Motion

BRAND GUIDELINES
0.00
0.00
Table of Content
Contents Page
Contents Page
About Us
1.00
Brand Platform
1.01
Typography 4.00
Visual Elements
2.00
The Logo
Primary Logo
Secondary Logo
Small Logo
Logo Dos and Donts
2.01
2.02
2.03
2.04
2.05
Color Palette
3.00
Primary Colors
3.01
Secondary Colors
3.02
Grays 3.03
Primary Typeface
Font Weights
Secondary Typeface
Numbers & Price Lockup
Web Font
Web Size
4.01
4.02
4.03
4.04
4.05
4.06
Applications 5.00
Business Stationary
5.01
Employee Shirt
5.02
Bicycle Jersey
5.03
Transportation 5.04
Website 5.05
1.00
1.00
About Us
MOT ION
1.00
1.01
About Us
Brand Platform
Motion has supported local youth in the DC Metro area since 2007 providing
a safe, nurturing and educational environment that reinforces teamwork, hard
work, and entrepreneurship through bike maintenance and education programs.
Since our launch, we have had the opportunity to sponsor more than 300 youths
and provide more than 1,500 refurbished bikes to the community.
Local youth are invited to participate in bike refurbishment and retail operations
as they contribute to the daily operations of the Motion retail location in the
DMV area leaving with both tangible mechanic and business management skills.
1.01
Brand Platform
1.00
1.01
About Us
Brand Platform
1.01
Mission:
To help disadvantaged, at-risk youth, by teaching them life skills. The

purpose of the non-profit arm of the company would be to create an
aprrenticeship, which would be in charge of immersing the chosen
student in all aspects of the running of a business operation.
Vision:
The shops vision is to bex a space where community engagement,

economic opportunity and sustainable transportation come together
for people of all ages and backgrounds.
2.00
2.00
Visual Elements
MOT ION
2.00 Introduction
2.01 The Logo
2.02 Primary Logo Size
2.03 Secondary Logo Size
2.04 Small Logo Size
2.05 Logo Dos and Donts
Our corporate identity includes a logo and supporting typefaces,

but it is the way these are used and the context in which they
appear that is equally important to the corporate identity.
2.01
2.01
Logo Variations
The logo is comprised of two parts
(seperatable in some exception): the
logo and the full name Motion. One
element may be separated.
The Logos
MOT ION
MOTION
There are three versions of the logo:

01 Standard logo

02 Horizontal logo

03 Small use logo
MOT ION
2.00 Introduction
2.01 The Logos
Our identity is not just a logo. It is a design scheme

composed of a number of core elements that come
together to create a distinctive look and feel that
makes the Motion brand instantly recognizanble.
MOT ION
MOTION
The Standard logo is the preferred

version and should be used wherever possible. The Horizontal version
should be used when a logo is required below the minimum height of
the Standard version or where the
space available is more appropriate
to a horizontal lock-up.
2.02
2.02
113.5
3.7
52.6
Primary Logo Size
M
M
2.00 Introduction
2.01 The Logo
113.5
360
MOT ION
1.7% of the
total dark area
MOT ION
Safe Area
Minimum Size
The primary Logo presentation is enhanced by maintaining a

clear area, void of all imagery surrounding the logo. This area is
defined by the cap height and width of the M within the logo.
To ensure legibility and brand consistency, the width of the

logo must never be reduced any smaller width than an 1 box.
2.03
Secondary Logo Size

2.00 Introduction
2.01 The Logo
2.03
MOT ION
MOTION
MOT ION
MOTION
0.25
If your design requires the Horizontal logo to go below this

height then you must replace the design with the Vertical
Small use logo
2.04
Small Logo Size

