Brand Style Guide
www.fightlab.co.uk
Contents
01
Logo Usage
04 5
02
Color Usage
Photography Style
21
05 14
Illustration Style
27
03
Typography Usage Fightlab
16 Brand Guideline
2
About Us
Fitness Apparel to Stretch, Sweat, and Fight In. Fightlab is the fitness and fight-sport apparel company that boxing, MMA, and kickboxing fans have turned to for high-quality fitness gear and fighting accessories for over a decade.
With bold, unique designs and tough, durable construction, Fightlab offers a wide variety of fitness apparel, fighting gear, and activewear that is ideal for bulking up at the gym, swinging kettle bells, or jumping into the ring. Each unique design is modern, trendy, and available in a wide array of vibrant colors and assorted cuts for men and women alike.
Founded in Thailand and with satellite stores in the United Kingdom, Fightlab offers fitness apparel and activewear for men and women that is supremely comfortable, stylish, durable, and affordable. Our designs make exercise, fitness, and strength training stylish and fun. Whether you’re jumping in the ring, going for a run, or simply want to look your best while out on the town – join over 500,000 satisfied clients worldwide with the high-quality, stylish, and high-performing fight gear and fitness apparel found exclusively at Fightlab.
Fightlab
Brand Guideline
3
Keywords 01
02
03
04
Fightlab
Edgy Lifestyle Trendy Young
Brand Guideline
4
01
Brand Identity
It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
Logo Usage Fightlab
Brand Guideline
5
01 Logo Usage
Main Logo Outlined Our main logo is based on a script font. The main logo is designed to be distinctive and stylish. In most cases the main logo shall be presented in all brand materials for consistency in brand communication.
The nature of the elements in the main logo should not be modiďŹ ed, recreated or transformed in any way. The main logo shall
Non-outlined
never be streched and should be resized proportionately so that it is legible at all times.
Fightlab
Brand Guideline
6
01 Logo Usage
Secondary Logo Our secondary logo is bold and strong. The secondary logo is mainly applied on Thai boxing pads only such as boxing gloves and never applied on apparels.
Tagline Our tagline is written in a script font, designed to be distinctive and stylish. The style of the tagline complements the logo design, creating a uniďŹ ed look.
Fightlab
Brand Guideline
7
01 Logo Usage
Logo Variation Logo variation provide different versions of the brand logo to be used for content and marketing material. Here are the logo variations that can be used for brand application.
Outlined Main Logo + Tagline
Non-outlined Main Logo + Tagline
The nature of the elements of the logos should not be modiďŹ ed, recreated or transformed in any way. The logos shall never be streched and should be resized proportionately so that it is legible at all times.
Secondary Logo + Tagline
Fightlab
Brand Guideline
8
01 Logo Usage
Logomark The logomark features the "F" and "L" initials and acts as the identifying symbol to represent the brand. The logomark is used for smaller sized and is also ideal for social media avatars, stamps, wax seals, and stickers.
The nature of the elements in the logomark should not be modiďŹ ed, recreated or transformed in any way. The logomark shall never be streched and should be resized proportionately so that it is legible at all times.
Fightlab
Brand Guideline
9
01 Logo Usage
Logo Clearspace
For main logo with or without outline, with or without tagline, the minimum clearspace is
Clear space is the area surrounding the logo
determined by the height
that must be kept free of any other graphic
and width of the "b" initial
elements. This exclusion zone indicates the
from the logotype.
closest any other graphic element can be positioned in relation to the logo.
x
For logomark, the minimum
For secondary logo with
clearspace is determined
or without tagline, the
by the x-height as shown in
minimum clearspace is
the illustration on the right.
determined by the height and width of the "H" initial
The x-height equals to 1/6
x
Fightlab
from the logotype.
of the logomark size.
Brand Guideline
10
01 Logo Usage
Minimum Size To ensure legibility and clarity, please do not scale the logo below the recommended size. The logo shall never be streched and should be resized proportionately so that they are
Minimum
Minimum
Minimum
Width: 40mm
Width: 15mm
Width: 25mm
legible at all times.
