Our Brand Guidelines
This online resource has been created to ensure our brand is presented consistently and authentically across all platforms. Within these guidelines, you will find comprehensive instructions for using our logo, colour palette, typography, and more. By adhering to these standards, we can project a unified and professional image that embodies our values and mission, thereby reinforcing our brand identity in the market.
Logo
Our logo features the two 'L's in our company name, LeisureLabs, creatively transformed into a fast-forward icon. This design symbolises LeisureLabs' commitment to propelling the business trajectory of fitness and wellness companies through innovation and technology. The interlocking of the 'L's underscores our mission to foster growth through strategic partnerships and collaboration.
The safety zone around the logo is defined by the height of the ‘L’. However, the more space, the better
Colour palette
Our chosen colour palette reflects our brand’s core values and visual identity. Navy blue represents reliability and strength, providing a solid foundation. The vibrant blue adds a dynamic and trustworthy element, enhancing our approachability. Green signifies growth and innovation, highlighting our commitment to progress. Together, these colours create a cohesive and distinctive look that reinforces our brand's message across all platforms.
Navy blue
#002744
Vibrant blue
#0060B9
Green
#00DFA1
Brand gradient
#00DFA1 - #0060B9
Typography
For headers, we use Lexend Medium and Bold, chosen for their modern look and readability. For body text, we prefer Lexend Extra Light for its clean, neutral style, ensuring ease of reading and complementing our headers well. Together, these fonts enhance our communications and maintain a clear visual hierarchy.
AaBbCc123
ABCDEFGHIJKLMN OPQRSTUVWXYZ
abcdefghijklmno
pqrstuvwxyz
1234567890
Lexend Medium/Bold
Heading font
AaBbCc123
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
abcdefghijklmno
pqrstuvwxyz
1234567890
Lexend Extra Light
Body font
Icons
Our icons are designed to enhance communication, featuring linear designs in our signature gradient or solid brand colours for versatility. They are crafted to display clearly on both light and dark backgrounds, enhancing accessibility and consistency throughout all brand touchpoints.
Images
Our imagery emphasises movement, action, and progress to reflect our dynamic approach. When relevant, we incorporate photos featuring multiple individuals, underscoring our commitment to shaping the future of fitness and wellness through partnership and collaboration. Our selected images are predominantly set in gyms, leisure centres, workplaces, and homes, reinforcing the breadth of our influence across various environments.
To achieve visual cohesion, we use black and white images with our navy blue color at 50%, blend mode darken. This may vary if we need to place legible text over the image.
Our language
Is
Clear
Concise
Engaging
Inclusive
Isn't
Vague
Wordy
Technical
Alienating
Our voice
Is
Personable
We are always relatable and easy to understand
Informed
We speak from our experience and subject matter knowledge
Supportive
We have great respect for our team and our customers
Honest
We speak with integrity and in a way which builds trust
Inspiring
We always promote innovation and future thinking
Isn't
Detached
We are never impersonal or disinterested
Theoretical
We are always practical and outcome oriented
Arrogant
We are never overly opinionated or pompous
Overly technical
We always strive to simplify the most complex of subjects
Overly formal
We are always professional without being pretentious
