Brand Identity System
PulseIQ
Brand
System
The complete guide to PulseIQ's visual identity, voice, and design language — built for teams, partners, and collaborators.
01 — Brand Foundation
Who we are
Everything PulseIQ makes and says flows from a clear sense of purpose, personality, and promise.
Mission
Make health-focused fitness genuinely accessible to adults 40–65 — on their terms, at their pace, for their life.
Vision
A world where every adult has a fitness companion that understands their body, their health, and their life.
Brand Personality
🏃
Encouraging Coach
Pushes you forward with belief, not pressure. Celebrates effort. Never compares you to anyone else.
🧠
Knowledgeable Friend
Shares expertise without jargon. Explains the reasoning. Trusts you to make good decisions.
🔄
Adaptable
Meets users where they are. Adjusts as life changes. No rigid programs or one-size plans.
📊
Data-Driven
Uses real signals — not generic templates. Turns behavioral patterns into smarter, more useful guidance.
Tone Spectrum
Encouraging
Demanding
Warm
Clinical
Direct
Verbose
Smart
Clever
Tagline Variants
"Move better. Feel better."
Primary tagline
"Fitness for real life."
Short-form / headlines
"Your health, your pace."
Social / campaign use
02 — Color System
The palette
Five core colors. Built around growth, health, and clarity. Every color choice should feel purposeful — never decorative for its own sake.
Core Palette
Dark Green
#004F33
Primary brand / Backgrounds / Text on light
Bright Green
#53D182
Secondary / Accents / Icons / CTAs on dark
Lime
#C9FC35
Accent / Highlights / Badges on dark BG
Mint Background
#F0FBF0
Light surfaces / App backgrounds / Cards
White
#FFFFFF
Text on dark / Clean surfaces / Cards
Dark Green — Tint Ramp
Bright Green — Tint Ramp
Semantic / Functional Colors
Success
#22c55e
Confirmations / Completed
Warning
#f59e0b
Alerts / Gentle nudges
Error
#ef4444
Errors / Urgent prompts
Info
#3b82f6
Info banners / Tips
Color Usage Rules
Use on Dark Backgrounds
Bright Green for primary actions and accent text
Lime for eyebrows, badges, and highlights
White for headline and body copy
White at 45–60% opacity for secondary text
Use on Light Backgrounds
Dark Green for headlines, labels, and buttons
Bright Green for accents, icons, and eyebrows
#555 for body copy and descriptions
#888 for captions and helper text
Color Don'ts
Invisible
✕ Lime text on lime background
Low contrast
✕ White text on Bright Green
Hard to read
✕ White text on Lime
03 — Typography
Type system
Inter — clean, modern, and built for legibility at every size. Our type system prioritizes clarity and warmth over decoration.
Primary typeface: Inter (Google Fonts). Available in all weights 300–900. Use Inter for all digital touchpoints. For print, Helvetica Neue is the fallback. System fonts: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto in that order.
Move better.
Feel better.
Your personalized workout is ready.
Today's session: 25 minutes, low impact.
Lower Body Strength — Week 2
Hip Flexor Stretch — 3 sets × 45 seconds
We designed this session for exactly the time you have. Start whenever you're ready — there's no rush, and no pressure to complete it all at once.
Your AI coach considers your schedule, energy level, and joint sensitivity when building each plan. That's why today's routine looks a little different from yesterday's.
Personalized For You · Low Impact · 25 Minutes
Last session 2 days ago · streak: 8 days · 43 sessions total
Pairing Examples
Today's Workout
Morning Mobility
20 minutes · Low Impact · No equipment
Good to see you back.
There's no penalty for taking time off. Let's start easy — here's a session matched to today's energy level.
Typography Don'ts
✕ Don't use light weight for headlines
Your workout is ready
Weight 300 lacks authority and warmth at large sizes
✓ Use bold/extrabold for headlines
Your workout is ready
Weight 700–900 for all h1–h3 always
✕ Don't center long body copy
We designed this session specifically for you based on how you're feeling today and the time you have available. Start when ready.
✓ Left-align body copy always
We designed this session specifically for you based on how you're feeling today and the time you have available. Start when ready.
✕ Don't use uppercase for body text
We built this plan around your schedule and energy level for today. Low intensity, maximum benefit.
✓ Uppercase only for labels & eyebrows
Low Impact · 25 min
Morning Strength — Week 2
04 — Logo
Logo usage
The PulseIQ logo is always placed at its natural proportions. Never distort, recolor, or deconstruct it.
