THE BRAND BIBLE Style Guide 2016

Transcription

1 THE BRAND BIBLE Style Guide 2016

2 Alpha Warrior CONTENTS Alpha Warrior CONTENTS USING THIS GUIDE INTRO LOGO BRAND ELEMENTS These standards will help you understand and implement key components of the Alpha Warrior identity. Refer to this guide to maintain brand consistency and integrity throughout all applications The Idea Strategy Statement Target Tone Tagline Visual Standards Classic Logo Secondary Logo Logo Variations Typography Color Palette Photography Collateral Messaging 02 03

3 Alpha Warrior THE IDEA Alpha Warrior STRATEGY STATEMENT THE IDEA STRATEGY STATEMENT What can your body do are you tough enough to find out? Alpha Warrior isn t a parent s gentle push or a cheer delivered with pompoms. There are no awards for Best Costume. This is honest, no-frills sport. It is pure, and it is fair. It celebrates the miracle of your body, its brute strength and brilliant elegance, but it exposes your every weakness. At the heart of Alpha Warrior is the Rig, an obstacle course that elicits your best, detects your worst, and cannot lie. It is a state-ofthe-art structure specifically designed to test every aspect of ability: the strength of every muscle group, balance, agility, grip, and cardio, plus mental focus and courage. This is not a mud bath or photo shoot it is a sport that will challenge even the greatest athletes. It is an innovative challenge that demands all-around functional fitness. Many participants will train, compete, and profoundly improve their performance on the Rig. They do this on proving grounds, or Alpha Warrior gyms worldwide. The majority will benefit from hard work, camaraderie, and progress. They can go on to compete at the Alpha Games, where top performers become true Alphas. As competitors evolve, so do the Games; there is an expansion of goals rather than attainment. To always be a true test, as Alphas conquer obstacles more difficult ones will be added. Your best can always get better. Like every demanding test, hard-earned results mean a celebration of spirit. That essence is embodied by well-known Alphas Kacy Catanzaro and Brent Steffensen. From providing the means to learn the sport, to competition that measures progress, to shining models of success, Alpha Warrior is a one-of-a-kind production. It clears the path from beginning to end: you can achieve ultimate fitness. But you define your ultimate. Alpha Warrior is the means to achieve functional fitness through true sport. With a state-of-the-art obstacle course that tests every aspect of fitness to competition to accomplished idols, the challenge provides clear direction so anyone can succeed, defined by their perpetual best

4 Alpha Warrior TARGET Alpha Warrior TONE TARGET TONE Alpha Warrior will appeal easily to athletes, fitness devotees, and those in a physically and mentally demanding profession, such as military. People who want to graduate from mud runs and spectacles will welcome the true challenge of Alpha Warrior gyms and competition. But many others, people who have never joined a gym or played a sport, will see the Rig as an adventure, dare, and personal test of grit and desire. Target market includes aspiring youth and adults, male and female Copy tone should be exciting, daring, and tempting, but also mature, smart, and at times serious. The sport is true, and the fitness is practical, so the tone should never be irreverent or clownish. Tone can be playful but not silly. To set Alpha Warrior apart from events full of spectacle, nicknames, and costumes, generally the tone will reflect its no-nonsense foundation. It is an elite sport, so tone should not avoid technical terms for obstacles, rig construction, and sports anatomy when relevant. Polished Mature Enduring (longevity vs gimmicks) Sophisticated innovation (state-of-the-art vs mud crawl) No break or be broken 06 07

5 Alpha Warrior BRAND ATTRIBUTIONS Alpha Warrior TAGLINE WORDS WE LOVE WORDS WE AVOID TAGLINE Authentic Aspire Strength Power Extreme Militant Hardcore Satisfied DARE TO DISCOVER YOUR BEST. Celebrate Classic Pure True Ability Capability Discover Limitless WORD USAGE Crossfit Dirty Muddy Fun Hot Sexy Show Spectacle ALTERNATE LINES HASHTAGS Elite Best Optimal Determined Gratified Buff Cutthroat Vanity Your limits are your enemy. The best test reveals every weakness. Your best is saying Do Better. #RealFit #FunctionalFitness #TrueSport What can your body do? #AlphaFit Superficial. Functional. #TrainTestRepeat 08 09

