00 · Governance
A brand book without a steward is a museum exhibit. This page is the constitution. Every other section serves it.
Brand steward · final adjudicator
Ivan Kruger
Co-Founder & Managing Partner. Owns every v3.x decision. Below the absolute floors (margin, voice, brand violations) Ivan cannot delegate; above the floors, decisions cascade to deputies.
Marketing-surface deputy
Kosta · Head of Marketing
Owns adherence on web, social, paid, look-book, content. Routes ambiguous cases to Ivan within 24 hours.
Operations adherence
Every Equipt team member — Yazan, Abdul, Mustafa, Jamshir, Khaleer — reads this manual once, follows it always. Adherence on every outbound, every install photo, every quote PDF.
Amendment process
brand-guidelines/decisions/YYYY-MM-DD-{slug}.md. State the change, the reason, the surfaces affected.02 Marketing/Brand/EQUIPT_Visual_Manual_vX.X/index.html on the Equipt Shared Drive.Audit cadence
decisions/audit-YYYY-Qn.md.decisions/onboarded.md.Escalation rule · when in genuine doubt
Default order: ink → cream → navy → bronze → brass → gold-bright. Choose the leftmost option that solves the problem. Asking "should I use gold here?" usually means the answer is bronze. Asking "should I use bronze here?" usually means the answer is none.
Same logic for everything: if a decision is between two equally-valid options, default to the more restrained one. Anton or Manrope hero? Anton at 88px+. Wordmark or Q? Wordmark when readable, Q when not. Bilingual or Latin? Bilingual on every GCC surface. Reference photo or product photo? Reference for editorial pillars, product for catalogue.
01 · Foundation
Equipt equips premium operators across Qatar, the UAE, and KSA. We deliver complete fitness floors — specified, installed, serviced for a decade. The brand sells a partnership, not a transaction. v3.3.5 is the operating system that makes every surface unmistakably ours.
Archetype · Sovereign
Not the Hero (loud, struggling), not the Sage (academic, distant), not the Caregiver (soft). The Sovereign decides, equips, and steps back. Every word and every pixel carries that posture: composed authority, no proving, no pleading. Hermès, Rolls-Royce, Four Seasons, Aman — all sovereign brands. Selling to a Four Seasons procurement officer is selling to another sovereign. The relationship is peer-to-peer.
Brand promise
Every surface — the proposal, the installation, the AMC certificate, the WhatsApp reply — communicates this. We are not a supplier; we are a partner. Quality, reliability, precision are inferred, not stated.
Three-pillar messaging
Every proposal, page, and post must serve one of three pillars. If it doesn't, it doesn't ship.
01 · Specification authority
We know what equipment belongs in what facility. The right brand for the right floor.
02 · Installation precision
Concrete, anchors, electrics, sightlines — finished to architect drawings, not approximation.
03 · Lifetime service
AMC, parts, training, the call answered in four hours — for a decade after handover.
Audience
Facility GM. Property developer. F&B director. Defence procurement officer. HNW principal's house manager. Reads on phone in 90 seconds. Forwards to a colleague who reads on phone. Designs must survive that journey twice.
Vision · 10 years
Equipt is the GCC's first call when a premium operator builds a fitness floor.
Mission · today
Specify, install, and service every fitness floor we touch to a 10-year standard.
Origin
Founded 2018 in Doha by Ivan Kruger in partnership with the Abu Issa family — personal track record, Salam International heritage. Built equipment-side first, from a single Pulse rack into a multi-brand specialist serving the GCC's most demanding operators. Never positioned as a re-seller; always as the person you call when getting it wrong is unacceptable.
Values · the four behaviours that define the brand
Not the messaging pillars (those are the WHAT). Not the archetype (that's the HOW). These are the four behaviours every Equipt person, on every surface, in every decision. If a behaviour does not appear on this list, it is not Equipt.
01
Decade-thinking
We optimise for the next ten years, not the next quote. The right floor specification is the one that performs in year nine, not the one that wins the cheapest tender today.
02
Peer register
We sell to other sovereigns — F&B directors, HNW principals, defence procurement, hotel GMs. Composed authority, no proving, no pleading. We never close on the call; we set the next concrete step.
03
Specification before margin
The right brand for the right floor — always, even when the substitution is more profitable. We walk away from the deal that breaks the spec. Margin discipline lives at brain/core/pricing.md; specification discipline lives in our gut.
04
Discipline
When pressure comes, we add value. Never reduce price. Never auto-translate Arabic. Never skip the dash audit. Never sign with "— Ivan." Discipline is the brand. The rules are not suggestions.
01b · Founder & origin
Every world-class brand has a founding story it can tell in three sentences. Equipt's is a Doha partnership between Ivan Kruger and the Abu Issa family, a single Pulse rack that proved a thesis, and a refusal to position the company as a re-seller. This page is the brand's emotional spine — the thing every Kosta read on day one and every client meeting opens with.
Founded · 2018 · Doha
Equipt was founded in Doha in 2018 by Ivan Kruger in partnership with the Abu Issa family — Mohamed Abu Issa as CEO, AbdulSalam Issa Abu Issa as Strategic Advisor, with Ivan as Co-Founder and Managing Partner. The company emerged from a personal track record between Ivan and the Abu Issa family across decades of business in Qatar. Equipt is not a Salam International subsidiary; the Abu Issa family partnership is personal, family-led, and direct.
The first install was a single Pulse Fitness rack delivered to a private residence in West Bay. The thesis it proved: GCC clients who could afford the best equipment in the world were being sold the wrong equipment by people who didn't know what belonged on which floor. The gap was specification authority — knowing which brand fits which space — not import logistics. Within eighteen months that single rack became a Four Seasons Doha specification, an AMC contract, and a referral pipeline that built the next eight years.
Equipt today is the GCC's specification-led equipment partner — never positioned as a re-seller, never as a generalist, always as the person you call when getting it wrong on a ten-year floor decision is unacceptable.
Timeline · 2018 → 2026
Ivan + Abu Issa partnership · Equipt Supplier WLL · Qatar HQ at Waseef 24A.
Single Pulse rack. The thesis-proving install.
First brand exclusivity. The relationship that anchored every spec authority claim since.
Equipt LLC-FZ · Dubai. Pipeline begins shifting toward UAE hospitality + HNW residential.
14 days install · 18 months in service · zero downtime over four hours · 10-year AMC.
KSA reactivation Q3 · this brand manual locks · Dubai showroom opens Q3.
Who builds this · the named team
FOUNDER · MANAGING PARTNER
Ivan Kruger
Strategy · client relationships · spec authority on every deal > AED 1M · brand steward. Based between Doha and Dubai.
CEO · ABU ISSA
Mohamed
Abu Issa
Strategic oversight · Abu Issa family senior partner · Doha-based. Personal partnership with Ivan; not a Salam International corporate role.
STRATEGIC ADVISOR
AbdulSalam
Issa Abu Issa
Strategic advisor · Abu Issa family representation across the GCC and into government channels.
HEAD OF SALES
Yazan Hammad
Outreach · pipeline · prospect engagement · qualified-lead routing. Doha-based; covers Qatar + UAE outbound.
