Vigor: Brand Guidelines

BRANDING
GUIDELINES

2

THE BRAND
2 Introduction
4 Mission Statement
6 Brand Voice
8 Who We Are
IDENTITY SYSTEM
14 Logos
22 Color Palette
26 Typography
28 Photography Style
30 Patterns
34 Iconography
APPLICATIONS
38 Content Guidelines
40 Subscription Box
44 Web Presence
46 Mobile App

4

INTRODUCTION
Vigor was created by Marissa Caldwell in 2015
with the intention of making running a simpler
part of everyday life. Marissa, alongside several
friends, made a commitment to help unite a
community and to create a growing family.
When coming up with Vigor, it was difficult
trying to figure out how to generalize the needs
of the running community. Rather than catering
towards a specific individual, the team decided
to find a way to make each box unique, just like
every member of the Vigor Family. Vigor exists
to empower our members and to move forward
as one and better the rest. From a gift to a
friend, Vigor has turned into a company 10,000
subscribers strong with over 100,000 boxes
going out each year.

It is our goal to create a family
that sticks together.
One that wants to better
ourselves.
A family that cares about
themselves and the future
of the group.
Vigor wants to appeal to everyone, not just
a select group. The idea is to help motivate
everyone to become more active and healthier
whether it be physically or mentally. Our goal is
to create a welcoming community.
6

VOICE
Vigor uses a sense of power when talking, but
not one where they speak down to the audience.
Instead, it is a sense of power that flows from
one another and motivates everyone.
EMPOWERING
We speak to motivate each other. We push each
other to be the best version of ourselves.
CAPTIVATING
We use our words to capture the attention of others.
PERSONAL
We speak to one person at a time, never to whole
groups. Each person is treated as an individual.
8

WHO WE ARE
Motivating
Exciting
Modern
Authentic
Enthusiastic
Confident
Bold
Inclusive
Empowering
Community
10

WHO WE ARE NOT
Preachy
Exclusive
Goofy
Aggressive
Cultish
Snobby
Religion
Cheap

BRAND IDENTITY

LOGO DESIGN
The Vigor logo is comprised of the ribbon of a
marathon medal and a logotype set in Adrianna
Extended bold.
There is only one lock up of the logo that includes
both the mark and the logotype. This version
of the logo should be used in most instances
including large and small print. If the logo must
be printed smaller than 1.5 inches (# cm) or
digitally displayed smaller than 200px, the small
version of the logo must be used.
The small logo does not include the logotype and
has adjusted gaps in the mark.
14

Primary logo lockup that should be used for large
and small print/display. This version of the logo
should not be reproduced smaller than 1.5 inches
OR 200 pixels wide.
Small version of the logo. This version should not
be produced larger than 1.5 inches OR 200 pixels
wide and no smaller than 0.4 inches OR 50 pixels.
Minimum size for small version of the logo is 0.4
inches OR 50 pixels.

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 or body copy that might conflict with,
overcrowd and lessen the impact of the mark.
The clear space is defined as the height of the ‘o’.
This minimum space should be maintained as the
logo is proportionally resized.
** The only times the clear space rule can be disregarded, is when designing for mobile applications or icons.
16

COLOR
VARIATIONS
The color usage for the Vigor logo is minimal.
The mark will either appear in the gradient as
shown below, or a solid fill of black or white
depending on the background color.

