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Guidelines, Current as of July 2018 1

Brand Identity &


Logo Guidelines

Circuit and
Typography Guidelines

Guidelines Color

Illustration and

How We Express
Iconography

Imagery and Styling

Ourselves
Brand Voice

Language and
Communications

ClassPass Brand Ethos & Guidelines // 2018 // Brand ID // Confidential


Look, Tone & Feel 2

Now, another fun part: how we express


who and what ClassPass is.

ClassPass is a brand designed to help


people discover their potential.

And we express that purpose through


optimistic, active visuals. Through modern,
vibrant design. And with language that
meets people where they are.
Part 2: Guidelines 3

Brand Identity &


Our logo represents what ClassPass
stands for — taking a step into some-
thing bigger.

Guidelines And our logotype is a geometric sans


that says what ClassPass is, using
a thinner, lowercase version of our

Logo + Logotype
custom typeface.

Despite that typeface, we’re still


ClassPass — capital ‘C’ and capital ‘P’ —
when typed out.

ClassPass Brand Ethos & Guidelines // 2018 // Brand ID


ClassPass Logotype 4

Usage
Use where ClassPass
needs to be explicitly
stated or identified
due to lack of context
ClassPass Logotype 5

Spacing
Space around the
logotype should be
equal to the height
of the character “c”
ClassPass Logotype 6

Primary Use + Color Secondary Use + Color White on Blue


— — —
Use blue when logo is Use black when more Use white when logo
primary focus of design. important elements needs high contrast
Can be used on light use the brand blue. from the background.
gray and white. Black should be used Can be used on images.
— on gray and neutral —
RGB: 0 85 255 backgrounds and at RGB: 255 255 255
HEX: #0055FF small scales. HEX: #FFFFFF
CMYK: TKTKTK — CMYK: 0 0 0 0
PMS: TK RGB: 0 0 0
HEX: #000000
CMYK: K 100
PMS: Black
ClassPass Logo 7

The Idea:
Steps
The longest journey.
Not hitting snooze
again. Your first 6am
workout, your third,
your hundredth.
A new experience,
a weird one, a
challenge. It all starts
when you decide to
take that step, even
if you don’t know
exactly where it will
lead you.

Logo Usage
Use the logo when
applications are
heavily ClassPass
branded or implied.
ClassPass Logo 8

Spacing
Space around the logo should be equal to
.25 of the height.
ClassPass Logo 9

Primary Use + Color Secondary Use + Color White on Blue


— — —
Use blue when logo is Use black when more Use white when logo
primary focus of design. important elements needs high contrast
Can be used on light use the brand blue. from the background.
gray and white. Black should be used Can be used on images.
— on gray and neutral —
RGB: 0 85 255 backgrounds and at RGB: 255 255 255
HEX: #0055FF small scales. HEX: #FFFFFF
CMYK: 83 67 0 0 — CMYK: 0 0 0 0
PMS: 285u RGB: 0 0 0
HEX: #000000
CMYK: K 100
PMS: Black
ClassPass Lockup 10

Usage
In cases when the
logotype and logo
both need to be
present
ClassPass Lockup 11

2.5 h

Spacing
Space around the The space between The size of the logo
logo should be equal the logo type and the mark is 2.5x the height
the height of the logo mark is the height of the character “c”.
character “c” of the character “c”
ClassPass Lockup 12

Primary Use + Color Secondary Use + Color White on Blue


— — —
Use blue when logo is Use black when more Use white when logo
primary focus of design. important elements needs high contrast
Can be used on light use the brand blue. from the background.
gray and white. Black should be used Can be used on images.
— on gray and neutral —
RGB: 0 85 255 backgrounds and at RGB: 255 255 255
HEX: #0055FF small scales. HEX: #FFFFFF
CMYK: 83 67 0 0 — CMYK: 0 0 0 0
PMS: 285u RGB: 0 0 0
HEX: #000000
CMYK: K 100
PMS: Black
la

Part 2: Guidelines 13

Brand Identity &


Our typography reflects the modern
urgency of our brand. It aims to hit
its purpose with a bit of punchy sporti-

Guidelines
ness, and then be on its way.