2.00 Introduction
2.01 The Logo
2.04
MOT ION
MOTION
This Logo has been specially drawn to reproduce at
small sizes and is the only logo artwork that can be used
below the minimum size of the Horizontal logo. However,
the Small use logo must not be used above its maximum
size (up to 1 inch).
2.05
2.05
DONTS
DOS
Logo DOS AND DONTS
MOT ION
Use the logo as is
MOT ION
Use approved black and
NOI TOM
MOT ION
Do not flip the logo
white version
2.00 Introduction
2.01 The Logo
The Dos and Donts do not illustrate every acceptable
use and violation of the Motion logo. Beyond these restrictions, the safest and best way to maintain our brand
communications is to minimize alterations to the logo.
of the logo.
MOT ION
MOT ION
Place the logo on photos
The typeface Motion may
that dont compete with it.
be left out under certain
MOT ION
Do not adjust the propor-
circumstances.
tions of the logo
MOT ION
Place logo on approved

color fields
MOT ION
Scale the logo proportionally
Do not alter individual part
MOT ION
MOT ION
Do not rotate the logo
MOT ION
Do not modify the color
Do not place the logo on a
of the logo, except on
busy pattern or photo
approved colors
3.00
Color Palette
3.00 Introduction
3.01 Primary Color
3.02 Secondary Color
3.03 Grays
3.00
Our approach to color is bold and simple. The

Motion Red and Black serve as anchor points.
Additional colors are derived from these two and
serve specific purposes in complementing the brand.
3.01
Primary Color
3.01
CMYK : 11, 100, 100, 3

RGB : 209, 0, 19
HEX : D10013
PMS : 1797
3.00 Introduction
3.01 Primary Color
3.03 Grays
Motion Red
This is the primary Motion Red. This color

would also appear in the Tag, and all items
associated with pricing.
The Motion Red and Black anchor the brand.For both
primary colors, use only the provided CMYK, RGB, HEX
or PMS values. This will help maintain brand consistency
and avoid confusion.
CMYK : 100, 100, 100, 100

RGB : 0, 0, 0
HEX : 000000
PMS : Black 2 2X
Motion Black
This is the primary Motion Black. Along with

Motion Red, these are our workhorse colors
and, as such, functions in a foundational role
of all our navigational and informational needs.
3.02
3.02
CMYK : 77, 0, 100, 0
RGB : 0, 191, 12
HEX : 00BF0C
PMS : 361
Secondary Color
Sustainability Green
Green is used only in instances for

Motion green initiatives. This can
include recycling and eco-friendly
products.
CMYK : 0, 0, 100, 0
RGB : 255, 255, 0
HEX : FFFF00
PMS : Process Yellow
3.00 Introduction
3.01 Primary Color
3.03 Grays
Each secondary color relates to and complements the

primary Motion Colors. All five secondary colors have a
specific use and purpose that is outlined. By following
these guidelines, the Motion color palette will serve to
help customers navigate our communications with ease.
Highlight Yellow
This yellow serves the purpose of

highlighting content that is relevant
or important, but not primary.
CMYK : 89, 39, 0, 1

RGB : 28, 154, 252
HEX : 1C9AFC
PMS : 285
Cool Blue
This blue is associated with new

products that is not produced in the
workshop.
CMYK : 84, 9, 0, 61
RGB : 16, 91, 99
HEX : 105B63
PMS : 7470
Background Blue
If in any circumstances, the logo has

to be placed against black or busy
pattern or photo, this color is used
as a background to the logo.
3.03
3.03
CMYK : 0, 0, 0, 0
RGB : 255, 255, 255
HEX : FFFFFF
CMYK : 0, 0, 0, 100
RGB : 0, 0, 0
HEX : 231F20
Greys
Black
White
Black is used for typography and logo only.
3.00 Introduction
3.01 Primary Color
3.03 Grays
The range of acceptable grays for Motion complement

the rest of the Motion palette. Use the grays below in
concert with the primary and secondary Motion colors.
Grays can be used anywhere but should NEVER take
precedence over the other color.
White can be used for typography, backgrounds and transparent containment boxes.
CMYK : 0, 0, 0, 80
RGB : 51, 51, 51
HEX : 333333
CMYK : 0, 0, 0, 65
RGB : 89, 89, 89
HEX : 595959
CMYK : 0, 0, 0, 50
RGB : 127, 127, 127
HEX : 7F7F7F
CMYK : 0, 0, 0, 35
RGB : 166, 166, 166
HEX : A6A6A6
CMYK : 0, 0, 0, 20
RGB : 204, 204, 204
HEX : CCCCCC
80% Gray
65% Gray
50% Gray
35% Gray
20% Gray
For dark backgrounds.
For light backgrounds.
For light backgrounds.
4.00
Typography
4.00 Introduction
4.01 Primary Typeface
4.02 Font Weights
4.03 Secondary Typeface
4.04 Numbers & Price Lockup
4.05 Web Font
4.00
Motion Typography is built around clarity and uniformity. The

