BRAND GUIDELINES - ViPRfit.com...typography, logos and other graphic elements. For guidelines on use of the ViPR logos with photography please see page 18. The minimum exclusion zone

Brand guidelinesUpdated February 2014

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ContactsViPR distributor portalAll official ViPR™ distributors have access to the ViPR distributor portal where you can download marketing materials.

Log in at viprfit.com

For more information, or if you have lost or forgotten your log-in details, contact the ViPR team.

ViPR marketing teamtel: +44 (0)20 8586 8647 or +44 (0)20 8586 7308

email: [email protected]

web: viprfit.com

United KingdomFitProKalbarri House | 107-113 London Road London E13 0DA | UKtel: +44 (0)20 8586 0101 | fax: +44 (0)20 8586 0685 email: [email protected] | web: fitpro.com

United StatesFitPro North America3528 Tejon St #110 | Denver, CO | 80211 tel: +1 720-489-0294email: [email protected]

Contacts 2

Brand guidelines 3

ViPR brand guidelines 3

ViPR brand architecture 5

ViPR masterbrand logo, its usage and restrictions 6

ViPR typefaces 8

ViPR PT logo and its use 10

ViPR Group Fitness logo and its use 11

ViPR 3D logo and its use 12

ViPR Athletic logo and its use 13

ViPR PT, ViPR Group, ViPR 3D and ViPR Athletic logo restrictions 14

Powered by FitPro and third party logos 16

Maintaining brand integrity 18

Examples of incorrect marketing materials 19

Imagery – Use and copyright 20

ViPR text references and trademark 21

Contents

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Brand guidelinesThe history of ViPRIn September 2009, Fitness Professionals Ltd launched ViPR into the UK market. Sincethen, ViPR has achieved worldwide success; it is now established in over 40 countriesand continues to expand. ViPR Group Fitness (VGF) successfully launched in 2013 inthe USA and is currently being rolled out globally.

What is ViPR? ViPR stands for vitality, performance and reconditioning. It is a truly functional, loaded movement tool that uses the freedom of movement to challenge how we interact with training equipment.

Training with ViPR is so effective because every exercise performed with this tool uses whole-body integration (WBI) and Loaded Movement Training (LMT).

Whole-body integration Parts of the body do not function in isolation, so ViPR exercises work the entire body across all three planes of motion for a full-body workout.

ViPR has an abundance of exercises to challenge any ability level and it can be carried, tilted, dragged, lifted, shifted, thrown, flipped and rolled – this is a truly versatile training tool.

Loaded Movement TrainingLoaded Movement Training combines task-oriented movement patterning with resistance training. Agility and strength come from moving the body in a multitude of purposeful tasks with load.

Movement is essential to training healthy bodies. The more we move in dynamic ways using our full body in training programs, the better we feel. Adding weight (load) to movement gives the body a double benefit – we learn to move better, and become stronger and fitter at the same time.

When engaging in Loaded Movement Training, every time you move, you are integrating the entire structure and the entire body in every movement you do. Every exercise

becomes a core exercise, every exercise becomes a strength exercise, and every exercise becomes an agility exercise, to take into account the movement and energy demands of life and sport.

ViPR visionTo make ViPR ubiquitous in the health, fitness and wellness space, and for ViPR to be the tool of choice for WBI from health clubs and sporting facilities to special forces and rehabilitation centers, our vision is for all professionals who promote themselves as understanding human movement to possess and recommend ViPR to peers and clients.

ViPR brand guidelines The ViPR brand is strong, distinctive and recognizable. To help build awareness and the reputation of ViPR internationally and within individual territories, we must protect our brand assets and communicate our brand messages with consistency.

Loaded

Loaded Movement Training: Traditional strength training: Bench press, barbell squat, etc.

Balance trainingFlexibility trainingMuscle activation

Speed/Agility/Quickness Training

Unloaded

Linearmovement

Transitional movement/3D

Health/fitness training spectrum

ViPR BRand guidelines

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You have an important part to play in bringing our brand to life, so these guidelines should be followed when commissioning, designing or delivering any kind of communication.

ViPR masterbrand overview/marketing strategy To successfully market ViPR, we need to:

• Gain a real insight into the market in order to optimize the proposition • Generate credible endorsement of the product within each market• Tailor training to suit each market

The three key markets we target are:

• Vitality: Gyms, personal trainers and their clients • Performance: Elite through to amateur sports clubs/teams, sporting associations • Reconditioning: Physiotherapists, sports doctors, elite/professional sporting teams

Experience ViPRAs well as spreading the word about ViPR through our communications and traditional media, it is important to encourage people to experience ViPR for themselves. This is vital for your clients to truly understand the range of movement, WBI and the fun, energy and power that is possible with this tool.

