Contents

We believe that social media has a gravitational pull on culture. Whether we like it or not, social media is no longer the backdrop of behaviour; it’s the stage. Shaping and influencing how we, as humans, interact. We believe that building a great audience on social is the best way of future-proofing your business. We believe that a social-first approach is the only way to create content and connections that matter.

The reason you exist beyond making money. The northstar to guide all you do.

The core principles, beliefs and standards that our company embodies and represents in our day to day life. They help guide our company culture.

Tone of voice is not just what we say, but how we say it - the type of language we use, the way we construct sentences, the rhythm and sound of our words. With a killer tone of voice we can stand out in a single sentence and stop the world in its tracks. Saying this is Spin, where power and possibility happens.

Our tone of voice is based on our three principles:

1. Plug In
2. Make Magic
3. Play Around

We value social intelligence. So we need a tone that is insightful and plugged into social trends. We speak like the specialists we are. Assuring big brands that we have the knowledge and insight they need to add value to their business through social. We talk directly to their problems and marketing needs to show them that we understand. Spin is the solution. They are in safe hands.

Sounds: Informed, Direct, Self-assured

We pride ourselves on creative excellence. So we need to inspire through our words and make magic. In our world, anything is possible. We encourage brands to take (calculated) risks and invite our employees to be curious in everything they do. Our words are considered, crafted and exciting. Think intriguing turns of phrase, creative use of syntax and headlines that make you think again.

Sounds: Witty, Compelling, Smart

We have a youthful spirit. So we need to sound fresh and fun and play around with our storytelling. Our storytelling pops with feel-good energy. We speak in human truths, give it a little self-deprecation and crack in-jokes about the industry. This puts Spin in the know and at the centre of social fun. And we make sure our humour is always the inclusive kind.

Sounds: Playful, Charismatic, Personable

This is the Core Spin Wordmark. This should be used in all instances where we need to use a logo. In order to maintain the legibility and recognisability of the mark, there are a few guidelines to follow.

The wordmark is to be used for applications where it is needed to communicate the Spin voice efficiently.

The margin around the wordmark is derived from the width of the letter “i”.

The wordmark and subsequent typeface was designed to work great when used at a friendly display scale and at smaller subheading sizes for body copy.

There is no limit on how big you can make the mark (as long as it fits within the grid parameters), but establishing a minimum size helps ensure that the legibility of the mark isn’t compromised.

Minimum Size - to ensure legibility and impact, the Spin Wordmark should never be reproduced smaller than 25px / 28pt tall in any communication.

When setting the wordmark, it should always be positioned to the top of the format and expand to the width of the margins.

Spin can also be set at a smaller scale. This must be derived from the setting of Spin Performance.

The wordmark should only ever be used in pink, black and grey.

For digital applications an animated version of the wordmark is available.

In addition to the Core Spin Wordmark, a simplified ‘S’ has been created to use across collateral that has a minimal amount of real estate.

The margin around the shortened wordmark is derived from the width of the letter “i” from the extended Spin wordmark.

The shortened wordmark should never be rotated.

The shortened Spin wordmark should also be used for instances where there is minimal real estate. For example: social profile pictures and favicons.

Take care to maintain the guidelines for clear space and margins when using the ‘S’ logo at this scale.

An elevated 3D ‘S’ has been additionally created. This is to be used only in specific instances. Please see below for guidelines.

The 3D element has been embedded into the pitch presentation decks on the contact pages.

The 3D element sits within the footer on the website.

The 3D element can be used as a teaser post when introducing the new brand on socials. Please refer to the do not’s below.

An elevated set of widgets have been created to help in launching the rebrand. These are not to be edited or manipulated.

The most recognisable Spin brand colour is a vibrant shade of pink. It should be used across all forms of communication from marketing, campaigns, and events to internal documents, press releases, and social media.

When designing for any digital application, the RGB values should be used. When designing for printed collateral, the PMS (Pantone) should be used where possible, or the CMYK values where PMS is not possible. RGB values should never be used in print environments.

Gradient versions of the core colours are used for shapes, backgrounds and buttons. Grey plus two additional colours should always be used together - never a single colour, never more than three.

Spin’s brand typography uses two typefaces: Special Gothic Expanded One for headings and Inter Tight for body copy. This section guides you through the brand typography and the usage of each typeface in detail.

Headings are always set in Special Gothic Expanded One, bold, and always lower case.

Body copy is set in Inter Tight Medium and is always sentence case. Use Inter Tight Bold for sub-headers.

To maintain hierarchy and balance in a composition, the secondary type should be no bigger than 50% of the primary type.

The type is always to be set left aligned.

Type should be set with balanced point size and leading, and with optical kerning toggled on. No, or very little, additional tracking needs to be applied to help create a healthy line length and reading experience. Make sure the line length for your body text is between 50-60 characters per line, including spaces.

Balanced leading should be maintained when setting the type. Examples of inappropriate leading are shown here.

Balanced tracking should be maintained when setting the type. Examples of inappropriate tracking are shown here.

Do not hand craft them.

The widgets will export onto a pre-set canvas. This allows the type size to stay consistent across different formats. Do not stretch the exported widget - it must sit 1:1 to your appropriate format.

A coded system has been created when generating the widgets. Grey plus 2 additional colours are to always be used.

When setting 2 different levels of copy we can use positioning to create clear hierarchies. The widgets always must sit to the bottom left hand side of the format. Additional copy is to be set in the same size to the top left hand side.

If you are required to set multiple lines of copy, this alternative system can be implemented. Widgets are to be set to the bottom left hand side at 50% of the size of the main copy. The main copy is to be set to the top right hand side at 100%.

