COMMUNITY GYM
San Diego
Embodied
Truth + Power
Brand Guidelines
This guide defines the visual language, design style, and principles that shape a clear and consistent brand experience, laying out the essential design standards that bring Embodied Truth + Power to life.
Whether we're designing for digital platforms or printed materials, these guidelines ensure every touchpoint reflects the voice and personality at the heart of our brand.
Embodied Truth + Power
North Park Location
2903 El Cajon Blvd
San Diego, CA 92104
USA
01 Brand Strategy
In modern culture, mental and physical health have become segregated from one another and treated by healthcare as isolated issues — despite being known for millennia to work hand-in-hand. Physical activity and community deeply informs our mental health, shown by study after study to be more effective than many of the most common drugs on the market for treating depression, anxiety, and conditions like ADHD and PTSD.
Embodied Truth + Power was created by a psychotherapist to bridge the gap with a trauma-informed fitness practice. We’ve seen first-hand how learning new skills like power lifting can translate to feeling mentally stronger; we’ve witnessed how the thrill of progress towards physical fitness goals can improve momentum and motivation that spreads across other life goals, too.
When we grow more aligned and powerful in one area of our lives, we build habits and tools to grow more aligned and powerful in others, as well. That revelation is what moved us to create Embodied Truth + Power, a community gym where mental & physical fitness work together to support a community of happier, healthier, more vibrant friends and neighbors.
We believe that learning to power lift is an empowering pathway to living more powerful and aligned lives, and that women shouldn’t be limited because they feel alienated in weight rooms not designed for them. With expert guidance, we’re building a inclusive, holistic community gym that disrupts the mental and fitness industries by celebrating and centering physical fitness as a gateway to mental fitness, and centering real women as powerful players in our communities deserving of strength & space.
At Embodied Truth + Power, we don’t just teach power lifting and fitness classes—we empower women to feel more aligned, confident, and embodied today than they did yesterday. When women embody their truth & power, the entire planet grows stronger.
Our Pillars of Truth & Power
Foster Community
Research shows that a strong social life as an essential part of a healthy life and body. We design our space & programs to create opportunities for meaningful, regular connections within the community. With a strong culture of belonging and inclusivity, we celebrate each other’s wins and are here to witness and support each other through losses and struggles.
Our members become a family that grows stronger, together.
Center Truth
We know that the #1 regret of the dying is that they’d had the courage to live a life true to themselves, rather than the life others expected.
At ET+P, providing the skills and safe environment to listen to and center our truth & alignment is a core part of our mission. This is how we build lives & bodies that are truly vibrant and resilient, while minimizing the risks of injuring ourselves and others.
Power Lies Within You
Our definition of power is as our life force, not as a force to be exercised on others or upon us. At ET+P, we practice the skills of recognizing and exercising our truth and power, no matter what our external circumstances look like.
We believe that fostering a lifestyle that supports and releases our true power is not only our birth right, but the most generous gift we can give to ourselves and those around us.
Healing Happens Together
Modern culture loves to treat humans as if we’re made up one million different parts that have nothing to do with one another. Depressed? Take a pill. Stomach pain? Here’s a surgery. Loneliness? Write in a journal.
At ET+P, we believe that true and lasting health & healing happens by bringing together every area of our lives, and doing it in a trauma-informed community that affirms our evolving identities and strength as we discover what we’re truly capable of.
Embodied Truth + Power’s voice brings our brand to life through the words we write and speak. The way we communicate with customers has the power to transform their physical & mental well-being.
Through clear, truthful, and intentional language, we make holistic fitness accessible, inclusive, and exciting. Our authentic, cheeky, and empowering voice ensures that making strides towards intimidating mental & physical fitness goals feels easy—so our clients can move towards their deepest goals with integrity, support, and an empowered confidence.
Tone & Voice
Our Identity: who we are
A psychology-informed community gym where mind & body meet. We’re launching our first location to serve the North Park community in San Diego.
Our Vision: why we exist
To offer integrative, trauma-informed, inclusive strength training to women as an essential, complimentary toolbox to traditional therapy. We empower communities to practice skills of mind-body health that inform and empower their holistic goals and wellness.
