen for the production between the opening and closing bumpers.

Lower Third To identify subjects in video productions, use a lower third bar in the Synced pilates branded video style.

BRAND GUIDELINES

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When adding subtitles to the video, use Lato font When showing a name and title use: First Name Last Name: Your name Department Name: FOUNDER AND CEO / Trainer

The Synced pilates logo bug is placed throughout the video piece.

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Video usage

YOUR NAME TRAINER

Lower Third identify the subjects in video productions.

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The graphic is an editable file so text can be updated. However, the selected font (Arial or Gotham) should be used, as this is part of the Synced pilates branding. Once finished, the graphic should be saved as a TIFF file with 'layers' and 'alpha channels' selected. This file should be compatible with most video editing applications. The graphic can be placed at the bottom of the image-safe area of the screen using keyframes or your editor's particular option for moving graphic layers.

Guidelines • Use this lower third only for name identifications. • In all other cases (location, description, or a factoid), use single line ID or the Fact Bar. • Keep the subheading as simple as possible. Never use more than one line for a subheading in this lower third. Avoid lengthy subheadings. • Keep text within Action Safe area. Never let text go beyond the right margin

Dissolve Use and Duration • Standard dissolve length: 2 frames (24fps), 3 frames (30fps) • If subject appears part of the way into the shot, fade in 2 frames to lower third. Ideally time your fade in with the camera move.

Video usage

• Do not fade out lower third if the shot duration is 3.5 seconds or shorter. Allow lower third to end on the cut. • Do fade out all titles otherwise.

Background Music Background Music must not distract the audience. Avoid music that is widely recegnized. Use music only to enhance the mood. Do not use busy music during dialog scene. Do not mix styles of music within a program Breaking the rule BRAND GUIDELINES

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of using music for mood produces affects that capture the audiences attention Using catchy music may be neccasary for a convincing setting. Mixing styles if music within a program maybe constant with setting a particular scene. It can help create emotion, drive the pace and flow, and even hide pesky audio edits. Preferably, audio should be captured separately to ensure the highest quality. Background music should be at -41 dB. Consider the nature of audio needed (stereo, surround).

Graphics and Duration • Different graphics are used in the brand video for which time duration is given below • Minimum duration: 2 second • Average duration: 3 seconds • Maximum duration: 4 seconds

Bumper

Video usage

An opening bumper includes the Synced pilates logo and should be placed at the head of any video project to brand it as an Synced pilates production. The closing bumper identifies that the production is the intellectual property of Synced pilates and should appear at the end of the production.

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Bumpers: Opening and closing graphics, called bumpers, are to be placesd at the beginning and end of video piece

synced pilates synced pilates

Opening Bumper

www.syncedpilates.com

Closing Bumper

What Are the Deliverables?

Video usage

You should be unambiguous with your video providers or in-house crew as to how your videos should be delivered. There will likely be different deliverables depending on the end use of the video. •Web: 720p is usually an adequate resolution for nearly all web uses. •Events: If you have events where video is being projected on a large screen, it is advisable to ask for higher resolutions. Certainly 1080p, but if your venue has the right screening capabilities, 4K video will look fantastic. •Trade shows and in-person demonstrations: Usually these take a digital file. •Internal and Broadcast TV: Sometimes these will require a slate and 2-pop before the picture starts. BRAND GUIDELINES

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For each of these end-uses, you should define the following: •Resolution, such as 720p, 1080p, or higher •File format, such as Quicktime or WMV •Codec, such as .H264 or ProRes 444 •Audio specifications, such as 48Khz Stereo •Bitrate •File-naming convention Also, if you expect working files to accompany all video deliveries, you should say so. This is not a trivial request for most video providers, and might well incur overages if it is not defined in your contract scope

Animation Styles Is there a particular animation style that fits your brand perfectly? Are there animation approaches that are just inherently wrong? If there is, say so. Here are the styles of animation available: •Motion Graphics (very limited or no character animation) •2d Character (drawn, or traditional style)

Video usage

•2d Character (vectorized, or puppet style) •3d or CGI •Stop-motion

BRAND GUIDELINES

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Social Media Social media is a place to be creative, engage with your audience, and reinforce key messaging surrounding your individual department. While language and content are often less strict on social media than on our official websites and publications, you should take care that your social media channels still represent synced pilates appropriately and consistently. Our social media brand guidelines will help you maintain a suite of social presences that are presentably cross-branded across the University without any confusion as to what’s official and what’s not.

