T HE VISUAL STANDARDS G UIDE
T HE VISUAL STANDARDS G UIDE
TABLE OF CONTENTS 01 The New Vision Brand Overview
02 The New Identity Logo Mark Logo Anatomy Logo Components Mark Symbolism Alternative Versions Clear Space Size Chart Logo With Background Improper Logo Usage Brand Colors Typography System Business System
03 Brand Extension Future Territory
08
CHAPTER 01 THE N EW V ISION
C HA PT ER 0 1 T HE N EW V ISION
01
THE NEW VISION Brand Overview
09
010
BRAND OVERVIEW
CHAPTER 01 THE N EW V ISION
B R A N D OV ERV IEW
What we were Roxy is a global lifestyle brand, offering products for every aspect of the active girl’s life. Roxy is dedicated to supporting women and girls in their love of surfing and beyond. Roxy is and always has been about inspiring female athletes of all levels to be themselves and to participate and compete in the sports we all love.
What we stand for Instead of just supplying women sports products, Roxy provides opportunities for women to encourage them getting out of comfort zone. We offer courses to help them be more confident and learn skills of extreme sports. Also, we have different sports events and competitions for women to venture beyond and challenge themselves. We support women to be more active in their life.
011
012
CHAPTER 02 THE N EW IDEN T IT Y
C HA PT ER 02 T HE N EW IDEN T I T Y
02
THE NEW IDENTITY Logo Mark Logo Anatomy Logo Components Mark Symbolism Alternative Versions Clear Space
Size Chart Logo With Background Improper Logo Usage Brand Colors Typography System Business System
013
014
CHAPTER 02 THE N EW IDEN T IT Y
LOGO MARK
Communication is the key of gathering ideas and sharing with people. Our idea is to combine an arrow, mountain and wave into one graphic symbol. The pink arrow sticks out in order to present the feeling of the breakthrough. The Roxy wordmark is all caps, and the letter X is formed by combining two of the pink arrow. The logo demonstrates the concept of encouraging women to be active and get out of their comfort zone.
LO GO M A R K
015
016
CHAPTER 02 THE N EW IDEN T IT Y
LOGO ANATOMY
This is the anatomy of our new logo. It shows how we get the shape of graphic symbol and workmark.
X
7X
1X
1X
1X
LO GO A N ATOM Y
5X
X
1X
1X
1X
1X 0.5X
2X
0.5X
1.5X
0.5X
11X
1.5X
0.5X
1.25X
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018
CHAPTER 02 THE N EW IDEN T IT Y
LOGO COMPONENTS
This is the anatomy of our new logo. It shows how we get the shape of graphic symbol and workmark.
Signature
Symbol
Wordmark
M A R K SYM B OL ISM
MARK SYMBOLISM
The Roxy graphic symbol is the combination of an arrow, mountain and wave.
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CHAPTER 02 THE N EW IDEN T IT Y
ALTERNATIVE VERSIONS
Roxy logo is essential to present our brand for different purposes, design situations and media. Before using our logo, please follow our guideline to see how to use our logo in the right way.
A LT ER N AT IV E V ER SION S
Signature Logo The signature logo which includes the graphic symbol and wordmark is the primary version that we most recommend to use for our brand.
Symbol The symbol logo is recommended to use when the space is limited or vertical space.
Secondary Symbol You might use secondary symbol in place if the signature logo and main symbol doesn’t fit the space.
Wordmark The wordmark is recommended to use on the signage and also can use in the limited space.
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CHAPTER 02 THE N EW IDEN T IT Y
CLEAR SPACE
The clear space has been established to ensure logo visibility and impact. Maintaining the clear space zone between the logo and other graphic elements such as type, image other logos, etc. Ensure that the logo always appears unobstructed and distinctly separate any other graphic elements.
X
X
X
Our new logo needs clear space to keep the visual system consistency. There shouldn’t be graphic, text or other sorts of elements within the clear space area.
