Axis Pilates
Brand guide
Logos, color, type and the swoosh, plus how we photograph the studio and how we sound. Click any value to copy it. Everything you might need to download is on this page.
- 01Logo
- 02The swoosh
- 03Color
- 04Type
- 05Photography
- 06Voice
- 07In use
01
Logo
Two marks, three colorways. The wordmark is the main logo. The emblem is for small and square spaces: profile pictures, favicons, stickers, the corner of a photo.
Try it on
Pick a mark, a colorway and a background to check a combination before you use it.
Clear space
Leave space around the logo equal to the height of the lowercase a. Keep text, edges and other logos out of it.
Minimum size
Below these sizes the word PILATES stops being readable. Switch to the emblem instead.
100px on screen, 25mm in print
32px on screen, 10mm in print
Please don't
02
The swoosh
The curve through the x is the most recognizable thing we own. It is movement along an axis: bottom left to top right, always rising.
Three motions
Fill the tails leads. Color flood is the alternative. The flowing gradient is quiet enough to keep running. Hover any logo to replay it.
As a graphic
The swoosh on its own can carry a layout. Use one per design, big and confident.
Do
- Keep it rising, bottom left to top right
- Let it run off the edge of the frame
- Use the gradient, or solid white on photos
- Give it room: one swoosh per design
Don't
- Flip or rotate it
- Stretch it to fit a space
- Repeat it as a pattern
- Put text on top of it
Downloads
03
Color
Color comes from light. Soft atmosphere gradients carry the backgrounds, the swoosh gradient carries the accents, and flat color is kept for text and small details.
Atmosphere gradients
Reach for these before a flat fill. Morning Swoosh is the primary gradient, and Dusk is its dark partner.
How much of each
A rough balance for any page, post or printed piece.
Text and background pairs
AA passes for body text. AA Large passes for headings 24px and up. Anything marked Fail should not carry words.
CMYK values are converted from screen color. Ask the printer for a proof before a large print run.
04
Type
Two typefaces, both free to use anywhere, including Canva.
Sentence case everywhere: headings, labels and buttons. No all-caps.
Type tester
Type anything, then try the weights and sizes.
Type scale
Together
Intro package
Start with 3 private sessions
Three 1:1 sessions with one instructor who learns your goals, your history and how your body moves. Then classes at your level, when you're ready.
Tell us about you05
Photography
Real clients in the real studio, in natural light. Anyone looking should see someone like them, whatever their age, shape or gender.
Real, not staged
Actual clients and instructors, mid-session. Hands-on guidance is our story, so show it.
Natural light
Daylight from the studio windows. Soft, warm and true to color.
Everybody
Ages 30 to 75, all shapes and sizes, men and women. Nobody should feel it is not for them.
Calm and uncluttered
Clean frames with space to breathe, like the studio itself.
Photos from the studio library are on the way. These frames are placeholders.
06
Voice
Welcoming and personal. High touch, high quality, and open to everyone. We sound like the instructor who remembers your knee, not like a fitness ad.
From us, to you
Write to one person. "We'll build a program around you", not "Clients receive programs".
Encouraging and honest
It might feel awkward at first. Say so, and say we're there to guide you.
Say less
People skim. Short headings, short sentences, one idea at a time.
Modern, not trendy
Clear and current. No slang that will date and nothing that reads too young.
Everyone's welcome
Members-only in how we look after people, never in how we talk.
Words we use
Words we avoid
No discount framing and no calling out other studios.
Not this
Crush your core in our killer reformer burn! Spots going fast, grab yours now!
This
Stronger through the middle, easy on your joints. Never more than 6 in a class, so your instructor sees every rep.
07
In use
How it all comes together on the things the team makes every week.
Never more than 6 in a class.
New here?
Start with 3 private sessions
$225 for three 1:1s with your own instructor.
Tell us about youYour Name
Instructor, Axis Pilates
Sample week
This week
at Axis
- Mon7:00amReformerAll levels
- Mon5:30pmMatFoundations
- Tue8:00amStretch and restoreAll levels
- Wed12:00pmReformerIntermediate
- Thu6:00pmReformerAll levels
- Sat9:00amStretch and restoreAll levels
Book at axispilates.com