Be Creative What social personality do you want to convey? Consider your profile and background images to be extensions of your web presence. Social media is your opportunity to give yourself a consistent, recognizable look and feel. Be creative. Be unique. Be yourself.

Profile & Background Pictures When adding profile or background images to social media accounts:

•Do use an iconic and identifiable photograph as your graphical representation. Consider using a portrait or a photo of your

Social media

location. •Don’t use a syncedpilates logo as your graphical representation, unless it appears in a photo.

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Facebook Guidelines Explanation

Here you will find the social media guidelines for Facebook. This will help you to prepare your Posts in correct way and give you the best possibilities to provide images and media links to your audience. This will help you to have the most effective interaction with your social media fans or visitors.

•Profile picture

Use an iconic photograph cropped to 200 pixels wide (no height constraint). Avoid using words or solid colors; they degrade when rendered by Facebook.

•Vanity URL

This can never be changed, so choose carefully. Consider establishing a consistent naming convention; for example: twitter.com/ syncedpilates, facebook.com/syncedpilates, and flickr.com/syncedpilates.

•Page name

No character limit.

•Page type

Social media

Under “Official Page,” select “Local Business” and then “Health”

•Timeline cover photo

This is the first thing visitors to your Timeline see, so the cover photo should be engaging, and sized 851 x 315 pixels. You may choose a pre-formatted image from our Synced pilates-themed Timeline photos.

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Instagram Guidelines Explanation

•Profile picture

Use an iconic photograph cropped to 110 x 110 pixels.

•Name

Be as specific and descriptive as possible within the 30-character limit.

•Location

If you’re near Synced pilates’s Studio, use Synced pilates as your location.

•Bio

Be as specific and descriptive as possible within the 150-character limit. Use this space to promote hashtags that are important to your department.

Social media

•Website

Link to your Synced pilates.com website.

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Twitter Guidelines Explanation

•Profile picture

Use an iconic photograph cropped to 70 pixels x 70 pixels.

•Background

Use an image cropped to 1600 pixels x 1200 pixels. Avoid busy, repeating backgrounds.

•Name

Be as specific and descriptive as possible within the 20-character limit.

•Location

If you’re near Synced pilates’s Studio, use Synced pilates as your location.

•Bio Social media

Be as specific and descriptive as possible within the 160-character limit.

•Website Link to your website on Synced pilates.com.

•Twitter URL

Matches your account name. BRAND GUIDELINES

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Social Media Policy HERE YOU WILL FIND INFORMATION ABOUT THE SOCIAL MEDIA POLICY OF SYNCED PILATES. -

INTRODUCTION TO OUR SOCIAL MEDIA POLICY: Social media is changing the way we work, offering a new model to engage with customers, colleagues, and the world at large. We believe this kind of interaction can help you to build stronger, more successful business relationships. And it’s a way for you to take part in global conversations related to the work we are doing at Synced pilates and the things we care about. These are the official guidelines for participating in social media for Synced pilates. If you’re an Synced pilates employee or contractor creating or contributing to blogs, wikis, social networks, virtual worlds, or any other kind of social media, these guidelines are for you. They will evolve as new social networking tools emerge, so check back regularly to make sure you’re up to date.

Social media policy

Participation in social computing on behalf of Synced pilates is not a right but an opportunity, so please treat it seriously and with respect. If you want to participate on behalf of Synced pilates, get your manager’s approval, complete the Social Media@Synced pilates training, and then send your account handles to the Social Media Center of Excellence. Please know and follow the Synced pilates Code of Conduct. Failure to abide by these guidelines and the Synced pilates Code of Conduct could result in discipline up to and including termination. Contact social.info@Synced pilates.com for more information.

Please also follow the terms and conditions for any third-party sites.