Motion font, Akzidenz Grotesk, is designed to be legible in
a range of sizes and weights. Unifying our communications
around a single legible typeface makes it easier for consumers to make the perfect match. This section will introduce
Akzidenz Grotesk for Motion.
4.01
4.01
Akzidenz Grotesk CE Roman for Motion
Primary Typeface
4.00 Introduction
4.02 Font Weights
4.05 Web Font
A brand typeface is its visual voice. A strong typeface
differentiates a brand, but should also be a flexible tool
for communications.
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789
4.02
4.02
Akzidenz Grotesk for Motion Acceptable Weights
Font Weights
4.00 Introduction
4.02 Font Weights
4.05 Web Font
Condensed
Extended BQ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
0123456789
CE Roman
0123456789
BE Regular
0123456789
CE Light
Light Bold Italic
0123456789
0123456789
Light Italic
CE Roman Bold
0123456789
0123456789
4.03
4.03
In the case of Akzidenz Grotesk not available, a secondary typeface, Raleway, can be used.
Secondary Typeface
4.00 Introduction
4.02 Font Weights
4.05 Web Font
Thin
SemiBold
0123456789
0123456789
Light
Bold
0123456789
0123456789
Regular
0123456789
ExtraBold
0123456789
Medium
Heavy
0123456789
0123456789
4.04
4.04
Type Treatments
(Headlines, Subheads, Body Copy and Disclaimers)
Numbers & Price Lockup
799
10
%1
4.00 Introduction
4.02 Font Weights
4.05 Web Font
Dollar Signs, Cents & Percentage Symbols
Price Lockup
(Fact Tags, Inserts and In-Store Library
Savings Line
Price Lockup
Set in Bold, all caps

Full size dollar mark
Set in color black
SAVE $1,000 REG. $1,689.99
Do superscript dollar signs, cents and percentage

symbols in larger applications such as headlines,
call-out circles and copy treatments
Allign all at the top
The Price
Disclaimer Number Usage
10%1
Set in Regular
Number should be one-half the size of the
percentage symbol to ensure legibility
Allign all at the top
$8 / 8%
Do not superscript dollar signs, cents and

percentage symbols in a smaller applications
such as descriptor, body copy and legal disclaimer.
10098
Tracking / Kerning
Do adjust tracking/kerning and cap height
for better visual presentation
Regular Price
$1,58999
Set in Bold
Full size dollar mark
Show cents (even if 00)
Superscript Cents
Set in Regular, all caps

Full-size dollar mark and
cents with decimal points
EACH
Comma Usage
Quantity Description
Use commas on prices and

nontechnical reference for all
numbers greater than 999.
e.g. $1,000.00, 1,000 people,
5,000 pages
Optional: Set in Bold, all caps
4.05
4.05
Arial is Used For Web Usage Only
Regular Narrow
Web Font
0123456789
Regular
4.00 Introduction
4.02 Font Weights
4.05 Web Font
Bold Narrow Italic
0123456789
Bold
0123456789
0123456789
Regular Italic
0123456789
0123456789
Bold Narrow
Black
0123456789
Bold Italic
0123456789
WWW.MOTION.CO
5.00
Applications
5.00 Introduction
5.01 Business Stationary
5.02 Employee Shirt
5.03 Bicycle Jersey
5.04 Transportation
5.05 Website
5.00
Brand elements brought together in the right way create

enganging visual expression. Motion identity is made from a
combination of the aformentioned elements which are used in
a variety of applications. The following pages are dedicated to
show examples of applications that maintain the brand value.
5.01
5.01
Amanda Petersen
1400 No Name St. Turnersville
New Jersey., 34728. USA.
Business Stationary
Dear Ms. Petersen,

