Second Wind Identity Guidelines

IDENTITY GUIDELINES

VISION

Second Wind is a mobile center for post workout rejuvenation.

We a i d p e o p l e i n t h e i r recovery method ology after exercise to develop general wellness.

OUR VALUES Our identity guidelines directly communicate our steadfast vision of a delicate, but durable revival of one's self.

OUR TONE We like intelligently direct communication.

Our brand identity is defined through our visual identity and its applications.

VISUAL IDENTITY 3 LOGO 15 COLOR 19 TYPOGRAPHY 25 GRAPHICS

APPLICATIONS 31 PRINT 39 PACKAGING 43 SIGNAGE 47 DIGITAL

2

VISUAL IDENTITY Our visual identity is composed of our logo, color palette, typographic, and graphic decisions. These components distinguish the Second Wind brand.

3

LOGO

Our identity lives within our logo identity.

We compact our brand into our logotype, signature and monogram.

The Second Wind Logo

Air is a calming force of nature and is capable of kick-starting one's life force.

Air rejuvenates and re-energizes. The rebuilding of strength through wind is visually represented in the Second Wind logo.

The Signature

Building on the logo, the tag line clarifies what The Second Wind is.

FULL COLOR On most applications and when possible, the logo should appear in the correct full PMS defined spot colors on a white background.

ONE COLOR If regulations call for a single color, the logo should be positive in PMS 3242 U on a white background.

BLACK When regulations do not allow for a color logo, the logo may appear as a positive black.

LOGO Logos in Color

4

5

The Monogram

As the logo’s focal point, the monogram is embedded as the “w” of the “wind.”

The left stroke curves to emulate the movement of wind.

FULL COLOR When appropriate, the monogram can replace the logo. It should continue to appear in the correct full PMS defined spot color on a white background.

ONE COLOR NEGATIVE If regulations call for a single color, the monogram should be a white negative on a PMS 3234 U background.

BLACK When regulations do not allow color, the monogram should appear as a solid positive black.

LOGO Monogram in Color

6

7

Minimum Clearspace

The logos must have room to breathe. To keep legibility of the logos, a minimum clearspace must be established.

LOGOTYPE The clearspace is equal to the width of the logo’s “d.”

SIGNATURE This clearspace is similar to the logotype’s. It is equal to the width of the “d,” except for the bottom portion. The bottom distance is equal to the height of the “d.”

MONOGRAM The entire clearspace is equal to 150% scale of the monogram and is enclosed in a rectangle.

LOGO Clearspace

150% SCALE 100% SCALE

8

9

Minimum Size

To retain legibility, the logos should not be scaled smaller than specified.

LOGOTYPE The logotype should be 0.15" high and 1.04" wide at its smallest size.

SIGNATURE The signature should be 0.25" tall and 1.25" wide at its smallest scale.

MONOGRAM The monogram should be 0.25" tall and 0.39" wide at its smallest size.

LOGO Minimum Size

1.04" 0.15"

1.25"

0.25"

0.39"

0.25"

10

11

Logo Usage

As our brand’s main identifier, correct usage of our logo is important to us.

LOGO RESTRICTIONS Do not use any other colors outside the designated PMS spot colors in the logos.

Do not angle or distort the logos in any form.

Do not try to recreate the logos using other typefaces and methods.

Do not show the logotype or signature as a negative. Only the monogram is allowed as a negative.

LOGO Usage

SECOND W IND POST WORKOUT REJUVENATION

12

13

COLOR

We know colors can influence people’s moods. Our color palette is selected and utilized to display a rejuvenating aura.

Color Palette

Calming colors are vital to rejuvenation and is utilized throughout our branding.

MAIN PMS 3242 U is our main color and is most prominent in our logos and application. It is calm, yet vibrant and should be paired with white.

SECONDARY Our secondary colors are PMS 5807 U and PMS 433 U. These colors assist our main color. PMS 387 U is a contrasting accent color that should be used sparingly.

ALTERNATIVES Pantone (PMS) swatches are preferred, but CMYK, RGB, and HEX alternatives are allowed when there is limited access to PMS spot colors.

