BRAND PROTECTION MANUAL

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Karin Gilbert
5 years ago
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1 BRAND PROTECTION MANUAL

FirstFitness Nutrition is founded on core values and guiding principles that can be seen in the fabric of everything we do including our attention to the details of our corporate identity.

2 The FirstFitness Nutrition Brand When people see our logo they often ask, "What's up with the little blue guy surfing on the leaf?" We believe that the strength of a company is found in the details many overlook. FirstFitness Nutrition is founded on core values and guiding principles that can be seen in the fabric of everything we do including our attention to the details of our corporate identity. WHAT DOES IT MEAN? The blue "surfer dude" stands in the position of victory as a symbol of the freedom individuals are finding through our products, programs and mission. He's blue because we know that the #1 nutrient to the human body is water and is vital to the success of any good wellness or weight loss plan. - He is on a green leaf to represent the all-natural products and herbal supplementation, which the foundation to our success. Green is also the color of the financial increase we want our partners and wellness coaches to experience. - And finally, the circle is a symbol of eternal wellness, longevity and lasting transformation. PRETTY COOL, EH?

3 For 21 years, we have been known as FirstFitness. In 2011, however, to ensure that our brand is not misrepresented as a gym or workout facility, we clarified our area of passion by adding the word NUTRITION, giving our brand a clear target market in the health and wellness industry. THE MARK MEANS THE NAME & LOGO OF FIRSTFITNESS N U T R I T I O N A R E F E D E R A L LY T R A D E M A R K E D A N D PROTECTED BY UNCLE SAM HIMSELF AND HIS TRIBE OF WATCHFUL EYES! SO PLEASE MAKE SURE TO KEEP IT ATTACHED AT ALL TIMES AS SHOWN. Available Tint Modifications (Tints As Shown) AND ONE MORE THING... The logotype font is custom to our brand and should not be recreated in other fonts. Doing so could force us to send "special ops" to your location and reprimand you in likely fashion. Usually with some type of water hose or rose scented room fresheners.

4 GIVE IT S PA C E! No one wants to be crowded or stuffed into a corner and neither does our logo! When using our logo, graphics or design elements we ask that you give breathing space and not crown them in your project, flyer, cards, etc. LESS IS BEST! Have you ever met a woman who wears too much make-up or a guy that things stripes and plaids look great together? Or perhaps you've gone to grandma's house and she is wearing.let's just say "too much perfume"! Don't let that be you! Sometimes less IS best and we feel that way about our FFN brand colors. Stay within the color palette we've offered and don't add to it. The FFN colors are bright, full of energy, and backed with research that produce specific results just like our products. 80% tint 80% tint 80% tint 60% tint 60% tint 60% tint 40% tint 40% tint 40% tint 20% tint Pantone: 801c CMYK: 90/5/5/0 RGB: 0/171/223 Web RGB: 00ABDF 20% tint Pantone: 382c CMYK: 29/0/100/0 RGB: 193/216/47 Web RGB: 20% tint Pantone: Cool Grey 8c CMYK: 0/1/1/43 RGB: 161/161/164 Web RGB: A1A1A4

5 K.I.S.S. The Fonts Goodbye! Keep it simple SWEETHEART! It's a cardinal rule (perhaps from the Pope himself) that you should never use more than 2 fonts in any creative design piece. We have gone through a lot of fonts and creative sessions to land on the font family that fits our brand image best. The one that stood out above all the rest is called HELVETICA NEUE (German for NEW). Fonts are big business and believe it or not a science in research. The font, Helvetica, grew in popularity throughout the 1960s and 1970s, and more versions of the family were introduced. This led to vast confusion, multiple names, varied designs, etc. In the early 1980s, Linotype remedied this situation by redrawing the entire Helvetica family and giving it options of weight for creative design elements. (With all that effort, let's not throw our own versions in there and mess with perfection, OK?) SAMPLE HEADLINE Sub-Headline Helvetica Neue Bold, 32 pt. Helvetica Neue Medium, 16 pt. Sample text: This is sample text using Helvetica Neue Light, 10 pt. You can use this font in BOLD, MEDIUM, LIGHT or even ULTRA LIGHT. Sample should use Helvetica Neue Light Italic and should be short and condensed like this one! DO N' T M E S S W I T H T E X A S! Great bumper sticker! Just saying.. Seriously, we know it's tempting, but do not mess with the FFN logo or fonts, trying to get all fancy on us. Exception: If you try to use the Helvetica Neue font on the web, you will have issues. So, for web only, replace the font with the Arial family and you will be fine!

Business Cards SUPERPOWERʼS THAT BE GENERAL WARNING: STEPPING OUTSIDE THE

INFRASTRUCTURE OF YOUR CREATIVE GENIUSNESS AS WELL AS BE DETRIMENTAL TO THE

WE GET IT THAT THERE ARE TIMES WHEN YOU WANT TO EXPRESS YOUR OWN CREATIVE

6 Business Cards SUPERPOWERʼS THAT BE GENERAL WARNING: STEPPING OUTSIDE THE GUIDELINES OF THIS MANUAL COULD RESULT IN CATASTROPHIC EFFECTS TO THE INFRASTRUCTURE OF YOUR CREATIVE GENIUSNESS AS WELL AS BE DETRIMENTAL TO THE LIKABILITY OF YOUR CUSTOMERS. WE GET IT THAT THERE ARE TIMES WHEN YOU WANT TO EXPRESS YOUR OWN CREATIVE LIBERTIES AND INSUCH CASES, WE SIMPLY ASK THAT YOU SUBMIT YOUR BRILLIANT CREATIONS TO THANK YOU...AND GOODNIGHT!

Identity and brand guidelines

Compiled by FortuneWest I Version 1.4 I March 2016 Identity and Brand Guidelines - an introduction Our identity is what we look like - our logo and supporting graphics. Our brand represents a promise of