EQUIPT — Brand System v4.2

01 Palette

Five primaries. Three navies. One gold.

60% neutrals. 30% navy. 10% gold and brass. Gold is a scalpel, not a paintbrush.

60% neutrals

30% navy

10% gold

Navy Gradient

#06090E #171A29 #3D4760 #171A29 #06090E

Hero sections, proposals, dark UI.

Gold Gradient

#B6985A #E3CF9C #F0E6CC #E3CF9C #B6985A

CTA hover, dividers, accent borders.

#171A29

NavyPrimary brand surface

#3D4760

Navy 400Mid-tone structural

#06090E

Navy DeepFooters, anchors

#F5F0EC

CreamLight backgrounds

#0A0B0F

InkText on cream

#E3CF9C

GoldSubtle accent, tinted bg

#F0E6CC

Gold LightHover, gradient end

#D4A745

CTA GoldButtons, stats, badges

#D4BC8C

BrassHairlines, dividers, borders

#907758

BronzeEditorial, 3% max

#F8F6F1

Off-whiteCards, elevated

02 Typography

Three typefaces. That's it.

Plus Jakarta Sans carries the brand. Anton adds impact. Space Mono handles the technical details. Every surface, every format, three fonts.

Plus Jakarta Sans ; Primary Sans

BUILT TO
PERFORM

200+ fit-outs across the GCC

From boutique studios to five-star hotel floors; we design, supply, install, and maintain commercial fitness spaces that perform from day one.

The workhorse. Body copy, subheadings, navigation, buttons, UI, proposals, social captions, internal documents. Compact geometric sans-serif with a premium feel. Weight 300 to 800.

Equipment · Spaces · Solutions · About

Nav treatment: Medium 500, 12px, uppercase, 0.08em tracking

Used: everywhere

Anton ; Display

BUILT TO
PERFORM

EQUIPT

The display font. ALL CAPS only. Hero headlines, section titles, page openers, proposal covers. Condensed and bold. Never as body text. Never lowercase. One weight only. Used sparingly for maximum impact.

Used: headlines, section titles, hero, covers

Space Mono ; Technical

01 Palette
EQ-QA-2026-0041
AED 245,000
v4.2 ; June 2026

Eyebrow labels, section markers, spec lines, project codes, prices, metadata, version numbers. Bold 700, 9 to 11px, uppercase, tracked. Gold on dark; bronze-text on cream. Never for body or navigation.

Used: labels, codes, prices, metadata

Type Scale

Display BUILT TO PERFORM

Heading One partner, end to end

Subheading Commercial Fit-Outs

Nav Equipment Spaces Solutions About Journal

Body Equipt specifies, sources, installs, and services every floor in your facility.

Label Commercial Fit-Outs

Stat 200+

The rule: Three fonts. No substitutions. Plus Jakarta Sans is the default for everything. Anton earns its spot on display headlines only; ALL CAPS, never body. Space Mono stays in the margins.

03 Wordmark

The chamfered Q is sacred.

Never re-draw. Never retype. Pull from the asset kit.

navy on cream

cream on navy

bronze on cream

cream on deep

Q Monogram

Favicon, app icon, watermark, small-scale.

04 The Gold System

Two golds. Two jobs.

CTA Gold (#D4A745) commands attention: buttons, stats, badges. Brass (#D4BC8C) builds the architecture: hairlines, dividers, borders. Never swap their roles.

Section Labels

The Investment

Space Mono Bold, 10px, tracked. Gold on dark; bronze-text on cream.

Stats

200+

CTA Gold. Plus Jakarta Sans Bold. The number commands.

CTA Button

Book a Consultation

CTA Gold fill, ink text, 6px radius. Squared pill.

Divider

Brass. Quiet. Transparent to brass to transparent.

Step Numbers

1

2

3

Gold circle, gold number.

Badge

Recommended

Premium tier only.

05 Voice

Sounds like an operator. Not an agency.

Outcome-first. Direct. Confident. Real numbers, real projects, real timelines.

Say this	Not this
Investment	Cost / Price
Your gym / Your space	The facility
We recommend	We think / Maybe
Here's what works	You could try
Partner	Vendor / Supplier
Designed to perform	High quality equipment
On schedule	Should be ready

Voice Attributes

Authoritative Premium Decisive Trustworthy

06 Photography

Real only. No exceptions.

Real install photos. Real product shots. No stock. No AI imagery.

Install photos

On-site shoots. The proof.

04_Photography/Install/

Product shots

Studio equipment photography.

04_Photography/Product/

Partner brands

Pulse, Berson, KingsBox + more.

03_Partner_Logos/

07 App Surfaces

Softer, rounder, interactive.

Same palette. Same fonts. Friendlier geometry for tools and interactive experiences.

Corners

Cards 12px. Buttons 8px. Pills rounded.

Shadows

Warm, soft. Never hard drop shadows.

States

Default

Hover

Active

Gold to gold-light on hover.

08 Motion

If you notice it, it's wrong.

Motion is imperceptible. It makes surfaces feel alive without drawing attention to itself.

Scroll Reveal

Content fades up 40px

800ms ease-out-soft. 150ms stagger between siblings.

Card Hover

Hover me

scale(1.03), 600ms. No color change. Shadow only.

CTA Hover

Book a Consultation

2px Y lift + shadow. 300ms ease-out-soft.

Button Press

Click me

scale(0.98), 120ms. Instant tactile feedback.

Link Hover

View project

Brass underline slides in. 300ms ease.

Nav Items

Equipment Active

Opacity 0.6 to 1.0. 300ms ease.

Timing Tokens

120ms

Micro (toggles, press)

240ms

Standard transitions

300ms

CTA hover

600ms

Card/image hover

800ms

Scroll reveal

20s

Logo marquee loop

Forbidden: Bounce easing. Spring physics. Stagger delays over 600ms. Parallax on anything except the hero image. Loading spinners. Auto-playing video.

09 Rules

Zero tolerance.

No new hex codes. If it is not in the palette above, do not ship it.
No em dashes or en dashes. Semicolons or rewrite.
Three fonts only. Plus Jakarta Sans, Anton, Space Mono. No substitutions.
Gold and brass forbidden as text on cream. Use bronze-text (#6B4F24) for accent text on light surfaces.
Never pure white (#FFFFFF) for backgrounds. Use cream or off-white.
Never pure black (#000000) for text. Use ink (#0A0B0F).
Real photography only. No stock. No AI gym imagery.
Never recreate the wordmark or monogram. Pull from the asset kit.
No public pricing. No "starting at". Named tiers and inclusions only.
WCAG AA minimum (4.5:1 contrast ratio) for all text.
Claude drafts. Humans approve and send.

10 Asset Kit

Grab the files.

155 files. One folder.

Q Monogram7 colors ; SVG + PNG01_Q_Monogram/

Wordmark8 lockups ; SVG + PNG02_Wordmark/

Partner Logos9 brands03_Partner_Logos/

Photography41 photos04_Photography/

LinkedIn BannersPersonal + company05_LinkedIn_Banners/

Email SignatureHTML template06_Email_Signature/

Color TokensCSS + JSON07_Color_Tokens/

~/ivan/companies/equipt/brand-guidelines/v3/asset-kit/