We approach layout with simple


organizing principles—6 and 8 column

Typography &
layout grids, plus increments of 4pt on
type sizing and leading to streamline
information and further inform hierar-
chy. These exact rules can flex, but,

Layout
if they do, there should always be a
clear reason why.

We keep type flush left or centered for


simplicity and legibility.

ClassPass Brand Ethos & Guidelines // 2018 // Brand ID


Circuit 14

Circuit
A circuit is the path whose start
and end points connect to create
a continuous loop ­— and Class-
We connect to ourselves to find
what we need, whether that’s an
intense class or a well-deserved
And we connect to others in
class, finding motivation from
instructors and friends. It’s a
Pass is all about connection. recovery. continuous process that reminds
us that we aren’t on this journey
alone.
BCDEFGHJKLM 15

PQRSTUVWXY
bcdefghijklmno
rstuvwxyz0123
Use Circuit Outline
to show potential,
quiet down, convey
empathy, add texture
to imagery, add
a bit of interest to
comms.
BCDEFGHJKLM 16

PQRSTUVWXY
Use Circuit Fill to
show fulfilled potential,

bcdefghijklmno
cut through noise,
motivate someone to
try something new, add
some oomph, shout
the ClassPass brand.

rstuvwxyz0123
Display Typeface: Circuit Display Typeface: Circuit Outline 17

ABCDEFGHIJKLMNOP ABCDEFGHIJKLMNOP
QRSTUVWXYZ QRSTUVWXYZ
abcdefghijklmnopqrs abcdefghijklmnopqrs
tuvwxyz tuvwxyz
0123456789 0123456789
!@#$%^&*(){}”-–— !@#$%^&*(){}”-–—

Use Circuit Bold to motivate someone to to shout out loud the Use Circuit Outline to add texture to imagery, of interest to comms
show fulfilled potential, try something new, ClassPass brand. show potential, quiet as a graphic pattern, pieces.
cut through noise, add some oomph, and down, convey empathy, or to simply add a bit
Circuit Guidelines on a page Circuit Outline sizing 18

Circuit is a display
typeface designed Circuit S 72pt 36pt
for 36pt and above Circuit Outline Small Minimum point size for Minimum point size for
for 72pt–160pt Circuit Outline Circuit Bold

Circuit M
Outline is for
supplemental
points Circuit Outline Medium
for 160pt–320pt

Circuit L
USE ALL CAPS
SPARINGLY

Type size and lead-


ing in multiples of 4
(This text is 56pt Circuit Outline Large

with 64pt leading)


for 320pt and above
Circuit Guidelines on a page 19

Circuit Outline Small


is for imagery at And color floods
any size

This is the outline typeface you The same applies for


should use on imagery. color floods.

Ensure legibility, or use filled.


Text Typeface: TT Norms 20

ABCDEFGHIJK ABCDEFGHIJK ABCDEFGHIJK


LMNOPQRSTU LMNOPQRSTU LMNOPQRSTU
VWXYZ VWXYZ VWXYZ
abcdefghijklm abcdefghijklm abcdefghijklm
nopqrstuvwxyz nopqrstuvwxyz nopqrstuvwxyz
0123456789 0123456789 0123456789
!@#$%^&*(){}” !@#$%^&*(){}” !@#$%^&*(){}”

Regular Medium Bold


Use for descriptions and big blocks of texts at Use for UI elements. Think buttons, links, CTAs Use for UI elements when the type reads too small
small sizes and more.
Quick Layout & Type Best Practices 21

1 5
Here’s a teeny Spans of time are “That’s it.”
2
collection — to marked as such
3
be clear, these are 2010–2014. From feet' to in"
details — of the
4
small type and Check-in shows
layout principles a hyphen :)
we should always
adhere to. 6
Grids Baseline Grids Paragraph Rags

We love grids. Throughout this document, we’re All this leading (vertical spacing shares the same Good “rags” are hard to achieve, but generally
using a 6-column grid. Our digital product uses math — in multiples of 4 — and sits on a baseline follow the simple pattern of in-out, which can
an 8-column grid. grid. This way, type aligns across multiple columns. generate a nice rhythm.

