phit brand book

8/9/2019 Phit Brand Book

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Brand Book


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Phit Brand Book


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Why Do We Need a Brand Book?

We are Phit, a company grounded by tness andhealth ideologies, with a product that makes phys-ical activity and nutrition both fun and much easierfor kids (ages 6-11) to understand. This is hours uponhours of work. This is prototyping, sketching, ideageneration, and time. This is our brand, a brand thatis revolutionary, with a product that is similar to whatkids and adults have seen and played on before, butrevolutionary in the sense that our playsets teach.This is our brand book, and these are our companysbrand standards compiled together to make them

easier for you to understand.


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How We Sound:Brand Tone and Brand PersonalityOur Companys Vision &Mission Statement

Our Companys Philosophy &Founding PrinciplesCall to Actions

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Who We Are:Who We are / Where We OperateOur Founder

What Makes Us Different / What We Do

How We Look:Our LogosOur Color PaletteOur Logo Dos and DontsOur Logo in UseOur FontsOur Fonts Dos & DontsE-Mail SignatureStationaryOur Design ElementsImage LibraryPersonasOur Photography

Thank You/Final Page

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2021

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24-2526-27

28-2930-31

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Table of Contents


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It is health that

is real wealth and

not pieces of gold

and silver.

-Mahatma Gandhi


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Who We Are


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Who is Phit?

Founded in 2014, Phit is an organization that ismade up of fun loving, passionate people who areready and willing to make a difference. Phit is allabout fun, while learning. We decided that there is abigger need to get kids active again, but to also getkids to learn about nutrition as well. Thats what weset out to do, to create a revolutionary style of playset that did both. A set that would get kids involvedand active, but also teach them about nutrition. Asour motto goes: learning through doing. We are Phit.Will you be t with us?

Playground Timeline: & WherePhit Fits In:

1880s-1890 1900s-1920s 1930s-1940s 1940s-1950s

1880s-1890Playgrounds were sandpits in lots placed next tobuildings.

1900s-1920s

Playgrounds are begin-ning to be built out ofsteel. Some of these steelstructures (like the merrygo round) are still seen inplaygrounds today.

1930s-1940s

With the Great Depressionand outbreak of World War2, capitol and spending isput towards more pressingconcerns, and not towardsplayground development.

1940s-1950s

An adventure theme inplayground design beginsto catch on: places wherekids could imagine theywere on their very ownindividual adventure.

Where We Operate

Phit is currently being created in Milwaukee,

Wisconsin. Its application can be marketed state-wide, country wide, and even nally, worldwide. Atter, healthier, more nutrition savvy kids worldwide;itd be quite a world to live in, eh?

Phit Brand BookPage 6

Who We are


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1950s-1970s 1990s-Now1970s-1980s 2014

1950s-1970sMore cheesy playground

design begins to catch on.Kids could play and climbon spaceships and largenovelty animals. Playsetsat this time are still beingmade of metal.

1970s-1980s

A standardization of play-ground designs begins.This is where the roundededges, and plastic equip-ment that we are all used toseeing comes from.

1990s-Now

The playground that weare all used to seeing iscreated; the themes andmaterials vary, but safety isthe main driving concern ofour modern playgrounds.

2014The rst Phit model (1/24thscale) is mocked up byNicholas Davis.

Our Founder

Our founder, Nicholas Davis, has always beenthe t type. A three sport athlete through high school,and an avid weight lifter throughout college, tnessand keeping healthy has always been a part of hislife. It took him up until he started training for his rstphysique competition that the real building blocks ofnutrition began to sink it. If he would have been ableto understand nutrition better at a younger age, hebegan to wonder where that would have placed himcurrently. If physical activity and nutrition could besimplied, and easier to understand, how could that

change the lives of overweight kids or kids strugglingwith nutrition and getting active again, he wondered.So he created Phit.

National Trust for Historic Preservation. "How We Came to Play: The Historyof Playgrounds." PreservationNation Blog. N.p., n.d. Web. 24 Oct. 2014..

