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Our Core Palette is fundamental to the BowFlex brand. It is deliberately void of a particular mood or emotive quality. While the BowFlex brand system is extremely colorful, our identity always appears in either white, black or gray.
We use this because our brand must be clear, iconic, and recognizable. This allows the rest of our system to change and evolve, while maintaining the more sophisticated tone of BowFlex itself.
White, black, and gray are our Core colors, but by no means our only colors. It’s very important that you never use a color in a brand communication that is not in this palette as they’ve been specifically designed to pair well together.
While typography and our identity always follow the Core Palette, feel free to use Dynamic Colors for things like background colors or for making our Graphic Language.As long as you stick to these colors, feel free to explore and have fun.
Emotive Color represents both the physical and emotional aspects of moving.
These progressions of color are used only in key, standout moments throughout our brand—like paired with copy in an animation or as key artwork in BowFlex marketing materials.
Our team is so excited about this new chapter for BowFlex; where fitness should be measured by how good it feels to move right now—not just by how you hope it’ll make you feel later. If you have any questions about the new BowFlex please reach out to our team.
We're here for you.