BRANDING GUIDELINES
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THE BRAND 2 Introduction 4
Mission Statement
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Brand Voice
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Who We Are
IDENTITY SYSTEM 14 Logos 22 Color Palette 26 Typography 28 Photography Style 30 Patterns 34 Iconography
APPLICATIONS 38 Content Guidelines 40 Subscription Box 44 Web Presence 46 Mobile App
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INTRODUCTION Vigor was created by Marissa Caldwell in 2015
towards a specific individual, the team decided
with the intention of making running a simpler
to find a way to make each box unique, just like
part of everyday life. Marissa, alongside several
every member of the Vigor Family. Vigor exists
friends, made a commitment to help unite a
to empower our members and to move forward
community and to create a growing family.
as one and better the rest. From a gift to a
When coming up with Vigor, it was difficult
friend, Vigor has turned into a company 10,000
trying to figure out how to generalize the needs
subscribers strong with over 100,000 boxes
of the running community. Rather than catering
going out each year.
It is our goal to create a family that sticks together. One that wants to better ourselves. A family that cares about themselves and the future of the group.
Vigor wants to appeal to everyone, not just a select group. The idea is to help motivate everyone to become more active and healthier whether it be physically or mentally. Our goal is to create a welcoming community.
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VOICE Vigor uses a sense of power when talking, but
EMPOWERING We speak to motivate each other. We push each other to be the best version of ourselves.
not one where they speak down to the audience. Instead, it is a sense of power that flows from one another and motivates everyone.
CAPTIVATING We use our words to capture the attention of others.
PERSONAL We speak to one person at a time, never to whole groups. Each person is treated as an individual.
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WHO WE ARE
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Motivating
Confident
Exciting
Bold
Modern
Inclusive
Authentic
Empowering
Enthusiastic
Community
WHO WE ARE NOT Preachy
Snobby
Exclusive
Religion
Goofy
Cheap
Aggressive Cultish
BRAND IDENTITY
LOGO DESIGN
The Vigor logo is comprised of the ribbon of a
including large and small print. If the logo must
marathon medal and a logotype set in Adrianna
be printed smaller than 1.5 inches (3.8 cm) or
Extended bold.
digitally displayed smaller than 200px, the small
There is only one lock up of the logo that includes
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version of the logo must be used.
both the mark and the logotype. This version
The small logo does not include the logotype and
of the logo should be used in most instances
has adjusted gaps in the mark.
Primary logo lockup that should be used for large and small print/display. This version of the logo should not be reproduced smaller than 1.5 inches (3.8 cm) OR 200 pixels wide.
Small version of the logo. This version should not be produced larger than 1.5 inches (3.8 cm) OR 200 pixels wide and no smaller than 0.4 inches (1 cm) OR 50 pixels.
Minimum size for small version of the logo is 0.4 inches (1 cm) OR 50 pixels.
CLEAR SPACE
To ensure legibility, always keep a minimum clear space around the logo. This space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd and lessen the impact of the mark. The clear space is defined as the height of the ‘o’. This minimum space should be maintained as the logo is proportionally resized.
** The only times the clear space rule can be disregarded, is when designing for mobile applications or icons.
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COLOR VARIATIONS The color usage for the Vigor logo is minimal. The mark will either appear in the gradient as shown below, or a solid fill of black or white depending on the background color.
SECONDARY LOGOS Vigor’s secondary logos can be used in replace of the primary logo (but should never be used in conjunction with the primary logo.
A. No logo mark
Select secondary logos have specific uses such
ICONS
as app icons or small print.
B. Mobile App
The logotype can be used in instances such as
C. Favicon
sponsorship or collaborations with other brands. The icons can only be used for their specific purpose such as app icons, web bookmarks, etc. The badges can be applied in most places such as packaging, but the primary logo is preferred.
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LOGO TYPE
BADGES D. Standard E. Reverse
HOW NOT TO USE It is important that the appearance of the logo remains consistent. The logo should not be misinterpreted, modified, or added to. No attempt should be made to alter the logo in any way. Its orientation, color and composition should remain as indicated in this document — there are few to no exceptions. A. Do not rotate the logo. ** B. Do not squash or stretch the logo. C. Do not place elements in the clear space. D. Do not resize any elements of the logo. E. Do not rearrange elements in the logo. F. Do not use secondary marks in conjunction with the primary logo. G. Do not use any colors other than the ones stated on page 17 of this document. H. Do not add drop shadows or other graphic styles. I. Do not contain the logo in a box when used on a photographic background. ** The logo mark may be rotated -90° if it is being used for collateral or as a graphic element ONLY.
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A
B
C
D
E
F
G
H
I
COLORS The Vigor color palette is very simple and consists of 3 colors: Orange, Charcoal and Off White. Each color has different shades which can be found on the next spread. Each of the 3 main colors represents part of our brand. Orange evokes energy and stands for vitality and friendliness. Charcoal evokes a powerful, edgy and modern feeling. Off white evokes cleanliness, health and simplicity.
ORANGE HEX RGB CMYK PANTONE
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#FF7B16 225, 123, 22 0, 64, 100, 0 PANTONE 1505 C
CHARCOAL #191919 25, 25, 25 73, 67, 65, 79 PANTONE 426 C
OFF WHITE #EDEDED 237, 237, 237 6, 4, 4, 0
PANTONE 420 C
SECONDARY COLORS The secondary color palette includes a light and dark version of the primary palette. These shades are only to be used for accents to the brand, The primary palette should be a majority of the colors used.