OPERATIONS LEAD
Abdul Farooq
Quoting · design · logistics · Odoo operations · install coordination across all three countries.
HEAD OF MARKETING
Kosta
Brand custodian (deputy to Ivan) · web · social · paid · look-book · content. Joined April 2026; owns equipt.ae adoption of this manual.
THE THESIS · UNCHANGED SINCE DAY ONE
We don't sell equipment.
We equip premium
operators to win.
IVAN KRUGER · CO-FOUNDER · 2018 · DOHA
Why "Equipt"
The English verb equip — to prepare a person or place for a specific demanding purpose — sits at the centre of what we do. The intentional alternate spelling (EQUIPT vs equipped) is the brand mark: shorter, more deliberate, easier to set in capitals at hero scale. Trademarked across QA, AE, KSA. Owned domain equipt.ae + equipt.qa + equipt.shop.
What we are not
Not a re-seller (we specify before we supply) · not a generalist (we lead with brand fit, not lowest price) · not Salam International (Abu Issa family partnership is personal, not a corporate subsidiary) · not transactional (every deal opens a 10-year AMC relationship). When sales pressure arrives, we add value. Never reduce price. Never auto-translate Arabic. Never claim corporate Salam ownership.
02 · Tagline architecture
The master tagline. Three words at hero scale. Four words on collateral. Locked across every surface, every channel, every region. Vertical-specific lines are permitted as supporting copy, never replacing the master.
Master tagline
Three words. Action verb. Period. Used on hero panels, proposal covers, magazine openers, app splash, business card back, vehicle livery, showroom plaque. Always the last word in bronze (Gulf Bronze). Never altered, abbreviated, or translated except as documented.
Vertical support lines · body copy only
These appear only in body copy, subject lines, and social captions. Never at hero scale. Never as substitute for the master tagline.
| Hospitality | Built for five-star floors. |
| Defence | Specified for service standards. |
| Developer | Spec it once. Run it for ten years. |
| HNW residential | The gym that performs in private. |
Tagline rule · enforced
brand-guidelines/decisions/ changelog.
03 · Logo system
The Equipt wordmark in custom geometric sans. The chamfered Q is the brand's geometric signature — sacred, never re-drawn, never re-styled. Three primary colors, eight lockups, strict surface treatments.
PRIMARY · INK ON CREAM
#1A1A1A · default everywhere on light surfaces
INVERSE · CREAM ON NAVY
#F0EDE8 · hero panels, app bars, dark backgrounds
FOIL · BRONZE ON NAVY · PRINT ONLY
#B08747 · API ColorFoil 314 · business card back, certificates, look-book
Extended palette · 7 colors × 4 surfaces
INK · CREAM
BRONZE · CREAM
NAVY · CREAM
CREAM · NAVY
WHITE · DEEP
BRONZE · NAVY (FOIL)
INK · BRONZE
Size scale · digital + print
480PX · WEB HERO
280PX · CARD / DOC
160PX · NAV / FOOTER
100PX · MIN DIGITAL
The eight lockups
01
Wordmark · primary Latin
90% of non-GCC surfaces. Default.
02
Bilingual primary
Latin + Arabic + brass divider. Default for GCC.
03
Wordmark + tagline horizontal
Letterhead, proposal cover.
04
Wordmark + tagline stacked
Square social, business card back.
05
Q monogram standalone
App icon, foil seal, embroidery, vehicle decal.
06
Partner-locked co-brand
Co-branded proposals (Pulse, Concept2).
07
Wordmark outlined
Blind-deboss, etched glass, watermark.
08
Animated reveal
Digital openers, intro motion.
Construction · Clear space · Minimum size
Wordmark height = 1 cap-unit (CU). Clear space = 1 CU on all sides — no headline, image, or other element may enter this zone. Minimum size: 100px digital, 22mm print. Never typed; always from vector. Never recoloured outside the three locked variants. Never with shadow, glow, gradient, rotation, or stretch. Full annotated construction diagram in §03b.
03b · Annotated logo construction
Every Pentagram-tier brand book includes the construction page — the proof that the mark is engineered, not chosen. The Equipt wordmark is built on a 6 × 1 unit-grid. Every counter, every terminal, every join is intentional. This page documents the geometry so the mark is reproducible and so the team understands why no typeface substitution survives.
a · Wordmark on the construction grid · 6 unit-widths × 1 cap-height
UNIT GRID
6 unit-widths (1u = 110px at 660px artwork size). Cap-height = 1u tall (90px). Every letter spacing, counter, and terminal sits on this grid.
STROKE WEIGHT
Uniform 0.10u (≈9px at artwork size). No optical thinning at curve apex; no thickening at vertical stems. Engineered evenness reads "made by industry."
CORNER RADIUS
Outer radius = 0.18u (≈16px). Inner radius = 0.08u. Same radius across every letter — the unifying geometric signature.
b · Clear-space envelope · 1 cap-unit on all sides
The clear-space rule
No headline, image, partner mark, photographic edge, or border element may enter the 1-cap-unit envelope on any side of the wordmark.
Why: at scale, the eye reads the mark + its negative space as one composition. Crowding the mark collapses brand recognition and reads as a layout error to designer eyes — exactly the audience signing premium proposals.
CALCULATION · 1u = wordmark cap-height ÷ 1 · NEVER reduce
Common violations · all forbidden
Wordmark adjacent to photo edge with no margin · partner brand within the envelope · co-brand divider rule INSIDE the envelope · CTA button overlapping cap-height line · navigation tab abutting wordmark · footer copyright mono touching the bottom edge.
c · Q monogram derivation · extracted from the wordmark
SOURCE · WORDMARK
The Q is letter 3 of EQUIPT — the rounded bracket geometry that defines the entire alphabet sits inside this letter.
EXTRACT
DERIVED · Q MONOGRAM
Square 1:1 territorial mark. Same stroke weight (0.10u). Same corner radius (0.18u outer / 0.08u inner). Inheritable across every surface where the full wordmark is too verbose.
Q · 5 × 5 unit grid
Q geometry · key measurements
| Bracket outer width | 5u |
| Bracket outer height | 4u |
| Stroke weight | 0.6u (≈12% of width) |
| Outer corner radius | 0.9u (≈18% of width) |
| Inner counter radius | 0.4u |
| Drop-bar width | 0.4u |
| Drop-bar height | 2.2u (extends 0.5u below bracket) |
| Drop-bar position | Centred horizontally · breaks bracket bottom |
d · Optical adjustments · what reads geometric vs what IS geometric
A perfectly mathematically-aligned mark looks visually unbalanced. Three optical compensations are baked into the canonical SVG and must be preserved on every reproduction:
01 · ROUND OVERSHOOT
The Q's curved bracket extends 1.5% above the cap-line and 1.5% below the baseline so it visually sits at the same height as the flat-topped E and U. Without overshoot, curves read shorter.
02 · STROKE COMPENSATION
Curve segments use stroke 0.105u; straight segments use 0.10u. The 5% increase compensates for the eye reading curves as visually thinner than straight lines at the same measured weight.
