Brand GuidelinesA guide to Wellbeats brand and visual identity

Wellbeats1660 South Hwy 100

Suite 590St Louis Park, MN 55416

855-520-7500wellbeats.com

Table of Contents3. Overview

5. Brand Voice

6. Identity At-A-Glance

7. Primary logo

10. Brand Position

11. Color Usage

12. Logo Clear Space

13. Logo Dont’s

15. Color Palette

17. Brand Fonts

19. Patterns & Graphics

23. Photography

25. App Icons

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Staying in Shape

Think of this brand guidelines book as a virtual fitness coach. Its job is

to inspire, guide and keep you on track. It also acts as a relentless

reminder to make sure the Wellbeats brand is always presented in top

form. To see the best results in brand recognition and perception,

consistency is key—just like working out. Follow these guidelines and

Wellbeats will maintain a rock solid brand presence.

BRAND GUIDELINES

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Loud and Clear

The brand voice of Wellbeats is friendly, energetic and motivates

people to get off the couch and into their workout gear. It pushes

people to their sweaty edge, without being pushy. We’re their best

workout pal. Wellbeats is reliable and encouraging — up for a

workout, anytime and anywhere. Wellbeats makes fitness personal

by offering something for everyone. Our exhaustive on-demand

library of workout programs delights people of all ages and fitness

levels. We make fitness affordable, easy and accessible. Wellbeats

is raising the bar(bell) on virtual/on-demand fitness.

Brand Tone

Friendly

Easy

Energetic

Motivational

Progressive

Modern

Accessible

BRAND GUIDELINES

Identity At-A-Glance

This guide ensures our brand efforts are supported by a strong visual foundation and clear voice. Use it. Be consistent.

Commit to it. Don’t give an inch or even a pixel in sticking with our brand standards. This guarantees that all

communication materials and messaging work together to represent a brand that is motivational, progressive and

empowering.

ColfaxABCDEFGHIJKLMNOPQRSTUVWYZabcdefghijklmnopqrstuvwxyz 123456789

PMS 213C PMS 7661C

PMS Cool Gray 10

PMS 297C

Primary Color Palette Primary Brand Font

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Minimum Size

The smallest the logo

should appear is

1.625” wide in print and

120px wide in digital.

BRAND GUIDELINES

Primary Logo

Wellbeats primary logo is a simple wordmark that

incorporates swipes of color to reflect energy and

momentum. The font “Colfax” is a simple, readable,

modern, active font that helps enforce the Wellbeats

message. The primary logo is used on all corporate

materials, such as business identity collateral, advertising,

marketing communications, websites, apps and videos.

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Grayscale Logo

When using the logo as a one color or

grayscale version, use 100% Black in

replacement of “Magenta”, 85% Black for

“Purple” and 70% Black for “Soft Blue.”

BRAND POSITION

Wellbeats makes fitness affordable, easy and accessible throughpersonalized workout programs that appeal to all ages and

fitness levels, at work and on the go. Easy to implement, easy to administer, easy to track goals.

FITNESS MADE EASY.

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Color Usage

Color usage for the logo is simple and straightforward.

(A) The primary color is “Magenta” in the typeface, with

“Purple” and “Soft Blue” banding together to create the

apex of the “W”.

(B) If using the logo in grayscale, replace “Magenta” with

100% black, 85% black in place of “Purple” and 70% black

in place of “Soft Blue”.

(C) When reversing the logo, use white for the primary

color, 10% black in place of “Purple” and 15% black in

place of “Soft Blue”.

BRAND GUIDELINES

B.

A.

C.

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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,

headlines or body copy that might conflict

with or overcrowd the mark.

The minimum clear space is defined as the

height of the “e”. This space should be

maintained as the logo is proportionally resized.

Logo Dont’s

A few rules are necessary for maintaining the integrity of

the brand. Don’t compromise the overall look of the logo by

rotating, skewing, or distorting in any way. Here are a few

examples of how NEVER to use the Wellbeats logo.

A. Don’t rotate the logo.

B. Don’t squash or stretch.

C. Don’t place elements in the clear space.

D. Don’t resize any specific parts of the logo.

E. Don’t rearrange parts or the composition of the logo.

F. Don’t use off-brand colors.

G. Don’t add dropshadows or text styles.

BRAND GUIDELINES

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B.

D.

A.

C.

G.

F.E.

