Brand Guide and Local Ad Toolkit

01 · Foundation

Strong. Simple. Welcoming.

Lil's Gym is a straightforward strength gym with a kind community. The brand should feel capable without feeling exclusive, energetic without shouting, and local without looking small.

1

Show real strength

Use honest training moments, bold type, and direct messages. Confidence comes from clarity, not hype.

2

Make it easy

Give people one message and one next step. Keep the offer, location, and call to action easy to find.

3

Welcome every start

Write for people at every experience level. Focus on progress, support, and strength for life.

Lil's Gym helps people get strong for life with practical training, supportive coaching, 24/7 member access, and a kind community in downtown Kitchener.

02 · Logo

Keep the bulldog bold.

Use the complete red bulldog-and-wordmark logo whenever space allows. The transparent master works on white, black, and simple photography with enough contrast.

Use it this way

Keep clear space equal to at least 10% of the logo width on every side.
Use it at least 1.5 inches wide in print or 180 pixels wide on screen.
Place it on a quiet, high-contrast area.
Use the PNG for print layouts and the WebP for web pages.

Never do this

Stretch, squash, crop, tilt, or redraw the mark.
Change the red or add gradients, shadows, or outlines.
Place it over a busy face, barbell, or high-detail area.
Separate the bulldog from the wordmark without approval.

Download print PNG Download web WebP

03 · Colour

Red means action.

Black and white do most of the work. Red creates recognition and directs attention. Use one red role at a time so the design stays focused.

Logo red#ED4141Logo, large display accents, rules

Action red#B71C1CButtons and small areas with white text

Deep red#5C0000Large panels and campaign backgrounds

Gym black#0A0A0AHeadlines, backgrounds, body text

Chalk white#FFFFFFSpace, reverse type, clean contrast

Warm concrete#F7F7F7Quiet backgrounds and information panels

Screen-only flare: The website may use a gradient from #FF3D3D to #FF6B6B in large display moments. Do not use that gradient for body text, small type, or the logo. For print, give the printer these RGB values and approve a press proof using their CMYK profile.

04 · Typography

Say more with less.

Bebas Neue gives campaign headlines their strength. Inter keeps the details calm and readable. Both are free Google Fonts and already support the current site style.

Bebas Neue · Display GET STRONG.STAY STRONG.

Inter · Body and calls to action

Build strength with practical coaching, a kind community, and 24/7 member access in downtown Kitchener.

Bebas Neue

Use uppercase for short headlines, section labels, and key numbers. Keep display lines compact. Do not use it for paragraphs.

View the font

Inter

Use Regular or Medium for body copy and Semibold or Bold for calls to action. Avoid long lines and tiny print.

View the font

05 · Voice

Direct, human, and local.

Talk to one person. Use plain language and active verbs. Invite people to begin instead of judging where they are today.

Sound like Lil's Gym

“Get strong. Stay strong.”
“Train on your time.”
“Book a free tour.”
“Strength training for every starting point.”

Avoid

Unsupported claims such as “Kitchener's best gym.”
Shame, fear, body judgment, or “no excuses” language.
Dense fitness jargon and long lists of features.
More than one primary call to action in one ad.

Get Strong. Stay Strong. Strong for Life. Train on Your Time. Find Your Strength Downtown.

06 · Photography

Show the work and the welcome.

Choose real moments inside Lil's Gym: a focused lift, a coach helping, training partners connecting, or the equipment ready for use. The image should make the space feel active and approachable.

Real equipment in the space

Distinctive strength equipment

The space as it really looks

Choose

Candid in-gym action and coach interactions
Clear subjects with room for a short headline
Natural effort, visible equipment, and real connection
Darkened or lightly desaturated crops when type sits on top

Avoid

Generic stock-fitness imagery
Unsafe lifting, cluttered crops, or faces covered by type
Extreme filters, artificial muscles, or staged intimidation
Any person or image without confirmed advertising rights

07 · Local ad system

One glance. One promise. One action.

A street poster has only a few seconds to work. Build every layout in this order, then remove anything that competes with the main message.

Logo: Establish Lil's Gym without competing with the headline.
Headline: Use three to eight words that can be read from a distance.
Reason to care: Add one supporting line, such as 24/7 member access or supportive coaching.
Call to action: Ask for one next step: book a free tour, get a pass, or visit the site.
Response path: Show LILSGYM.CA and a tested QR code with enough white space.
Local proof: Include 32 Weber St W, Kitchener. Do not invent a phone number, email, or social handle.

08 · Ready-made posters

Two ways to invite the city in.

These 11×17 poster starters use the approved system and link directly to the free-tour page. Open the full poster gallery to preview, print, or download both community-posting PDFs.

Get Strong. Stay Strong.

Photo-led awareness poster with a free-tour call to action.

Train on Your Time.

Bold 24/7-access poster designed for fast street-level reading.

Open poster gallery Download poster 1 PDF Download poster 2 PDF

09 · Production

Prepare it for the real world.

Start with the placement, not the design. A poster read from across a café needs different scale than a handout or a social post.

Format	Canvas	Safe area	Export
Street poster	11 × 17 in	Keep essentials 0.25 in inside trim	Sized print PDF; high-resolution images preferred
Letter flyer	8.5 × 11 in	Keep essentials 0.25 in inside trim	Sized print PDF; high-resolution images preferred
Social portrait	1080 × 1350 px	Keep text 60 px from edges	sRGB PNG or high-quality JPG
Story or reel cover	1080 × 1920 px	Keep key text away from interface areas	sRGB PNG or high-quality JPG

The supplied poster PDFs are sized to 11×17 inches, use the site's current web-resolution photos, and do not include bleed. They work best for short-run community printing. Before a commercial run, replace the photos with approved high-resolution originals and ask the printer to add 0.125 inches of bleed on every side. Keep QR codes at least 1 inch wide, preserve their white quiet zone, and test the final printed proof from a normal scanning distance.

10 · Approval checklist

Check it before it leaves.

Every ad must pass these checks.

The headline is clear at the intended viewing distance.
The logo is complete, undistorted, and easy to see.
Prices, schedules, dates, and offer terms are current.
The call to action, URL, and QR code all lead to the right place.
32 Weber St W, Kitchener is written correctly.
Every visible person and image is cleared for advertising use.
The final print proof has readable contrast and no clipped content.

This is a working standard for authorized Lil's Gym material. Confirm image rights and current offers before public use. Guide and site implementation: Copyright © 2026 ColinKnapp.com. All rights reserved. Lil's Gym name, logo, and photography remain with their respective rights holders.