03 · INSIDE-CORNER NOTCH
Where the Q's drop-bar meets the bracket bottom, the inside corners are notched 0.05u to prevent ink-trap pooling at print scale. Invisible at <48px; essential at print scale.
e · Reproduction rules · the locks
Always
assets/logos/equipt-logo-*.svg) — never from a raster screenshot, never re-traced, never re-set in another typeface.Never · zero-tolerance violations
04 · Q Monogram standalone
The chamfered Q extracted from the wordmark and elevated to a standalone identity glyph. Used wherever the full wordmark is too verbose: favicon, app icon, foil seal, embroidery, vehicle decal at small scale, certificate seal, install-day signage. Aman has the macron. Mandarin has the fan. Equipt has the chamfered Q.
The mark · production icon from Drive · rounded bracket + central drop bar · canonical since 2021
7 color variants · the locked palette
INK · CREAM
CREAM · NAVY
WHITE · DEEP
BRONZE · NAVY (FOIL)
INK · BRONZE
BRONZE · CREAM
NAVY · CREAM
6 export sizes · favicon to plaque
16PX · FAVICON
32PX · TAB
56PX · APP
96PX · CARD
128PX · DOC
256PX · PLAQUE
Each size is a separate optimised SVG export · stroke handling differs at favicon vs plaque scale (tighter strokes at small sizes prevent clogging)
In-application · the mark deployed
FAVICON
equipt.ae
Browser tab favicon
APP ICON · iOS
88px continuous-corner squircle
FOIL SEAL
AMC certificate · brass hot-stamp
VEHICLE DECAL
14mm bronze vinyl · door corner
EMBROIDERY · POLO
28mm bronze thread · chest
SOCIAL WATERMARK
Bottom-right · 60px · 15% opacity
PLAQUE · ROUTED
Routed-through · LED back-lit
CARD HOT-STAMP
12mm bronze foil · card back
Where the monogram appears
Sizes & colors
Sizes: 16, 32, 64, 128, 256, 512 px. Six size-optimized SVG variants — stroke handling differs at favicon vs plaque scale.
Colors: black, cream, gold-bright, brass, gulf-bronze, white, navy. Seven color variants × six sizes = 42 SVGs in the asset library.
Construction: always cut to the original chamfer geometry. Never re-drawn. Never restyled. Never combined with other letters.
05 · Bilingual lockup
A Qatar-HQ GCC brand needs Arabic in the wordmark, not the footer. The bilingual primary lockup is the default for all GCC contexts (Dubai showroom, Qatar/UAE/KSA proposals, defence collateral, regional social). Latin-only is acceptable for international/UK/EU contexts.
PREVIEW · NOT FOR DEPLOYMENT · Captan delivery Q3 2026
Pairing rules · corrected per Council 2026-05-02
Commission status · interim policy
The Arabic wordmark is commissioned, never auto-translated. Lara Captan (Beirut) is the primary typographer; Khajag Apelian is the backup.
INTERIM · UNTIL CAPTAN DELIVERY (TARGET 2026-Q3)
Latin wordmark is the primary on all surfaces including GCC. The bilingual lockup is FORBIDDEN until the commissioned Arabic mark lands. Existing collateral with the placeholder must be reissued post-delivery.
POST-DELIVERY · 2026-Q3 ONWARD
Bilingual becomes GCC default per §05 + §06.5. Arabic-primary becomes mandatory for KSA gov / Qatar gov / defence per §05b.
Captan brief · the one-pager (rewritten Council 2026-05-02)
DELIVERABLES · 4 files · wordmark Latin (existing, reference only) + Arabic mark + bilingual lockup horizontal + bilingual lockup stacked + ARABIC-PRIMARY lockup (per §05b) + Arabic monogram derivative · DPDF + EPS + SVG + AI · all variants in 7 colors
05b · Arabic-primary lockup
For surfaces where the recipient signs in Arabic — KSA government and Vision 2030 entities, Qatar government and QF affiliates, all defence procurement, all official ministry correspondence — Arabic is the dominant mark. Latin sits as a secondary identifier.
PREVIEW · NOT FOR DEPLOYMENT · Captan delivery Q3 2026
PLACEHOLDER · post-Captan-delivery this becomes the locked Arabic-primary lockup
When to use Arabic-primary
Arabic-primary mechanics
Arabic-primary forbidden
06 · Color system
Navy + cream + bright gold (action) + brass (editorial) + Gulf Bronze (signature). Full tonal scales 50-900 for each primary. The 60-30-8-2 ratio rule prevents drift.
Primary colors
Navy tonal scale
Brass + Gulf Bronze · the warm-metal lane
The 60-30-8-2 rule
60% cream surfaces · 30% navy weight · 8% gold + brass accent (5% gold action / 3% brass editorial) · 1-2% Gulf Bronze signature. The bronze layer is the recognition trigger — one numeral, one rule, one corner triangle per surface. Never more.
Print specifications
Navy 500: PMS 2767 C · CMYK 100·82·43·47 · uncoated bridge PMS 2767 U / 98·78·38·52
Gulf Bronze 500: PMS 871 C metallic / PMS 4515 U · CMYK 20·40·85·30 (C) / 18·38·75·35 (U) · Madeira Classic Rayon 1158 thread
Brass foil: API ColorFoil 314 (UK) / Kurz Luxor MTS 220 (GCC, Levant) / Crown Roll Leaf 4042 (US). Substitution outside this list = brand violation.
06.4b · Field-light palette
The studio palette (cream-50/100/300) is the default — paper, web, deck, anywhere editorial composure leads. But cream collapses to dirty-white when paired with real install photography shot at Doha noon: 47°C, white tile bouncing, Pulse black plates and dark dumbbells in frame. The eye reads the dark equipment as the white point and the cream becomes muddy. The fix is a parallel field-light palette — warmer, deeper neutrals that hold their value when the photograph carries the page.
The three field-light tokens
FIELD WARM 300
#E8DFCE
Use as background behind install photo callouts, photo grid pages, hero images. Holds value when dark equipment dominates the shot.
FIELD WARM 500
#C7B89A
Photo composite frame + look-book inner-spread fields where multiple installation photos appear together. Survives uncorrected GCC-light shots.
FIELD WARM 700
#8C7C5E
Hero-image vignette + page-edge gradient on full-bleed installation photography. Dark enough to anchor the wordmark, warm enough to stay aligned with the cream/bronze world.
Decision rule · cream vs field-warm
| Paper · web · deck · proposal | cream-50/100/300 |
| Photo composite · install grid · look-book photo spread | field-warm-300/500 |
| Full-bleed install hero · vignette frame | field-warm-700 |
| Mixed page (text + 1 install photo) | cream-300 page · field-warm-500 photo frame |
Why this exists · the council finding
Per Color/Light crit 2026-05-02 (Aman/Six Senses/Aesop voice): "the cream-and-navy world is beautiful at A4 but I haven't seen evidence it survives a real Doha noon — 47°C, sun bouncing off white tile, Pulse Black plates in frame. Cream-50 is going to read as dirty white in 80% of your install photography. I'd want a 'field-light' companion palette, or at minimum a written rule for when cream loses to a deeper warm neutral."
