Visual identity
Logo system
This logo system is a standardization of all of the various Buffini logos for products, events, training and more.
The Buffini logo system is built on the same 8pt baseline grid that structures our layouts. Its proportions, spacing, and placement are tied to this underlying framework to create consistency across every touchpoint. This system allows the logo to feel more integrated into the layout, and reinforces the structured visual language of the brand. This logo system is derived from the trail marker graphic element, which carries through the brand as a visual metaphor for guidance, progress, and the path to the Good Life. You can learn more about trail marker brand element in the graphic elements section.
How to build a standard logo
.5 in
1 in
.2222 in
.1111 in
Directions
Use the trail marker brand element as the basis of measurement.
The element measures .1111 inches. Separate the marker from the type by 2x or .2222 inches.
Use Figtree SemiBold
Logotypes are generally set in SemiBold and sentence case. Coaching product logos are the primary exception, with the word Coaching set in Figtree Light to create contrast and improve readability. Certain words may intentionally use all caps for emphasis, such as LIVE in Buffini Coaching LIVE, which is set in italics.
Kern letters individually
Optical alignment for rounded characters is required. The general kerning for the letters is -25pt.
Overhang the Buffini logo mark
Push the 5 Circles icon to the left of the vertical guide so that it overhangs. The inside of the the bottom left circle should touch the guideline as seen above.
The trail marker brand element
The bar may be set in Buffini Blue, approved tints of Buffini Blue, approved support colors, or their corresponding tints. In all cases, the selected color should maintain sufficient contrast and support the overall balance of the layout.
The trademark
The TM symbol should scale proportionally with the logo and remain visually equivalent to the size of a period. When the trail marker element is 1 inch tall, the TM is set in 7pt Figtree Regular.
The fun part: Trail marker color
Color doesn’t matter. Pick any color that works.
Standard logo scale reference
Value
Trail marker height
1 inch tall, .1111 inches wide
Primary logotype size
45.7pt
Leading
40pt
TM Size
7pt
How to build the small use logo
1 in
.2222 in
Directions
Make the Buffini logo larger
The logo mark should equal the height of the trail marker. Space it .2222 inches from the marker element.
Equal spacing of elements
The Buffini logo is .2222 inches to the left of the trail marker element, and the logotype is .2222 inches to the right of it.
How to build a standard logo with brand partnerships
.4444 in
Directions
Establish spacing
Place the brand partnership text .2222 inches below the baseline of the logo type.
Partnership font
Use Figtree Medium all caps. Distance from cap height to base line equals .2222 inches.
Kern letters individually
Start with a tracking value of 0 for brand partners. Fine tune individual letter pairs as needed to achieve consistent optical spacing.
How to build a small use logo with brand partnerships
1 in
.2222 in
Directions
Make the Buffini logo larger
The logo mark should equal the height of the trail marker. Space it .2222 inches from the marker element.
Equal spacing of elements
The Buffini logo is .2222 inches to the left of the trail marker element, and the logotype is .2222 inches to the right of it.
How to build a strip logo for skinny horizontal use
.2222 in
.1111 in
.2222 in
Directions
Move Buffini logo left and center vertically with the trail marker.
The 5 Circles should just crest above and below the trail marker.
Equal spacing of elements
The Buffini logo is .2222 inches to the left of the trail marker element, and the logotype is .2222 inches to the right of it.
