BRAND MANUAL

INTRODUCTION. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

MISSION AND VOICE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

TYPE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

WRITTEN WORD. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

PHOTOGRAPHY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

COLORS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

COLOR WASHES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

LOGO. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

SIGNATURE & TRADEMARKS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

USE OF ARCS & TAGLINE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

WEBSITE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

TABLE OF CONTENTS

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INTRODUCTIONTo ensure professionalism and consistency in all aspects of business, Sky follows a strict set of brand guidelines. This manual contains the most important guidelines for any document representing Sky internally or externally.

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OUR MISSION

BRAND VOICE

Our mission steers or energy. At every interaction, on every day, we go out of our way to provide an exceptional experience for every member. Our mission, vision, and beliefs all share a common focus: to “Wow” our members. We want to surprise, thrill and inspire our members with truly exceptional service and we understand that an exceptional experience is not a goal, it’s an ongoing process.

In general, the tone of Sky communications should be excited and energetic. The voice, or persona, for the brand should be informal, but respectful and fun. GENERAL NOTESl Avoid overly familiar and informal language like “y’all”l Be the voice of the helpful friendl Demonstrate that much of what sets Sky apart is its teaml Do not include multiple exclamation marks

COMMUNICATION ELEMENTS l Group-focusedl Wellness-centeredl Convenientl Supportivel Excitedl Empatheticl Exceptionall Fun l Encouragingl Pristine

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TYPEApproved Type is the Helvetica family or Mr. Eaves for web and advertising. We use dark grey rather than black in the body copy of most documents. Text color should never step outside of Sky’s approved color scheme. Size should be kept to a minimum in the body of a document 10 point is standard. Limit bold and all caps to headings and titles.

HelveticaHELVETICA NEUE LT STD 57 CONDENSED

HelveticaHELVETICA65-MEDIUM

HelveticaHELVETICA LT STD BOLD

HelveticaHELVETICA NEUE LT STD 85 HEAVY

HelveticaHELVETICA NEUE LT STD 46 LIGHT ITALIC

HelveticaHELVETICA LT STD LIGHT

Mr EavesMR EAVES XL MOD NAR OT BOLD

Mr EavesMR EAVES XL MOD NAR OT BOLD ITALIC

Mr EavesMR EAVES XL MOD NAR OT REGULAR

Mr EavesMR EAVES XL MOD NAR OT REGULAR ITALIC

Mr EavesMR EAVES XL MOD NAR OT BOOK

Mr EavesMR EAVES XL MOD NAR OT BOOK ITALIC

NAME“Sky Fitness & Wellbeing” and “Sky” are approved. “Sky Fitness” and “Sky Fitness and Wellbeing” are not approved. In any written document, such as a press release, the full name should be used first with “Sky” appropriate thereafter. The registered symbol should be placed next to Sky Fitness & Wellbeing® at least once in any published document.

DEPARTMENTSSkyKids™ should always have the trademark symbol next to it, as should SkyCafé™ and other Sky-branded programs and amenities. SkyKids™ is never referred to as “day care” and SkyCafé™ is never “the café”.

Avoid the use of the word “Sky” unless you are referring to the brand. Avoid all puns on the name. When referencing the Sky website the preceding www or http should not be used.

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WRITTEN WORD

No photographs or images with excessive tattoos or jewelry should be used in marketing materials including the website. When one thinks of the word “Sky” words that come to mind are “clean” and “bright.” The photography style should reflect that. Refrain from “gritty” images. Abstract images with a purpose are acceptable as approved. Images should not show men without shirts, nor cleavage for women. Clipart and Stock Photography - any images used should be obtained or approved through the Marketing department. Cut-out images should not be used unless approved by marketing.

Text should never run across an individual’s face. Every Sky image should bear an easy-to-read logo whether inserted, on a sign, shirt, etc. Sky website and advertisement images should refrain from someone facing the camera unless special circumstances necessitate this. No photographs or images with excessive tattoos or jewelry should be used in marketing materials including the website.

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PHOTOGRAPHY

Text over face

Improper cut-out

Text over face

APPROVED COLORSPrimarily, Sky utilizes light and dark grey and bright green. The other colors are considered accent colors and should be used sparingly. Each color also represents a department or service: Blue for the fitness department, red for SkyKids™, Orange for SkyCafé™, and yellow for tanning.