When pairing an image and widget together both elements must sit within the margins.

Start every deck, social post and printed piece from an approved template. The master decks and template packs are linked below and collected in full under Asset Downloads.

A grid system has been utilised across all printed and digital collateral. Please follow the guidelines below when working in different formats.

Within social media posts the two type scales can be used to create hierarchy. The larger type size within social posts should always be 80pt. The smaller size should be 40pt.

This template can be used to highlight key stats, taglines and/or new job announcements.

This template can be used when the copy is only a few words long. We recommend only using one line of copy for this template.

This template can be used to house longer forms of copy.

The InDesign templates provided include predefined style options for all typographic elements. It is important that the contents fit within the grid and style parameters of the template.

Your InDesign template has the Spin colour palette loaded in the colour swatches. Picking colours from here ensures consistency of colour use throughout.

Text should always be styled using the type styles provided. There are 2 type styles to be applied where appropriate. All type should have a typestyle applied to ensure consistency and sophistication throughout the social templates.

The Pitch templates provided include predefined style options for all typographic elements. It is important that the contents fit within the grid and style parameters of the template.

Once in a new presentation file, the page types are selectable through the template tab. Choose the most appropriate page type for your content.

The Spin colour palette has been embedded into the templates. Click the item you would like to change colour and select from the drop-down menu.

As your content will vary, a type system has been created within Pitch which allows you to easily change the style. Only use these type styles.

A base grid layer has been created to allow the design of each page to flex but also stay uniform. Once the page has been edited this layer will need to be deleted - double click on it and press delete on your keyboard.

The Spin deck template carries the brand into pitch and internal presentations. Copy the source file, work within the grid, and use only the embedded colour and type styles.

Pink, black and grey are the primary colours. They are supported by green, blue and yellow as secondary colours. Gradient versions of the core colours can be used on shapes and backgrounds.

Header font - Special Gothic Expanded One (bold), always lower case.
Body font - Inter Tight: Bold for sub-headers, Medium for general body text. Always sentence case.

Copy and paste these buttons to use them throughout the deck. The styles can be applied to any shape using the gradient swatches in the colour palette.

The Spin grid consists of 8 rows and 12 columns and should be adhered to for all layouts so that the visual identity of the Spin brand is communicated across all slides.

These templates are specific to the title and end pages, creating space to indicate the beginning and end of the presentation.

Two different heading templates are used to separate sections and create moments of pause between content-heavy slides.

A series of templates show how varying content can be displayed. The ‘building blocks’ are styled to allow copy, stats and imagery to sit alongside each other. All content must sit and align to the baseline grid.

This is the Core Spin Performance Wordmark. This should be used in all instances where we need to use a logo. In order to maintain the legibility and recognisability of the mark, there are a few guidelines to follow.

The margin around the wordmark is derived from the width of the letter “i”.

The wordmark and subsequent typeface was designed to work great when used at a friendly display scale and at smaller subheading sizes for body copy. There is no limit on how big you can make the mark (as long as it fits within the grid parameters), but establishing a minimum size helps ensure that the legibility of the mark isn’t compromised.

Minimum Size - the Spin Wordmark should never be reproduced smaller than 25px / 28pt tall in any communication.

When setting the wordmark, it should always be positioned to the top of the format and expand to the width of the margins.

The most recognisable Spin Performance brand colour is a deep shade of navy blue. It should be used across all forms of communication from marketing, campaigns, and events to internal documents, press releases, and social media.

When designing for any digital application, the RGB values should be used. When designing for printed collateral, the PMS (Pantone) should be used where possible, or the CMYK values where PMS is not possible. RGB values should never be used in print environments.

A bespoke icon system has been created for Spin Performance. Icons can be used in both static and motion form. The motion helps connote the elevated experience of the performance sector. Follow the guidelines below when using the icon system.

A grid system has been utilised across all printed and digital collateral. Please follow the guidelines below when working in different formats.

Within social media posts the two type scales can be used to create hierarchy. The larger type size within social posts should always be 80pt. The smaller size should be 40pt.

This template can be used to house longer forms of copy.

This template can be used when the copy is only a few words long. We recommend only using two lines of copy max for this template.

The InDesign templates provided include predefined style options for all typographic elements. It is important that the contents fit within the grid and style parameters of the template.

Your InDesign template has the Spin Performance colour palette loaded in the colour swatches. Picking colours from here ensures consistency of colour use throughout.

Text should always be styled using the type styles provided. There are 2 type styles to be applied where appropriate. All type should have a typestyle applied to ensure consistency and sophistication throughout the templates.

The Spin grid consists of 8 rows and 12 columns and should be adhered to for all layouts so that the visual identity of the Spin brand is communicated across all slides.

These templates are specific to the title and end pages, creating space to indicate the beginning and end of the presentation.

Two different heading templates are used to separate sections and create moments of pause between content-heavy slides.

A series of templates show how varying content can be displayed. The ‘building blocks’ are styled to allow copy, stats and imagery to sit alongside each other. All content must sit and align to the baseline grid.

The Pitch templates provided include predefined style options for all typographic elements. It is important that the contents fit within the grid and style parameters of the template.

The Spin colour palette has been embedded into the templates. Click the item you would like to change colour and select from the drop-down menu.

As your content will vary, a type system has been created within Pitch which allows you to easily change the style. Only use these type styles.

A base grid layer has been created to allow the design of each page to flex but also stay uniform. Once the page has been edited this layer will need to be deleted - double click on it and press delete on your keyboard.

Every brand asset referenced in these guidelines is available to download below. When in doubt, grab the full bundle.