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ACTIVE SOLE

Brand styleguide
OCtober 2015

Contents
Introduction 3
The logo 4
Colour palette 5
Clear space 6
minimum size 7
incorrect usage 8
contact 9

introduction
Founded in New South Wales, Australia in 2014, our vision at Active Sole is to create more than just
sneakers.
Built by sneaker enthusiasts, each shoe is handcrafted in our workshop for the consumer. With the option to
extensively customise every model to perfection, our brand is committed towards providing the optimal ride
whether that be for a late night run or a midday stroll.
We understand the importance of comfort and stability but we also understand the significance of the look
and feel of a shoe. We believe in empowering the consumer and giving them the opportunity to decide the
build of the shoes features; stability, cushioning, comfort and responsiveness are all considered factors.
This all relates back to our vision to create the experience of sneakers for a wider audience; to educate
consumers on the workings of each shoe and to spread the concept of our brand in the process. Our team
is driven by the principles of familiarity, simplicity and reliability; we strive to share this with the world and
have it resonate in the identity of the brand.

The logo

The Active Sole logo is a representation of the


brands identity and core principles.
The main element: the undulating shape of
the A, is symbolic of the youthful and active
sense of movement that is imbued in our
brand.
As a supplier of sneakers, purveying the
notion of action is the primary purpose of the
logo. As such, the following letters CTIV are
skewed to reflect the flow of the logos main
element, whilst the three transparent lines
that cut through the letters unify the whole
design - the line weights are varied in a
manner that is emblematic of a running track.
A bold, striking red hue allows the logo to
stand out on its own and conveys passion,
movement and action.
In a similar manner, SOLE is emboldened to
communicate stability, strength and comfort.

#ED0029
C:
M:
Y:
K:

0
98
81
0

#1C1C1B
H:
S:
B:

350
100
93

R:
G:
B:

colour palette

237
0
41

C:
M:
Y:
K:

0
0
0
100

#F2F2F2
H:
S:
B:

59
3
10

R:
G:
B:

28
28
27

C:
M:
Y:
K:

6
4
5
0

H:
S:
B:

59
0
94

R:
G:
B:

242
242
242

The white logo


should be used when
seen against a dark
background.

The black logo should


be used for non-colour
publication.

This alternate version can be


used in accordance with any
of red, white or black standard
variations. It should be used
only when horizontal space is
limited.

The red logo should


be used when seen
against a light
background.

standard lock-up

Alternate lock-up

1/4 cap height

minimum clear space

clear space
The brands logo has a defined area of clear space designed to
maximise visual impact and reduce clutter. The darkened grey area
around the type above marked with an x signifies the minimum
clear space where no other graphical details can impede; it must
always be present when using the logo.
The minimum clear space area can be calculated for any size by
measuring out one quarter of the cap height.

7
minimum size
In order for the logo to be reasonably legible at all
times, there is a recommended minimum size.

10mm

15mm

The minimum size is 10mm in height from the


bottom of the A to the top of the A.

For the alternate lock-up of the logo, the minimum


size is 15mm in height.

The logo cannot be stretched, distorted, skewed or


rotated in any form.

Do not use the logo with drop shadows, glows or place


any graphical elements in the defined clear space.

Do not alter the configuration of any logo elements or


typography. Do not fill the logo with a pattern nor place
it on a conflicting background colour.

The logo cannot be used with any colours not specified


on page 5 of this document nor can it be used with
gradients or outlined in any way.

Incorrect Usage

contact
Any use of the Active Sole branding must first
be approved by the companys design team.
Geoffrey Wu
geoffreywu@activesolefootwear.com.au

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