COLOR The Color Palette

PANTONE 387 U CMYK 14, 0, 79, 0 RGB 228, 236, 83 HEX #E4EC53

PANTONE 3242 U CMYK 55, 0, 24, 0 RGB 89, 217, 211 HEX #59D9D3

PANTONE 5807 U CMYK 19, 10, 38, 0 RGB 209, 210, 169 HEX #D1D2A9

PANTONE 433 U CMYK 63, 55, 50, 24 RGB 91, 92, 96 HEX #5B5C60

14

15

TYPOGRAPHY Typography is the visual expression of our language.

Therefore, our typographic decisions express the voice of our identity.

The Type

Our typography carries its own visual presence of strength and airiness.

MAIN Acrom represents the open air that can elevate physical and mental states of mind.

This typeface includes Thin, Light, Regular, Medium, Bold, and Extrabold font weights.

SECONDARY Bebas Neue introduces the brand’s attitude with a strong, comfortable, and simple warmth. This typeface includes light, book, and regular font weights.

This typeface should be used sparingly on collateral and branded applications.

TYPOGRAPHY Our Typefaces

Acrom THIN

LIGHT

REGULAR

MEDIUM

BOLD

EXTRABOLD

abcdefghijklmnopqrstuvwxyz ABCEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCEFGHIJKLMNOPQRSTUVWXYZ

Bebas neue REGULAR

LIGHT

BOOK

abcdefghijklmnopqrstuvwxyz 0123456789(!@#$%^&*.,?:;) abcdefghijklmnopqrstuvwxyz 0123456789(!@#$%^&*.,?:;) abcdefghijklmnopqrstuvwxyz 0123456789(!@#$%^&*.,?:;)

16

17

Using Type

Our typefaces exude different expressions. Correct type usage is important in portraying our brand’s voice in the right manner.

STRENGTH Bebas Neue is our typeface for strength. It is used for headlines, subtitles or labels.

AIR Acrom is light and flexible.

It can be used for titles, subtitles, large scale call-outs, and body text.

TRACKING & WORDSPACING Use 150 tracking in headlines and subtitles typeset in Bebas Neue. For text typeset in Acrom, use 200 tracking for titles, 100 tracking for emphasized call-outs and 70% wordspacing with no tracking on subtitles and body text.

TYPOGRAPHY Type Usage

headline

150 TRACKING

subtitle

150 TRACKING

TITLE

200 TRACKING

Thi s l i n e i s an examp l e o f a short call-out th at he l p s m ake an e mp hasi s i n a s o ft manner.

100 TRACKING SUBTITLE This is an example of body text.

Running body text is usually longer and is where most information or content lies. This is an example of body text. Running body text is usually longer and is where most information or content lies. This is an example of body text. Running body text is usually longer and

is where most information or content lies. This is an example of body text. Running body text is usually longer and is where most information or content lies.

70% WORDSPACING NO TRACKING

18

19

GRAPHICS

Our choice of delicate but durable graphics represent the brand and need to be consistent on applications to voice our brand’s tone.

Graphic Elements

Our graphic decisions accompany our typography. Our graphic elements are versatile in their calming appearance in solid piping.

THE LINEAR The scattered linear texture and rule lines are used as graphic elements. These can be in any color within the brand’s color palette. The scattered texture and thinner rule lines show an airy softness, while more solid lines show strength IMAGERY Photographs that are bright and uplifting are the preferred choice of imagery.

Full color images should be utilized, but should be simple and not overwhelming.

GRAPHICS Graphic Elements

LINEAR RULE LINES

LINEAR RULE LINES

LINEAR TEXTURE IMAGERY

Left Photograph from Big Insurance Group Right Photograph from Women's Running Magazine

20

22

APPLICATIONS Wind easily spreads as a versatile element and is represented through our brand’s versatility within applications. Our identity can be found on print, packaging, signage and digital applications.

23

PRINT

Print collateral procures a unique feeling by the touching of something solid. This solid durability speaks to the building of strength from the Second Wind.

Stationery Set

As an important piece of the brand’s print collateral, the brand’s stationery is united in a clean set that serves to further business connections.

THE SET Our brand’s stationery set includes a 8.5 x 11" letterhead, a No. 10 Standard Business Envelope, and 2 versions of business cards.

PRINT Stationery Set

24

25

The Letterhead

As a main part of the stationery set, the letterhead is clean and minimal to provide flexibility to letterhead usage.

