BRAND MANUALBy Seth Lieberman

planetfitness

Where you Belong

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Manifesto

Logo Use

Planet Fitness Colors

Typography

Ad Sample

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CONTENTS

PLANET FITNESS BRAND MANUAL

1 MANIFESTO

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Planet fitness was founded back in 1992. financially struggling to comPete with better-known gyms we droPPed our Prices dramatically. using this low-cost business model we focused on the needs of an occasional or first-time member, rather than a more exPerienced one. this method Proved to be a great success for us. currently Planet fitness has grown to have 818 locations with an estimate of 5.7 million members of which 67% are women. but with all great successes, sometimes it “comes with a Price”. that Price for us has been with our rePutation!

initially our success came from our unorthodox marketing Plan. we Provided a “Judgement free Zone” that catered to novice and casual gym users, with rules in Place that can be viewed as dis-couraging or discriminatory against serious (‘hard-core’) bodybuilders, Power-lifters and “grunt-ers”. unfortunately over time these rules and discouragement has brought us a tremendous amount of bad Press. by singling out the “hard-core” users we have been branded as the gym that discrim-inates. as well as other known criticism like our decision to have monthly PiZZa nights and a bagel breakfast on the second tuesday of every month.

moving forward to the future of Planet fitness we realiZe and embrace our short comings. gone is our monthly PiZZa nights and bagel tuesdays. instead we are introducing free monthly counsel-ing with a board certified nutritionist. this is Just one small change to Provide our members with a better club exPerience. another examPle would be to remove any sPorts Programs and show less aggressive Programming on our t.v. monitors. we believe there is value in a “Judgement free Zone” and by making a few small changes to our clubs that are geared to less aggressive activities would lead to less of an intimidation factor for our members without any discrimination involved. thus rebuilding our brand of fitness centers that give everyone a Place where they truly can feel they belong.

tagline: “where you belong”

coPy: “for moms on the run” “we got you covered” oPen 24hrs Planet fitness

Logo: Use new design from brand guidelines.

PLANET FITNESS BRAND MANUAL

LOGO USE

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an imPortant coPyright notice

the Planet fitness logo is not coPyright free. it is imPortant to maintain the integrity of the logo. we therefore ask that anyone considering use of the logo keeP the following guidelines in mind.

• a minimum amount of white sPace around the logo is required. for the minimum amount of white sPace required, use the width of the “n” in Planet as the unit by which to measure white sPace on all sides of the logo.• any scaling must retain the original ProPortions of the logo.• the logo may not be modified in any way.• additional text may not be added less than the sPecified amount.

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planetfitness

Where you Belong

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PLANET FITNESS BRAND MANUAL

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PLANET FITNESS COLOR

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Pantone 238 c Pantone cool gray 2 u Pantone black Pantone white

cmyk conversion values:c: 11m: 55y: 0k: 0

c: 21m: 17y: 17k: 0

c: 0m: 0y: 0k: 100

c: 0m: 0y: 0k: 0

rgb conversion values:r: 255g: 130b: 238

r: 201g: 199b: 200

r: 0g: 0b: 0

r: 255g: 255b: 255

web conversion values:hex #ff82ee hex #c9c7c8 hex #000000 hex #ffffff

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planetfitness

Where you Belong

TYPOGRAPHY

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SF Sports Night NS (REGULAR)

PLANET FITNESS BRAND MANUAL

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Planet fitness tyPograPhy Policy:

the Planet fitness uses only sf sPorts night ns regular. no other tyPe will be allowed.

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AD SAMPLE

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FOR MOMS ON THE RUN

WE GOT YOU COVERED Lorem Ipsum has been the industry's standard in dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only �ve centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing Lorem Ipsum passages, and more recently with desktop publishing software like Aldus PageMak-er including versions of Lorem Ipsum. Today you can join the gym.

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PLANET FITNESS BRAND MANUAL

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