Our Brand Identity
Pulse Brand Guidelines
Everything you need to represent our brand consistently across all mediums
Download Complete Brand Kit (PDF)Brand Guidelines
Need something specific? Contact our brand team at brand@pulse.ai
Brand Overview
Our Brand Essence
The Pulse brand represents the vibrant intersection of fitness, community, and technology. Our visual identity is designed to feel energetic, inclusive, and forward-thinking, while remaining approachable and human-centered.
Dynamic
Our brand reflects the energy and movement at the core of fitness journeys.
Collective
We emphasize community, connection, and shared experiences above all.
Accessible
Our design system is clean, minimal, and focused on inclusivity.
Our Story
Pulse was born from the belief that fitness is better when shared. Our visual identity reflects this philosophy through a system that emphasizes connection, energy, and collective growth.
The cornerstone of our brand is the pulse symbol – representing both the rhythmic nature of exercise and the connections formed between community members. Our signature neon green brings energy and distinction to an otherwise minimal black and white palette, creating a system that stands out in a crowded fitness technology landscape.
Logo System
Primary Logo
Our primary logo features a distinctive circular icon with a waveform that represents the pulse of activity, paired with our wordmark in a bold, modern typeface. The logo is available in black and white variations for use on different backgrounds.
Logo Mark Only
The Pulse logomark can be used independently in contexts where space is limited or for brand recognition in social media profiles, app icons, or favicons. It's available in black, white, and our signature neon green.
Wordmark Only
The wordmark can be used independently when the logo is already established in context or when a more subtle branded element is required. Like our primary logo, it's available in black and white.
Typography
Primary Typeface: HK Grotesk
HK Grotesk is our primary typeface, chosen for its modern, clean aesthetic and excellent readability across digital and print applications. Its geometric yet friendly character aligns perfectly with our brand attributes.
Download Font FilesFont Weights & Usage
Primary headlines, page titles
Section headings, prominent UI elements
Body text, general content
UI elements, buttons, navigation
Labels, captions, supporting text
Secondary Typeface: Inter
Inter is our secondary typeface used primarily for digital interfaces, web applications, and user interfaces. This variable font family is optimized for screen legibility and offers versatile weights that adapt seamlessly acwross different devices and platforms.
View on Google FontsFont Weights & Usage
UI headings, buttons, emphasized elements
Subheadings, navigation items, important information
Interface body text, default UI text weight
General body text, descriptions, longer content
Web Typography
For web applications and websites, we've established a typographic scale that maintains consistency across all digital touchpoints. While HK Grotesk is used for marketing materials and brand assets, Inter is our preferred typeface for web interfaces, dashboards, and digital products due to its excellent screen readability.
| Element | Size | Weight | Line Height | CSS Class |
|---|---|---|---|---|
| h1 | 36px | Bold | 44px | .text-4xl |
| h2 | 24px | Bold | 32px | .text-2xl |
| h3 | 20px | Bold | 28px | .text-xl |
| body | 16px | Regular/Medium | 24px | .text-base |
| small | 14px | Regular/SemiBold | 20px | .text-sm |
Color Palette
Primary Colors
Pulse Neon
#E0FE10
RGB 224, 254, 16
Pulse Black
#000000
RGB 0, 0, 0
Pulse White
#FFFFFF
RGB 255, 255, 255
Our primary color palette is intentionally minimal to create a bold, distinctive look that stands out in the fitness technology space. The neon green provides a vibrant energy that contrasts powerfully with our black and white base.
Supporting Colors
Zinc 900
#18181B
Zinc 800
#27272A
Zinc 500
#71717A
Zinc 300
#D4D4D8
Our grayscale palette provides subtle variation for UI elements, text hierarchy, and backgrounds without distracting from our core brand colors.
Functional Colors
Success
#22C55E
Error
#EF4444
Warning
#EAB308
Info
#3B82F6
Logo Usage
Minimum Size
Digital: 88px wide
Icon: 32px
Wordmark: 60px wide
To maintain legibility, never use the logo at sizes smaller than specified here. For smaller applications like favicons, use only the icon element.