6 Alpha Warrior VISUAL STANDARDS Alpha Warrior CLASSIC LOGO VISUAL STANDARDS Alpha Warrior is about sport pure, elite athleticism. Brand imagery should always reflect the professionalism achieved by athletes. Bold lettering and bright colors define the Alpha design. Photography exudes strength, confidence, and love of competition. Design and layout effectively uses white space to emphasize Alpha Warrior status in an industry filled with gimmicks. No mud, only sport. CLASSIC LOGO Vertical clearance above and below should be a minimum of the logo s height Horizontal clearance should match the width of either A in Alpha. The Alpha classic logo represents the brand in an official and definitive style. The solid black logo can be used on white backgrounds. The white logo can be used on black or photographic backgrounds

7 Alpha Warrior SECONDARY LOGO Alpha Warrior LOGO VARIATIONS ALPHA MARK ALPHA MODERN ALPHA TAG ALPHA SHIELD The dominant A from the Alpha Warrior classic logo posseses an iconic A modern take on the classic logo. The outside border has been dropped and the The Alpha Tag can be used as an alternate to the Alpha mark. The corner cut from Every warrior needs a shield. The Alpha Shield logo represents the battle-tested identity. The sharp angular slope represents the power to rise above. As warrior typeface has been updated to improve readability. This legible design can the top left emphasizes the bold structure of the Alpha Warrior A. The mark works men and women who set out to conquer Alpha Warrior obstacles. This iconic mark it stands alone, the A appears as an obstacle one must conquer. As the be used effectively when a smaller logo is required. It also can be applied on Alpha specifically well on apparel tags and other rectangular mediums. can be applied to apparel, gear, and awards for athletes who give it their all while secondary logo, this mark should be used frequently to become Alpha Warrior apparel, equipment, gear, and branded messaging. competing in Alpha Warrior events. Warrior s iconic symbol in the world of fitness

8 Alpha Warrior TYPOGRAPHY Alpha Warrior TYPOGRAPHY 01 Large Headline» Ultrabold Italic All Caps TYPOGRAPHY The sharp angles and stark contrast in the Alpha Warrior 02 Small Headline» Ultrabold Italic All Caps typefaces communicate strength, energy, and confidence. Headlines are set in GT Eesti Pro Display UltraBold Italic a bold and unforgiving font that quickly captures the eye, pairing especially well with sports photography. 03 Subhead» Black All Caps Brandon Grotesque has a Subheads, body copy, and CTA copy consist of various weights and styles of Brandon Grotesque, an easy-to-read sans serif font 04 Body Copy» Regular functional look with a warm touch. Regular and medium weights are that s both welcoming and professional. well suited to longer texts. The small x-height and the restrained 05 CTA & Button Text» Bold All Caps forms lend it a distinctive elegance. 06 Hyperlinks & Small CTA s» Regular Italic Caps 14 15

9 Alpha Warrior COLOR PALETTE Alpha Warrior COLOR PALETTE COLOR PALETTE PANTONE 299 UP PANTONE 122 UP The Alpha Warrior palette is designed to CMYK: 69, 11, 0, 0 RGB: #22B0E6 CMYK: 0, 22, 92, 0 RGB: #FFC82A Dominant Color Typography be bold, yet welcoming all at once. The predominant blue Pantone is not only energetic and friendly, but also strong and passionate. As it stands against white and black backgrounds or an iconic photograph, CMYK: 0, 0, 0, 0 RGB: #FFFFFF PANTONE P Process Black U CMYK: 70, 67, 64, 74 RGB: #231F20 the blue demands attention. The accent colors complement the blue with a subtle nod to athletic supremacy evoking a spirit of participation and camaraderie while PANTONE P U CMYK: 24, 18, 17, 0 RGB: #C2C4C6 PANTONE P U CMYK: 68, 61, 58, 44 RGB: # Backgrounds Accents demanding a level of excellence. PANTONE 3405 UP PANTONE 1925 UP CMYK: 78, 0, 66, 0 CMYK: 0, 90, 53, 0 RGB: #00B582 RGB: #EF415D 16 17

10 Alpha Warrior PHOTOGRAPHY Alpha Warrior PHOTOGRAPHY PHOTOGRAPHY The purpose of our photography is to glorify the athlete. Photos should be colorful, energetic, and inspiring capturing Alpha Warrior athletes in defining and iconic moments. Photos should: Be framed in an appealing manner Capture moments of strength and accomplishment Be colorful and saturated Inspire greatness Represent sportsmanship and community 18 19

11 Alpha Warrior COLL ATERAL COLLATERAL 20 Alpha Warrior MESSAGING MESSAGING 21

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