Our Mission: what we do
Born from the need for more impactful mental healthcare, ET+P was founded on a simple yet powerful mission: to create a world where movement and community are recognized as essential pathways to mental and emotional healing, and where fitness spaces are inclusive, accessible, and trauma-informed.
- Justyna Wawrzonek, Founder & CEO
Our Promise: how we help
We empower women to build lives that reflect their true resilience by offering inclusive, trauma-informed, and integrative tools for mental & physical fitness, using power lifting, strength training, and a supportive community as our foundation.
03 Logo
The Embodied Truth + Power logo is a bold, modern wordmark that prioritizes balance, supporting powerful, playful copy and colors just like we support the powerful, playful women who join our community.
Designed to be used seamlessly across touchpoints and time, here’s how to use the ET+P to support unique applications and goals.
Primary Lockup
Secondary Lockups
Clearspace
Our logo is like a client in our weight room—they need room to move and breathe safely and effectively. Be sure to leave a good border of clearspace around logos to ensure they look uniform and professional.
Brand Name: Written Form
When writing “Embodied Truth + Power” manually (instead of using the logo), be sure to leave a space on either side of the “+” symbol.
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Embodied Truth + Power
Embodied Truth+Power
App & logo icons
primary
secondary
Incorrect Logo Usage
Do not resize any part of the mark
Do not forget to leave clearspace around logo
Do not rotate the logo
Do not outline the logo
Do not change the positioning of the logo text
Do not use gradients/multiple colors for the logo
04 Color
Embodied Truth + Power’s color palette is designed to evoke playfulness, energy, and bold momentum.
Together, these colors create a strong, versatile, and forward-thinking brand identity, ensuring that ET+P is instantly recognized as a unique and trusted brand that prioritizes making our target community of women like Marta feel inspired and invited to join our movement.
Primary Palette
Red Heat
Hex: #FF521A
Creamsicle
Hex: #FFD290
New Royal
Hex: #1E3D59
Key Lime
Hex: #D2FFCC
Cloud white
Hex: #FFFBF5
Near Black
Hex: #292929
Storm
Hex: #95A0AB
Secondary Palette
Orange Glow
Hex: #FFAC74
Pinkish
Hex: #FFDFDF
Lime
Hex: #23A712
Perriwinkle
Hex: #D9E2FF
Sky
Hex: #C9E7FF
Powder blue
Hex: #E2F0F6
Gradient Palette
Gradient 1 — #1A9084 to Royal Blue
Gradient 2 — Orange Glow to Red Heat
Gradient 4 — Perriwinkle to Key Lime Pie
Gradient 3 — Orange Glow into Powder Blue
Color Combinations
Brand color pairs that you can use for text, shapes, and sections.
Color Combination — Key Lime Pie on New Royal
Color Combination — New Royal on Key Lime Pie
Color Combination — New Royal on Powder Blue
Color Combination — Lime on Perriwinkle
Color Combination — Lime on Pinkish
Color Combination — Red Heat on Cloud White
Color Combination —New Royal on Cloud White
Color Combination — Lime on Cloud White
Color Combination — Cloud White on Red Heat
Color Combination — Red Heat on Key Lime Pie
Color Combination — Red Heat on Creamsicle
Color Combination — Red Heat on Pinkish
Color Combination — Red Heat on Powder Blue
Our typography balances clarity and personality with a modern and energizing type pairing that can be used across applications to create playful & invigorating experiences.
Primary Sans-Serif (Rethink Sans Reg) is a clean, modern sans-serif typeface that ensures legibility and precision across all digital and print materials. Its geometric structure reflects clarity and trust while remaining a bit playful, making it the ideal choice for text content, service menu materials, and user interfaces.
Secondary Sans-Serif (FT Flaire Basic) is an edgy, authoritative serif font that adds the ability to generate movement and impact. Used for emphasis in headlines, social media posts, and ads, it reinforces ET+P’s promise to help our community develop bold strength and confidence in their own dynamic lives.
This sans-serif and serif combination creates a dynamic contrast—trustworthy yet playful, powerful yet approachable. They work together to present ET+P as a brand that is simultaneously balanced and bold.