DARK ORANGE #C54C00 RGB: 197, 76, 0 CMYK: 17, 82, 100, 6 PANTONE 1525 C
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ORANGE #FF7B16 RGB: 225, 123, 22 CMYK: 0, 64, 100, 0 PANTONE 1505 C
LIGHT ORANGE #FFAC4C RGB: 255, 172, 76 CMYK: 0, 38, 78, 0 PANTONE 1495 C
DA OFF #C1C1C1
RGB: 193, 19 CMYK: 24, 19,
PANTONE 427 C
ARK F WHITE
OFF WHITE #EDEDED RGB: 237, 237, 237
93, 193 20, 0
C
CMYK: 6, 4, 4, 0 PANTONE 420 C
CHARCOAL #191919 RGB: 25, 25, 25 CMYK: 73, 67, 65, 79 PANTONE 426 C
LIGHT CHARCOAL #333333 RGB: 51, 51, 51 CMYK: 69, 63, 62, 58 PANTONE 425 C
TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the modern and simplistic feel of the brand and should be used across all print and web applications.
ADRIANNA EXTENDED BOLD Use for headlines.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
UPPERCASE
ADRIANNA EXTENDED BOLD ITALIC Use for headlines on collateral.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
UPPERCASE
ADRIANNA EXTENDED REGULAR Use for subheads. Sentence case.
ADRIANNA LIGHT Use for body copy. Sentence case.
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A P a n
BCDEFGHIJKLMNO QRSTUVWXYZ bcdefghijklm opqrstuvwxyz
ABCDEFGHIJKLMNOPQR STUVWXYZ abcdefghijklmnop qrstuvwxyz
PHOTOGRAPHY TREATMENT Imagery used on all platforms should maintain a consistent aesthetic. Use high quality pictures which feature runners in their element. A full view of people’s face should not be shown but sometimes a 3/4 profile is acceptable. Every photo should be in a duotone color space with our charcoal and off white color. When recreating the duotone, the curves for each color should be as follows:
DUOTONE CHARCOAL
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DUOTONE OFF WHITE
PATTERNS The brand patterns are to be used individually, never together. Each pattern has select usages that are listed.
1. THE TRACK The track pattern is only allowed to be used on environmental graphics and in publications on a solid l background. It CANNOT be placed over an image. More information on the track can be found on the next page.
2. GRADIENT The gradient pattern is only allowed to be used as the background of packaging or on digital assets.
3. STRIPES 1 & STRIPES 2 Either stripes pattern can be used only on the sides of packaging. The stripes should NOT be stretched vertically or horizontally. This pattern is NOT to be used on any other assets or documents.
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THE TRACK When using the track pattern, it should only be used on a solid background. The color of the track MUST follow the brand colors. The straight-away (1) of the track can be extended to fill the page more. The track element can be dynamically cropped for the asset but must still read as the track element.
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ICONOGRAPHY Icons are only acceptable on our website and mobile applications, never in print. When designing an icon, it should be created no larger than 200 x 200 pixels in size. The icons are about accessibility and shape and should be as simple as possible. There should be a light and dark version of every icon. The base of every icon should be either charcoal or off white and the accent element should be orange. The color arrangement can be changed if it is a simple icon such as the location icon displayed at the top of the other page. When using the icons, it should be displayed no larger than 150 x 150 pixels.
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APPLICATIONS
CONTENT GUIDELINES LOGO PLACEMENT When creating different collateral, whether it be for print or digital production, the Vigor logo can only be placed in 3 spots. The top left corner (1), bottom left corner (2) or the bottom right corner (3). NEVER in the center (4) of the document or in the top right corner (5). Following this rule will allow for a consistent look across all platforms.
ACCEPTABLE USAGE
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UNACCEPTABLE USAGE
ADVERTISEMENTS When creating a print advertisement, the
The images used should follow the brand photo
headline should be placed in the center of
style. If the values of the headline and subhead
the document set in Adrianna Extended Bold,
are not clear on the image, the whites and blacks
uppercase and in orange. The subhead should be
should be adjusted accordingly.
placed above or below the headline in Adrianna Extended Regular in the Off White or Charcoal color depending on the composition.
HEADLINE PLACEMENT
SUBSCRIPTION BOX There are two options for the Vigor Box: monthly and quarterly. Each member takes a quiz on the Vigor website to customize their box to be more about them. The contents of each box changes from month to month, but includes something for the warm up, motivation, the run, cool-down and up-keep. The initial box is the same for each member and includes a water bottle, yoga strap, vitamins, a motivational poster and a dry-fit tank top. Every box after will contain items varying from vitamins, energy chews, granola bars, protein powder and more. There will always be a motivational poster that also serves as a cover for the items in the box.
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SAMPLE SUBSCRIPTION ITEMS
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OUR WEB PRESENCE Our web presence is vital to growth. With it, members can customize their experience. On our website, they can also purchase all our apparel as well as anything that comes with the subscription.
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MOBILE APP Once a member signs up, they are sent an email welcoming them to the family and are prompted to download our mobile app. On the app, they have access to the Vigor Family where they can see the progress of their friends that are also members or get motivation from everyone across the country. Features of the app include: run tracking, Vigor Family social media and progress tracking. The mobile app is available on all smartphone operating systems. There is also a companion app for all smart watch devices.
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801 Market Street, #1350 Philadelphia, PA 19107 (215) 574-4612 hello@vigorfamily.run