FitAF
You deserve your dream body.
Brand Kit · Version 1.0
2026 · Confidential
01 — Color Palette
Midnight
#0A0E1A
Primary background. The foundation everything lives on.
Deep Navy
#141D2E
Cards, surfaces, elevated UI elements.
Ice Blue
#4A90D9
Primary accent. CTAs, highlights, data viz, links.
Frost
#C8D8E8
Secondary text, captions, supporting copy.
Off White
#F0F4F8
Headlines, primary text on dark backgrounds.
02 — Typography
Cormorant Garamond
Display · Headlines
Wordmark · Serifs
Weight: 300–400
Your body.
Reimagined.
DM Sans
Body · UI Labels
Buttons · Data
Weight: 300–500
FitAF uses your body scan data to build a precision fitness and nutrition plan that's entirely yours. No guesswork. No generic programmes. Just science, applied to you.
Display
FitAF
Heading
Your Dream Body
Subheading
Scan · Analyse · Transform
Body
Precision fitness for the person who refuses to settle.
Label
Body Fat · 18.4% · Optimal
Caption
Last scan: Today · 07:42 AM
03 — Wordmark
Primary
FitAF
You deserve your dream body.
Dark background
Reversed
FitAF
You deserve your dream body.
Light background
Accent
FitAF
You deserve your dream body.
Ice blue bg
Icon mark
FA
App icon / favicon
Wordmark only — minimal
FITAF
All caps · spaced · editorial
04 — UI Components
Buttons
Tags
Body Scan Nutrition Plan Exercise Progress
Stats
18.4%
Body Fat
74kg
Lean Mass
2,180
Daily Calories
87%
Goal Progress
Progress
Weekly Goal 87%
Nutrition 62%
05 — Voice & Tone
Do
✓
Speak with quiet authority — confident, not loud. The brand knows what it's doing.
✓
Be precise. Use data to back everything up. Numbers build trust with this audience.
✓
Inspire without preaching. "You deserve this" — not "you need to do this."
✓
Acknowledge the struggle. Corporate burnout is real. Meet them where they are.
✓
Keep copy lean. Every word earns its place. Silence is also a design choice.
✓
Use the tagline like a mantra — repeat it until they believe it.
Don't
✗
Don't shout. No excessive exclamation marks. FitAF doesn't need to beg for attention.
✗
Don't shame. This is about aspiration, not guilt. Never use language that punishes.
✗
Don't use bro-culture fitness clichés. "No pain no gain" is not FitAF.
✗
Don't over-explain. Trust the user's intelligence. They're corporate — they're smart.
✗
Don't use generic wellness language like "holistic journey" or "wellness ecosystem."
✗
Don't be cold or clinical. Precision with warmth — not a doctor's report.