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COLORS

PANTONE 877 CR=231, G=232, B=232HEX #8A8D8FC=45, M=34, Y=34, K=0

PANTONE COATED 1935 CR=197, G=0, B=62HEX #C5003EC=1, M=100, Y=55, K=6

PANTONE COATED 1375 CR=255, G=158, B=27HEX #FF9E1BC=0 M=45, Y=94, K=0

PANTONE 109 CR=255, G=209, B=0HEX #FFD100C=0 M=9, Y=100, K=0

WHITER=255, G=255, B=255HEX #FFFFFFC=0 M=0, Y=0, K=0

BLACKR=10, G=2, B=3HEX #000000C=30 M=30, Y=30, K=100

PANTONE 7540 CR=75, G=79, B=84HEX #4B4F54C=41, M=28, Y=22, K=70

PANTONE 382 CR=196, G=214, B=0HEX #C4D600C=28, M=0, Y=100, K=0

PANTONE 314 CR=0, G=127, B=163HEX #007FA3C=100, M=5, Y=14, K=17

PANTONE 282 CR=4, G=30, B=66HEX #041E42C=100, M=90, Y=13, K=68

Sky’s Color Washes are used to enhance the visual representation of specific programming. Each color is used exclusively for its specific group program. Color washes should be apparent but not visually overbearing. Photos must be converted to greyscale before color wash is applied.

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COLOR WASHES

PANTONE P 20-7 UR=237, G=151, B=79HEX #ED974FC=0, M=44, Y=88, K=0

PROCESS MAGENTA CR=217, G=1, B=122HEX #D9017AC=0, M=100, Y=0, K=0/000

PANTONE P 157-8 UR=145, G=188, B=82HEX #91BC52C=48, M=0, Y=100, K=0

PANTONE P 199-8 UR=5, G=127, B=149HEX #057F95C=100, M=0, Y=15, K=25

Color Wash not visible Color Wash overbearing

AFTERBURN BOMBSHELL /karv/SKY180°

The logo is Sky’s most important visual element. Individuals must have permission to use the logo and it should be extremely guarded. Never manipulate the logo in any way. There is a horizontal logo and vertical logo. Both are acceptable for use. The Sky logo almost always goes in the corner. In some instances, centering the logo is accepted. Logo should always be proportionate and grey (7540c) and green (382c) or white and green (382c). Solid black or solid white logos are acceptable only when print colors are limited.

DOl Treat the logo as artwork, not as typography.l Keep original proportions.l Use original electronic files.l Leave sufficient space (at least .15 inches or 14.4 pixels) around the logo.l Place logo in bottom right corner of composition.

DO NOTl Attempt to redraw the logol Stretch the logol Add elements to the logol Add anything to the background of the logol Use the logo in a line with the text

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LOGO

ACCEPTABLE VERTICAL LOGOS:

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LOGOACCEPTABLE HORIZONTAL LOGOS:Only use horizontal logos when height restrictions bar the use of vertical logos.

ADDITIONAL ACCEPTABLE LOGOS:

On dark or black background, subtext should be white

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LOGO

INCORRECT USE OF LOGO:

IN MOST CASES AVOID BLACK AND WHITE USES OF THE SKY LOGO UNLESS THERE IS NO COLOR AVAILABLE. In some cases black and white logos may be used even when color is available. (see example below).

Acceptable use of white logo when color is available

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SIGNATURES

TRADEMARKS

The email signature should look as follows. A logo for the current program promotion can be used below the website/social media line during selling days.

Amanda Murphy | Marketing DirectorSky Fitness & Wellbeingp. 918.641.5501 | f. 918.933.6398a. 4103 S Yale Ave, Ste 100, Tulsa, OK 74135www.sky-fit.com | GetFIT!Rewards | facebook | twitter

Signatures on letters from Sky should include “In health,” above the signature line instead of “Sincerely” in most cases.

Trademarks should always be used after SkyCafe™ and SkyKids™ in every instance. The primary colors for both should be white to represent purity and cleanliness. Internal language should always reflect this. SkyCafe™ should never be referred to as “the café,” “eatery,” etc. SkyKids™ should never be referred to as the “childcare area,” “day care,” etc.

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USE OF ARCS

USE OF TAGLINESky’s tagline “Within reach” should be used as approved on certain advertisements for the purpose of establishing context (relaxation is within reach, financially within reach, location within reach, etc). It should not be used as part of the main brand logo.

The arcs should occasionally be used in sets of three, thin green and overlapping. Arcs are used to accentuate. Arcs of any other color than Sky’s brand approved green should not be used. Arcs should never be presented as a full circle.

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WEBSITEAUDIENCE We are talking to a variety of people with one thing in common – they are seeking out a fitness facility. They are 75% women, mostly between the ages of 25 and 44. We should talk in informal, but respectful terms. Pages should not be text heavy.

CLEAN DESIGN 67% of users visit from a mobile device. Design should be responsive. Content should be to-the-point and informative.

SIMPLE NAVIGATION Sky should keep its website simple to provide the best user experience, especially for its mostly mobile audience.