Identity Guidelines

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

TABLE OF CONTENTS
The Brand

The Vision

Refreshing Look at Fitness

The New Identity

Logotype and Symbols

The Refreshed Logo

Logo Variation

10

The New Classes

11

Logo Spacing

12

Colours
Colour
Colour Application

Typography

Bebas Neue

Source Sans Pro

The 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.

The 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.

A 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.

THE 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.

10

LOGOTYPE
AND SYMBOLS
THE NEW LOOK FOR SAC AMPLEFORTH

11

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
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retain its overall clarity.

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

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.

The illustrations which accompany

each logo can be taken and used
stand alone.

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.
15

0.5x
0.75x

0.75x

1x

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,
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from the edge of the crest, rather

than the ribbon.

0.5x
0.5x

0.5x
1x

0.5x

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.
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18

COLOUR PALETTE
THE NEW LOOK FOR SAC AMPLEFORTH

19

Original SAC Blue

Refreshed Green

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

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

Earth Green

Lively Crimson

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

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

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

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.
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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%.

The Refreshed Green symbol, or

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

The Earth Green symbol, or logo,

should appear on an Refreshed
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.

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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22

TYPOGRAPHY
THE NEW LOOK FOR SAC AMPLEFORTH

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HEADINGS
AND 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.
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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.

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

heading should be half the height

of the space between the forward
facing hand and the forward facing
foot. Pictured above.

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

of the typography must be aligned

to the height of the crest, see y
proportions on the digram above.

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Body Copy

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.

Source Sans Pro Regular 10pt.

To be used for majority of the
copy, for regular text such as
information.

Source Sans Pro Bold 10pt

A bolder weight can be used to
head subjections of body copy
within a document or collateral.

Source Sans Pro Semibold 10pt

To be used to add empthasis or
highlight important information
throughout standard copy.

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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