Lock the rule. Studio palette ≠ field palette. Choose by what's carrying the page — type or photograph.
06.5 · Decision rules
Most brand systems list options. This one prescribes choices. Every Equipt designer hits these forks daily — the answer is always documented, never up for vote. Deviation requires a dated entry in 01 Foundation/decisions/.
Color · which dark, which metal, which surface
Ink #1A1A1A vs Navy #14304D
Both are dark. They are not interchangeable.
| USE | INK | NAVY |
|---|---|---|
| Body text on cream | ✓ default | never |
| Headlines on cream | ✓ default | never |
| Wordmark on cream | ✓ default | only inside bilingual lockup hairline |
| Surface flood | never (too aggressive) | ✓ default for dark surfaces |
| App bar / nav | never | ✓ always |
| Hero photography overlay | never | ✓ at 20-50% alpha |
| Vehicle livery | never | ✓ always |
| Print stock background | never | ✓ Imperial Blue 350gsm |
RULE · Ink is for ink-on-cream type. Navy is for surface, structure, brand object. They never share a composition.
Gold #E0A905 vs Brass #B8923A vs Bronze #B08747
Three metals. Strict 5 / 3 / 2 % surface ratio. Never two on one surface.
| METAL | USED FOR |
|---|---|
| GOLD-BRIGHT 5% MAX | CTA buttons only. "Submit request", "Book a call", "Download proposal." Nothing else. Never decorative. Never in editorial. Never in body type. Never in charts. |
| BRASS 3% MAX | Editorial accent. Hairline rule between sections. Italic emphasis (perform). Pull-quote bar. Eyebrow alternates if Gulf Bronze too soft. Tertiary chart series. |
| GULF BRONZE 1-2% MAX | Signature mark. One per surface. Q monogram. Foil hot-stamp. Eyebrow text. Mono spec line. Stat numeral (one per page). Rule under section title. Italic in hero ("Built to perform"). The single most expensive accent — use it like saffron. |
RULE · Gold-bright NEVER appears on the same surface as brass or bronze. Brass + bronze MAY share a composition (different roles: brass = structure, bronze = signature). One surface = one dominant metal moment.
Mark · which Equipt mark for which surface
| CONTEXT | USE | RATIONALE |
|---|---|---|
| Browser tab / favicon | Q monogram 16/32px | Wordmark unreadable below 100px |
| App icon (iOS / Android) | Q monogram on navy 88px squircle | Square format · brand recognition at thumbnail scale |
| Web header / nav | Wordmark 160px ink | Horizontal landscape · says the brand name |
| Letterhead / proposal cover | Bilingual lockup (Latin + Arabic) ink | GCC-default · respect bilingual audience |
| Business card front | Wordmark bronze foil hot-stamp | Hand-held proof point · the brand readable |
| Business card back | Q monogram bronze foil 12mm | Recognition mark · less is more |
| Vehicle livery (cab door) | Wordmark 800mm cream on navy | Recognition at 100m · landscape format suits door |
| Vehicle livery (door corner) | Q monogram 14mm bronze decal | Close-range signature |
| Uniform polo / cap / jacket | Q monogram bronze embroidery | Wordmark embroidery loses fidelity below 50mm |
| Showroom plaque | Wordmark + Q together (Section 23) | Hero brand statement · both marks earn space |
| AMC certificate | Q monogram brass foil seal | Sigil · official mark · ceremonial weight |
| Email signature | Wordmark 120px ink | Inline horizontal flow · readability matters |
| Social profile picture | Q monogram on navy | Circular crop / square format |
| Social grid post (org) | Q watermark 60px / 15% opacity | Owned-content signature · no logo on photography itself |
| Magazine cover / look-book | Wordmark + Anton hero + Q at masthead corner | Editorial register · all three marks in hierarchy |
Bilingual lockup vs Latin only
| Bilingual default | All GCC contexts · Dubai showroom · Qatar/UAE/KSA proposals · defence collateral · regional social |
| Latin only acceptable | UK / EU / US contexts · LinkedIn international · partner-facing materials in English-only markets |
Photography type by surface
| Editorial reference (empty room, golden hour) | Hero panels · proposal covers · web hero · magazine spreads · case-study openers · social-grid hero tiles |
| Product detail (catalogue, studio white) | Catalogue pages · spec sheets · proposal product grid · e-commerce · WhatsApp product pings |
| Material macro (knurl, deboss, leather) | Materiality section · brand book covers · texture overlays · social detail tiles |
| Service reportage (real install team, colour) | Case-study interior pages only · install-day social posts · About team page |
Geometry · chamfer (Edge) vs rounded vs square
| CHAMFER (the Edge) | Default everywhere structural: cards · containers · buttons · photo crops · hero panels · vehicle flag · plaque · uniform pocket flap. Always top-right + bottom-left. |
| ROUNDED | Only on pill / tag / badge components (high frequency at small scale where chamfer would clip text). Never combined with chamfer on the same component. |
| HARD SQUARE | Tables · spec rows · data viz bars · text underlines. Anywhere data alignment matters more than identity. |
When in genuine doubt
Default order: ink → cream → navy → bronze → brass → gold-bright. Choose the leftmost option that solves the problem. Asking "should I use gold here?" usually means the answer is bronze. Asking "should I use bronze here?" usually means the answer is none.
06.6 · Co-brand governance
Pulse Fitness UK, Concept2, Eleiko, Watson — every partner has its own brand book that can contradict ours. This section resolves every conflict in advance.
Three surface types · three lockup rules
a · EQUIPT-LED SURFACE
Equipt funds the surface. Equipt voice. Equipt rules win.
Web pages on equipt.ae · proposals · decks · social grid · email signature · vehicle livery · uniform · plaque · gift box · all marketing collateral.
LOCKUP · Equipt left · 1px Gulf Bronze hairline · partner right · partner role label below partner name in mono Gulf Bronze 9px
b · PARTNER-LED SURFACE
Partner funds the surface. Partner voice. Partner brand book wins.
Pulse Fitness UK trade-show booth · Concept2 GCC dealer page · Eleiko regional ad · partner-distributed catalogue.
LOCKUP · Partner left · Equipt right at 70% scale beneath the line "DISTRIBUTED BY" mono 9px Gulf Bronze · Equipt voice subordinated to partner editorial
c · TRI-BRAND CASE STUDY
Client-venue dominant. Equipt + partner equal-weight in footer.
Four Seasons × Equipt × Pulse case study · Aman × Equipt × Eleiko look-book spread · Damac × Equipt × Concept2 published reference.
