#0A0A0A
Void
Primary background
📘 Brand
Knowledge Base
Still a gym. Still a charity. No passengers.
The living source of truth for how High Street Fitness sounds, looks and writes. The new brand identity — void, concrete, rust, bone — is locked in below.
The Line
Tagline
Still a gym. Still a charity. No passengers.
The line we lead with — on the homepage hero, in volunteer bios, on every member-facing email. From 21 September 2026 it sits alongside the campaign framing: Membership is earned, not bought — We're Back, Earned. Not Sold., Respect The Core, No Passengers.
Voice
Tone
Blunt. Direct. Contribution-led.
We don't sell transformation. We don't promise a wellness journey. We don't talk about belonging or sanctuary. We talk like the people who actually run a community gym in Pontypool — straight, plain, no jargon.
If a sentence sounds like a poster, cut it. If it sounds like something you'd say to a mate on the mats, keep it. Membership comes with standards, not a screening — and we frame every line of copy with that voice.
Where We Come From
Roots
Pontypool. Torfaen. Community Gym Roots.
High Street Fitness is a registered community charity (No. 1191451) run by volunteers, based in the Jubilee Building on George Street, Pontypool NP4 6LR. We opened our doors to give Torfaen a place to train that didn't cost the earth and didn't treat people like customers. Welsh Gym of the Year 2025. £21.99 a month (Volunteer / Blue Light / Military £18.99). Free Saturday access. Community-owned. Welcoming to everyone who'll pull their weight.
Colours
Palette
#262422
Concrete
Alt surfaces & cards
#E7E2D6
Bone
Primary text
#A6452B
Rust
Accent (≤10% per surface)
Use rust sparingly — at most 10% of any single surface, only on CTAs, eyebrows, accents and divider strokes. The rest of the surface stays on bone / void / concrete.
Type
Typography
Heading
Archivo Black
Weights: 400 (single weight)
Section Title Sample
Body
Inter
Weights: 300, 400, 500, 600
Body copy looks like this. Clean plain sans. Sentence case.
Hero / cover
60–96pt
Display caps
Capitals only. Never below 24pt. Optional distress texture on hero moments.
Section title
28–36pt
Display
Capitals only. Never below 24pt. Never distressed.
Subhead / stat
16–20pt
Display or body
Sentence case. Never distressed.
Body copy
11–14pt
Sentence case
Clean plain sans (Inter / Work Sans / Arial). Never distressed. Never handwritten.
Bold condensed/slab headlines in all-caps for section H2s and stat numbers. Body copy in Inter (or Work Sans / Arial) — never distressed, never handwritten. Hero sizes climb to 60–96pt; body stays 11–14pt sentence case.
Mark
Logo Usage
HIGH STREET FITNESS
Typeface — Scarred Type
Leave clear space equal to the height of the N in the wordmark on every side.
HIGH STREET FITNESS
Digital
24px
HIGH STREET FITNESS
Print
12mm (≈ 45.35px @ 96dpi)
HIGH STREET FITNESS
Anything smaller loses legibility of the wordmark.
Backgrounds
DO
HIGH STREET FITNESS
Void
Primary background.
DO
HIGH STREET FITNESS
Charcoal
Alt surfaces & cards.
DO
HIGH STREET FITNESS
Bone
Wordmark flips to void on bone.
DONT
HIGH STREET FITNESS
Photographic
Don't place on photo backdrops.
DONT
HIGH STREET FITNESS
Busy pattern
Don't place on patterned surfaces.
Anti-transforms
DON'T
HIGH STREET FITNESS
Recolor
DON'T
HIGH STREET FITNESS
Stretch
DON'T
HIGH STREET FITNESS
Rotate
Badge — embroidery & stamps only
Use the circular monogram badge only for embroidery, rubber stamps, foil embossing. Never on digital surfaces.
Treat FitOS / High Street Fitness as the master wordmark. Use on the void background, in bone, at all-caps letter-spacing. Don't recolour, distort, or place on busy backgrounds.
How We Talk
Tone Of Voice Examples
Don't
A sanctuary for every body — you belong here.
Do
A gym where everyone pulls their weight.
Don't
Wellness, mindfulness, transformation.
Do
Train, support, repeat.
Don't
No judgement, no contracts, no pressure.
Do
Pull your weight. Show up. Put the weights back.
Blunt, direct, contribution-led copy. Lead with the standards, never with the screening. Use 'we' sparingly — the floor speaks for itself.
Reference For Everything
One Page. One Voice.
Every future page, post, email and volunteer brief should reference back to this page. If a piece of copy drifts from what you see here, it gets cut back.