Welcome to the Brand Manual for Integral Movement. It introduces our identity and explains the guiding principles for using the elements of our brand. The way we look, sound, and behave is a reflection of who we are. The Integral Movement brand identity is more than a logo or a font, it is a rich system that works to let our business shine with personality and approachability.

Please note, this Brand Manual is best viewed on a desktop screen. 

Created by Metcon Creative for Integral Movement.
Copyright Integral Movement 2023.

01 –

Our Brand

To enhance people’s lives through better movement and lifestyle habits.

Our Mission

02 –

Our Values

Respect people’s view on health and fitness.

It’s really important to respect a client’s knowledge and their point of view on health. Not everyone thinks about it the same way. People want to be supported and encouraged not directed. Take what they know and like, and make it work for them.

Be open-minded

Not everyone is at the same point in their life, and we have to be able to keep an open mind and adapt.

With an open mind we can build trust through compassion and patience.

Work for the people who want real change

We’re here to help those who want to feel better and are willing to work and make a change. While we want everyone to have the freedom that being fit provides, we know we can’t change people. We can only be the best guide we can be.  

03 –

Our Vision

Business Vision

The goal for the business is to get 20 in-person clients. Focus on Integral Movement full-time. 

The future for Integral Movement is oriented towards making the most impact, and if that means partnering with someone, then we’ll do that. If it means hiring more coaches, we’ll do that. Above all, we believe that if the business focuses on doing the best for clients, the opportunities will come.

Brand Vision

Our brand is all about living life with vitality. Too many people have neglected the things that bring them fulfilment. We support people to move through activities of daily life and give them the energy to be present for the people that matter most. We intend to empower them to move more before it’s too late. Our brand will be filled with positivity, sharing the wins of a movement-centric lifestyle, and empowering people to make small but powerful changes. 

Our service isn’t cheap, but it is valuable. Even so, it may be out of reach for some, and that’s okay. We’ll still do our best to have a positive influence on those people through our educational content and remote coaching offering. 

Overall, Integral Movement will be a brand that goes deep on the science of fitness, but is light and accessible on how we deliver it. 

04 –

Our Beliefs

About Fitness

Move more.

Move more. It’s super simple. Most people don’t move. It hardly matters how much you do, even 10 minutes of good movement a day can make all the difference. You don’t have to work out, you just have to do something every day. Begin with movement and let it inspire all the other things healthy lifestyle habits in small increments. Move first. Then watch everything shift.

About Nutrition

Simple, tasty food.

We know our lane, and it’s fitness. People will inevitably ask about nutrition, and our recommendations are simple:

Stay away from anything in a packet. Stay away from the stuff that has the nice colours. Bring in balance it so it’s more fresh food and less packaged food. 

Learn to cook simple, tasty food with 5 ingredients or less.

Perfect day of eating looks like: Start with a good breakfast. Even if it’s just eggs on toast. Have a meal. It doesn’t have to be complicated. Have lunch, have dinner. If you want a snack, have some fruit. Incorporate more colours into your diet. 

Start with fresh colours of fruit and veg and you can’t go wrong. 

About Coaching

Be present and active.

You have to show up every day and be present. We believe in coaching very actively. You have to explain what they’re doing it, but most importantly WHY they’re doing it. Educate the client as you train them because they will be more likely to do things if it’s going to make a change.

About Life

If you have health, you have everything.

Be Healthy. If you’ve got health, you’ve got everything else. Move every day. Health provides unlimited life. We want everyone to be able to have that.  

Vitality is our measurement of a life well lived.

05 –

Our brand at a glance

Our logo is a distinct mark that identifies our company. 

The logo can be used in full, as a shorthand, or as an icon only, usually dictated by size.

To add character to the brand applications, the logo can also be broken up, however this is recommended for skilled practitioners of design only.

The logo is to be used only in the brand colors, which are listed below. Combinations of the brand colors are acceptable, as long as contrast and clarity are paid attention to.

Clearspace

Great logos need room to breathe. To make sure that the logo maintains its integrity, leave it uncrowded.

The blue box indicates the minimum space required around the logo at all sizes. To measure the minimum, take the height of the 'I', and apply it to all sides.

Not observing this guide will result in a crowded logo and a missed opportunity to show professionalism and brand power.

Don't do this

To protect the logo, you have to keep it the same almost all of the time. These are some examples of what not to do.

1. Don't use mixed or non-brand colors
2. Don't use drop shadows
3. Don't skew the logo out of proportion
4. Don't put anything inside the clearspace

06 –

How to use our colors

These colours, as well as white make up the main colour palette for the brand.

They can be used in their full strength or in shades, but any design should be kept to these colours to keep the brand consistent.

Always aim for maximum readability of fonts and layouts when choosing colors.

Black

C60 M40 Y40 K100
#000000

Navy

C72 M18 Y0 K86
#002c43

Mid Gray

C11 M8 Y9 K0
#e0e0e0

White

C0 M0 Y0 K0
#ffffff

Orange

C0 M81 Y85 K0
#ff5532

07 –

Our font duo keeps things clean, modern, crisp, and sophisticated, with just the right amount of personality. 

Our fonts are:

Headings - Neue Haas Grotesk - various weights

Subheadings & Culture Kit - Veneer Clean

Body Copy - Neue Haas Grotesk

Use the fonts for the uses listed here, and always keep in mind that the more space the words have to breathe, the better their message is received.

08 –

This kit includes badges and icons unique to Integral Movement, designed to resonate and connect with our ideal client.

Use these files when creating merchandise like shirts, and put them into social media posts or emails to add a touch of Integral Movement brand personality.

Note, these must only be used in the approved brand colors.

09 –

Our social media is designed to be engaging, consistent, and informative. We use it to educate, celebrate small wins and share a personal side to Integral Movement.

Through our content, people will learn more about us, learn about the Integral Movement method, and will ideally begin to see themselves as one of us. 

These templates have been set up in Canva, and there's a template for every need. 

Created by Metcon Creative for Integral Movement.
Copyright Integral Movement 2023.