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Purpose
Upholding the visual identity
This brand guide is for those who are representing the brand and using its assets. It explains how to use our logos, colours, typography, graphics, and images in a consistent way.
Instructions
How to use this guide
Scroll through the guide to view each section, or skip to a specific section using the top menu. Logo and asset downloads are available throughout the guide, where applicable.
Contact
Need to get in touch?
If you don’t find what you need here, please reach out to NSA at:
info@northernstrength.caPositioning Statement
Science-first strength & conditioning
Northern Strength’s expert coaches & programs use science-backed approaches that are meant for everyone to train like an athlete, tailored to their needs.
Logo
Logo Variants
The Northern Strength logo has 2 lockup variants available, stacked and horizontal. Choose the logo that best suits the application or layout.
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Logo Icon
The icon may be used as a stand-alone mark for Northern Strength.
On external communications and designs, the full name Northern Strength Academy should be visible or represented somewhere in relation to the logo icon.
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Colour Variations
The Northern Strength logo comes in 2 main colour variants, Full Colour & Colour Reverse. These colour variants are encouraged wherever possible.
The secondary colour applications are Reverse & One Colour, and should only be used when necessary for visibility or when printing in single colour. Black may also be used if necessary for single colour printing.
Always ensure that there is adequate contrast from the background when using the logo, it should be easily readable.
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Full Colour
Full Colour Reverse
Reverse
One Colour
Logo Use & Clear Space
It’s important to keep a certain amount of “clear space” around your logo when placing it on brand materials, advertising, or any visual graphics.
Clear space helps present the logo and maintain good visibility when placed with other logos, marks, or graphics. The height of “Northern Strength” is the benchmark for spacing (it is marked with an “x”). The space around the logo should be at least as much as this.
Avoid making adjustments to the logo structure, icon, text, or colour that are not shown in this guide in order to maintain brand consistency.
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Colours
Burgundy
Hex: #7c0909
RGB: 124, 9, 9
CMYK: 29, 100, 100, 39
Tints & shades may also be used
Red
Hex: #ff0000
RGB: 255, 0, 0
CMYK: 0, 99, 100, 0
Tints & shades may also be used
Black
Hex: #000000
RGB: 0, 0, 0
CMYK: 75, 68, 67, 90
Tints & shades may also be used
Typography
Heading Typeface
Loos Condensed
Loos Condensed is a heading typeface that feels modern and confident. It should be used for headings or large feature text in designs. It should primarily be used in the Bold weight.
Our license is for use on the web, individual installations of the type can be purchased here:
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Body Typeface
Mulish
Mulish is a body typeface that is minimal and easy to read. It should be used for body copy in Regular weight. Bold weight can be used for emphasis.
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Alternate Heading Typeface
Saira Semi Condensed
Saira Semi Condensed can be used as a heading typeface when the primary typeface Loos Condensed is not available. It should primarily be used in the Bold weight.
Download Here
Alternate Body Typeface
Red Hat Display
Red Hat Display can be used as a body typeface when the primary typeface Mulish is not available, such as in Canva. It should primarily be used in Regular weight, with Bold used for emphasis. It may also be used as a heading typeface in Bold weight for social media only.
Download Here
Type Styles
Typography plays a large role in establishing visual language. It helps set the tone of communication and aids in providing clarity, style, and character.
For a consistent style, follow the suggestions to the right.
Visual Assets
Image Treatment
Images can be framed with pointed graphics that imply movement. The pointed graphics can also be used on their own as graphic assets.
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Shapes
Pointed shapes can be used as graphic assets in varying layouts. They can be layered over each other or with photos, and can be used in any of the brand colours.
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Photography
Photos should mainly show a diverse range of people taking part in athletic activities, or in related activities. They should have an overall positive tone, and may also show community, excitement, and determination.