So, to develop credible endorsement, we need to build advocacy and get people to experience ViPR for themselves.


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ViPR brand architectureMASTERBRAND

SUB-BRANDS

PROGRAMS


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ViPR masterbrand logoThe brand collateral has been developed to represent the ethos of ViPR:

• The logo mark (ViPR)

The masterbrand logo and its use

The ViPR brand marks and logos must not be recreated or altered.The ViPR masterbrand should only be used in ViPR primary brand colors of charcoal, solid black or white.

Color specification below:

Standard Charcoal – Black 85%

Reversed – White Out

Black 100%

Primary brand color palette

CMYK/RGB breakdown

ViPR Charcoal ViPR Charcoal

C 0%

M 0%

Y 0%

K 85%

R 75%

G 75%

B 74%


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Logo restrictions

Minimum sizeTo ensure clarity, the minimum size the ViPR masterbrand logo can be is 30mm wide (150 pixels online).

Headings

Footers

Exclusion zoneTo ensure clarity, the minimum size the ViPR masterbrand logo can be is 30mm wide (150 pixels online).

To preserve its integrity and clarity, the ViPR masterbrand logo should always have an exclusion zone around it, clear of any typography, logos and other graphic elements.

For guidelines on use of the ViPR logos with photography please see page 18.

The minimum exclusion zone is determined by 2x width of the ring of the ViPR logo. This should be applied to the top, bottom, left and right of the brand mark.

2X

X

or 150 pixels

30mm

12mm


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ViPR brand typefaces for print and digital (ViPR masterbrand, ViPR PT, ViPR Group, ViPR Athletic and ViPR 3D)

HEADINGS – Helvetica Neue LT Std* 87 Heavy Condensed

HEADING/HeadingSUBHEADINGS – Helvetica Neue LT Std 75 Bold or 77 Bold Condensed

Subhead/Subhead BODY COPY AND FINEPRINT – Helvetica Neue LT Std

BODY COPY AND FINEPRINT – Helvetica Neue LT Std

viprfit.com viprfit.com viprfit.com viprfit.com

Web typefaces used throughout all ViPR materialsHEADINGS – Coda BODY COPY AND FINEPRINT – Helvetica

HEADING/Heading

Iquatior eperfer rovidi dolessi cuptata tatur, sequam accaepe in nus dolor sequi del idis

Bitibusam alia dolore voluptas alita qui sed magniscidist et etur rerehentis dolorro viducie

Please note: ViPR PT has one additional typeface; please see page 9.

Unt iumquo con ratatios moloren danditatur?Aqui odit aut odignit aspe platur apeligendic tem quam volorest exped esequiam, odit

Ceria a velesto tet lant, aut ma voluptur si cuptas delitiis magnima gnatur sinciliquia que volut essi

75 Bold for occasional intro highlight

77 Bold condensed 87 Heavy condensed 75 Bold 85 Heavy

55 Roman for main body copy 45 Light for alternative to main body copy


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DISCOVER

“Quote issed quo te diat es tiae. Gentem accus al”

SUBHEADSEt acienda nihicipisqui cusdant omnihilibus eum am, omniae et

aliaspe licipiene quameni mperunt inverro dolo esequam quati

rae. Abore explias doluptatis di alia aut que ne vid que pelloria

que num sin eum faccum comnisc illignimet es alique.

*Due to legal reasons, we are unable to share the typeface Helvetica Neue Lt Std. If you wish to obtain Helvetica Neue Lt Std, it is available to purchase online.

**Orator font is available from fontsgeek.com or the Adobe font foundry.

Additional ViPR PT brand typefaceViPR PT ONLY – Orator St medium**, to be used for the word ‘Discover’, quotes and subheads


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ViPR PT logoThe ViPR PT sub-brand has been developed to further enhance the ViPR brand, identity and offering.

• The logo mark (ViPR PT)• Strapline: Discover Loaded Movement Training

The logo and its use

The ViPR PT brand marks, logos and strapline must not be recreated or altered.The ViPR PT logo should only be used in the ViPR PT brand colors of green or white.


DISCOVER

LOADED MOVEMENT

TRAINING

ViPR PT Green Reversed – White Out

CMYK/RGB breakdown

ViPR PT Green ViPR PT Green Pantone solid coated

C 68%

M 18%

Y 66%

K 64%

R 60

G 82

B 60350 C


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ViPR Group Fitness logoThe ViPR Group Fitness (VGF) sub-brand has been developed to further enhance the ViPR brand, identity and offering, establishing ViPR within the group exercise market.