Primary Typeface
Font Styles: Medium, Bold, Extra Bold
Google Fonts · Free
Secondary Typeface
Font Styles: Black + Extra
Foundry: Grilli Type · Paid (requires licensing purchase)
Sizing
This is the sizing guide for fonts & headers to be used across materials. Specific sizes are subject to change according to use and context, but should follow these guidelines for font weight and relational sizing.
Heading 2 is ideal for section labels, titles, and pull-quotes to break up dense sections of copywriting on your website and in applications like brochures.
Heading 2
Rethink Sans
Font weight: Extra Bold
Type Sizes 32-40pt/px
Line Height 110%
Heading 3 is ideal for applications like titles for copywriting that is meant to be informative/utilitarian instead of making a statement. It’s clean, easier to read, and skimmable.
Heading 3
Rethink Sans
Font weight: Semi Bold
Type Sizes 24pt/px
Line Height 110%
Heading 4 is ideal for sub-section titles
Heading 4
Rethink Sans
Font weight: Extra Bold
Type Sizes 20pt/px
Line Height 110%
Use for ad copy meant to make an impact
Accent Heading/Heading 5
GT Flaire Basic
Font weight: Extra Bold
Type Sizes > 48pt/px
Line Height 110%
Ideal for label text
Labels /Heading 6
Rethink Sans
Font weight: Bold
Type Sizes 12pt/px
Line Height: Keep to 1 line
Paragraph text lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec lobortis ligula lobortis leo fringilla condimentum. Quisque nec diam id metus viverra mollis. Mauris sed urna nec nunc condimentum ornare at ac lacus. In gravida, ante at commodo accumsan, tortor quam aliquam tortor, a hendrerit libero odio ut dui. Maecenas placerat nisl vel bibendum viverra. Fusce vitae orci ipsum. Mauris vulputate cursus ultricies.
Aliquam dui nunc, ornare vel efficitur et, fringilla sit amet urna. Maecenas dictum, dui ut convallis hendrerit, metus massa auctor orci, ac dignissim erat purus eget neque. Sed at orci nibh.
Paragraph
Rethink Sans
Font weight: Medium
Type Sizes 14pt/px
Line Height: 120%
Paragraph text lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec lobortis ligula lobortis leo fringilla condimentum. Quisque nec diam id metus viverra mollis. Mauris sed urna nec nunc condimentum ornare at ac lacus. In gravida, ante at commodo accumsan, tortor quam aliquam tortor, a hendrerit libero odio ut dui. Maecenas placerat nisl vel bibendum viverra. Fusce vitae orci ipsum. Mauris vulputate cursus ultricies.
Aliquam dui nunc, ornare vel efficitur et, fringilla sit amet urna. Maecenas dictum, dui ut convallis hendrerit, metus massa auctor orci, ac dignissim erat purus eget neque. Sed at orci nibh.
Paragraph lg
Rethink Sans
Font weight: Medium
Type Sizes 16pt/px
Line Height: 120%
Paragraph text lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec lobortis ligula lobortis leo fringilla condimentum. Quisque nec diam id metus viverra mollis. Mauris sed urna nec nunc condimentum ornare at ac lacus. In gravida, ante at commodo accumsan, tortor quam aliquam tortor, a hendrerit libero odio ut dui. Maecenas placerat nisl vel bibendum viverra. Fusce vitae orci ipsum. Mauris vulputate cursus ultricies.
Aliquam dui nunc, ornare vel efficitur et, fringilla sit amet urna. Maecenas dictum, dui ut convallis hendrerit, metus massa auctor orci, ac dignissim erat purus eget neque. Sed at orci nibh.
Paragraph sm
Rethink Sans
Font weight: Medium
Type Sizes 12pt/px
Line Height: 120%
Our photography style reinforces our brand’s core values—playfulness, empowerment, and connection—by showcasing visuals that reflect joy, confidence, strength, and support.
Joyful embodiment, dynamic movement
Our shots should capture women in joy, and women in motion; moved by the joy of inhabiting their bodies, moved towards bettering themselves and their lives in the direction of goals that authentically align with and empower their true spirit.
Vibrant, warm team spirit; our community celebrates each other
Our community is the center of our real offering to our members. Our photography should portray & encourage a culture of support and the celebration of collective growth.