X
X
C L EA R SPAC E
X
X
X
X
023
X
X
X
X
X
X
X
X
024
CHAPTER 02 THE N EW IDEN T IT Y
SIZE CHART
Size chart helps us to indicate the proper size of our logo to use in the different versions.
S I G N AT U R E
SYMBOL
WO R D M A R K
SIZ E C HA R T
5 CM
10 CM
15 CM
20 M
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026
CHAPTER 02 THE N EW IDEN T IT Y
LOGO WITH BACKGROUND
The logo versions shown below demonstrate proper usage on the bright, dark and colored background. The reserved logo can be applied in white and black. This standard is also applied to the other versions of Roxy logo.
S I G N AT U R E
SYMBOL
WO R D M A R K
LO GO W IT H B AC KGR OUN D
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028
CHAPTER 02 THE N EW IDEN T IT Y
IMPROPER LOGO USAGE Do not use drop shadow. Below are examples of incorrect logo usage. While the new logo appears here, these examples also apply to the use of Roxy logo or other versions.
Do not change the color.
IM PR OPER LO GO USAGE
Do not rotate the logo.
Do not stretch or distort.
Do not misplace.
Do not use outline in any color.
Do not use background.
Do not use gradient.
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030
CHAPTER 02 THE N EW IDEN T IT Y
BRAND COLOR
We chose three colors as our brand color which is pink, dark blue and black as out basic color. These colors represent feminine, nature and challenge.
B R A N D C OLOR
Active Pink
Adventure Blue
Nature Blue
Black
C M Y K
0 100 0 0
C M Y K
95 60 35 15
C M Y K
55 30 35 0
C M Y K
0 0 0 100
R G B
236 0 140
R G B
0 89 121
R G B
125 155 160
R G B
255 255 255
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CHAPTER 02 THE N EW IDEN T IT Y
TYPOGRAPHY SYSTEM
Typography helps to center Roxy brand identity and should be used consistently across campus. To ensure all of our visual communication are consistent, Roxy chooses two typefaces which are Brother 1816 and Athelas.
Brother 1816
Aa We chose Brother 1816 typeface for header and sub header message.
T YPO GR A PHY SYST EM
Light
Bold
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz ~!@#$%^&*()_+
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz ~!@#$%^&*()_+
Book
ExtraBold
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz ~!@#$%^&*()_+
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz ~!@#$%^&*()_+
Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz ~!@#$%^&*()_+ Medium ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz ~!@#$%^&*()_+
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CHAPTER 02 THE N EW IDEN T IT Y
TYPOGRAPHY SYSTEM
Typography helps to center Roxy brand identity and should be used consistently across campus. To ensure all of our visual communication are consistent, Roxy chooses two typefaces which are Brother 1816 and Athelas.
Athelas
Aa We chose Athelas for our body text.
T YPO GR A PHY SYST EM
Light ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz ~!@#$%^&*()_+ Book ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz ~!@#$%^&*()_+ Regular ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz ~!@#$%^&*()_+ Medium ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnop qrstuvwxyz ~!@#$%^&*()_+
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CHAPTER 02 THE N EW IDEN T IT Y
B USIN ESS SYST EM
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038
CHAPTER 03 BRAN D EX T EN SION
C HA PT ER 0 3 B R A N D EX T EN SI O N
03
BRAND EXTENSION Future Territory
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040
CHAPTER 03 BRAN D EX T EN SION
FUTURE TERRITORY
[EX]
[EN] [ED] [SR] [EV] [PD]
Experience
Environment Education Service Event Product
Challenge CH01 CH02 CH03 CH04 CH05 CH06
Winter Camp for Children [EX] Skateboard Park [EN] Hang Gliding Platform [SR] Courage Challenge [EV] Rowing Racing [EV] Survival Competition [EV]
Opportunity OP01
OP02 OP03 OP04 OP05 OP06
Live in the Wilderness [EX] Rock Climbing Club [ED] Freediving Session [ED] Community App [SR] Experience Sharing Platform [SR] Beach Clean-up with Flyboard [EV]
Skill SK01 SK02 SK03 SK04 SK05 SK06
Give It A Try [EX] Training Facility [EN] Establishing Confidence [ED] Protect Yourself [ED] Adventure Kit [PD] Flowboarding Session [PD]
FUT UR E T ER R ITOR Y
Courage Zone
CH01 SK01 CH02 CH04
CH05
CH03
SK02
CH06
OP01 OP02 OP04
OP03
SK03 SK04
SK05 SK06
OP05 OP06
Challenge
Opportunity
Skill
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CHAPTER 03 BRAN D EX T EN SION
FUTURE TERRITORY
CH01 Winter Camp For Teenagers Roxy offers an overnight winter program of skiing for teenagers, age 12-20.
