Axis Pilates
Brand guide
Click any value to copy it.
- 01Logo
- 02The swoosh
- 03Color
- 04Type
- 05Photography
- 06Voice
- 07In use
01
Logo
The wordmark is the main logo. The emblem is for small and square spaces, like profile pictures and favicons.
Try it on
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
Three motions
Hover any logo to replay it.
As a graphic
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
Gradients carry the backgrounds and accents. Flat color is for text and small details.
Atmosphere gradients
How much of each
Text and background pairs
AA passes for body text. AA Large passes for headings 24px and up. Anything marked Fail should not carry words.
04
Type
Two typefaces, both free to use anywhere, including Canva.
Sentence case everywhere: headings, labels and buttons. No all-caps.
Type tester
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 youHand-drawn emphasis
A quick underline or circle, drawn by hand, picks out the one word that matters. Draw it fresh each time: a little uneven is the point.
Never more than 6 in a class
Pilates built around you
A warm welcome
Do
- One mark per design, on one word or a short phrase in a heading
- Underline the key fact, circle a single short word
- Logo gradient or Axis Blue on light backgrounds, white on photos
- Keep it to one loose stroke, rising slightly like the swoosh
Don't
- Mark body text, buttons or the logo
- Pair it with the swoosh graphic in the same piece
- Use any other color
- Add arrows, doodles or several marks at once
05
Photography
Real clients in the real studio, in natural light.
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.
Calm and uncluttered
Clean frames with space to breathe, like the studio itself.
Don't
- A model posing on equipment she isn't using
- Flash, heavy filters or neon
- Only young, very flexible women
- Someone filming themselves for content
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
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