Our models feel powerful and beautiful in their bodies; we celebrate their strength
Our models might not be used to seeing themselves represented in ads (especially in the fitness space), but that doesn’t mean they don’t feel powerful, vital, or beautiful in their skin; they know they are worthy of good love, respect, and admiration.
Our representation of bodies is rooted in celebrating strength & authenticity, a big f* you to unrealistic and exclusive standards defined by someone else’s gaze.
Diverse bad-asses across ages, body types, abilities & minorities
Our images celebrate the diverse women that make our families and neighborhoods so rich in spirit and life; the neighbors who make us laugh while sharing favorite meals from their homeland on their only day off all week, the mothers and daughters and sisters raising the kids we call our friends and leaders, the working-class women who work long hours to care for our sick and clean our spaces and run our city.
They are the true power-houses running our world; we see them and we celebrate them by offering this space to them and their actualization.
Bold colors worn proudly; we don’t think twice about taking up space
While we don't want our images to be overly bright or include too many conflicting colors (which confuses and overwhelms the eye), we DO want to lean in to co-ordinated, polished, and eye-catching colors in our campaigns to create vibrancy.
Upward and dynamic angles centering diverse women as the hero
Our photography should center diverse subjects as the hero in their own dynamic, triumphant journeys. By using dynamic angles that capture momentum and strength, our images seek to convey growth & strength that continues outside the gym, and permeates the entire being of our subjects.
Brand photography "do's"
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Do use color & symmetry to create fresh images
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Do capture moments of celebration
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Do focus in to capture intimate portraits
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Do lean into color coordination when possible
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Do show real moments of pushing & growth
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Do capture our community interacting
Avoid reinforcing alienating beauty, body & fitness standards (exclusively white, ripped models, etc)
Avoid typical yoga or spa imagery (not our brand)
Avoid busy studio scenes & backgrounds
Avoid harsh lighting, filters & under/overexposure
Avoid hyper-masculine fitness images
Avoid literally depicting people contemplating problems or negative emotions
Avoid busy shots with no subject
Avoid generic stock images
Avoid too many bright & uncoordinated colors when possible
When using your logo files, you’ll notice that they come in 3 file types; .jpg (sometimes written as .jpeg), .png, and .svg.
Each type is ideal for different applications and uses. Here’s what you need to know.
.svg (scalable vector graphics)
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responsive logos
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responsive icons
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printing
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transparency
photos
.png
Best for:
static logo and icon files that must have a transparent background while preserving size and color (like when sharing your logo with a partner or using it for a design on Canva)
graphics that require a transparent background
image files that require very high quality (like printing). Its lossless compression preserves all data, resulting in better quality but larger files than .jpg.
Pros:
Supports transparency, making it ideal for layering images or creating designs on different backgrounds.
Allows you to create stable logo files with transparent backgrounds, fixed pixel sizes, and clearspace. Ideal when sharing partner logo badges.
Maintains image quality and detail, making it suitable for files that require high-quality for applications like printing.
Cons:
Pixelation: As a raster format, it becomes grainy and pixelated when enlarged too much. Use .svg for graphics that need to be scaled to prevent pixelation (like responsive website logos & icons)
File Size: Can have large file sizes, especially for high-resolution images, which can slow down loading times. Choose .jpg for website images unless they require a transparent background.
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static logo files
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static icon files
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printing
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transparency
responsive icons
responsive logos
website photos
.jpg or .jpeg
Best for: Photographs and images with complex color schemes.
Pros:
Smaller file sizes, which lead to faster web page loading times.
Widely supported and a safe choice for maximum compatibility.
Cons:
Does not support transparency, creating a solid background color instead. Translation: it will leave a white background behind a logo image, which isn’t ideal or clean looking with our brand colors.
Lossy compression can lead to artifacts (blurriness or blockiness) in images with sharp lines or text.
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photos
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social media posts
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website images
logos
icons
transparency
How to choose
A logo or icon that will be used on different-sized screens and needs to be scalable
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.svg
A logo, icon, or graphic with a transparent background that must preserve color, clearspace, and/or size
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.png
A website photo or static graphic
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.jpg
For printing on products like t-shirts, mugs, or canvases where the design will be scaled up significantly
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.svg (ideal) or .png
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All Rights Reserved