1Identity Guidelines

To implemented in all future collateral from the beginning of 2015.

2TABLE OF CONTENTS

The Brand

The Vision

Refreshing Look at Fitness

The New Identity

Logotype and Symbols

The Refreshed Logo

Logo Variation

The New Classes

Logo Spacing

Colours

Colour

Colour Application

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3Typography

Bebas Neue

Source Sans Pro

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5The Brand

The brand of St. Albans Centre Ampleforth has been reworked to promote the body as a tool, a natural, powerful tool which can be moulded and transformed to reach its full potential as nature intended.

Weve lost touch with our abilities. Abilities which are locked away inside ourselves due to the ways of 21st Century life - it has been proven we are far less active. Through natural movements and refreshing techniques, we aim to improve our overall physical ability - for health, or for leisure.

6The VISION

Our aim is to make a customers visit really enjoyable, be it for health, leisure, sport or simply to enjoy their free time. We plan to do so by, at various levels of intensity, working their body like nature intended, using natural movements which are done to restore the body to what it once was.

We are about quality, health, enjoyment and well being, through natural movements and exercise. The identity of the brand has developed into a more felicitous form, which reflects the new values, and refreshes the look and feel.

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8A Refreshing look at fitness

Our aim is to make a customers visit really enjoyable, be it for health, leisure, sport or simply to enjoy their free time. We plan to do so by, at various levels of intensity, working their body like nature intended, using natural movements which are done to restore the body to what it once was.

We are about quality, health, enjoyment and well being, through natural movements and exercise. The identity of the brand has developed into a more felicitous form, which reflects the new values, and refreshes the look and feel.

9THE NEW IDENTITY

As the brand ethics and ideas of changed, the brands visual identity has also evolved, tailor made, specially suited to the new brand.

The core brand colours have evolved to a more organic state, using greens for the most part, but also branching out to other colours for classes. The colour coordination of the brand is extremely important.

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LOGOTYPE AND SYMBOLSTHE NEW LOOK FOR SAC AMPLEFORTH

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The fresh, brand-new symbol for SAC Ampleforth, based on the symbol from its parent company; Ampleforth Abbey & College.

Using the traditional crest, but removing all the detail from within. The over engineered detail of the original crest limits its use in terms of scale. Simple shapes, uncomplicated typography and clear uniform spacing allows the symbol to be scaled down and

retain its overall clarity.

The absence of complication allows the crest to become a timeless symbol, fitting on almost any medium.

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Where the full logotype can not be used, there is a alternative version which can be used on a much smaller scale. As its only an image, there is no type, which means it can be reduced to a fraction of the size of the logo. Doing this means that the identity can be transferred onto smaller entities, such as ID cards, buttons, or other small branded collateral. Its the details which matter.

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The new classes for SAC Ampleforth are reduced versions of the original classes, refined to focus on the health needs through natural movements - and spinning classes.

Using imagery intertwined with the logotype for each class, the logos stand out and work individually. Being able to stand alone, but also work in a set.

The illustrations which accompany each logo can be taken and used stand alone.

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1x

0.75x 0.75x

0.5x

0.5x

The logo has a specific minimum spacing based on the scale of the logo. You cannot obstruct this space.

The running man in the centre of the logotype. The height of this dictates the spacing around the logo. The vertical spacing should be at least half the height of the running man. The horizontal spacing should be three quarters the height of the running man,

from the edge of the crest, rather than the ribbon.

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The spacing of the running man symbol, which is only to be used in small collateral where the full logotype cannot fit.

The spacing around the running man is half of the height of the running man, spacing aligned from the hands, the head and the right foot, not the left foot. Doing this gives space for the symbol to breath, separating it from the content surrounding it.

1x

0.5x0.5x

0.5x

0.5x

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COLOUR PALETTETHE NEW LOOK FOR SAC AMPLEFORTH

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Original SAC Blue

CMYK: 64:0:22:0RGB: 81:190:204HEX: #51becc

Refreshed Green

CMYK: 22:0:71:0RGB: 216:223:103HEX: #d8de66

Earth Green

CMYK: 70:47:55:47RGB: 64:80:76HEX: #3f504c

Lightning Yellow

CMYK: 8:22:82:0RGB: 293:197:64HEX: #efc540

Lively Crimson

CMYK: 12:86:51:3RGB: 209:63:89HEX: #d13e58

Along with the new visuals, such as the logotype and symbols. A range of new colours are to be implemented into all collateral across the brand. The two primary colours being the Refreshed Green and Earth Green. Which embodies the natural direction of the brand, using organic movements to work the body like nature intended. The two should work in unison together across the majority of the collateral.

Where this may not be appropriate, other colours can be implemented. The original blue, from the old visual identity and a new crimson and yellow.

Greyscales can also be used, for copy and backgrounds. However, the darkest must never exceed a 90% grey, nor the lightest exceeding 5%.

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The Refreshed Green symbol, or logo, should appear on an Earth Green background. The same colour scheme applies for all heads and subheadings.

The secondary colours can be used on backgrounds where the greens may not be appropriate. The colours must work as individuals, or together, and should not be paired with the greens.

The Earth Green symbol, or logo, should appear on an Refreshed Green background. The same colour scheme applies for all heads and subheadings.

They can also be used as colour schemes for events or themed classes.

Where colour may not be appropriate, grey versions can be used. Pictured above, to the left is an example of a 5% grey symbol on a dark background. In contrast to this, pictured to the right is a

90% grey version of the symbol, on a lighter background. Which can be used on greyscale collateral and on lighter backgrounds.

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TYPOGRAPHYTHE NEW LOOK FOR SAC AMPLEFORTH

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HEADINGSAND SUBHEADINGS

For main headings and subheadings, the all caps, condensed typeface Bebas Neue is to be used. Its bold tall stand-out characters stand out easily on any collateral, contrasting with the

Usage

All headings and subheadings must be left aligned on any documents. Allowing adequate spacing between each.

If possible, the vertical spacing, leading, must be the point size bottom line + 2pt. (leading = x+2).However, in some cases this may not work, so you must assure that the spacing is adequate between all the vertical lines of the headings and subheadings.

Source Sans Pro body copy. See Body Copy).

However, Bebas Neue is not to be used for titles which would sit above subsections of copy.

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If you were to align a heading to the SAC Ampleforth symbol you would do so using the geometric proportions of the symbol. See logo spacing. The spacing between the forward facing hand and the

To align a heading to the full SAC logotype and symbol, you must use the geometric proportions of the logo, see logo spacing, labelled x on the diagram above. In addition to this, the cap-height

heading should be half the height of the space between the forward facing hand and the forward facing foot. Pictured above.

of the typography must be aligned to the height of the crest, see y proportions on the digram above.

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For all body copy and other text elements, the typeface Source Sans Pro is to be used. Source Sans Pro is a clean and modern typeface, exactly what SAC Ampleforth needs as part of the brand refresh.

Working well to complement the towering bold characters of Bebas Neue. To be used in various weights to establish hierarchy within the copy.

Body Copy

Source Sans Pro Regular 10pt.To be used for majority of the copy, for regular text such as information.

Source Sans Pro Semibold 10ptTo be used to add empthasis or highlight important information throughout standard copy.

Source Sans Pro Bold 10ptA bolder weight can be used to head subjections of body copy within a document or collateral.

Source Sans Pro Italic 10pt Italic versions, such as Regular Italic and Semibold Italic (and other weights can be used to add empthesis into the body copy.

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