Phit Brand BookPage 7Who We are


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What Makes Us Different

Phit is focused on our consumers: the kids. Ourplayscapes are visually appealing but more impor-tantly, just fun to play on. The nutrition aspects thatwe have integrated into the scapes as teaching toolsare implemented in intelligent ways, but they aresimplistic. They dont deter from the main message,the fun. When a consumer makes the decision to buya Phit playscape, they have not only made the deci-sion to stand by us as a company but also to investin both the learning and the betterment of their ownchilds lifestyle. What is better than that? Also, we are

a new company, we are revolutionary, and besides,who doesnt love an underdog?

What We Do

We make playgrounds, but more importantly,we at Phit are creators. We have created a playscapethat transcends the pre placed ideologies of what aplayground means. We have created a space thatcan be played on, but also understood by any andall. Our playscapes are literally a better phit, for thosewho want to be active and have fun, but also thosewho want to learn.


Who We are


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How We Sound


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How We Sound:(Brand Tone and Brand Personality)

When talking about and discussing Phit, andthe company that makes it up, consistency is key.Please be cognizant of this when speaking about anddiscussing Phit. Our brand tag line of learning throughdoing is a good place to start talking about howwe sound. We are condent but not cocky. We areplayful while still retaining an essence of seriousness.We are proud, but not overly to the point where it isoverbearing. Most importantly, we are teachers whosmessage is not too complex but not too simple; a

message that must be vocalized in vocabulary per-tinent to whom we are talking to. We are ambitiousand hungry, and ready to make a real difference inthe lives of those who buy our products. Lastly, weare always we, a fully functioning collective of manydifferent people from many different professionalpractices and walks of life, coming together to givethe consumer the best, and highest ended productthat we possibly can.

Fun but professionalCondent not cocky

Playfulbut seriousProudnot overbearingWe are WeConsistency is keyLearning through doing


How We Sound


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Our Companys Vision Statement

To empower each and every kid to engage withPhit, in order to have healthier more active lifestyles.

Our Companys Mission Statement

To offer kids ages 6-11 knowledge about tness

and nutrition through activity.

Phit Brand BookPage 11How We Sound


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Our Companys Philosophy:

Our entire companys philosophy revolvesaround our brands tagline of learning through doing.

That is our mantra, that is what our whole playscaperevolves around, and it is the driving factor as to whyour playscape is a better t than the competitors. It isthe essence of learning, playing, and interacting withour playscape that sets us apart from the rest.

Our Founding Principles

- To always love what we do

- To always strive for the greatest amount of careand passion for our product

- To consistently produce the best quality productpossible

- To answer any and all customer questions with theup most professionalism

- To realize that kids and the way kids learn/playare changing, in turn our product may change in thefuture as well

- The customer always comes rst

- To tackle any and all challenges with the mentalitythat challenge is what sets the strong apart from theweak, without challenge there is no triumph

- To never stop inventing, to never stop being cre-ative, and to always look at issues that may arise inintelligent and artistic ways


How We Sound


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Call to Actions

These calls to action are for people interested inour brand and that want to get involved. There are a

variety of different ways to go about helping us, ourproduct and our mission.

Buy a Phit playset.

Make a donation to the Phit cause.

Join our Phit team.

Call for a Phit playset in your town, childs schoolor possibly even home.



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-Joyce Mayer

I believe that the

greatest gift you

can give your familand the world is ahealthy you.


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How We Look


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Our Logos

The Phit logo is an active mark that combinesmoving swooshes and an apple to elude to a runninggure. The mark can exist in color, and also in blackand white if concerns deem that the black and whitestyle would be more appropriate.

Our go to logo: the Phitrunning man. Simpleyet versatile, it is easilyrecognizable.

The Phit running manshown in black.

The Phit running manshown in white.


How We Look


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Our Companys Color Palette

Our color palette reects the mantra of thecompany, playful yet professional, and the applica-

tion of learning through doing. The palette is meantto evoke a feeling of fun and activity, taking place inthe great outdoors. Red is a bright and an importantcolor, showing the importance of tness (physicalactivity) and nutrition. As well the color red has beenshown to enhance the human bodys metabolic rate(youll digest stuffquicker). Green is a very down toearth color, representing new beginnings and growth.Green is the color of nature, of grass and the leaves

in trees. It can also signify renewal and abundance,almost like what our company has set out to do: tobecome abundant but to also renew the ideals ofsimplied tness and nutrition being attainable byall. When blue and green are combined into the seafoam green, new beginnings and growth are com-bined with calmness and responsibility. Brown is acolor representative of dependability, reliability andsteadfastness, the building blocks of our company.