The Envelope

The envelope carries the letterhead and should be clean and direct in showing our brand identity.

LETTERHEAD ALIGNMENT On the front of the letterhead, the signature is placed in the upper right hand corner, situated .65" from the edge of the top and right of the page. The body of the letter is placed with a top margin of 1.04", a left margin of 2.4", and a right margin of 1.375".

ENVELOPE ALIGNMENT The logotype is positioned in the upper left hand corner of the envelope with a top margin of .25" and a left margin of .185". Our address is directly beneath the logo.

PRINT Letterhead & Envelope 1.04"

1.375"

.65"

.65"

LOGO

2.4"

LETTER BODY

.185"

LOGO ADDRESS

.25"

26

27

The Business Cards

For an easy mode of contact, our business are quiet, yet direct. We have a standard 3.25 x 2" business card and a simple 2.5 x 2.5" square card to be passed out in appropriate situations.

STANDARD SIZE Our signature is positioned in the bottom right corner of one face of the card. The other side includes contact information of the business card owner as well as our social media links.

SQUARE As a quick signifier, the negative color monogram fully covers one face of the card. Similar to the standard size, the other face includes contact information and social media links.

PRINT Business Card

28

29

PACKAGING Our business products of replenishing quick foods also needs to stay consistent within our brand identity to distinguish the Second Wind from other packaged products.

Our Products

We have a desire for people to take a step towards a delicate, but durable revival of one’s self through our selection of replenishing quick foods.

Our products are wrapped within our brand identity through our packaging.

PACKAGING Our packaging consists of our signature quietly positioned in the bottom right hand corner similar to our standard business card. We use our graphic elements of solid color piping and linear rule lines. Our typographic tracking is also present to keep a soft, airy aesthetic.

PACKAGING Our Products

30

31

SIGNAGE

Exterior signage is an important part of our branding. Signage on the vehicle of our mobile business is an immediate form of advertising and should still communicate our identity.

Our Vehicle

Our airstream trailer is where our business lives. It should directly convey the purpose of our business.

IDENTITY APPLIED Side 1 of our trailer displays our signature in large scale.

Side 2 strongly advertises our business goal. This side also lists the provisions we offer. The front of our vehicle is quiet and has our monogram centered at the top. The back of the trailer displays our mission statement. Covering the entire vehicle are graphic elements from our identity.

INTERIOR The interior of our truck is unique to cater to the services we provide.

SIGNAGE

32

Our Vehicle

SAUNA

SIDE 1 INNER ROOM

COUNTER

FRIDGE

REPLENISH YOURSELF OXYGEN • INFRARED SAUNAS • RECOVERY FOODS

COUNTERTOP/ TABLE

SOFA

SIDE 2

OXYGEN STATION

We aid people in their recovery methodology after exercise to develop general wellness.

SOFA

FRONT

BACK

FLOOR PLAN

33

DIGITAL

The digital world is a major component in the expansion of our brand. Our brand is flexible across the digital medium through our mobile app.

Digital Experience

Our digital applications are simple and calm. The applications are not be complex, because we want users to come to our place of business and physically experience the rejuvenating recovery method.

MOBILE APP Our mobile app includes simple features of our location, weekly schedule, and what marathon events we will appear at. In the mobile app, our monogram is utilized for easy recognition.

The app is designed using our graphic elements of linear textures, rule lines, imagery and airy typography.

DIGITAL Mobility Through Apps

POST WORKOUT REJUVENATION

POST WORKOUT REJUVENATION

ABOUT

THE SECOND WIND

ABOUT

TRACK US

The Second Wind is a mobile

TRACK US

center for post workout

WEEKLY SCHEDULE

WEEKLY SCHEDULE MARATHONS

rejuvenation. We aid people in

MARATHONS

their recovery methodology after exercise to develop general wellness. Take a step towards a delicate, but durable revival of

w e e k ly s c h e d u l e

FRIDAY 10•16•15 24 Hour Fitness map 8650 Endicott Ln

LA Fitness map 2130 W Holcombe Blvd

FIT Athletic Club map 1532 W Gray St.

34

YOUR SECO

OND WIND This is our brand.

Take the ste p and experience Second Wind.