THE BLUE ZONES
CENTER
IDENTITY GUIDELINES
V 1.0
Introduction
For additional guidance, please feel free to contact:
Eric Harvey
Art Director at Cactus
eric.harvey@cactus.is
The following guidelines outline the visual language for The Center brand identity. They offer direction, both general to specific, regarding the use of the various components including our brand marks, color palette, typography, photography, and illustrative flourishes.
The strength of our visual identity is dependent on how well it’s understood and implemented. Use these guidelines to ensure that each piece of branded material from The Center properly presents our brand to the world.
At the end of the day, guidelines are just that—a guide. Always use your best judgment when creating new collateral.
Contents
Select from the list to navigate directly to that section.
1. Our Mission
To facilitate each individuals’ lifelong pursuit of optimal health + performance.
Facilitate means that we offer the world's best tools, coaching, motivation, and education.
Individuals means that we personalize and customize plans for each unique member and guest.
Lifelong means that we understand that in health and performance the journey is the destination. The pursuit never ends.
Pursuit means that we benchmark you using advanced tools and help you continually track against your goals.
Optimal Health & Performance means always improving.
2. Brandmarks
Our suite of brandmarks offer ultimate flexibility in establishing our presence and expressing our personality.
The Brand Hierarchy
It is critical that The Center's identity is always properly and clearly communicated.
The wordmark should be employed in environments where
The Center's brand has little recognition, or when marketing collateral needs to offer additional clarity.
the logomarks can be utilized In combination with the wordmark, or in situations where The Center's brand has already been clearly communicated visually.
When in doubt, always utilize the wordmark before others.
Wordmark
The core of The Center’s identity, this wordmark is used to set the context in new environments and to new audiences.
Clearspace
You can use the height of the wordmark as a guide for clear space when placing elements around it.
Scale
The wordmark should always be set at a scale that ensures it’s legibility. Please be sure to always set the primary mark at a minimum width of 2" for print and 250px for digital applications.
Consider device resolution when exporting the extended wordmark for digital applications. Exporting at 2x may be required for proper display on Retina and Ultra HD devices.
Contrast
The Center's color palette allows for a multitude of interesting and engaging color pairings.
Please use your best judgment when placing the wordmark on colored backgrounds to ensure there is enough contrast for the wordmark to remain legible.
Wordmark Dont's
Please avoid all of the following treatments and modifications.
Logomarks
The logomarks are the genesis and foundation of the identities grid system. The letterforms are placed atop the symmetrical rays emenating out from the center. They embody The Center's balanced and centered approach to health + performance.
The logomarks can be utilized In combination with the wordmark, or in situations where The Center's brand has already been clearly communicated visually.
Clearspace
Use half the scale of the logomark being utilized as a guide for clear space when placing elements around them.
Scale
The logomarks should always be set at a scale that ensures there legibility. Please be sure to always set the logomarks at a minimum width of 1.5" for print and 150px for digital applications.
Consider device resolution when exporting the extended wordmark for digital applications. Exporting at 2x may be required for proper display on Retina and Ultra HD devices.
Contrast
The Center's color palette allows for a multitude of interesting and engaging color pairings.
Please use your best judgment when placing the logomarks on colored backgrounds to ensure there is enough contrast for the logomarks to remain legible.
Logomark Dont's
Please avoid all of the following treatments and modifications.
3. Grid System
A dynamic and dependable tool for creating engaging collateral.
Flexible + Expandable
The grid system is built out of the structure used to create the logomarks. The simple cross box can be scaled and repeated outward to create an ever expandable and flexible compositional grid.
Anchoring Brand Elements
The grid system should always be utilized when creating brand collateral to anchor elements and give your composition structure.
Dynamic Compositions
The grids inherent flexibility allows for the creation of unique and dynamic compositions.
Below are some examples showcasing the grids flexible nature.
4. Color
The Center's palette finds the right balance of sophisticated serenity and youthful energy.
Color Palette
The color palette hierarchy is shown here by size. The bigger the block, the more frequently it should be used.
Color Pairing Guide
Please reference this chart for reccomended color pairings. Always use your best judgement when pairing colors.
5. Typography
A comprehensive type suite fit to declare The Center's mission.
The Center Typeface
Aventa Variable is our brand voice typeface.
Licenses can be purchased at: Colophon Foundry
Headlines
For headlines and large brand statements utilize Aventa 500 (Medium) with the following settings.
Case: Title or Sentence Case
Size: Flexible
Preferred Alignment: Left
Tracking: -5pt
Leading Reference: 84pt/98pt
Subhead + Body
For subheads, shorter brand statements, and supporting body copy utilize Aventa 400 (Regular) with the following settings.
Case: Sentence Case
Size: Flexible
Preferred Alignment: Left
Tracking: 0pt
Leading Reference: 36pt/48pt
Caption + Detail
For captions and small scale copy utilize Aventa 800 (Extra Bold) with the following settings.
Case: Uppercase, Title, or Sentence Case
Size: Flexible
Preferred Alignment: Left or Centered
Tracking: 50pt, 100pt Uppercase
Leading Reference: 21pt/28pt
Typography Dont's
In order to not diminish the strength of our typographic voice, please avoid the following treatments.
6. Photography
Our photographic imagery must embody and elevate the unique and revolutionary experience that The Center offers.
Guiding Imagery
These photography guides should be followed for all branding and marketing material.
Always be sure that your selected photos support the narrative of, and match the tone of your messaging.
The following photos are not licensed and should only be used as reference.
Exemplify luxury and an aspirational lifestyle.
Stick to clean, uncluttered backgrounds and naturally lit shots.
Showcase wellness through dynamic compositions that embody or suggest movement.
Embrace lifelong wellness by featuring multiple age groups.
Prioritize diversity.
7. Prismatic Paths
An energizing and dynamic visual accent, prismatic paths embody the unique journey and numerous paths to achieving optimal health.
Creative Freedom
Based upon the refracted light of a prism, these iconic abstractions of colored light beams are a unique and ownable element of The Centers identity.
Built upon the same flexible grid system used to create all of The Center's collateral, prismatic paths offer the opportunity for creative expression and endless combinations of form and color.
Movement + Balance
Prismatic paths can be used to accentuate and insinuate movement within branded imagery. Capitalizing on this technique can add help bring energy to a composition.
They can also be utilized to bring balance to a composition, heloing to further reinforce The Center's focus on a balanced and centered approach to wellness.
8. Applications
The following is a collection of assets created under the parameters set forth in this document. Look to these examples for inspiration or affirmation when applying the brand
For additional guidance, please feel free to contact:
Eric Harvey
Art Director at Cactus
eric.harvey@cactus.is
The Center for Health + Performance
© 2020