Approved Background Placements
✓ Dark Green — Preferred
✓ Near-Black — Approved
✓ White — Approved (print / co-brand)
Clear Space — Minimum Padding
The minimum clear space on all sides is equal to the cap height of the "P" in PulseIQ. No other elements, text, or imagery should enter this zone.
Minimum Sizes
Digital — Large
h: 44px
Headers, hero
Digital — Standard
h: 28px
Nav bars, email
Digital — Small
h: 20px
Footers, watermarks
Do not use below 16px
Minimum
h: 16px
Absolute minimum
Use with caution
Logo Don'ts
✕ Do not stretch or distort
Always maintain natural proportions using height only
✕ Do not desaturate
Always use the full-color version on approved backgrounds
✕ Do not place on Lime
Lime background causes insufficient contrast
✕ Do not rotate or angle
Always keep the logo level and upright
✕ Do not use on busy backgrounds
Ensure sufficient contrast — solid color backgrounds only
✕ Do not recolor
Never apply color filters, tints, or alternate color schemes05 — Brand Voice
How we sound
PulseIQ speaks like an encouraging coach and knowledgeable friend. Never a salesperson, never a drill sergeant, never clinical.
Progress-Focused, Not Perfection
We celebrate showing up. Every session counts. We never compare users to an ideal body or a leaderboard.
Encouraging, Not Judging
No shame. No guilt. No "you're falling behind." We meet users where they are and help them take one more step.
Clear, Not Clever
We don't use jargon, fitness-speak, or wordplay that requires decoding. Plain language builds more trust than cleverness.
Direct and Warm
Short sentences. Active voice. Get to the point — but do it with genuine care. Think: text from a friend who happens to know a lot.
Voice in Practice — Copy Pairs
✕ Never write this
"You haven't worked out in 3 days. Don't let yourself fall behind! 🔥💪"
Push notifications, return prompts
✓ Write this instead
"Good to see you back. Let's start easy — no penalty for taking time off."
Warm, no guilt, gets straight to it
✕ Never write this
"Maximize your hypertrophic response with periodized mesocycle programming for optimal gains."
Feature descriptions, onboarding
✓ Write this instead
"This 4-week plan gradually gets harder so your body keeps adapting — without burning you out."
Clear reasoning, no jargon
✕ Never write this
"Crush your goals! Smash this week's targets and transform your body in just 30 days!"
Marketing copy, ads
✓ Write this instead
"Even 15 minutes today is a great choice. Here's a session built for exactly the time you have."
Reduces friction, celebrates effort
✕ Never write this
"Leverage AI-powered adaptive algorithms to synergize your fitness journey with personalized KPIs."
App descriptions, marketing
✓ Write this instead
"PulseIQ learns your preferences from day one and builds every plan around you — not a template."
Plain, human, trustworthy
Channel Voice Guidance
In-App
Concise and action-oriented
Short, direct sentences. Focus on what the user needs to do right now. Avoid long explanations unless the user asks.
Personal and conversational
A bit warmer and longer than in-app. Write like a note from a coach who checked in on you — not a newsletter blast.
Social Media
Real-talk, relatable, punchy
Slightly more casual. Speak to the experience, not the feature. Short captions. First-person and second-person voice.
Onboarding
Patient and reassuring
Users are often new or anxious. Slow down. Confirm that they're in the right place. Use experiential language, not clinical terms.
Error / System
Calm and solution-first
Never alarming. Never blame the user. Acknowledge the issue briefly and point to the fix immediately.
AI Coach
Transparent and explanatory
The AI always explains why it's recommending something. This builds trust. Never present a plan without context.
Vocabulary Guide
✓ Use these words
progressmovementsession feel goodconsistentyour pace adaptsupportrealistic build onshow upmanage health goalguidedcheck in gentlesteadyenergized✕ Avoid these words
crushsmashbeast mode shredburn fattransformation no excusesgrindhustle tone upoptimizesynergize leveragejourneywellness warrior hypertrophymacrosPRs06 — Iconography
Icons
Icons should feel friendly and clear — not sharp or aggressive. Use outlined or softly filled styles. Never decorative-only.
Style
Outlined, 2px stroke
Use outlined icons as the default. Filled icons are reserved for active/selected states only. Stroke weight: 2px at 24px base size.
Sizing
4px grid — always
Icons live on a 4px grid. Standard sizes: 16px (small), 20px (inline), 24px (UI), 32px (feature), 48px (hero). Never use odd sizes.