LOCKUP · Client name at hero (Anton) · Equipt + partner side-by-side in footer with bronze hairline divider · neither dominates · client editorial register wins
Conflict resolution · when partner book contradicts ours
| Surface funded by | Brand book that wins | Sign-off path |
|---|---|---|
| Equipt only | EQUIPT manual (this book) | Kosta · routes ambiguity to Ivan |
| Partner only | Partner brand book | Partner brand contact in 04 Suppliers/{Brand}/Brand Contact/ |
| Co-funded · 50/50 | Written approval from BOTH brand contacts before press | Ivan + partner brand director · email archived in 04 Suppliers/{Brand}/Co-brand approvals/ |
| Client / venue funded | Client brand book wins · Equipt + partner subordinate | Client marketing team · Kosta routes |
Worked examples · 4 partner lockups (v3.3.2 add)
PULSE × EQUIPT · Equipt-led proposal cover
PULSE FITNESS UK
EXCLUSIVE GCC DISTRIBUTOR
Equipt left at 100% · 1px Gulf Bronze hairline · Pulse right at matched cap-height · partner-role label in mono Bronze 9px below partner name. Use on Equipt-funded proposal covers + decks where Pulse is the headline brand.
CONCEPT2 × EQUIPT · Partner-led trade-show booth
CONCEPT2
DISTRIBUTED BY
Concept2 left at 100% · Equipt right at 70% scale beneath "DISTRIBUTED BY" label. Partner editorial register wins. Use on partner-funded surfaces (Concept2 dealer page, EMEA catalogue, partner trade-show panel).
ELEIKO × EQUIPT · Tri-brand case-study footer
FOUR SEASONS DOHA
ELEIKO
CASE STUDY · 2024 · DOH
Client name dominates at hero (Anton 28px+) · Equipt + Eleiko equal-weight in footer · neither brand outweighs the other · client editorial register wins. Mono date-stamp right-aligned.
WATSON × EQUIPT · HNW residential plaque
WATSON
HANDMADE · BIRMINGHAM
On dark surfaces (plaques, certificates, residential look-book covers): cream wordmarks · brass hairline divider (replaces bronze) · brass partner-role label. Foil-stamp variants permitted on Colorplan Imperial Blue.
Approved partner brand contacts · 2026 baseline
| Pulse Fitness UK | Marketing Director · Congleton HQ |
| Concept2 | EMEA Brand Manager · Nottingham |
| Eleiko | Brand Manager · Halmstad SE |
| Watson Gym Equipment | Co-Founder · Birmingham UK |
Contact files maintained in Drive · 04 Suppliers / {Brand} / Brand Contact / · update annually
Forbidden · co-brand violations
06.7 · Partner specimen gallery
Real Pulse Fitness UK Premium-line photography (sourced from the distributor asset library) + Xmaster identity. This is the equipment we specify, install, and service. Use these specimens on Equipt-led proposal covers, look-book inner spreads, web product cards, and partner co-brand surfaces. Always include the partner mark + role label per §06.6 lockup rules.
Pulse Fitness UK · Premium cardiovascular line · 6 specimens
Premium Upright Cycle
SKU 240G-AAX · Pulse Fitness UK
Premium Recumbent Cycle
SKU 250G-AAX · Pulse Fitness UK
Premium Group Cycle
SKU 228C-AAA · Pulse Fitness UK
Premium Elliptical · Variable
SKU 280G-ABE · Pulse Fitness UK
Premium StepMill
SKU 200H-AAF · Pulse Fitness UK
Premium CrossClimb
SKU 215H-AAT · Pulse Fitness UK
Pulse Fitness UK · Premium strength line · 6 specimens
Premium Chest Press
SKU 311H-ADB · Selectorised Premium
Premium Seated Leg Press
SKU 574H-AAW · Selectorised Premium
Premium Seated Lat Pulldown
SKU 383H-ADB · Selectorised Premium
Premium Long Pull
SKU 385H-ADB · Selectorised Premium
Premium Abdominal
SKU 600H-ADD · Selectorised Premium
Premium Rear Deltoid · Pec Fly
SKU 317H-ADB · Selectorised Premium
Pulse Fitness UK · Functional accessories · 2 specimens
9kg Slam Ball
SKU 38-566-AAA · Functional Classic
Resistance Band Set
SKU 107B-AAA · Functional Classic
Xmaster Fitness · partner mark + Equipt-installed reference
Equipt-installed Xmaster floor
DSC09625 · GCC venue · 2024
Source + permissions
All Pulse Premium product imagery sourced from 04 Suppliers/1 - Pulse Fitness/Pulse - Product Line Images/Cardiovascular/ · distributor asset pack supplied directly by Pulse Fitness UK to Equipt as the exclusive GCC distributor. Xmaster mark sourced from 04 Suppliers/2 - Xmaster Fitness/XMASTER LOGO/. Both relationships are exclusive partnerships authorising full marketing usage. Equipt-installed venue photography (DSC09625) is Equipt-owned property of an Equipt installation — partner equipment shown in situ.
USAGE · Equipt-led collateral · partner co-brand surfaces · proposal covers · look-book inner spreads · web product cards · always paired with partner mark + role label per §06.6
06.8 · Partner constellation
Equipt is the GCC distributor for nine performance brands across cardio, strength, free weights, recovery, and functional. Every floor we specify is a curated stack from this constellation. The roster on the page below is the same roster on the proposal cover — never expand it without sign-off.
The roster · alphabetical
BERSON · Flooring tiles
KINGSBOX · Functional rigs
PULSE FITNESS UK · Cardio + strength · headline brand
RECOIL · Recovery + accessories
REVERSE · Specialised equipment
STOCKZ · Storage + racks
TOPFLOR · Premium flooring · China
TRACKZ · Sled tracks + turf
XMASTER FITNESS · Free weights · dumbbells + plates
Tier hierarchy on a proposal
| Headline | Pulse Fitness UK |
| Strength + free weights | Pulse · Xmaster |
| Functional | Pulse · KingsBox |
| Flooring | Topflor (premium) · Berson (value) |
| Storage | Stockz · Pulse |
| Recovery + accessories | Recoil · Reverse · Trackz |
Constellation governance
brand-guidelines/decisions/. Adding a brand expands the floor we can quote — it's a brand-level decision, not a sales call.
07 · Typography
Anton for hero. Manrope for everything else. JetBrains Mono for spec lines. Noto Sans Arabic for body Arabic. Total recurring licence cost: $0/year. All free OFL.
Display · Hero only · 88px+
Vernon Adams · OFL · Google Fonts
Ultra-condensed bold sans caps. Magazine-cover register. Used by Apple keynote graphics, AD covers, Cereal feature pages. Statement-piece face. Single weight, all caps, never below 88px.
Body + section heads · Everything else
Mikhail Sharanda · OFL · Google Fonts · variable axis
Geometric sans, eight weights from 200 ExtraLight to 800 ExtraBold. Variable axis. Workhorse for body, deck, section headlines, eyebrows, captions. Free, low saturation in 2026.
Mono · Spec lines, project codes
JetBrains · OFL
Italic + ligatures + unambiguous 0/O and 1/l/I. For dimensions, SKUs, project codes, AMC serial numbers. Never for body or headlines.
Arabic · Body and bilingual fallback
Google · OFL · 100-900 weights
Body Arabic on all GCC collateral. Pairs cleanly with Manrope at matched x-height. Never used for the bilingual primary lockup wordmark — that role belongs to Lara Captan's commission.
08 · Type scale & hierarchy
Hybrid scale — 1.250 (major third) base from 13px caption to 36px sub-section, then editorial step-up at 48 / 64 / 96 / 144 for display + hero. Body floor 16px (preferred 17-18px on phone). Every role tokenised below — no improvisation.