• The logo mark (ViPR Group Fitness)• Strapline: Discover Loaded Movement Training with ViPR Group Fitness

The logo and its useThe VGF brand marks, logos and strapline must not be recreated or altered.The VGF logo should only be used in the VGF brand colors of blue or white.


Discover Loaded Movement Training with ViPR Group Fitness

ViPR Group Blue Reversed – White Out

CMYK/RGB breakdown

ViPR Group Blue ViPR Group Blue Pantone solid coated

C 92%

M 0%

Y 12%

K 37%

R 23

G 119

B 150314 C


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ViPR 3D logoThe ViPR 3D sub-brand has been developed to further enhance the ViPR brand and its offering within the group fitness market.

• The logo mark (ViPR 3D)• Strapline: GET FIT FOR LIFE

The logo and its useThe ViPR 3D brand marks, logos and strapline must not be recreated or altered.The ViPR 3D logo should only be used in the ViPR 3D brand colors of purple or white.


CMYK/RGB breakdown

ViPR 3D Purple ViPR 3D Purple Pantone solid coated

C 80%

M 96%

Y 5%

K 1%

R 81

G 47

B 126

ViPR 3D Purple Reversed – White Out

GET FIT FoR LIFE

268 C


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ViPR Athletic logoThe ViPR Athletic sub-brand has been developed to further enhance the ViPR brand and its offering within the group fitness market.

• The logo mark (ViPR Athletic)• Strapline: GET BUILT FOR SPORT

The logo and its useThe ViPR Athletic brand marks, logos and strapline must not be recreated or altered.The ViPR Athletic logo should only be used in the ViPR Athletic brand colors of red or white.


CMYK/RGB breakdown

ViPR Athletic Red ViPR Athletic Red Pantone solid coated

C 20%

M 100%

Y 79%

K 0%

R 169

G 31

B 54

ViPR Athletic Red Reversed – White Out

GET BuILT FoR SPoRT

ViPR 3D Purple Reversed – White Out

200 C


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ViPR Group Fitness and ViPR PT logo restrictions

Minimum sizeTo ensure clarity, the minimum size for the ViPR Group and ViPR PT logos when used in a heading are shown below:

Headings

The minimum size for the logos when used in a footer are shown below:

Exclusion zoneThe minimum exclusion zone is determined by 2x width of the ring of the ViPR logo.This should be applied to the top, bottom, left and right of the brand mark.

To preserve integrity and clarity, the ViPR Group and ViPR PT logos should always have an exclusion zone around them, clear of any typography, logos or other graphic elements. For guidelines on the use of ViPR logos and photography, please see page 18.

X X

2X 2X

20mm or 75 pixels

20mm or 75 pixels

12m

m

ViPR Circle must be a minimum of 12mm in diameter


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ViPR Athletic and ViPR 3D logo restrictions

Minimum sizeTo ensure clarity, the minimum size for the ViPR Athletic and ViPR 3D logos when used in a heading are shown below:

Headings

The minimum size for the logos when used in a footer are shown below:

Exclusion zoneThe minimum exclusion zone is determined by 2x width of the ring of the ViPR logo.This should be applied to the top, bottom, left and right of the brand mark.

To preserve integrity and clarity, the ViPR Group Fitness and ViPR PT logos should always have an exclusion zone around them, clear of any typography, logos or other graphic elements. For guidelines on the use of ViPR logos and photography, please see page 18.

X X

2X 2X

20mm or 75 pixels

20mm or 75 pixels

12m

m

ViPR Circle must be a minimum of 12mm in diameter


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Masterbrand logo and third-party logosThe ViPR logo can be used alongside third-party logos. Where possible, the ViPR masterbrand logo should be of equal size and visual presence as the third-party/endorsement logos. Always adhere to the guidelines on minimum size and exclusion zones.

Parent and third-party logosThe ViPR logo can be used alongside third-party logos. Where possible the parent logo (masterbrand for sub-brands/ sub-brands for programmes) should be aligned within the footer as shown, and be of equal size and visual presence as the third-party/ endorsement logos. Always adhere to the guidelines on minimum size and exclusion zones.

ViPR is powered by FitPro

ViPR is a primary brand of Fitness Professionals Ltd (FitPro). The POWERED BY FITPRO logo must appear on all ViPR marketing collateral. It is an endorsement logo, so it should have a secondary visual presence and be smaller than the ViPR logo. Where possible, it should be positioned in the bottom right-hand corner of all materials.

The POWERED BY FITPRO logo should be in similar proportion to distributor and other third-party endorsement logos.

LOADED MOVEMENT

TRAINING

DISCOVER

viprfit.com


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FitPro brand colorsThe POWERED BY FITPRO logo should only be used in black, white or FitPro corporate blue.