Color
Inherit from context
On light: use Dark Green or Bright Green. On dark: use Bright Green or Lime. Never use icon colors that compete with the background.
Icon Set — Core Categories
States — Outlined vs. Filled
Default (outlined)
Active / Selected (filled circle)
07 — Photography
Photography direction
Images should feel real, warm, and lived-in. We're not selling a body — we're celebrating a lifestyle. Authenticity converts.
☀️ REAL LIGHT
REAL PEOPLE
Warm, natural light
Morning or late afternoon light. Avoid harsh studio flash. Images should feel like a normal day, not a photoshoot.
👤 CANDID
NOT POSED
Candid over posed
Catch people mid-movement, mid-conversation, or at rest. Avoid stock-photo perfection — real expressions build trust.
🏠 REAL WORLD
SETTINGS
Everyday environments
Living rooms, kitchens, parks, gentle trails. Avoid gym-only settings. Our users work out wherever life happens.
🌎 REAL DIVERSITY
REAL BODIES
Diverse, realistic people
Age 45–65, diverse body types, ethnicities, and ability levels. No performative diversity — reflect actual users.
😊 JOY NOT
STRAIN
Effort, not pain
Show the quiet satisfaction of movement — not grimacing, veins, or "pushing through the pain." Health is not suffering.
🍃 GREENS &
WARM TONES
Brand-aligned palette
Photos should feel warm and slightly desaturated — not oversaturated. Green tones and natural environments reinforce the brand.
Photography Don'ts
DARK MOODY GYM
✕ Dark, dramatic gym aesthetics
PERFECT STOCK
✕ Overly polished stock photos
PAIN FACE
✕ Grimacing or pain-face imagery
PHYSIQUE ONLY
✕ Body-centric / physique-focused shots
UNDER 30
✕ Young, athletic-only models
TECH COLD
✕ Cold, tech-forward blue tones
08 — UI Components
Component library
Core building blocks for the PulseIQ app and marketing surfaces. All components are designed for legibility and ease of use for adults 40–65.
Buttons — Light Surface
Buttons — Dark Surface
Form Inputs
Badges & Tags
Cards
Today's Workout
Morning Mobility — 20 min
Gentle movement to start your day. Designed around your joints and energy level right now. No equipment needed.
Nutrition Insight
Your protein is a bit low today
You're about 20g short of your daily goal. A small high-protein snack before tonight's session could help.
Progress Update
8-day streak — keep it going
You've shown up 8 days in a row. That's not a coincidence — that's a habit forming. See what's been changing.
AI Coach Note
Rest day recommended today
You logged 5 sessions this week and reduced sleep last night. Recovery is part of the plan — not a detour from it.
Progress & Stats
8
day streak
43
sessions total
↑12%
vs. last month
22
min avg session
Notifications & Toasts
Session complete!
20 minutes done. You showed up — that's what counts.
Your coach updated your plan
Based on this week's activity, Thursday's session has been adjusted to low intensity.
Nutrition gap detected
You're 22g short on protein today. Here are a few easy additions.
09 — Spacing & Grid
Spacing & grid
PulseIQ uses an 8px base grid. All spacing values are multiples of 4 or 8. Generous spacing supports legibility for our target demographic.
| Token | Value | Visual | Usage |
|---|---|---|---|
| space-1 | 4px | Icon gaps, tight inline spacing | |
| space-2 | 8px | Between label and input, badge padding | |
| space-3 | 12px | Card internal padding (small) | |
| space-4 | 16px | Default component gap, list items | |
| space-5 | 20px | Card padding, form field spacing | |
| space-6 | 24px | Section sub-groups, card padding (large) | |
| space-8 | 32px | Between major content blocks | |
| space-10 | 40px | Section padding, component groups | |
| space-12 | 48px | Page section internal padding (top/bottom) | |
| space-16 | 64px | Major page section breaks | |
| space-20 | 80px | Full section padding (desktop) |
Border Radius
4px
Badges, small chips
8px
Input fields, tags
12px
Cards, modals, panels
100px
Buttons, pills, avatars
Layout Grid — Desktop
Common layout: 8 cols main + 4 cols aside
Mobile — 393px
4-column grid · 16px gutters · 20px margins
Min tap target: 44×44px
Font min: 14px (body), 16px on touch inputs
Tablet — 768px
8-column grid · 20px gutters · 32px margins
2-col card layouts unlock at this breakpoint
Bottom nav switches to side nav