Teenagers will stay in the ski resort for a few days without parents. It’s a good experience for them to be closer to nature and learn the skill. Also, living without parents can be a chance to get out of their comfort zone. Mission-focus
The winter camp provides opportunities for children to experience living without parents so that they can explore and explore their comfort zone. Similar
BJJ Globetrotter, Bay Area Kid Fun Difference
Roxy not only teaches kids how to ski, but also provides a chance for them to learn how to get along with other peers.
CH02 Skateboard park We provide a comfortable and low stress skateboarding space.
We have a female-only skateboard park to provide a safe space for women of all skill levels. They can do what they want and be themselves without judgment. Users can show off their skill and teach each other tricks. Mission-focus
The skateboard park provides women with safe space to encourage each other to be brave and challenge themselves. Similar
SoMa West Skatepark, Under the Bridge Skatepark Difference
The skateboard park has many areas with different levels .
FUT UR E T ER R ITOR Y
043
CH03 Hang Gliding Tour
CH05 Rowing Race
Get a birds eye view of San Francisco.
Provide professional and beginner parts of race so that all the people
This is a tour in the sky. People can have a different experience of touring in San Francisco. A professional will be a tour guide to introduce the area by hang gilding. Roxy provides the tour to see the world from a different angle.
can participate.
Mission-focus
The hang gliding tour provides a unique experience to see nature from another angle.
Rowing race divides to two parts, professional and beginner. People who have no experience in rowing also can participate in the race, and perhaps they will be interested in this sport. The goal is to encourage women to be more active in outdoor sports. Mission-focus
Similar
The rowing race provides a competition so that people are able to get out of their comfort zone and work together.
Tangol, Electric Tour Company
Similar
Difference
Instead of walking around, the tour guide introduce San Francisco by overlooking while hang gilding.
CH04 Courage Challenge We are testing your courage.
Courage challenge is a race that challenges our participant’s courage with speed and strength. There are many tough missions and different levels for participants to overcome. We provide a opportunity to adventure and test the ability they have.
Cambridge University Women’s Boat Club, Oxford University Women’s Boat Club Difference
People who are not familiar with or have never tried rowing before can have an opportunity to try.
CH06 Survival Competition Survival competition is an event where Roxy cooperates with desert national park.
Similar
We plan a path with lots of tough challenges in desert national park. Adventurers need to figure out how to live in the desert for one week without any support. Just like life, it requires participants to use knowledge, strength, speed, intellect, teamwork and creativity to deal with all of the environmental challenges.
Mud Run, Obstacle Race
Mission-focus
Mission-focus
The courage challenge event provides opportunities to participants so that they can challenge the limitation of their body and mind.
Difference
Not only overcome the tough missions in the race, but also be braver to overcome the obstacles in life.
The survival competition encourages people to use their ability to overcome all challenges so that they can be able to face obstacles in their lives. Similar
Escape The Woods, Hunger Game Difference
Having a unique and character building experience of living in the national park.
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CHAPTER 03 BRAN D EX T EN SION
FUTURE TERRITORY
OP01 Live in the wilderness Venture off the grid and learn how to live in the wilderness.
