Typography Heavy display. Quiet body.
Archivo Black does the shouting. Inter does the talking. Two families, one type scale.
ATC isn't the kind of gym where you stare at a screen and disappear. Two coaches know your name. Members cheer for each other. And on the hard days, someone's going to notice — and check on you.
Type Scale
Headline rule
Always weight 900, ALL CAPS, -0.03em letter-spacing. Heavy + tight is the brand signature — sentence-case headlines kill it.
Label rule
11pt Inter or Archivo, weight 600, UPPERCASE, 0.25em letter-spacing, --red-accessible color. Wide tracking is the contrast move.
Logo Usage Protecting the mark.
Four logo marks, eight total variants.
01 · The Four Marks
All logos have a dark surface and a light surface.
| Mark | Use for | Preview |
|---|---|---|
| ATC Mark | Website · Member Portal · Digital Media · Embroidery · Single-Color Print |  |
| Primary Mark | Avatars · Favicons · App Icons · Watermarks · Embroidery · Single-Color Print |  |
| Wordmark · Red | Red Z-Fade Wordmark |  |
| Wordmark · Gold | Gold Z-Fade Wordmark |  |
Default behavior. Use the wordmark ZRWT unless there's a reason not to — Z-fade red on dark, the everyday surface. The other five exist for specific surfaces.
02 · Clear Space
Print · clear space = X
Where X equals the cap-height of the "A" in the mark. Measure it — don't eyeball it. Nothing crosses that line: no text, no photo, no edge, no other logo.
Digital · 24px floor
At small screen sizes the math gets thin. Hold a 24px floor of clear space regardless of mark size.
03 · Minimum Size
The Z-fade test. If the Z doesn't read at the size you're using, go bigger or drop to the A-sigil. The Z is the brand — if it muddles into the surrounding letters, the wordmark isn't doing its job.
04 · Don't
Six ways to break the mark. Every brand drift starts with one of these. None of them are approved.
Don't stretch
Never alter horizontal or vertical proportions. Hold ⌥/Shift on drag, or import the SVG.
Don't recolor
The Z is Arize Red. Not navy, not black-on-black, not your school colors, not "team blue."
Don't rotate
The mark is horizontal. Don't tilt it, vertical-stack it, or wrap it around a circle.
Don't mix kits
Red and Gold each carry their own surface, type, and tone. Don't combine them in one composition.
Don't rebuild it
Don't re-typeset, re-kern, or "improve" the wordmark. Always pull the artwork from the brand-package.
Don't crowd it
Hold the clear-space rule. The mark needs breathing room — that's the difference between premium and amateur.
05 · Files
.SVG · web
Vector, retina, default first choice for any digital surface.
.PNG · decks & social
Word, Keynote, Slides, social, email signatures. Transparent. @1x and @2x shipped.
.EPS / .AI · print
Cards, signage, t-shirts, embroidery. Hand to printers — never PNG.
.ICO / .ICNS · favicons
Multi-resolution containers for favicons and app icons.
Source of truth. /brand-package/assets/logos/ — if it isn't there, it doesn't exist. Request, don't build.
06 · Approval
Internal · no approval
Members, coaches, ops. Just follow the kit — that's what it's for.
External · ownership signs off
Sponsor decks, press, vendor merch, partner pitches. Brittany or Devin · 24–48 hrs.
Co-branded lockups · 3–5 days
Don't ship a custom lockup without ownership sign-off. Lead time required.