SECONDARY LOGOS
Vigor’s secondary logos can be used in replace
of the primary logo (but should never be used in
conjunction with the primary logo.
Select secondary logos have specific uses such
as app icons or very small print.
The logotype can be used in instances such as
sponsorship or collaborations with other brands.
The icons can only be used for their specific
purpose such as app icons, bookmarks, etc.
The badges can be applied in most places such
as packaging, but the primary logo is preferred.
LOGO TYPE
A. No logo mark
ICONS
B. Mobile App
C. Favicon
BADGES
D. Standard
E. Reverse
18

HOW NOT TO USE
It is important that the appearance of the logo
remains consistent. The logo should not be
misinterpreted, modified, or added to. No attempt
should be made to alter the logo in any way. Its
orientation, color and composition should remain
as indicated in this document — there are few to
no exceptions.
A. Do not rotate the logo. **
B. Do not squash or stretch the logo.
C. Do not place elements in the clear space.
D. Do not resize any elements of the logo.
E. Do not rearrange elements in the logo.
F. Do not use secondary marks in conjunction
with the primary logo.
G. Do not use any colors other than the ones
stated on the previous page.
H. Do not add drop shadows or other graphic styles.
I. Do not contain the logo in a box when used on
a photographic background.
** The logo may be rotated -90° if it is being
used for collateral or as a graphic element ONLY.
20

A B C
D E F
G H I

COLORS
The Vigor color palette is very simple and
consists of 3 colors: Orange, Charcoal and Off
White. Each color has different shades which can
be found on the next spread.
Each of the 3 main colors represents part of
our brand. Orange evokes energy and stands
for vitality and friendliness. Charcoal evokes a
powerful, edgy and modern feeling. Off white
evokes cleanliness, health and simplicity.
ORANGE
HEX
RGB
CMYK
PANTONE
#FF7B16
225, 123, 22
0, 64, 100, 0
PANTONE 1505 C
22

CHARCOAL
#191919
25, 25, 25
73, 67, 65, 79
OFF WHITE
#EDEDED
237, 237, 237
6, 4, 4, 0
PANTONE 426 C
PANTONE 420 C

SECONDARY COLORS
The secondary color palette includes a light
and dark version of each of the primary palette.
These shades are only to be used for accents to
the brand, The primary palette should be a majority
of the colors used.
DARK
ORANGE
ORANGE
#FF7B16
LIGHT
ORANGE
DA
OFF
#C54C00
RGB: 225, 123, 22
#FFAC4C
#C1C1C1
RGB: 197, 76, 0
CMYK: 0, 64, 100, 0
RGB: 255, 172, 76
RGB: 193, 19
CMYK: 17, 82, 100, 6
PANTONE 1505 C
CMYK: 0, 38, 78, 0
CMYK: 24, 19,
PANTONE 1525 C
PANTONE 1495 C
PANTONE 427 C
24

RK
WHITE
3, 193
20, 0
OFF WHITE
#EDEDED
RGB: 237, 237, 237
CMYK: 6, 4, 4, 0
PANTONE 420 C
CHARCOAL
#191919
RGB: 25, 25, 25
CMYK: 73, 67, 65, 79
PANTONE 426 C
LIGHT
CHARCOAL
#333333
RGB: 51, 51, 51
CMYK: 69, 63, 62, 58
PANTONE 425 C

TYPOGRAPHY
Typography is a powerful brand tool when used consistently. This set of typefaces best represent the
modern and simplistic feel of the brand and should be used across all print and web applications.
ADRIANNA
EXTENDED BOLD
Use for headlines.
UPPERCASE
A B C D E F G H I J K L M N
O P Q R S T U V W X Y Z
ADRIANNA
EXTENDED BOLD ITALIC
Use for headlines on collateral.
UPPERCASE
A B C D E F G H I J K L M N
O P Q R S T U V W X Y Z
ADRIANNA
EXTENDED REGULAR
Use for subheads.
Sentence case.
ADRIANNA
LIGHT
Use for body copy.
Sentence case.
A B C D E F G H I J K L M N O
P Q R S T U V W X Y Z
a b c d e f g h i j k l m
n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R
S T U V W X Y Z
a b c d e f g h i j k l m n o p
q r s t u v w x y z
26