We have camping trips for our customers so that they can learn to survive without modern conveniences and experience living close to nature. We hope to provide people with an understanding of how to live in harmony with nature, and live free of technological devices. Mission-focus
The camping trips encourage people to learn surviving in the wild without modern conveniences so that they can be closer to nature. Similar
DELUXE, TrekAmerica Difference
Knowledge of the environment and wilderness survival.
OP02 Rock Climbing Club Rock climbing lovers can find friends who have the same interest in the club.
Rock Climbing Club is where you can learn how to exercise with others under different circumstances. Also, members can make new friends through partnering, so they can explore new places together and provide mutual support. Mission-focus
The rock climbing club creates a community for climbing lovers to make friends with the same interest so that they will be more active during a highly intensity sport. Similar
Meetup, Couchsurfing, WeGoDo Difference
Make new friends with people who have the same interests as you.
FUT UR E T ER R ITOR Y
OP03 Freediving Session
OP05 Experience Sharing Platform
Have different levels of courses according to your data.
Users can document and share their memories in the platform.
Freediving session is offered for people who are interested in the world under the sea. From novice to expert, no matter what your skill level, we have a class for you. Instruction is one-on-one, so the course level can base on the personal situation.
Roxy creates a platform for people who love to document their adventure with photography and videos to share their memories. It encourages people to be active and create more memorable experiences closer to nature.
Mission-focus
Mission-focus
The freediving sessions provide courses with different levels to encourage people to be more active to chase down tough challenges.
The experience of sharing a platform creates a space for users to share their memories so that they will be more actively engaged in their lives.
Similar
Scuba Schools International, Desert Diver Difference
Each one has their own instructor, and the training courses will depend on your personal data.
OP04 Community App of Camping We provide a community for customers to read reviews from others
045
Similar
Youtube, Instagram, Facebook Difference
Not only share photos and videos, but also shows locations on the map and recommended equipment.
OP06 Beach Cleanup with Flyboard
before going.
Using flyboard to cleanup the beach.
Users can share their experience on this app and leave a review after visiting the camp site, so other people can get more information before going. The app provides an overview of the camp site, existing weather conditions as well as recommended equipment and gear.
Cleaning up the beach through flyboarding would catch people’s attention. Roxy provides an opportunity for the audience to participate in keeping clean issue.
Mission-focus
The community app provides a platform to adventurers so that they can share their experience with others.
The beach clean-up event provides an opportunity to combine skill and environmental engagement for the betterment of both community and nature.
Similar
Similar
Yelp, Angie’s List
Clean-up Event, Recycle Event
Difference
Difference
Provides up-to-the-minute conditions and recommendations.
Make environmental activity more interesting for people to join.
Mission-focus
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CHAPTER 02 THE N EW IDEN T IT Y
FUTURE TERRITORY
SK01 Give A Try We provide opportunities for newbies to try new things.
In order to encourage to seek out potential passions, we have free trial classes in extreme sports for new customers. Our members can invite their friends to join our courses, so they can explore their interests pressure free. The goal is to give our customers a chance to challenge themselves to do things they never tried before. Mission-focus
The free trial classes provide a chance, so people can try new things. Similar
Flywheel, Worldgym, NYSC Difference
Learn the basic knowledge of extreme sports and have an experience so that people can know they are interested or not after trying.
SK02 Training facility Be prepared for an adventure in the gym.
The gym offers training courses that focus on different sports, so adventurers can get different training based on the activity they choose. Also, the gym provides fitness preparedness. Before doing outdoor activities, it’s important to make your body be ready to venture beyond. Mission-focus
The training facility provides opportunities for the audience to challenge themselves so that they can be ready before the adventure. Similar
World Gym, The Firm Difference
Focused training for the activity you choose.
FUT UR E T ER R ITOR Y
SK03 Establishing Confidence
SK05 Adventure Kit
We believe everyone is special and amazing.