1. 2. 3. 4. 5. 6.
Make sure to use m dash (shift+op- n (option+dash) dash A hyphen These are quotation Keep a nice tight
apostrophes, not foot tion+dash) signifies signifies passage of marks. And then column. Try to avoid
marks a supplemental time foot marks and inch going over 11-13
thought that’s not a marks. We respect words per line. It
complete sentence. the difference :) exhausts the eyes!
We use spaces, per
AP Style.
Part 2: Guidelines 22

Brand Identity &


Color at ClassPass is like that post-
class feeling: it’s bright, vibrant,
optimistic and decidedly brighter.

Guidelines Many times, color will come from


photography and video itself.

Color Palette
Aside from that, we use colors in UI,
in graphs and charts and throughout
illustration.

Here are our colors and their uses.

ClassPass Brand Ethos & Guidelines // 2018 // Brand ID


Core Palette

Black
#000000

ClassPass Blue
#0055ff

White
#ffffff
Core Palette:­ #251b9e #33333 24
Extended

For graphs,
charts, and simple #ff3d3d
illustrations, we
use this family
of blues #104aff #555555 Core Palette:
Accents

For bold pops of
color — a line of growth
across a bar chart,
in illustrations — we
#008aff #7f7f7f use these

#44d9cb

#97ccfe #bdbdbd

#c0e0ff Core Palette­:


Grays
#dedede

For UI and hierarchi-
cal reasons through- #1c4545
out type, rule lines and
background colors we
#e6f3ff use grays. #f7f7f7
Part 2: Guidelines 25

Brand Identity &


Illustration and iconography help us
visually communicate, whether that’s
in the app or in our advertising.

Guidelines Animation allows us to express a brand


in motion and sprinkle some further
delight into our communications.

Iconography &
Illustration

ClassPass Brand Ethos & Guidelines // 2018 // Brand ID


Illustration Overview: Icons 26

Icons are meant to


be simple and easy
to understand
Illustration Overview: Spot Illos 27

Spot illustrations mix


geometric outlines
with more colorful
overlaps to commu-
nicate more nuanced
information
We use more
elaborate
illustration for
key visuals in 28
campaigns and
throughout the
digital product.
They become
more expressive
with multiple
colors, sometimes
combining
photography or
animation

Fuller Illustrations
29

And Patterns
Pattern allows
us to bring to
life apparel,
packaging,
backgrounds and
in the digital
product or
branded pages.
Part 2: Guidelines 30

Brand Identity &


The best way to communicate what
ClassPass is all about? Show people
the experience.

Guidelines We combine onsite and in-studio


photography to showcase movement.
No matter what, we want to help you

Imagery & Styling


envision yourself as a ClassPasser,
which means keeping our styling, our
models and our looks realistic, natural
and accessible.

ClassPass Brand Ethos & Guidelines // 2018 // Brand ID


31

Imagery Overview
When we want
to show an
experience, we
shoot real people
in real places
doing real things.

It’s about
showcasing the
story, from the
beginning, mid-
dle, and end.
When we want
to clearly explain
something, we
shoot in photo
studios.

This can help us


express a concept,
distinguish our
brand visually
and give us clean,
crisp images that
pair well with
messaging.
STING Casting 34

Casting showcases
ting should be aof all levels,
fit people
shapes, sizes and color.
mbination of relatable
y-types Usually they look like
your favorite trainer, or
ethnicities.
a person who stands
out in class, or a be-
ginner who’s just try-
ing something for the
group setting,
first time,the
but has the
support of the class
mber of women should
behind her.
greater than the
We aim to show you
mber of men
whattoyoubest
can do on
ClassPass and who
ect our customer.
to learn from, not
who you should be.

Women compromise
80% of our audience
and that split usually
dictates the gender
composition of our
photoshoots.
be
Styling 35

he
Wardrobe and styling
uses contemporary,
seasonal athleisure
and fitness apparel.

son Sometimes a look is


more neutral to let
be equipment, typogra-
phy or background
t colors within the
layout stand out.

Sometimes the look


is the bright, eye-
catching element
and itself. We keep things
modern and simple,
generally using
neutrals (grays, blacks,
whites) and brand
colors, but we don’t
ces shy away from a
matching look or pat-
tern if it feels interest-
ing and on-brand.
ints,
s
ng.

ed
Hair & Make-up

Simplicity rules the


day here, too.
k
We favor “no make-
up makeup.” And look
for bright eyes, natu-
ral eyebrows, natural
lips and cheeks. When
exertion is called for,
real sweat works, or a
quick spritz.