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Rules of Engagement 1. Disclose Your honesty—or dishonesty—will be quickly noticed in the social media environment. Please represent Synced pilates ethically and with integrity. •Be transparent: If you make an endorsement or recommendation about Synced pilates’s products/technologies, you must disclose that you work for Synced pilates. If you do not have an “Synced pilates” handle, then use “#work4Synced pilates” in your postings. Using a disclaimer in your bio or profile is not enough per the FTC. •Be truthful: If you have a vested interest in something you are discussing, be the first to point it out and be specific about what it is.

Social media policy

•Be yourself: Stick to your area of expertise; only write what you know. If you publish to a website outside Synced pilates, please use a disclaimer like this one: “The postings on this site are my own and don’t necessarily represent Synced pilates’s positions, strategies, or opinions.” •Be up-to-date: If you are leaving Synced pilates, please remember to update your employment information on social media sites.

2. Protect Make sure all that transparency doesn’t violate Synced pilates’s confidentiality or legal guidelines for commercial speech—or your own privacy. Remember, if you’re online, you’re on the record—everything on the Internet is public and searchable. And what you write is ultimately your responsibility.

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•Don’t tell secrets: Never reveal Synced pilates classified or confidential information. If you are posting your job description on LinkedIn, be sure not to reveal confidential product information. If you’re unsure, check with Synced pilates PR or Global Communications Group. Off-limit topics include litigation, non-published financials, and unreleased product info. Also, please respect brand, trademark, copyright, fair use, and trade secrets. If it gives you pause—pause rather than publish. •Don’t slam the competition: Play nice. Anything you publish must be true and not misleading, and all claims must be substantiated and approved. •Don’t overshare: Be careful out there—once you hit “share,” you usually can’t get it back. Plus, being judicious will help make your content more crisp and audience-relevant.

3. Use Common Sense

Social media policy

Perception is reality and in online social networks, the lines between public and private, personal and professional, are blurred. Just by identifying yourself as an Synced pilates employee, you are creating perceptions about your expertise and about Synced pilates. Do us all proud. •Add value: There are millions of words out there—make yours helpful and thought-provoking. Remember, it’s a conversation, so keep it real. Build community by posting content that invites responses—then stay engaged. You can also broaden the dialogue by citing others who are writing about the same topic and allowing your content to be shared. •Don’t make claims: We must use FTC mandated disclaimers in all communications when benchmarking or comparing processors. So stay away from saying our products are smarter/ faster/ higher-performing in your social media postings. Leave that to the experts. •Did you screw up? If you make a mistake, admit it. Be upfront and be quick with your correction. If you’re posting to a blog, you may choose to modify an earlier post—just make it clear that you have done so. BRAND GUIDELINES

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Corporate images DESCRIPTION Corporate Images are responsible to transfer the values of Synced pilates ´s to our customers or our potential customers. It is a composite psychological impression that continually changes with the firm’s circumstances, media coverage, performance, pronouncements, etc. Synced pilates use various corporate advertising techniques to enhance their public image in order to improve their desirability as a supplier, employer, customer, borrower, partner, etc.

DARK IMAGES Requirements:

Corporate images

• desaturate colours • modern and business like • high contrast • sharp images • minimalistic look

LIGHT IMAGES Requirements: • • • • •

desaturate colours high contrast sharp images minimalistic look modern and business like

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Corporate images

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Checklist Best to have a checklist. Then you know that you have done everything right.

01 The Logo

Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements.

02 Backgrounds

The logo should not appear on light or cluttered images without being reversed out.

03 Graphics

Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower Our Company logo.

04 Typography

Check that our corporate typefaces have been used appropriately where applicable.

05 Design

Be sure to provide these guidelines to third parties or collaborating partners.

Checklist

A final thought...

If in doubt, take a look back through this document, all the answers are there. We don’t ask for much, just a little love and respect for our branding which is why we think we’ve created a flexible system that won’t stifle your creativity.

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Contact info If you have any questions, please feel free to get in touch with us.

652 Chenery Street Â· San Francisco 94131 415 333 9133

Contact info

www.syncedpilates.com

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