/* Type-scale tokens · v3.3.1 · add to :root */ --fs-caption: 13px; /* base */ --fs-body: 17px; /* 13 × 1.30 */ --fs-lead: 22px; /* 17 × 1.29 */ --fs-h4: 28px; /* 22 × 1.27 */ --fs-h3: 36px; /* 28 × 1.29 */ --fs-h2: 48px; /* editorial */ --fs-h1: 64px; /* editorial */ --fs-display: 96px; /* editorial */ --fs-hero: 144px; /* editorial · hero only */
Built to perform.
Hotel-grade fitness floors.
A floor that performs for a decade.
Specified, installed, serviced.
Four Seasons Doha · 42 machines · 18 months.
Pulse cardio, Concept2 ergs, Eleiko strength.
Premium fitness equipment, white-glove installation, decade-long service.
Equipt equips premium operators across Qatar, the UAE, and KSA. Every floor we deliver runs to commercial-grade standards — specified, installed, and serviced for a decade. We work with Pulse Fitness UK Armed Forces, Concept2, Eleiko, and Watson Gym Equipment.
Photographed at Four Seasons Doha, March 2025. Equipment specified by Equipt, installed by Equipt Qatar.
CASE STUDY · DOHA · 2024
PROJECT-04221 · 2024-09-15 · DOH-FRS-FLR2 · 42 MACHINES · ZERO DOWNTIME
09 · The Edge
The 45° cut from the logo Q becomes the brand's structural signature across every surface where two planes meet. Card corners. Photo crops. Hero containers. App sheets. Vehicle livery. Showroom plaque. Embroidery. Once a surface has the edge, it cannot have a different decorative geometry.
8px · BUTTON · INPUT · BADGE
--edge-sm · clip-path 8px
16px · CARD · CONTAINER
--edge-md · clip-path 16px
32px · HERO · MODAL
--edge-lg · clip-path 32px
Geometry
Cut angle: 45°. Cut length: 16% of smaller side. Placement: top-right + bottom-left only (matches Q geometry). Never top-left + bottom-right (mirror — wrong letterform).
Where the Edge appears
Business card · proposal cover · look-book outer page · photo crops on hero images · app primary cards · web hero containers (24px) and standard cards (8px) · vehicle livery flag · showroom plaque · uniform polo chest-pocket flap · email signature footer rule.
CSS implementation
/* tokens.css · Edge geometry */ .edge-sm { clip-path: polygon(0 0, calc(100% - 8px) 0, 100% 8px, 100% 100%, 8px 100%, 0 calc(100% - 8px)); } .edge-md { clip-path: polygon(0 0, calc(100% - 16px) 0, 100% 16px, 100% 100%, 16px 100%, 0 calc(100% - 16px)); } .edge-lg { clip-path: polygon(0 0, calc(100% - 32px) 0, 100% 32px, 100% 100%, 32px 100%, 0 calc(100% - 32px)); } /* Print fallback — Chrome strips clip-path on print */ @media print { .edge-sm, .edge-md, .edge-lg { clip-path: none; border: 1px solid var(--brass-500); } }
10 · Photography pillar
No humans in marketing photography. Equipment as architecture. Single warm directional light. Cream walls, dark wood or polished-concrete floors. Aman / Cereal / Le Labo grade. Uncommissioned by any GCC fitness competitor.
Mandatory rules
Forbidden
Stock photography of any kind · filtered Instagram presets · faces without consent · competitor equipment in frame · heavy bokeh · HDR · workout-lifestyle clichés.
Reference aesthetics
aman.com/resorts/aman-tokyo/wellness — empty-room discipline applied to wellness. Tall windows, polished stone, no humans.
readcereal.com — whitespace, restraint, no people. The publication your buyers read on iPad.
Macro on hardware: Allen-bolts, brass weight collars, knurled grips. Industrial-precision register.
Reference aesthetic · the bar we shoot toward
Below: the visual register Equipt photography must match. None of these are our photographs — they are sourced from Unsplash (CC0 / Unsplash License) as the documented reference for the Doha shoot brief. Replace tile-by-tile as commissioned Equipt installs come in.
EQT-OWN-001
Doha shoot
pending
Our first commissioned install hero replaces this tile.
Source · Unsplash (Unsplash License · commercial use permitted · attribution courtesy) · download paths in §29 Asset library · target replacement: Doha install shoot Q2 2026
11 · Motion grammar
Custom easing matching the chamfer geometry. Five duration tokens. Mask-from-corner reveal grammar. Reduced-motion strategy mandatory.
Easing curves
/* signature — sharp in, slow out · matches chamfer */ --ease-edge: cubic-bezier(0.20, 0.00, 0.00, 1.00); /* standard — UI defaults */ --ease-standard: cubic-bezier(0.40, 0.00, 0.20, 1.00); --ease-decel: cubic-bezier(0.00, 0.00, 0.20, 1.00);
Durations
| 120ms | Micro · button press, focus ring |
| 240ms | Standard · card lift, drawer open |
| 480ms | Hero · section transition, page change |
| 800-1200ms | Editorial · logo reveal, opener |
| 40ms | Stagger · between siblings |
Reveal grammar & accessibility
Mask-from-corner. Content reveals along a 45° wipe from top-right to bottom-left, matching the chamfer geometry. Stat counters. Roll-up using Anton numerals, 800ms ease-decel. Logo reveal. 1200ms — wordmark draws from left, Q chamfer cuts in last with a 200ms ease-edge punch.
Reduced motion is non-negotiable. Every motion-bearing component honours @media (prefers-reduced-motion: reduce) with a global override (animation-duration 0.01ms · scroll-behavior auto). WCAG 2.1 SC 2.3.3 compliance baked in.
11b · Sound & motion identity
Mastercard chime · Netflix tudum · Intel sting · Apple device unlock. Every premium brand has a 1-second audio identity that travels with it across surfaces. Equipt aspires to peer-tier hospitality (Aman / Four Seasons) — these brands all have audio identity. This page locks Equipt's sonic logo, video reveal grammar, on-hold music brief, notification sounds, and voice-actor specification.
a · Sonic logo · the four-note brand sting
Specification
| Duration | 0.8 seconds |
| Note count | 4 notes · descending |
| Key | F major (warm · stable · "premium hospitality") |
| Pattern | F5 → C5 → A4 → F4 (root–fifth–third–root, major triad descent) |
| Instrument | Felt-hammer piano (Una Corda library) · soft-attack · long-release |
| Tempo | ~80 BPM · 8th-note spacing |
| Reverb | Large hall · 2.4s decay · -18dB tail |
| Output formats | WAV (master · 48kHz / 24-bit) · MP3 (160kbps · web) · M4A (mobile) |
| Commission cost | ~$1,800-2,500 · audio-branding studio (e.g. Made Music Studio NY · Sixième Son Paris · Listen Audio London) |
Where the sting fires
Where the sting NEVER fires
Phone hold music · email notifications · WhatsApp message tones · website auto-play · LinkedIn video posts (LinkedIn defaults to muted) · any context where the user did not opt in to audio.