Pantone: 1787CR: 238G: 653B: 74HEX: EE354A

Pantone: 7531CR: 135G: 110B: 85HEX: 876E55

Pantone: 4725CR: 160G: 131

B: 104HEX: A08368

Pantone: 367CR: 159G: 196B: 100HEX: 9FC464

Pantone: 7737CR: 123G: 177B: 65-HEX: A08368

Pantone: 346CR: 101G: 192B: 132HEX: 65C084

Pantone: 7730CR: 54G: 145B: 92HEX: 36915C



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Our Logo Dos and Donts

Dos:

Do give our logo some air.

Do place our logo on a background that makes itpop.

Donts

Dont place our logo on colors that clash with it anddont make it pop.Dont manipulate the logo through strange scalingthat diminishes its readability.

Dont lock up our logo with copy, or place our logounder copy that clashes with it.

Dos

Donts


How We Sound


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Logo in Use Phit Brand BookPage 19How We Sound


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Our Font

Our font: the Raleway between exceptionalreadability, and the child like playful essence in us

all. Raleway is an elegant sans-serif typeface family.Initially designed by Matt McInerney as a single thinweight, it was expanded into a 9 weight family byPablo Impallari and Rodrigo Fuenzalida in 2012 andiKerned by Igino Marini.

It is a display face and the download featuresboth old style and lining numerals, standard anddiscretionary ligatures, a pretty complete set of dia-

critics, as well as a stylistic alternate inspired by moregeometric sans-serif typefaces than its neo-gro-tesque inspired default character set. It also has asister family, Raleway Dots.

Documentation can be found at http://www.theleagueofmoveabletype.com and http://www.impallari.com.

- Source: Free Font Raleway by The League ofMoveable Type | Font Squirrel. Latest Font.N.p., n.d. Web. 23 Oct. 2014. .

Raleway Thin 8pt.

Raleway ExtraLight 8pt

Raleway Light 8ptRaleway Regular 8ptRaleway Medium 8pt

Raleway SemiBold 8pt

Raleway Bold 8ptRaleway ExtraBold 8pt

Raleway Heavy 8pt

Raleway Thin 9pt.

Raleway ExtraLight 9ptRaleway Light 9pt

Raleway Regular 9pt

Raleway Medium 9ptRaleway SemiBold 9pt

Raleway Bold 9ptRaleway ExtraBold 9ptRaleway Heavy 9pt

Raleway Thin 10pt.

Raleway ExtraLight 10pt

Raleway Light 10ptRaleway Regular 10ptRaleway Medium 10ptRaleway SemiBold 10pt

Raleway Bold 10ptRaleway ExtraBold 10ptRaleway Heavy 10pt


How We Sound


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Our Font Dos and Donts:

In order to increase readability and to implementhierarchy use the varying weights or Raleway.

For body copy always use Raleway Regular.Headings and titles can be scaled to be larger inRaleway Semi-Bold or Bold. Be careful with the Lightand Extra Lights as the strokes of letters can becomeincreasingly hard to read at smaller sizes than the8pt. font.

Dont use fonts below 8pt except when using

it for citations and sources. For those use 6pt font.Adhere to all typographic guidelines (kerning, gridstructures, rivers, gutters, etc.) when working with ourfont face.

Our Font in Action

This is body-copy about the above header. Bodycopy can be as long or as short as deemed neces-sary. Regardless adhere to the grid structure. If thegrid is broken make sure there is a reason why.

For larger moreimportant bits ofinfo, or for quotesuse a larger pointsize.

Quotes/callouts

Paragraph header

Body Copy



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Stationary

It is readily important that our brand is easilyrecognizable on business stationary, business cards,

layout items, etc.

Layout necessities and items to lay these specicitems out will be provided as soon as they becomereadily available.



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Our Iconography

Design Elements

Our design elements vary for our company. Onthis spread we explain our icons/ icon usage. On the

next spread we will take a look at our images, andmore specically our image library. Eventually we willdiscuss how to use our images.