For women, hair is


styled tied back in
nd a ponytail or bun,
or sometimes more
me styled in braids. Hair
is generally textured
or piece-y and natu-
ral with a curl, volume
and definition.

For men, the simpler


the better — no fuss
and natural. Most of-
ten, hair is short and
simply styled if at all;
long hair is in a pony-
tail or tied back.
Part 2: Guidelines 37

Brand Identity &


Video helps us tell stories — the stories
of our customers, of our partners and
of the ClassPass experience.

Guidelines After all, we’re a brand in motion.

Our videos are intended to be dynamic —

Video & Animation


we’ll go wide, go close, cut quick or
zoom in to keep the viewer engaged.

ClassPass Brand Ethos & Guidelines // 2018 // Brand ID


38

Video Overview
39
40
41
Part 2: Guidelines 42

Brand Identity &


At our core, ClassPass is a positive and
accessible brand. We believe that any-
one can take on and try anything, and

Guidelines
have fun while they’re at it — and we
reflect that through our brand voice.

We remain undoubtedly optimistic,

Language & Voice


just motivational enough and we toe
the line between aspirational and in-
spirational. And when we can, we in-
ject a little humor into things and
laugh at ourselves, because it’s not just
about being healthy — it’s about being
happy, too.

ClassPass Brand Ethos & Guidelines // 2018 // Brand ID


Brand Voice 43

ClassPass believes that ClassPass is a positive brand, ClassPass doesn’t position


everyone should live an which means we don’t dis- itself as an “anti-gym.” At the
active life. That means we’re parage, discourage or shame. same time, we’re not your tra-
not just for serious gym go- There’s no denying there are ditional gym model in that we
ers, amateur athletes or fitness a lot of ups and downs when it encourage members to try
junkies. We’re about access — comes to fitness. We get it — many different fitness activi-
for everyone. and we empathize with that. ties and classes at a variety of
studios and gyms.
We celebrate being active We are not a one-off fitness
and healthy, both mentally deal site or voucher site.
and physically. We’re not the We believe fitness should be
type to talk up weight loss, part of everyone’s lifestyle, at
baby weight, calorie counting a price point that fits anyone’s
and beach bodies. Don’t get us budget.
wrong – plenty of ClassPassers
lose weight on our platform,
but we think health is so much
more than that.
Brand Voice 44

Focal Our voice isn’t just what we say — it’s how we say
points it. It’s the words, the sentences, the punctuation,
plus the tone, the flow and the feel. Every time we
talk, we should ask ourselves: Who are we talking
to? What do we want them to know? How do we
want them to feel? Depending on those answers,
our tone might change, but our voice? That’s al-
ways the same.
Brand Voice: Focal Points 45

1. Motivate 2. Connect

We give people a reason to act – and we should On ClassPass, you connect with instructors,
always give them a clear way to take an action. with teachers, with classes, communities,
We want to build their confidence and empow- friends and experts. We bond over our shared
er them by staying genuine, clear and true. experiences that take us beyond an app. Talk
like you’d be connecting with a real human
• Offer sincere encouragement. despite the screen that stands between you.
• Be genuine. Skip the saccharine statements
in favor of a deeper connection. • Connecting means we’re relatable. Use first
• Stay positive. Positivity doesn’t mean excla- and second person along with accepted col-
mation points — it means leading with, and loquialisms.
finding, the good in every conversation. • Keep it conversational. Avoid complex
words, flowery sentences or anything that
feels inherently unnatural.
• ...but, don’t be so conversational you’re only
speaking to a chosen few.
• We believe in action – which means we like
to use an active voice.
Brand Voice: Focal Points 46