Sonic logo · visual reference
DOWNLOAD · /assets/audio/equipt-sting-master.wav · /assets/audio/equipt-sting-160k.mp3 (post-commission)
b · Logo reveal animation · 1.2s frame-by-frame
The logo reveal pairs with the sonic sting. Total length 1.2 seconds. Five keyframes at 0.0 / 0.3 / 0.6 / 0.9 / 1.2s. Renders identically across video opener, app cold-start, web hero, showroom screen.
0.0s
0.3s · NAVY REVEAL
0.9s · Q CHAMFER PUNCH
1.2s · BRONZE BAR
| Frame | Visual | Easing | Audio cue |
|---|---|---|---|
| 0.0s | Black frame · navy fade-in begins | linear | silence |
| 0.3s | Navy at 100% · single bronze hairline draws vertically (centred) | ease-edge | F5 plays |
| 0.6s | Wordmark wipes in left-to-right · cream on navy | ease-edge · 400ms | C5 plays |
| 0.9s | Q chamfer cuts in last · 200ms ease-edge punch | ease-edge · 200ms | A4 plays |
| 1.2s | Bronze bar slides in beneath wordmark · resolves | ease-decel · 300ms | F4 resolves · reverb tail |
c · On-hold music · phone-line aesthetic
Reference: Cereal Magazine ambient piano playlists · Aman Tokyo lobby loop · Le Labo store ambient.
| BPM | 60-90 |
| Instrument | Felt piano · ambient pad |
| Loop length | 3 min · seamless loop |
| Vocals | None · ever |
| Format | 8kHz μ-law (PBX-grade) |
d · Notification sounds · AMC mobile app
Three system tones · all derived from the sonic logo's note set · all under 0.4s.
| Service request acknowledged | F4 single note · 0.3s |
| Specialist call inbound | C5 → F5 · ascending · 0.4s |
| Service complete | F5 → C5 → F4 · resolving · 0.6s |
e · Voice actor · video narration brief
Brand video voiceover when Ivan is not on camera.
| Gender | Male |
| Age range | 35-50 |
| Accent | GCC English neutral · slight British inflection · NEVER American |
| Pace | Slow · 130-145 wpm · pauses earned |
| Reference voice | Aman documentary narration · Hodinkee podcast register |
Commission roadmap · sonic identity stack
| Asset | Vendor candidates | Cost | Trigger |
|---|---|---|---|
| Sonic logo · 4-note sting | Made Music Studio NY · Sixième Son Paris · Listen Audio London | $1,800-2,500 | v3.3 · before next brand video |
| Notification sounds · 3 tones | Same vendor · derived from sting | $400-600 | v3.3 · with sting |
| On-hold loop · 3 min | Soundstripe royalty-free OR commissioned (Cereal-mag-grade artist) | $200 / $1,500 | v3.4 · before showroom opens |
| Voice actor library | Voice123 · Voquent · GCC-English specialist | $300-800 / spot | Per-video as needed |
| Logo reveal animation · 1.2s | In-house After Effects (Kosta) using sting + this manual spec | $0 (in-house) | After sting commissioned |
TOTAL ESTIMATE · USD 2,700-5,400 · single commissioned package · 4-week turnaround
12 · Iconography
Line-only by default. Filled variant only for active state. Chamfered intersections — the Edge applies here too. Built in-house, never mixed with third-party libraries.
Specification
Forbidden
Material Icons. Font Awesome. Heroicons mixed with custom. Decorative shadows. Coloured icons (gold/bronze) outside of explicit accent moments. Mixed line-and-filled in one composition.
12b · Equipment category iconography
The §12 UI library handles system needs (menu · search · close · check). The brand also needs icons for the actual equipment categories — Cardio · Strength · Functional · Recovery · Combat · Plate-loaded · Selectorized · Free-weight. Used across catalogue · mobile app navigation · proposal cover sheets · social grid · website filter chips. Same 24px grid · 1.5px stroke · square terminals · chamfered corners as the UI set.
Application · where each category icon appears
| Surface | Icon size | Color |
|---|---|---|
| Catalogue · category landing page | 64px hero | Ink on cream |
| Mobile app · home navigation | 32px tab | Cream on navy active · Mid grey inactive |
| Proposal cover · pillar tag | 24px inline | Gulf Bronze on cream |
| Social grid · category filter chip | 16px inline + label | Ink on cream chip · Cream on navy chip |
| Website · catalogue filter sidebar | 20px + label | Ink default · Bronze active |
| AMC certificate · equipment-mix legend | 12px inline | Bronze foil hot-stamp at scale |
Construction lock
tokens/build/icons-equipment.svg · single sprite-sheet assetForbidden
Replacing with photographs (icons are abstract; photos break the abstraction) · partner brand logos used as category icons (e.g. Pulse logo as "Cardio" mark) · adding a 9th category without Ivan sign-off (the eight cover the entire Equipt SKU range as of v3.3 · expansion = brand-level decision) · using these icons for non-equipment contexts (e.g. as decorative dingbats — they are functional category markers, not ornament).
13 · Data visualization
Chart palette
Primary series: navy-500. Secondary: brass-500. Tertiary: navy-300. Quaternary: cream-700. Never bright gold in charts — it dominates the composition and breaks the action-only rule.
Chart rules
Gridlines: 1px solid navy-100 at 50% opacity. Axis labels: Manrope 700 / 9px / 0.25em / uppercase / navy-700. Data labels: JetBrains Mono 400 / 11px. Bar radius: 0px (chamfer applies only at terminal corner). No 3D, gradients, drop shadows, or pie charts. Always bars or stacked bars.
Stat panel pattern
Number in Anton at 88-120px in Gulf Bronze (the signature accent). Label in Manrope 700 at 9px uppercase tracking 0.3em in cream-500. Thin-space numeric separator: 85 000 not 85,000 (European editorial convention, U+202F narrow no-break space). One Gulf Bronze numeral per document max.
14 · Texture library
Diamond-grid pattern derived from Olympic barbell knurling. The texture IS the product. Used at 4-6% opacity on navy panels, hero backgrounds, divider sections. Diagonal stripe rejected — generic.
Application
Hero panels (4-6% opacity). Section dividers as background fill. Proposal cover backside. Look-book endpapers. Loading state on app. Never on top of typography. Never above 8% opacity.
Why it works. The texture is conceptually uncopyable — it's derived from the actual product Equipt distributes. The diamond pattern of the Equipt slam ball + the knurling on the barbell handle = the engineering signature of the equipment world. Embedding it in the brand surface makes the brand unmistakably about the product.
Source: photographed from EQT-117 · Equipt 8KG slam ball. Master texture file: Drive / 02 Marketing / Brand / Textures / equipt-slamball-knurl.png (export pending).
15 · Voice & language
External voice register: Aesop's copy book × Aman's owner letters × Brunello Cucinelli's annual — operator-grade clarity at sovereign-tier composure. Specific over abstract. Named over generic. Numbers over adjectives. Every external surface respects the four tone modes. The word ladder governs vocabulary per surface. Bilingual etiquette is non-negotiable.