PHOTOGRAPHY TREATMENT
Imagery used on all platforms should maintain
a consistent aesthetic. Use high quality pictures
which feature runners in their element.
A full view of people’s face should not be shown
but sometimes a 3/4 profile is acceptable.
Every photo should be in a duotone colors pace
with our charcoal and off white color. When
recreating the duotone, the curves for each color
should be as follows:
DUOTONE CHARCOAL
DUOTONE OFF WHITE
28

PATTERNS
The brand patterns are to be used individually,
never together. Each pattern has very select
usages that listed.
1. THE TRACK
The track pattern is only allowed to be used on
environmental graphics, the Vigor website and in
publications on a solid l background. It CANNOT
be placed over an image.
More information on the track can be found
on the next page.
2. GRADIENT
The gradient pattern is only allowed to be used as
the background of packaging or on digital assets.
3. STRIPES 1 & STRIPES 2
Either stripes pattern can be used only on the sides
of packaging. The stripes should NOT be stretched
vertically or horizontally. This pattern is NOT to be
used on any other assets or documents.
30

THE TRACK
When using the track pattern, it should only be
used on a solid background. The color of the track
MUST follow the brand colors.
The straight-away (1) of the track can be extended
to fill the page more.
The track element can be dynamically cropped for
the asset but must still read as the track element.
32

ICONOGRAPHY
Icons are only acceptable on our website and
mobile applications, never in print.
When designing an icon, it should be created no
larger than 200 x 200 pixels in size. The icons
are about accessibility and shape and should be
as simple as possible.
There should be a light and dark version of every
icon. The base of every icon should be either
charcoal or off white and the accent element
should be orange. The color arrangement can be
changed if it is a simple icon such as the location
icon displayed at the top of the other page.
When using the icons, it should be displayed no
larger than 150 x 150 pixels.
34

APPLICATIONS

CONTENT GUIDELINES
LOGO PLACEMENT
When creating different collateral, whether it be
for print or digital production, the Vigor logo can
only be placed in 3 spots. The top left corner (1),
bottom left corner (2) or the bottom right corner
(3). NEVER in the center (4) of the document or
in the top right corner (5). Following this rule will
allow for a consistent look across all platforms.
ACCEPTABLE USAGE
UNACCEPTABLE USAGE
38

ADVERTISEMENTS
When creating a print advertisement, the
headline should be placed in the center of
the document set in Adrianna Extended Bold,
uppercase and in orange. The subhead should be
placed above or below the headline in Adrianna
Extended Regular in off white.
The images used should follow the brand photo
style. If the values of the headline and subhead
are not clear on the image, the whites and blacks
should be adjusted accordingly.
HEADLINE PLACEMENT

SUBSCRIPTION BOX
There are two options for the Vigor Box: monthly and
quarterly. Each member takes a quiz on the Vigor
website to customize their box to be more about
them. The contents of each box changes from month
to month, but includes something for the warm up,
motivation, the run, cool-down and up-keep.
The initial box is the same for each member and
includes a water bottle, yoga strap, vitamins, a
motivational poster and a dry-fit tank top.
Every box after will contain items varying from
vitamins, energy chews, granola bars, protein
powder and more. There will always be a
motivational poster that also served as a cover
for the items in the box.
40

42
SAMPLE SUBSCRIPTION ITEMS

OUR WEB PRESENCE
Our web presence is vital to growth. With it, members
can customize their experience. On our website, they
can also purchase all our apparel as well as anything
that comes with the subscription.
44

MOBILE APP
Once a member signs up, they are sent an email
welcoming them to the family and are prompted to
download our mobile app.
On the app, they have access to the Vigor Family
where they can see the progress of their friends that
are also members or get motivation from everyone
across the country.
Features of the app include: run tracking, food journal,
warm up routines, Vigor Family social media and
progress tracking.
The mobile app is available on all smartphone
operating systems. There is also a companion app for
all smart watch devices.
46

801 Market Street, #1350
Philadelphia, PA 19107
(215) 574-4612
hello@vigorfamily.run