Our kit equips you so that you have peace of mind before
We provide classes for our customers that encourage them to be confident and believe in their best potential. Students can cheer each other in class, and build confidence in their abilities.
your adventure.
Mission-focus
The confidence classes help women to establish their confidence so that they will be more positive and believe in themselves. Similar
Self Esteem, Witt Communications Difference
Help you to find out your unique potential.
Martial arts classes are a place where women can develop the mental and physical skills to defend themselves against attacks.
SK04 Protect Yourself Develop the mental and physical skills to defend themselves against attacks.
Our self-defense classes are about martial arts that teach women how to protect themselves by applying the female advantage like women’s lower center of gravity and flexibility vs. men and improving their personal defense skills. They learn how to ward off an attack and earn more time to escape. Mission-focus
The self-defense classes encourage women to improve their skills in self-defense so that they can protect themselves.
Roxy offers a kit that contains tools and a guidebook for outdoor activities. It’s for beginners to better get the hang of the challenges on the trip. Mission-focus
The adventure kit helps the participants be prepared for anything so that they can be more active to venture beyond. Similar
The North Face, Nike, Unchanted Difference
The bag already includes all of the things you need.
SK06 Flowboarding Session A session provides the chance to the beginner with no experience in board sports.
We provide an area at a nearby beach for customers to experience “flowboarding. Although difficult at first, flowriding is relatively easier to get a hang of than the waves. This means that new riders will know what to expect after riding for a while. Also, once riders get used to balancing on the flowboard, it is easy to progress to more complex moves. Mission-focus
The flowboarding session provides opportunities for the beginner to venture with confidence. Similar
Wave House, Camelbeach
Similar
Difference
Krav Maga Institute, United Studios of Self Defense, Bay Jiu-Jitsu
Roxy not only provides session for learning, but also experience surfing with guidance.
Difference
Use the female advantage to ward off an attack instead of only strength.
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CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
CH01
WINTER CAMP FOR TEENAGERS The winter camp provides opportunities for children to experience living without parents so that they can explore and explore their comfort zone.
049
050
CHAPTER 03 BRAN D EX T EN SION
Roxy offers an overnight winter program of skiing for teenagers, age 12-20.
Teenagers will stay in the ski resort for a few days without parents. It’s a good experience for them to be closer to nature and learn the skill. Also, living without parents can be a chance to get out of their comfort zone. Similar
BJJ Globetrotter, Bay Area Kid Fun Difference
Roxy not only teaches kids how to ski, but also provides a chance for them to learn how to get along with other peers.
FUT UR E T ER R ITOR Y
051
052
CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
053
054
CHAPTER 03 BRAN D EX T EN SION
CH02
SKATEBOARD PARK The skateboard park provides women with safe space to encourage each other to be brave and challenge themselves.
We provide a comfortable and low stress skateboarding space.
We have a female-only skateboard park to provide a safe space for women of all skill levels. They can do what they want and be themselves without judgment. Users can show off their skill and teach each other tricks. Similar
SoMa West Skatepark, Under the Bridge Skatepark Difference
The skateboard park has many areas with different levels .
FUT UR E T ER R ITOR Y
055
056
CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
057
058
CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
059
060
CHAPTER 03 BRAN D EX T EN SION
CH03
HANG GLIDING TOUR The hang gliding tour provides a unique experience to see nature from another angle.
Get a birds eye view of San Francisco.
This is a tour in the sky. People can have a different experience of touring in San Francisco. A professional will be a tour guide to introduce the area by hang gilding. Roxy provides the tour to see the world from a different angle. Similar
Tangol, Electric Tour Company Difference
Instead of walking around, the tour guide introduce San Francisco by overlooking while hang gilding.
FUT UR E T ER R ITOR Y
061
062
CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
063
064
CHAPTER 03 BRAN D EX T EN SION
CH04
COURAGE CHALLENGE The courage challenge event provides opportunities to participants so that they can challenge the limitation of their body and mind.
We are testing your courage.