INTERNAL HEURISTIC (not for external decks): operator-direct + GCC fit-out fluency. Never name external influencers in client-facing materials.
Proposal mode
Use: client documents
Sentence: short. 12-18 words.
Voice: confident, declarative.
Marketing mode
Use: web, social, look-book
Sentence: mixed. 4-word punch lines OK.
Voice: warm, owned.
Technical mode
Use: spec sheet, AMC
Sentence: surgical. 8-14 words.
Voice: precise, no adjectives.
Service mode
Use: WhatsApp, ticket
Sentence: conversational, full.
Voice: direct, no clichés.
Word ladder · use the right rung for the surface
| CONCEPT | SERVICE | MARKETING | TECHNICAL | EDITORIAL |
|---|---|---|---|---|
| Buy | Order | Invest | Procure | Equip your floor |
| Cost | Investment | Investment | Total cost of ownership | The ten-year number |
| Customer | You | Our partners | Specifying party | The operators we serve |
| Equipment | Kit | Equipment | Hardware | The hardware |
| Install | Install | Installation | Commissioning | The handover |
| Service | AMC | Lifetime service | Maintenance program | The decade after delivery |
Sentence patterns
The Equipt opener. Subject. Verb. Period. "We equip premium operators. We deliver complete floors. We answer the phone."
The Equipt close. Specific named next action with a specific named human. Never "let us know if you have any questions." Always "Ivan will call Tuesday at 11."
Numerical conventions
Thin-space separator: 85 000 sqm not 85,000 sqm. CSS uses U+202F narrow no-break space. Currency: AED 4 200. Dates: ISO on technical surfaces (2026-05-01), British on marketing (1 May 2026). Never American (May 1, 2026).
Forbidden words
solutions · partners (used twice in same paragraph) · quality (lazy — name what kind) · cutting-edge · industry-leading · bespoke · journey · ecosystem · world-class (applied to ourselves) · seamless · holistic · empower · unlock potential · take it to the next level · AI (in client-facing materials).
15b · Arabic voice & language
Arabic is not a translation of English. The English register (Aesop × Aman × Cucinelli composure) cannot be transliterated — it would read aggressive and bazaar-like. The Arabic voice has its own register, its own salutation protocols, its own honorifics, its own forbidden words. Commission this from Wael Morcos's studio or Tarek Atrissi for native review before publishing any Arabic outbound at scale.
Register · MSA vs Gulf colloquial
Salutation protocol
| Email opener · formal | تحية طيبة وبعد، |
| Letter opener · religious | السلام عليكم ورحمة الله |
| WhatsApp opener | مساء الخير / صباح الخير |
| Email closer · formal | تفضّلوا بقبول فائق الاحترام |
| WhatsApp closer | شكراً لكم |
Honorifics · use the right title
| سعادة | Sa'adat · His Excellency · ministers, ambassadors, GHQ commanders, defence procurement officers |
| حضرتكم | Hadratukum · Your Honor · senior executives, GMs, F&B directors, principals |
| المحترم | Al-Muhtaram · Esteemed · default formal address for all professional contacts |
| الأخ / الأخت | Al-Akh / Al-Ukht · brother/sister · informal warm address; use only after first reply or when invited |
RULE · Never use second-person "you" (أنت/أنتِ) on a first contact with a senior figure — always honorific + third-person.
Arabic forbidden words
فاخر (faakhir · "luxurious" — empty) · حصري (hasri · "exclusive" — every distributor claims this) · متميز (mutamayyiz · "distinguished" — empty) · رائد (ra'id · "leading" — unprovable) · عالمي (alami · "world-class" applied to ourselves) · حلول متكاملة (huloul mutakamila · "integrated solutions") · any French/English loan-word with Arabic equivalent (use تجهيز not إكويبمنت).
Religious & cultural calendar · greeting library
RAMADAN · 30 DAYS
Surface variant: cream-saturation reduced 15%, Gulf Bronze swapped for Brass-700 (more contemplative). All outbound messaging includes رمضان كريم (Ramadan Kareem) opener for first 10 days · رمضان مبارك mid-month · all proposals pause delivery until after iftar (19:00+ local). No imagery of food/water in business hours.
EID AL FITR · 3 DAYS
Greeting: عيد فطر مبارك · كل عام وأنتم بخير ("Eid Fitr Mubarak · may you be well every year"). Sent T-1 via WhatsApp + email to all active clients + partners + Equipt team. Branded card optional for top-20 accounts (Q monogram brass foil on cream stock, handwritten signature).
EID AL ADHA · 4 DAYS
Greeting: عيد أضحى مبارك · تقبل الله منا ومنكم ("Eid Adha Mubarak · may Allah accept from us and you"). Same distribution as Eid Al Fitr. KSA + Qatari clients particularly observe — extend silence on outbound for full 4 days.
QATAR NATIONAL DAY · DEC 18
Surface variant: Qatar maroon (#8A1538) replaces Gulf Bronze for one day · QATAR colour palette + Equipt mark in cream. Greeting: يوم وطني سعيد · قطر. Never blend Qatar maroon into other GCC nationals.
UAE NATIONAL DAY · DEC 2
Surface variant: UAE green (#00732F) + red (#FF0000) restrained accents on Equipt mark — never as full surface flood. Greeting: عيد اتحاد سعيد · الإمارات. UAE clients only.
KSA NATIONAL DAY · SEP 23
Surface variant: KSA green (#006C35) restrained accent. Greeting: يوم وطني سعيد · المملكة. KSA government and corporate clients only — particularly important for Vision 2030 entities.
GARANGAO · MID-RAMADAN · QATAR
Day 14 of Ramadan, Qatar-specific children's celebration. B2C residential clients with children receive a small Q-monogram engraved gift (date selection box, Aman-style). Not commercial — relationship-only. Coordinated by Nadine.
KSA FOUNDING DAY · FEB 22
Newer national observance (Vision 2030 era). KSA government clients — short greeting, no surface variant. Greeting: يوم تأسيس سعيد.
FRIDAY · JUMUAH
11:00–13:00 local prayer window — never schedule calls, never send urgent WhatsApp, never email a procurement officer. Pre-agreed before-prayer (10:00) or after-prayer (14:00) only. Most-violated rule by foreign teams.
Council recommendation · Block C
This section is v0.1 by an English-native team. Before any Arabic outbound ships at scale, commission native review from Wael Morcos studio (NYC + Beirut, leads Aramco / RCU / Diriyah Gate identity work) or Tarek Atrissi (NL + Doha, leads Qatar Foundation / Qatar Museums). Budget USD 3-5k. Review covers: register choice, salutation protocol, honorifics, forbidden-words list, regional variants, religious-calendar greeting copy. Do not ship Arabic outbound at scale on the basis of this section alone.
16 · Materiality
Specified to GSM, foil maker code, deboss depth, and edge treatment. Documented for when print orders fire — visual references in the manual; production orders pending Ivan's call.
Equipt material library · the physical surfaces that define the brand
Print & finish specifications
| SURFACE | STOCK / GSM | PRINT / FINISH |
|---|---|---|
| Business card · A | Mohawk Superfine Eggshell Ultrawhite · 130C (352gsm) | