Amity Pilates Brand Guidelines
A comprehensive guide to the visual identity of Amity Pilates. Use these guidelines to maintain consistency across all touchpoints.
Logo
Primary brand mark and usage guidelines
Logo Usage
- • Maintain clear space around the logo equal to the height of the “A” in Amity
- • Do not stretch, rotate, or alter the logo proportions
- • Use the inverted version on dark backgrounds
- • Minimum size: 80px width for digital, 20mm for print
Color Palette
Brand colors for digital and print applications
Core Brand Colors
#4A5568
#FDFCFB
#FFFFFF
#F5F5F4
#E8E5E3
#DC2626
Class Type Colors
Fluid movement
Athletic training
Strength & toning
High-intensity
Typography
Font families and text styles
Headings
Playfair Display
Used for all headings, titles, and display text. Elegant serif typeface.
Aa Bb Cc Dd
The quick brown fox jumps
Body Text
Inter
Clean, modern sans-serif for body text and UI elements.
Aa Bb Cc Dd Ee Ff
The quick brown fox jumps over the lazy dog.
Type Scale
Voice & Tone
How we communicate with our community
Do
- Be warm, encouraging and supportive
- Use clear, simple language
- Focus on benefits and outcomes
- Be authentic and personal
- Celebrate progress, not perfection
Don’t
- ×Use intimidating fitness jargon
- ×Be pushy or sales-focused
- ×Make unrealistic promises
- ×Be impersonal or corporate
- ×Focus on weight loss or appearance
Example Copy
“Ready to feel stronger? Every session is designed to help you move better and build confidence in your body.”
“Transform your body in just 4 weeks! Sign up now before spaces run out!”