Rum doluptat. Occatiosam restiat doluptatenis aut aborest, sint, optus, es que velis
acerias ate destiorecea sedit fugiantiur sim volorem rem di iunto inum vel mo maxT : 541-3945-9161
imus, te lant atur at aut quis nonsect aspere prorepelit qui aut in eaqui voloraest ex
C : 542-3945-6191
E : RChamberlain@Motion.Co
eumque nonem hil ium fuga. Assi beation sectem qui te si aut accuptatem cus, nest
A : 304 E Street, NW
Washington, DC., 20001et moluptia porem doluptatibus ut omnitatur? Licit rae doloreri nobisqui tem eatur, qui
essedicipsam esenis core cus.
+1 (541) - 3945 - 9161
Fugit asperspit molorem fuga.304
Ri Enum
que laborror mollaceaquam ligendae odisW W W. M O T I O N . C O
Street, NW
tiaspid eumque vidi dolorporitaeWashington,
quodia diDC.,20001
rem volor arum ipsunt omnimaxim esentios secturiberum essedicipsam esenis et et omnisti oruptur ma nonseca boressi occus, unt. Lis velis eos essequid minvelita veriatur sant atibus, sin re dolupta tecati ut ad
qui duciust ioreri quat. Uptis nonsect ecerent reicae aut quunt, sit millab in nus eritios
ROBERT A. CHAMBERLAIN
vere peribus arum erae volut omnis nonserisquo cus essite nulloreius, corum digent
CEO
quasper untempe reictur aut ius. Apienis denditior sitem est venime conse erio. Neque
T : 541-3945-9161
voluptate nis maximendam, earitat quam accae eos quate voluptae velesti as aut eaC : 542-3945-6191
tus, nis denditior ne sit quaspit ea si.
CEO
MO
M OT
T ION
ION
5.00 Introduction
5.02 Employee Shirt
5.03 Bicycle Jersey
5.04 Transportation
5.05 Website
MOTION
MO
M OT
T ION
ION
Washington, DC., 20001
W W W. M O T I O N . C O
WWW.MOTION.COM
Sincerly,
Stationery is a primary means of communication and it is

essential that every application be a consistent reflection of
our corporate identity. There is only one approved design
format for all corporate and business unit stationery.
CEO
T : 541-3945-9161
C : 542-3945-6191
Robert A. Chamberlain
CEO
MOT ION
541-3945-9161
304 E Street, NW
5p0
Front
Stationary Sizes
21p0 X 12p0
6p10
Raleway Heavy 7pt
542-3945-6191
0p3
Amanda Petersen
1400 No Name St. Turnersville
New Jersey., 34728. USA.
Raleway Medium 13pt
1p7
8pt CE Roman Regular

2p0
12pt Regular
6p1
Dear Ms. Petersen,
25pt Regular
Rum doluptat. Occatiosam restiat doluptatenis aut aborest, sint, optus, es que velis
acerias ate destiorecea sedit fugiantiur sim volorem rem di iunto inum vel mo maximus, te lant atur at aut quis nonsect aspere prorepelit qui aut in eaqui voloraest ex
eumque nonem hil ium fuga. Assi beation sectem qui te si aut accuptatem cus, nest
et moluptia porem doluptatibus ut omnitatur? Licit rae doloreri nobisqui tem eatur, qui
essedicipsam esenis core cus.
Fugit asperspit molorem fuga. Ri num que laborror mollaceaquam ligendae odistiaspid eumque vidi dolorporitae quodia di rem volor arum ipsunt omnimaxim esentios secturiberum essedicipsam esenis et et omnisti oruptur ma nonseca boressi occus, unt. Lis velis eos essequid minvelita veriatur sant atibus, sin re dolupta tecati ut ad
qui duciust ioreri quat. Uptis nonsect ecerent reicae aut quunt, sit millab in nus eritios
vere peribus arum erae volut omnis nonserisquo cus essite nulloreius, corum digent
quasper untempe reictur aut ius. Apienis denditior sitem est venime conse erio. Neque
voluptate nis maximendam, earitat quam accae eos quate voluptae velesti as aut eatus, nis denditior ne sit quaspit ea si.
MOTION
+1 (541) - 3945 - 9161
304 E Street, NW
Washington, DC.,20001
3p7
57p3 X 24p9
51p0 X 66p0
Regular 13pt