Courage challenge is a race that challenges our participant’s courage with speed and strength. There are many tough missions and different levels for participants to overcome. We provide a opportunity to adventure and test the ability they have. Similar
Mud Run, Obstacle Race Difference
Not only overcome the tough missions in the race, but also be braver to overcome the obstacles in life.
FUT UR E T ER R ITOR Y
065
066
CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
067
068
CHAPTER 03 BRAN D EX T EN SION
CH05
ROWING RACE The rowing race provides a competition so that people are able to get out of their comfort zone and work together.
Provide professional and beginner parts of race so that all the people can participate.
Rowing race divides to two parts, professional and beginner. People who have no experience in rowing also can participate in the race, and perhaps they will be interested in this sport. The goal is to encourage women to be more active in outdoor sports. Similar
Cambridge University Women’s Boat Club, Oxford University Women’s Boat Club Difference
People who are not familiar with or have never tried rowing before can have an opportunity to try.
FUT UR E T ER R ITOR Y
069
070
CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
071
072
CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
OP01
LIVE IN THE WILDERNESS The camping trips encourage people to learn surviving in the wild without modern conveniences so that they can be closer to nature.
Venture off the grid and learn how to live in the wilderness.
We have camping trips for our customers so that they can learn to survive without modern conveniences and experience living close to nature. We hope to provide people with an understanding of how to live in harmony with nature, and live free of technological devices. Similar
DELUXE, TrekAmerica Difference
Knowledge of the environment and wilderness survival.
073
074
CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
075
076
CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
077
078
CHAPTER 03 BRAN D EX T EN SION
OP02
ROCK CLIMBING CLUB The rock climbing club creates a community for climbing lovers to make friends with the same interest so that they will be more active during a highly intensity sport.
Rock climbing lovers can find friends who have the same interest in the club.
Rock Climbing Club is where you can learn how to exercise with others under different circumstances. Also, members can make new friends through partnering, so they can explore new places together and provide mutual support. Similar
Meetup, Couchsurfing, WeGoDo Difference
Make new friends with people who have the same interests as you.
FUT UR E T ER R ITOR Y
079
080
CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
081
082
CHAPTER 03 BRAN D EX T EN SION
OP03
FREEDIVING SESSION The freediving sessions provide courses with different levels to encourage people to be more active to chase down tough challenges.
Have different levels of courses according to your data.
Freediving session is offered for people who are interested in the world under the sea. From novice to expert, no matter what your skill level, we have a class for you. Instruction is one-on-one, so the course level can base on the personal situation. Similar
Scuba Schools International, Desert Diver Difference
Each one has their own instructor, and the training courses will depend on your personal data.
FUT UR E T ER R ITOR Y
083
084
CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
085
086
CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
087
SK01
PROTECT YOURSELF The self-defense classes encourage women to improve their skills in self-defense so that they can protect themselves.
Develop the mental and physical skills to defend themselves against attacks.
Our self-defense classes are about martial arts that teach women how to protect themselves by applying the female advantage like women’s lower center of gravity and flexibility vs. men and improving their personal defense skills. They learn how to ward off an attack and earn more time to escape. Similar
Krav Maga Institute, United Studios of Self Defense, Bay Jiu-Jitsu Difference
Use the female advantage to ward off an attack instead of only strength.
088
CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
089
090
CHAPTER 03 BRAN D EX T EN SION
FUT UR E T ER R ITOR Y
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092
CHAPTER 03 BRAN D EX T EN SION
CONCLUSION
Roxy focuses on three sections: challenge, skill and opportunity to meet our ultimate goal. We aim to encourage women actively chase down tough challenges and venture beyond. In order to achieve our mission, we have developed more extensions to support women to have opportunities to get out of their comfort zone.
C ON C L USION
093
This book is a noncommercial project for educational proposes and is not intended to represent the Roxy brand. Designer Nemo Liu Photography Unsplash.com Software Adobe Creative Cloud Typography Brother 1816 Athelas Binding Blurb.com