Minimum
Minimum
Minimum
Minimum
Minimum
Width: 35mm
Width: 8mm
Width: 35mm
Width: 35mm
Width: 35mm
Fightlab
Brand Guideline
11
01 Logo Usage
Logo Color Usage
The logo can be used in black againts light colored background or white againts dark colored background.
Fightlab
Brand Guideline
12
01 Logo Usage
Incorrect Usage
Do not create compositions that
Do not rotate or
Do not resize or modify
Do not add any unofďŹ cial
are not provided in the guideline
reect the logo
any part of the logo
elements in the logo
Do not compress or stretch
Do not use gradient,
Do not change the color of
Do not add in special
the logo, always resize
always refer to the color
logo, always refer to the
effects such as drop
proportionately
usage guideline
color usage guideline
shadows or 3D effects
Fightlab
Brand Guideline
13
02
Brand Identity
It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
Color Usage Fightlab
Brand Guideline
14
02 Color Usage
Minimum Size To ensure legibility and clarity, please do not
Black
White
scale the logo below the recommended size.
HEX 000000
HEX FFFFFF
The logo shall never be streched and should
CMYK 75 68 67 90
CMYK 0 0 0 0
be resized proportionately so that they are
RGB 0 0 0
RGB 255 255 255
legible at all times.
Fightlab
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
Brand Guideline
15
03
Brand Identity
It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
Typography Usage Fightlab
Brand Guideline
16
03 Typography Usage
Primary Typeface
ABCDEFGHIJKLMNOPQ RSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+
Typography plays a large role in our brand identity. Geomanist family is the chosen primary font for the brand.
The sans serif typeface is used for Headers, titles and smaller exerts of text that require further emphasis.
ABCD Fightlab
Brand Guideline
Vision Family 17
03 Typography Usage
Secondary Typeface
ABCDEFGHIJKLMNO PQRSTUVWXYZ áâàäãåabcdefghijklm nopqrstuvwxyz 1234567890 !@#$%^&*()+
Typography plays a large role in our brand identity. Libre Franklin family is the chosen secondary font for the brand.
The sans serif typeface is used for body copy and larger paragraph of text. Within brand materials, Libre Franklin should always appear smaller in scale in relation to Vision.
ABCD Fightlab
Brand Guideline
Libre Franklin Family 18
03 Typography Usage
Typographic Hierarchy Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.
Heading with Vision Bold Libre Franklin Regular is used for body copy. Libre Franklin SemiBold can be used to highlight or emphasize certain area of text. The heading above is Vision Bold. Vision Heavy can be used to higlight or emphasize the title.
Buttons In Vision Bold
Fightlab
Brand Guideline
19
03 Typography Usage
Typographic Hierarchy Typographic hierarchy is a system for organizing type that establishes an order of importance. This allows for clarity, consistency and a legible hierarchy for all communications.
Subheading in Libre Franklin Medium
Heading in Vision Bold The heading above is Vision Bold. Libre Franklin SemiBold or Medium and be used for subheadings.
Vision Bold can be used for smaller exerts of text that require further emphasis.
Fightlab
Brand Guideline
20
04
Brand Identity
It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
Photography Style Fightlab
Brand Guideline
21
04 Photography Style
Photography Style
Keywords 01
02
03
04
Fightlab
Brand Guideline
Edgy Lifestyle Trendy Young 22
04 Photography Style
Fightlab
Brand Guideline
23
04 Photography Style
Fightlab
Brand Guideline
24
04 Photography Style
Fightlab
Brand Guideline
25
04 Photography Style
Fightlab
Brand Guideline
26
05
Brand Identity
It is important that our branding remains consistent. Please obey the brand guidelines for consistent brand communication.
Illustration Style Fightlab
Brand Guideline
27
05 Illustration Style
Illustration Style Our illustration style are simple, clean & straightforward.
Fightlab
Brand Guideline
28
Brand Style Guide
www.fightlab.co.uk