T : 541-3945-9161
Envelope
Letterhead
6pt Raleway Bold
CEO
C :
Back
6p0
5.01
3p7
All dimensions and type sizes are

given in picas, a universal standard of
measurement recognized byprinters
and designers around the world. One
pica is equivalent to 12 points. Computer applications use the PostScript
value of six picas, or 72 points, to the
inch, the universal medium.
Business Card*
5.01
9pt Regular All Caps
9p9
6p4
10pt CE Roman
Fonts are Akzidenz Grotesk unless

noted.
12 pt Raleway
Sincerly,
WWW.MOTION.COM
13pt Regular
MOT ION
MOTION
9.5pt BE Regular
12p4
Robert A. Chamberlain
Raleway Bold 9pt
CEO
541-3945-9161
CE Roman 9pt
304 E Street, NW
1p9
8p7
6p0
*Actual Size
CE Roman 10pt
8p3
5.02
Employee Shirt
5.02
BORN TO CYCLE
(FORCED TO WORK)
WWW.MOTION.CO
5.00 Introduction
5.02 Employee Shirt
5.03 Bicycle Jersey
5.04 Transportation
5.05 Website
5.03
Bicycle Jersey
5.00 Introduction
5.02 Employee Shirt
5.03 Bicycle Jersey
5.04 Transportation
5.05 Website
5.03
5.04
Transportation
5.04
MOTION
MOTION 1
WWW.MOTION.CO
5.00 Introduction
5.02 Employee Shirt
5.03 Bicycle Jersey
5.04 Transportation
5.05 Website
MOTION
WWW.MOTION.CO
5.05
5.05
Motion Cycle
https://www.motion.co/Home
Website
5.00 Introduction
5.02 Employee Shirt
5.03 Bicycle Jersey
5.04 Transportation
5.05 Website
Motion Cycle
Motion Cycle
https://www.motion.co/About_Us
https://www.motion.co/Programs
Motion Cycle
https://www.motion.co/Contact_Us

Motion

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BRAND GUIDELINES

To help disadvantaged, at-risk youth, by teaching them life skills. The

The shops vision is to bex a space where community engagement,

Our corporate identity includes a logo and supporting typefaces,

There are three versions of the logo:

Our identity is not just a logo. It is a design scheme

The Standard logo is the preferred

Primary Logo Size

The primary Logo presentation is enhanced by maintaining a

To ensure legibility and brand consistency, the width of the

Secondary Logo Size

If your design requires the Horizontal logo to go below this

Small Logo Size

Logo DOS AND DONTS

Use the logo as is

Use approved black and

Do not flip the logo

Place the logo on photos

The typeface Motion may

that dont compete with it.

be left out under certain

tions of the logo

Place logo on approved

Scale the logo proportionally

Do not alter individual part

Do not rotate the logo

Do not modify the color

Do not place the logo on a

of the logo, except on

busy pattern or photo

Our approach to color is bold and simple. The

CMYK : 11, 100, 100, 3

This is the primary Motion Red. This color

CMYK : 100, 100, 100, 100

This is the primary Motion Black. Along with

Green is used only in instances for

Each secondary color relates to and complements the

This yellow serves the purpose of

CMYK : 89, 39, 0, 1

This blue is associated with new

If in any circumstances, the logo has

Black is used for typography and logo only.

The range of acceptable grays for Motion complement

For dark backgrounds.

For dark backgrounds.

For dark backgrounds.

For light backgrounds.

For light backgrounds.

Motion Typography is built around clarity and uniformity. The

Light Bold Italic

(Headlines, Subheads, Body Copy and Disclaimers)

Numbers & Price Lockup

Dollar Signs, Cents & Percentage Symbols

(Fact Tags, Inserts and In-Store Library

Set in Bold, all caps

Set in color black

SAVE $1,000 REG. $1,689.99

Do superscript dollar signs, cents and percentage

Do not superscript dollar signs, cents and

Set in Regular, all caps

Use commas on prices and

Optional: Set in Bold, all caps

Bold Narrow Italic

Brand elements brought together in the right way create