3. Inform 4. Empathize

We’re experts. And even though we have a Fitness is a journey – and we understand that
wealth of knowledge, we don’t want to talk at it has peaks and valleys. Remember that we’re
you – we want to talk with you, share with you people connecting with other people, support-
and guide you to what you need to know. ing and celebrating the ups (and the downs,
too) without being pushy or preachy.
• Be clear. Give details, and clear and action-
able next steps. • Avoid being prescriptive. We won’t tell
• Tell people what they need to know, not what people how they should work out, what
you think you should say. they should be doing or how they should
• Be relevant! Trim out unnecessary details on be doing it.
focus on what matters. • Connect on a deeper level. Find ways to
• Be honest. That doesn’t mean share ev- personally relate, inserting details or other
erything, all the time. Tell people what they information that resonates.
need to know, aiming to shed light or give • This isn’t about you — it’s about them.
reason to why things are the way they are.
48
Brand Voice: Copy Styleguide 49

Copy Writing for ClassPass? Here’s how we


Styleguide do things, from word choice to punc-
tuation use to emoji etiquette. And if
you’re ever in doubt, check out the AP
Stylebook. We generally follow this
style because it was made for journal-
ists, which means it helps us stay clear
and concise in the digital world.
Brand Voice: Copy Styleguide 50

Punctuation Capitalization Contractions

• We don’t use the Oxford • In general, we use sentence • We love ‘em! Use
comma case to feel relatable contractions as you see
• Avoid more formal punctu- and title case to indicate fit — it helps communicate
ation like semicolons authority the friendly and informal
• Headlines don’t need punc- • Sentence case: email tone we’re after.
tuation (like a period), even subject lines, landing
if it’s a complete sentence page headlines, social
• Bulleted lists don’t need an headlines
ending period, unless they • Title case: CTAs,
are more than one sentence presentation titles,
long downloadable assets
Brand Voice: Copy Styleguide 51

Abbreviations Numbers Time

• Price per month • When numbers are • Use lowercase letters with-
• When talking about our important and should be out punctuation or spacing
membership rates, use “/ communicated quickly, we to denote the time of day
mo.” instead of “/month” don’t write them out and only include minutes
• Slang • When numbers are less if the time is not exactly on
• Use accepted colloquial- important, and are less than the hour. When indicating a
isms, but stay away from ten, write it out time range, use an en dash
hyper-trendy phrases. • Large numbers should (–) without spaces on either
As a rule of thumb, use include a comma, and if side. If both times are in the
phrases and abbrevia- we’re rounding up or same part of the day (am/
tions your parents would generalizing, we can pm), only denote this on the
easily understand. use a + sign last time in the range.
Brand Voice: Copy Styleguide 52

Dashes Exclamation Points Ampersands

• Use an em dash (—) with • There’s no secret we’re • Character counts can be
spaces on either side enthusiastic, especially of the essence, especial-
when it comes to our ly in product. Use amper-
members or partners sands sparingly and reserve
achieving their goals. But them for in-product modals,
we don’t want to be over- homecards or email subject
ly enthusiastic. Use excla- lines.
mation points for emphasis,
never more than two in the
same paragraph.
Brand Voice: Copy Styleguide 53

Emoji Cursing Italics

• A little can go a long way. • Overall, we keep our lan- • Italics are a great way to
Use emoji sparingly at guage clean. But, we’ve all emphasize a word while
the beginning or end of found ourselves motivat- still maintaining a conversa-
a phrase, and never in ed by language that’s a little tional feel.
place of an actual word. more, well, aggressive. Use
Appropriate channels are cursing in a positive context
key, too. A membership for emphasis.
update will be emoji-
free, but a social caption
or email subject line?
Go for it.
Brand Voice: Copy Styleguide 54

Possessive Active Voice Lead with Verbs

• Is it ClassPass’s or Class- • This shouldn’t come as a • We encourage action far


Pass’? Great question. As surprise: we prefer an active beyond just taking class.
a proper noun, we prefer voice over a passive voice When possible, write with
ClassPass’. We’ve already strong verbs to give users
got enough s’s as it is. a clear sense of what they
should do next.
Brand Voice: Copy Styleguide 55

Keep Things Positive Pronouns Promotional Language

• Let’s look on the bright • We use “they” or “them” • Instead of saying sale or
side of things, and write when referring to other deal, we prefer “offer” or
that way. Keep an eye on people, even if we’re talking “promo.”
words like can’t, don’t, about just one person.
won’t, shouldn’t, and try
to spin things positive.
Questions? 56

ghathaway@classpass.com

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