How We Sound


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How to Use

Our icons have been designed not as standalone elements to dominate compositions, but rather

as pieces to accent the larger whole. Our icons arecreated to tie into the playful feel of the kids in usall. Our icons are easily read and are simple vectorart. They work well in white on backgrounds of thecolor palette of the brand, or as strokes in the colorsof the brand if they are even needed to be used atall. If choosing to use icons, use them wisely, and in athoughtful caring manner.

Dos / Donts

Dos

Do give our icons some air.

Do place our icons on a background that makesthem pop.

Donts

Dont place our icons on colors that clash with themand dont make them pop.Dont manipulate the icons through strange scalingthat diminishes their readability.

Dont lock up our icons with copy, or place our iconsunder copy that clashes with them.

Dont use sketchy borders or strokes on the icons.



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Image Library

The image library consists of images of nature,of play, of healthy foods, of nutrition, of what it feels

like to be a kid, and of play sets-how they are beingcreated now; and with other stranger designs im-plemented as a means to provide inspiration.


How We Sound


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Personas

The Single Mother: Kayla

Being a single mother with a son living in Milwaukeecounty has its ups and downs. You may not makequite as much as you wish you could, but material

income and possessions will never outweigh whatstruly important to you, your child and his well being.You wish there was a way for him to easier under-stand physical activity and nutrition.

The At Risk Child: Jayden

Being the child of Kayla, Jayden has to eat what sheprepares, usually what is quick and easy (not themost healthy). He has no nutritional knowledge and

doesnt nd competition in sports fun. He is over-weight for his age and at risk for many future healthrelated issues if he doesnt get some kind of baseinto how important physical activity and nutritionreally is.


How We Sound


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The-Not So Nutrition-Savvy Dad: David

David is a hard worker that is happily married withone daughter. Working so much has caused him toput nutrition and physical activity on the back burn-

ers, and because of his bad eating habits and nonexistent physical activity, he is setting a bad exam-ple for his daughter. He remembers how much funplaying outside was, and wishes there where moreplaygrounds that he could take his kid to.

The Recess Picked Favorite: Sarah

Sarah is active and healthy for her age although hereating habits and nutritional knowledge could be alittle bit better. She is a favorite at recess picked reg-

ularly to be on teams for a variety of games, but shewishes there was a way to be that active and havefun at home. As well she wishes that there was a wayto get her dad involved too.



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Our Photography

Phit is a relatively new company. For use of ourimages, in this brand book for instance, many of the

shots where done by hand by our founder NicholasDavis. Some on the other hand where from the in-ternet and Flickr. This is ne to do just make sure theimages used are creative commons, or the licensingbehind them enable you to use them.

Crediting

Always give credit where credit is due, especiallywith images. In this brand book we used:

Red kid in Slide: Ooi, Phalinn. untitled. 2008. Flickr.Taken on a Canon EOS 400D Digital Camera.

Thumbs up kid: Nel. happy smiling kid outdoor doingOK portrait green tone. 2012. homeschoolhappy.com.

Knit playground: Wonder Space II, by Toshiko Hori-uchi MacAdam and Interplay, at Hakone Open Air

Museum. Photo Masaki Koizumi. (only used as aninspiration image).

Single Mother: Bliwas, David Robert. I musta saidsomething funny. 2009. Flickr.


How We Sound


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Using Your Own Shots

As the company begins to move forward andprogress, there may arise instances when aspiring

photographers who are part of our company, maywant to use their own images. Our take on that:go right ahead. Dont shoot with reckless abandonthough, shoot with a purpose. Capture heartfelt im-ages, good compositions, good lighting, scenes thatmake sense for the brand, what the brand does, andwhat the brand stands for.

Color vs. Black and White

Be conscious of good times to use color vs.black and white images.



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Thank You!

Thank you for being a part of our brand, moreimportantly part of our mission. We hope this

guide has helped you to learn more about Phit.By destroying the idea of dieting being wishfulshrinking, and empowering our kids to be active,to have fun, and more importunity learn aboutnutrition, we can help to create a healthier moreactive fun loving group of youth. Come with us onthis journey.


How We Sound


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phit brand book

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