Brand Identity Guidelines · 2026
Fitcom
Fitcom
Fitness
01
Logo
Primary, on White
On Brand Cream
On Ink Dark
Clear Space
Usage Rules
- Minimum display size: 120px wide on screen, 25mm in print
- Never stretch, rotate, skew, recolour, or add drop shadows to the logo
- Do not place on busy photographic backgrounds, use an ink, white, or cream panel
- The chevron mark may be used in isolation (social media, app icon, favicon), never the wordmark alone without the mark
- Acceptable: full-colour (orange), white (knockout), black (for single-colour print only)
02
Colour
Usage Principles
- Orange is an accent, not a background flood, use to draw the eye to one CTA or icon per visual unit
- Use Ink sections (dark bg) to add drama and section contrast, no more than 1–2 per page
- Orange on dark (Ink bg) = maximum contrast, hero CTAs, critical callouts
- Avoid orange text on cream, low contrast fails accessibility (WCAG AA)
- Gradient use: orange → orange-dark only, max 120° angle, never orange → unrelated hue
03
Typography
Typeface, Poppins
A geometric sans-serif with strong personality and excellent weight range. Chosen for legibility at display sizes and brand warmth at body sizes. Weights in use: 400 · 500 · 600 · 700 · 800.
Display
800 · −0.03em
clamp(2.75, 5vw, 4.5rem)
800 · −0.03em
clamp(2.75, 5vw, 4.5rem)
E.A.R.N. Your Health
H1
700 · −0.01em
clamp(2, 4.5vw, 3.25rem)
700 · −0.01em
clamp(2, 4.5vw, 3.25rem)
Live Your Best Life.
H2
700 · −0.01em
clamp(1.5, 3vw, 2.25rem)
700 · −0.01em
clamp(1.5, 3vw, 2.25rem)
Coaches Who Care
H3
700
clamp(1.15, 2vw, 1.5rem)
700
clamp(1.15, 2vw, 1.5rem)
Science-Based Programs
Lead copy
400
clamp(1.05, 1.4vw, 1.2rem)
400
clamp(1.05, 1.4vw, 1.2rem)
Coaching, not just access. Every session designed around your body, your goals, your progress.
Body
400 · 1.6
1rem
400 · 1.6
1rem
We believe fitness changes more than just bodies. It changes confidence, energy, relationships, and the way people show up for the rest of their lives.
Eyebrow
600 · +0.12em
0.8rem uppercase
600 · +0.12em
0.8rem uppercase
Personal Training · Malacca
Small / Meta
400
0.8rem
400
0.8rem
9 min read · Published 21 March 2026 · Category: Personal Training
Weight Reference
Fitcom
400 · Regular
Fitcom
500 · Medium
Fitcom
600 · SemiBold
Fitcom
700 · Bold
Fitcom
800 · ExtraBold
04
Components
Buttons
Primary / Outline / Large
On Ink section
Promise Card
Personalised Programs
No two clients train the same. Your program is built around your body, your goals, your starting point.
Rated 5 out of 5
100% of our clients rate us 5 stars. Not because we ask, because they feel the difference.
No Hidden Fees
One price covers everything, program, coaching, tracking. Nothing added at checkout.
Review Card
"Dropped from 39.3% to 30.4% body fat in 90 days, real numbers, real coaching, no gimmicks."
MJ
"I went from breathless walking up stairs to completing a 5K. The coaches here actually care about your results."
PH
Badges & Eyebrows
Personal Training
Muay Thai
Knowledge Hub
Science-Based
Malacca & Seremban
05
Voice & Tone
Direct
Say the real thing. "Dropped 8.9% body fat" beats "amazing transformation journey." Numbers first, emotion follows.
Human
Coaches, not a gym brand. Write as one human talking to another. No corporate jargon, no passive voice.
Evidence-first
Claims need backing. "Science-based" alone is marketing. Pair it with the specific method or outcome data.
No fluff
Remove every word that doesn't add information. No "wellness journey," no "transform your life," no superlatives without data.
Do / Don't
| Write this | Not this |
|---|---|
| "Dropped from 39.3% to 30.4% body fat in 90 days." | "See incredible fat loss results in just 3 months!" |
| "Coaches who adjust your program every session." | "Personalised, holistic wellness solutions." |
| "No lock-in. 7-day refund. No questions asked." | "Flexible, hassle-free membership options available." |
| "RM 250 trial. Two sessions in seven days. You keep the plan." | "Start your fitness journey today with our special introductory offer." |
| "Kelvin got tired of watching people pay for memberships they never used." | "Our founder is passionate about helping clients achieve their fitness goals." |
The E.A.R.N. Framework
E
Educate
We explain the science. You understand why every exercise is in your program.
A
Assess
Every client starts with a full assessment, body composition, movement, goals.
R
Rehabilitate
We fix what's broken before loading it. Injuries and imbalances addressed first.
N
Nurture
Ongoing coaching, not just sessions. Progress reviews, program adjustments, accountability.
06
Imagery
Use
Real members and coaches in session
Cinematic lighting, natural or gym-lit
Sweat, effort, focus, authentic emotion
Before/after where member has consented
Equipment that's actually in the studio
Cinematic lighting, natural or gym-lit
Sweat, effort, focus, authentic emotion
Before/after where member has consented
Equipment that's actually in the studio
Avoid
Stock fitness photos (smiling model with dumbbell)
Overly staged "posed" gym shots
Bright white gym backgrounds (not Fitcom's aesthetic)
Low-resolution or blurry transformation photos
Photos without member consent on public pages
Overly staged "posed" gym shots
Bright white gym backgrounds (not Fitcom's aesthetic)
Low-resolution or blurry transformation photos
Photos without member consent on public pages
07
Motion
Easing
ease-out (deceleration), things arrive, they don't bounce. Use cubic-bezier(0.22, 1, 0.36, 1) for entrances.
Duration
0.35s – 0.5s for scroll reveals. 0.2s for hover states. Never exceed 0.6s for UI feedback.
Trigger
Intersection Observer at 20% viewport entry. GSAP ScrollTrigger for complex sequences.
Purpose
Motion marks moments of meaning, section entry, stat reveal, CTA emphasis. Never decoration.
Stagger
Cards: 0.08s stagger. Section headings: slide from left 40px. Stats: count-up on enter.
Respect
prefers-reduced-motion: always wrap GSAP calls in a media query check. Disable all motion if set.