Magenta

PMS 213C

CMYK: 1, 98, 24, 0

RGB: 234, 29, 118

HEX: #ea1d76

Purple

PMS 7661C

CMYK: 48, 64, 20, 1

RGB: 145, 108, 149

HEX: #916c95

Soft Blue

PMS 297C

CMYK: 51, 5, 3, 0

RGB: 110, 196, 233

HEX: #6ec4e9

Gray

Cool Gray 10

CMYK: 61, 53, 48, 19

RGB: 100, 101, 105

HEX: #646569

Color Palette

Color is a fundamental component of the Wellbeats brand

identity. Consistent use of the color palette will not only ensure a

cohesive brand, but will also aid in recognition and familiarity.

The palette is a blend of vibrant and active colors. The primary

color “Magenta” (PMS 213C) provides a fresh and energetic base

while “Purple” (PMS 7661C) and “Soft Blue” (PMS 297C)

coordinate to provide a cool yet complimentary accent.

Use of “Magenta” is intended primarily for headlines and

subheads. Callouts should utilize the “Purple” and “Soft Blue”

colors of the palette. Body copy should use “Gray” (Cool Gray 10).

It is recommended whenever possible to not use 100% black for

body copy to maintain a lighter, easy feeling.

BRAND GUIDELINES

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Brand Fonts

Typography is a powerful brand tool when used

consistently. These typefaces are recommended to

use for headlines, subheads and body copy

whenever possible.

Colfax LightABCDEFGHIJKLMNOPQRSTUVWYZabcdefghijklmnopqrstuvwxyz 123456789

Colfax RegularABCDEFGHIJKLMNOPQRSTUVWYZabcdefghijklmnopqrstuvwxyz 123456789

Colfax BoldABCDEFGHIJKLMNOPQRSTUVWYZabcdefghijklmnopqrstuvwxyz 123456789

Primary Font

Note: Colfax is available in additional weights, these examples are for reference. Use of Light, Regular, Medium and Boldweights is acceptable.

BRAND GUIDELINES

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Arial RegularABCDEFGHIJKLMNOPQRSTUVWYZabcdefghijklmnopqrstuvwxyz 123456789

Arial BoldABCDEFGHIJKLMNOPQRSTUVWYZabcdefghijklmnopqrstuvwxyz 123456789

Fallback Font

BRAND GUIDELINES

PATTERNS & GRAPHICS

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The Banded W

The use of patterns and graphics is integral to the

personality of the brand. The “banded W” is a cornerstone

pattern in the visualization of the Wellbeats story. It

represents not only a progress bar, but also serves as a

metaphor for the paths users embark on throughout their

fitness journeys.

This design element is intended to enhance the brand story

and give focus to key elements, actions or subjects. It

highlights the ease of a moment, the joy in an activity or the

accomplishment of a goal. It quickly says, “This is

Wellbeats”, without saying a word.

(See uses throughout this guide for examples).

Position & Orientation

The banded W should only be used horizontally or

vertically. It is preferred that both the start and end

begin outside of the image crop or bleed area -

although it is acceptable to allow the final ascender

to remain inside to convey a sense of progression.

When used over images, it is important to consider

the compositon and action of the photo when

choosing its orientation and position. Never position

the bands over faces or focal points.

BRAND GUIDELINES

Do

Do

Don’t

Don’t

Transparencies

The bands should always have a transparency when

applied over imagery. A “multiply” blending option

(available in design software) is recommended to

achieve a consistent transparent effect. If not using

design software or blending options are unavailable,

transparency can be achieved through manual

adjustment but is dependent upon the overall density

of the image it is being placed over. It is important to

choose a transparency level that does not

compromise the hue or saturation of the brand

colors. A range between 65-85% is likely sufficient

for most situations.

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BRAND GUIDELINES

PHOTOGRAPHY

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Using Photography

Photography should always portray real life.

Photos should have a candid view of people

as they experience Wellbeats. Photography

should convey ease-of-use, confidence and

optimism. Environments should always be

present to provide a sense of place and

context. Situations must feel authentic and

natural rather than posed and staged.

When possible, scenes should have a

dominance of natural light while a

mid-to-shallow depth of field is preferred

to enhance the focus. Avoid visual clichés,

including shots of people from above

eye level.

The primary photography objective is to

feel as if we’re a witness to the moment.

We the viewer are not front and center

and the subject(s) are not performing for

the camera.

App Icons

The Wellbeats “banded W” is the

designated iconography for usage in

all app icons across all platforms.

When designing, it is important to

maintain maximum legibility for

brand recognition and impact.

BRAND GUIDELINES

Clear Space

Clear space is imparitive to maintaing the brand.

When designing or updating apps, always allow a clear

space inside the icon.

See the following screen for some common icon sizing examples.

78px80px

120px 152px 167px 180px

70px 64px 58px 50px 44px 36px 28px

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855-520-7500wellbeats.com