Logo System
The WE.FIT logo represents community and strength. The wordmark is clean and geometric, reflecting the athletic precision of our training approach. Always use the provided files.
Full Color
Primary logo for dark green and dark backgrounds. Default usage.
White
Single-color white logo for dark backgrounds, photo overlays, and print.
On Accent
White logo on Warm Gold accent background for high-impact applications.
Usage Rules
Maintain minimum clear space equal to the symbol's height on all sides
Use the provided file formats — never recreate or redraw the logo
Do not distort, rotate, or alter logo proportions in any way
Do not apply gradients, shadows, or effects to the logo
Color System
Click any swatch to copy the hex code to your clipboard.
Primary Colors
Forest Green Tonal Scale
Background depth layers for cards, surfaces, and elevation.
Accent Scale
Warm Gold variations for CTAs, hover states, and highlights.
Discipline Colors
Used for CrossFit, HYROX, and Yoga category branding — badges, section accents, and labels.
Text Hierarchy
White-on-dark text opacity levels for visual hierarchy.
Typography
Space Grotesk is a geometric sans-serif with a technical, modern character. It balances strength and readability — athletic precision meets clean communication.
Aa Bb Cc
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 !@#$%&*
Type Scale
Tone of Voice
How WE.FIT sounds. Direct, warm, strong — like a coach who believes in you.
Talk Like a Coach
Short sentences. Direct. "Du schaffst das" over "Wir ermöglichen es Ihnen."
Strong, Not Shouty
Energy comes from word choice and rhythm, not exclamation marks or ALL CAPS.
Inclusive, Not Exclusive
Everyone is welcome. Beginners and athletes train side by side. Never gatekeep.
Grounded, Not Guru
Good training, honest coaching. No "unlock your potential" or transformation journeys.
Community First
"WE" is in the name. It's about the group, the people training together.
Always "Du"
German uses informal "Du", never "Sie". Swiss German: no ß, always ss.
Before & After
"Embark on a transformative fitness journey with our state-of-the-art facility and passionate team of certified professionals."
"Gutes Training, echte Coaches, eine Community, die dich mitzieht. Komm vorbei — das erste Training ist gratis."
"NO EXCUSES! PUSH YOUR LIMITS! DESTROY YOUR GOALS! JOIN THE ELITE!"
"Egal wo du stehst — hier geht's weiter. Jedes Workout wird auf dein Level angepasst. Und die Gruppe macht den Rest."
Vocabulary Guardrails
Asset Downloads
Download official logo files. Always use the original files — never recreate from memory.
