SOFI Brand Identity

01

The Brand World

The studio defines the identity. Every design decision traces back to this room.

Hard Maple

#D4C4A8

Cognac Leather

#8B5E3C

Warm Plaster

#E8E0D8

Brass Gold

#B8976A

Black Steel

#2C2C2C

Hard maple reformers. Cognac leather upholstery. Warm plaster walls. Geometric brass pendants. Black steel-framed windows. Marble-look porcelain floors.

Equipment Configuration

8 standard reformers + 2 tower reformers (half-Cadillac). Tower reformers enable premium spring-based exercises, rehabilitation work, and advanced training — expanding the service offering beyond standard reformer classes.

02

Primary Mark

SOFI stacked with Pilates and New York below. This is the mark. Use it in most contexts.

Primary -- Stacked Lockup

The dominant brand mark for print, digital, signage, and environmental applications.

SOFI

Pilates · New York

Warm White #FDFBF8

SOFI

Pilates · New York

Soft Black #1A1A1A

Secondary -- Horizontal Lockup

For headers, email signatures, navigation, and horizontal spaces where the stacked form does not fit.

SOFI · Pilates · New York

03

Applications

The mark in context. Reformer etching, app icon, browser favicon.

Reformer Etching

Laser-etched into hard maple reformer rails. The most physical brand moment.

SOFI

Monochrome wordmark, vector-ready. No gradients, no opacity.

Vendor Downloads

For reformer etching, signage, and physical applications.
Font: Montserrat SemiBold 600. Monochrome. Vector-ready.

Download SVG Wordmark Manufacturer Spec Sheet

Questions about brand application? Contact contact@sofipilates.com

App Icon

Gold S on warm-white. Used as PWA icon, favicon, and social avatar.

S

512px render

S

192px

S

64px

Messages

Calendar

S

SOFI

Photos

Mail

Maps

Settings

Music

Home screen context

Favicon

Gold S in browser tabs. Legible at 16px.

S

SOFI Pilates -- New York

Founding Member Welcome Kit

Every founding member receives a welcome kit on their first visit. Three items. All SOFI.

SOFI

Water Bottle

Matte warm-white, charcoal cap, gold wordmark

SOFI

Canvas Tote

Natural canvas, cognac handles, gold print

SOFI

Studio Towel

Sage, gold embroidery

04

Color System

Derived from the studio materials. Never pure black. Never pure white. Always warm.

Primary

Warm White

#FDFBF8

--warm-white

Cream

#F5F0EB

--cream

Gold

#B8976A

--gold

Gold Light

#C9AB80

--gold-light

Neutral

Charcoal

#2C2C2C

--charcoal

Soft Black

#1A1A1A

--soft-black

Text Warm

#4A4440

--text-warm

Text Light

#8A8278

--text-light

Accent

Cognac

#8B5E3C

--cognac

Maple

#D4C4A8

--maple

Plaster

#E8E0D8

--plaster

Sage

#8B9F82

--sage

Never pure black. Never pure white. Always warm.

05

Typography

Montserrat only. All sans-serif. No serif fonts. Sharp contours, never below weight 400 for body or 500 for headings.

Logo

SOFI

Montserrat 600
0.35em tracking

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

H1

The neighborhood studio

H2

Community. Refined.

H3

Personal practice, intentional space

Body

SOFI is a neighborhood Pilates studio built around personal practice and intentional community. Six reformers. No crowds. Every session is coached, every member is known.

Caption

Montserrat 400 · 12px · 0.08em tracking

Montserrat only. No serif fonts. No decorative typefaces. The discipline is the design.

06

Voice

Direct but warm. "We" not "I." No exclamation points. Quiet confidence.

Words We Use

neighborhood community refined practice personal intentional

Words We Avoid

luxury exclusive elite transformative journey

Neighborhood. Community. Refined.

Always periods, never commas. The rhythm is deliberate. Each word stands alone.

07

Usage

Rules for applying the mark. Precision protects the brand.

Do

Use primary mark on warm-white or soft-black backgrounds
Maintain generous clear space around the mark
Use gold for the mark on light backgrounds
Use cream for the mark on dark backgrounds
Use the horizontal lockup when vertical space is limited
Use the etching mark for all physical applications
Keep the S icon for digital touchpoints only

Do Not

Stretch, distort, or rotate the mark
Place on busy or photographic backgrounds without overlay
Add drop shadows, glows, or gradient fills
Use serif fonts or mix with other typefaces
Use pure black (#000) or pure white (#FFF) anywhere
Reduce below minimum clear space
Recolor the mark outside the defined palette