Minimum Size
To maintain legibility, the Pulse logo and logomark should not be reproduced at sizes smaller than specified below. These minimum sizes ensure the brand remains recognizable across all applications.
Logo Minimum Size
Print: 25mm wide
Digital: 100px wide
Logomark Minimum Size
Print: 10mm wide
Digital: 40px wide
Logo Misuse
Incorrect Usage
To maintain the integrity of the Pulse brand, please avoid the following common misuses of our logo. Always use the approved logo files without modification:
- Don't stretch or distort the logo.
- Don't change the logo colors.
- Don't add effects or drop shadows.
- Don't rotate or tilt the logo.
- Don't use on low-contrast backgrounds.
- Don't outline or stroke the logo.
Logomark Construction
The logo mark is our identifying mark or symbol that doesn't contain our business name and represents our identity.
Our logo mark is constructed from dumbbells.
Dumbbell Shape
Containing Circle
=
Pulse Logomark
Iconography
Icon System
Our icon system uses a clean, consistent style with 2px stroke weights and rounded caps. Icons should be used to enhance usability and provide visual cues for navigation and actions.
Icon Usage Guidelines
Always maintain the consistent 2px stroke weight and rounded styling
Use appropriate sizing for different contexts (24px for UI elements, 20px for dense lists)
Maintain adequate spacing around icons to ensure visibility
Only use brand colors (primary neon, black, white, or grayscale) for icons
Brand Voice
Tone & Personality
The Pulse voice is energetic, inclusive, and encouraging. We speak with confidence but remain approachable and human. Our communication reflects our core brand values by being authentic, community-focused, and motivational without ever feeling judgmental.
We Are
Energetic
Our language is vibrant and dynamic, reflecting the energy of movement and activity
Inclusive
We speak to everyone, regardless of fitness level, background, or goals
Authentic
We value real human experiences and speak honestly without hyperbole
Encouraging
We motivate without pressuring and celebrate all progress, big or small
We Are Not
Judgmental
We never shame, criticize, or make people feel inadequate about their fitness level
Exclusive
We avoid insider jargon or terminology that might alienate newcomers
Overpromising
We don't make unrealistic claims about results or quick fixes
Impersonal
We avoid corporate jargon and speak like real people to real people
Voice Examples
App Notification
"Your community is crushing it! 12 friends completed your Mobility Stack this week. Share some love?"
This notification emphasizes community connection, celebrates collective achievement, and encourages positive interaction in an energetic but authentic way.
Welcome Email
"Welcome to Pulse! We're excited to have you join our community of fitness enthusiasts. Whether you're just starting out or a seasoned pro, you'll find moves and challenges that meet you exactly where you are. Your journey is unique—and we're here to support every step of the way."
This welcome message is inclusive of all fitness levels, warm and encouraging, and emphasizes both individuality and community support.
Challenge Completion
"You did it! You've completed the Morning Mobility Challenge. That's 30 days of showing up for yourself and your community. The consistency you've built is something to be proud of—what challenge will you take on next?"
This message celebrates achievement with genuine enthusiasm, acknowledges the effort involved, and encourages continued engagement without pressure.
Photography
Photography Style
Our photography captures authentic moments of movement, community, and personal achievement. We showcase diverse people in real environments, emphasizing natural lighting and genuine expressions over overly polished or staged imagery.
Photography Guidelines
Represent diverse body types, ages, ethnicities, and fitness levels
Focus on authentic moments of effort, joy, community, and accomplishment
Use natural lighting and real environments whenever possible
Capture movement and energy rather than static, posed shots
Show people connecting and supporting each other in their fitness journeys
Apparel Logos
Primary Apparel Logos
These logos are specifically designed or selected for use on apparel and merchandise. Consider the fabric color and printing method when choosing the appropriate version.
Apparel Logo (Default)
Apparel Logo (Green)
Apparel Logo (White)
Download Apparel Logos
Download Complete Brand Guidelines
Get all our brand assets, guidelines, and resources in one complete package.
Questions?
For any questions about our brand guidelines or for special usage requests, please contact our brand team.