Minimum sizeThe minimum size the POWERED BY FITPRO logo can be displayed is 16mm wide.

Pantone 3005c C 100 M 40 Y 0 K 0 R 0 G 116 B 197

Exclusion zoneThe exclusion zone is the minimum area around the logo that must remain clear of any typography or other graphic elements.

The exclusion zone is measured from the ‘P’ to the second ‘E’ of the word ‘Powered’. It should be applied to the top, bottom, left and right of the brand mark. X

X

X

X

X

16MM


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Maintaining brand integrityTo maintain the integrity, strength and identity of the ViPR brand, the masterbrand and sub-brand logos must not be altered or recreated in any way.

The logo must be legible if any photographic elements go over part of the logo

✓

viprfit.com

LOADED MOVEMENT

TRAINING

DISCOVER


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✗ Incorrect logo and fonts

✗ Powered by FitPro logo missing

✗ Incorrect logo and typefaces


✗ Background effects added to master imagery

✗ Missing logo and incorrect typefaces


✗ Distortion of logo with glow

✗ Positioning of logo is poor and too close to heading


Please do not: 1 Change the logo orientation2 Place the logo on a busy photograph, pattern or colored background that

hinders clarity or legibility. When placed on a photography background, always ensure the ViPR logo (master or sub-brands) is bold, clear and legible. Busy backgrounds need to be retouched to ensure clarity of logo

3 Change the logo colors outside of the brand color pallet4 Crop the logo5 Add glow effects, bevel or emboss the logo6 Present as outline only or outline the logo in any color7 Reconfigure or change any elements within the logo8 Recreate elements or replace with something else9 Distort or squeeze the logo

1

4

7

2

5

8

3

6

9

ViPR TM

✗


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Imagery Imagery usage and copyrightViPR marketing images must not be edited or amended in any way.

ViPR imagery may only be used to promote ViPR. It must not be copied

or used, in whole or in part, to promote any other products, classes,

individuals, brands or businesses that are not directly promoting the

ViPR brand, equipment or products.

All ViPR imagery is under strict copyright and licence agreement to

Fitness Professionals Ltd. As part of the ViPR licensing agreement,

marketing imagery should always be credited with both the ViPR and

POWERED BY FITPRO logo

The ViPR tool should never be obscured by headlines or text.

Where possible, the following photo credit should be used:

Imagery [copyright] FitPro Ltd

Queries on image use should be directed to [email protected]


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ViPR text references and trademarkViPR stands for vitality, performance and reconditioning.

ViPR is trademarked: ViPR™

There are three ways in which you should present ViPR in copy in marketing materials:

• Use ™ in the first mention of copy only (excluding titles).

• Adhere to the brand’s capitalization style: ViPR (i.e., capital V, lowercase i,

uppercase PR).

• When referring to ViPR in copy, ViPR is always an independent word (i.e., it is

not an adjective for a piece of equipment and doesn’t take ‘the’ before it); it also

doesn’t need an ‘s’ to be plural.

For example:

Train with the ViPR™

The ViPR™ equipment

I used three ViPRs in this circuit

Push yourself with Michol Dalcourt’s ViPR™

To find out more about ViPR™ log on to viprfit.com

ViPR™ is about real-world programming

Participate in a ViPR™ workout

✗

✗

✗

✓

✓

✓

✓

ViPR Group Fitness text references

When presenting ViPR Group Fitness, ViPR PT, ViPR 3D and ViPR Athletic

in copy in marketing materials:

• Use ™ in the first mention of copy only (excluding titles)

• Adhere to the brand’s capitalization style: ViPR

(i.e., capital V, lowercase i, uppercase PR)

• Capitalize the first letters of the brand name: ViPR Group Fitness

• Capitalize PT

• Capitalize 3D

• Capitalize the first letter in ‘Athletic’

ViPR Small Group Training (VSGT or ViPR SGT) refers to our small group

programs.

For help with anything in the ViPR brand guidelines, contact the marketing team:

tel: +44 (0)20 8586 8647 or +44 (0)20 8586 8621 | email: [email protected] | viprfit.com

united Kingdom

FitPro | Kalbarri House | 107-113 London Road London E13 0DA | UKtel: +44 (0)20 8586 0101 | fax: +44 (0)20 8586 0685 email: [email protected] | web: fitpro.com

united States

FitPro North America | 3528 Tejon St #110 | Denver, CO | 80211 tel: +1 720-489-0294 | email: [email protected]

Documents

BRAND GUIDELINES - ViPRfit.com...typography, logos and other graphic elements. For guidelines on use of the ViPR logos with photography please see page 18. The minimum exclusion zone