BRAND GUIDELINES

BRAND GUIDELINES

LOGO BRAND COLOURS

DKN ORANGE
R=235 G=107 B=10
#eb6b0a

DKN BLACK
R=35 G=31 B=32
> NEEDS TO BE PLACED ON WHITE BACKGROUND
> USE IT AS A WHOLE, NEVER EMBLEM OR WORDMARK ONLY #231f20
> DONT STRECH IT
> DONT CHANGE COLOURS
> KEEP PROTECTION AREA AROUND LOGO

WWW.DKN-UK.COM
BRAND GUIDELINES

FONTS HEADING: ALL CAPS & BOLD

Content: Normal text. Use font style: regular.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

PROXIMA NOVA BLACK Fusce efficitur finibus accumsan. Donec sollicitudin dui quis
mi lobortis, aliquam mattis neque fringilla. Phasellus rutrum
PROXIMA NOVA BOLD orci quis mi aliquet feugiat. Sed ac nulla sodales, elementum
erat sit amet, facilisis lacus. In lacus tortor, dignissim vel
PROXIMA NOVA REGULAR ullamcorper in, pellentesque in purus. Quisque lacinia elit
sed felis luctus, iaculis pretium dui rutrum. Integer non mi

PROXIMA NOVA LIGHT est. Etiam volutpat sit amet nisl egestas imperdiet. Curabitur
quis egestas sem.

PROXIMA NOVA THIN May use font style: light for copy when using
bigger than usual font size.

May use shades of grey for parts of text that are not important,
to keep them more in the background. Its 33% darkness in
this example.

WWW.DKN-UK.COM
 BRAND GUIDELINES

BRAND OVERVIEW
DKN is a manufacturer of premium home fitness machines, gym equipment and fitness accessories. We focus on top-notch
quality, technology, sleek design and delivering unbeatable user experience. Most of our products are upper market, aiming at
more demanding customers.

FLAGSHIP PRODUCTS

AM-5i EXERCISE BIKE RUNTECH A ROADRUNNER I XC-160i ELLIPTICAL XC-230i ELLIPTICAL

TREADMILL TREADMILL CROSS TRAINER CROSS TRAINER

WWW.DKN-UK.COM
BRAND GUIDELINES

BUYER PERSONA: Mister Achiever

AGE: 31-49
INCOME: above average
PROFESSION: owner / manager / steady
and well paid job

CHALLENGES:
He doesnt have much free time. Works
long hours for his professional success.
Hes not a gym freak. Traveling to and back
from the gym doesnt fit his tight schedule.
But he wants to keep himself fit for health
reasons and self-contentment. Thats why
he prefers to work out at home. He expects
high quality and is willing to pay extra for
premium and reliable equipment.

WWW.DKN-UK.COM
BRAND GUIDELINES

BUYER PERSONA: Miss Independent

AGE: 29-44
INCOME: above average
PROFESSION: owner / manager / steady
and well paid job

CHALLENGES:
Shes constantly busy trying to organise her
life perfectly. She needs to take care of her
looks, of her career and her personal life.
Going to the gym where she would have to
workout next to young, bulky onlookers just
doesnt appeal to her. Shes aware of her body
and health, thats why she doesnt want to
give up on her fitness. She may occasionally
think of joining a fitness class, but her tight
schedule means she would prefer to do her
cardio at home.

WWW.DKN-UK.COM
 BRAND GUIDELINES

FITNESS MACHINES SHOWCASE

> PRODUCT PHOTOSHOPPED ONTO BACKGROUND IN REALISTIC WAY

> ADD SHADOWS UNDER MACHINE
> USE HI-QUALITY MODERN INTERIOR PHOTO

WWW.DKN-UK.COM
 BRAND GUIDELINES

VISUAL ASSETS EXAMPLES

> HI QUALITY PHOTOGRAPHS

> FILL THE REMAINING BACKGROUND WITH BLURRED AND ZOOMED IN GRAPHICS

WWW.DKN-UK.COM
 BRAND GUIDELINES

VISUAL ASSETS EXAMPLES

> SUBTLE LOGO PLACED ON WHITE BACKGROUND

WWW.DKN-UK.COM
 BRAND GUIDELINES

VISUAL ASSETS EXAMPLES

> ITS FINE TO USE THE WHITE SPACE

> FILL THE BACKGROUND WITH SEMI-TRANSPARENT / BLURRED PHOTO DUPLICATE

WWW.DKN-UK.COM
 BRAND GUIDELINES

SOCIAL MEDIA IMAGES

> PLACE COPY & LOGO IN SEPARATE WHITE BACKGROUND BOX ON THE RIGHT HAND SIDE
> USE A MIX OF DIFFERENT FONT STYLE, SIZE AND COLOUR FOR IMAGE CAPTION
> BOLD, ORANGE 1st LINE AND MIX OF BLACK THIN/BOLD FOR THE REST OF TEXT BELOW USUALLY WORKS FINE
> LINE WIDTH: USE FULL WIDTH TEXT LINES OR ALIGN TO THE RIGHT
> DKN LOGO HAS FIXED SIZE & POSITION IN THE BOTTOM RIGHT HAND CORNER

WWW.DKN-UK.COM
 BRAND GUIDELINES

SOCIAL MEDIA IMAGES

> ANOTHER EXAMPLE OF SOCIAL MEDIA IMAGE FOLLOWING THE SAME PRINCIPLES

WWW.DKN-UK.COM
 BRAND GUIDELINES

SOCIAL MEDIA IMAGES - FACEBOOK CONTEST

> IMAGE HEADER: WHITE WIN ON ORANGE BACKGROUND

> PRIZE PHOTO WITH BLURRED SEMI-TRANSPARENT DUPLICATE IN THE BACKGROUND
> PRIZE NAME & RRP BOXED ABOVE THE LOGO
> KEEP IN MIND THE GRID & 20% TEXT RULE FOR FACEBOOK ADS

WWW.DKN-UK.COM
 BRAND GUIDELINES

AMAZON/EBAY PRODUCT IMAGES

> IMAGE SHOWING PRODUCT FEATURES

> IMAGE SHOWING FINESS MACHINE DIMENSIONS & WEIGHT
> OPTIONAL ADDITIONAL IMAGE WITH CONSOLE FEATURES, WORKOUT PROGRAMS ETC.

WWW.DKN-UK.COM
BRAND GUIDELINES

AMAZON/EBAY PRODUCT IMAGES

> KEEP IMAGE SIMPLE & CLEAN SO TEXT IS READABLE ON AMAZON
WHEN SELECTED, WITHOUT NEEDING TO CLICK TO ENLARGE
> USE PULSE SYMBOLS AS BULLET POINTS
> USE TECHNOLOGY ICONS / LOGOS WHEN APPLICABLE

WWW.DKN-UK.COM
BRAND GUIDELINES

ONLINE PRESENCE:

www.dkn-uk.com

www.facebook.com/DKN.Fitness.UK

www.youtube.com/user/OfficialDKNFitness

www.twitter.com/dkn_uk

WWW.DKN-UK.COM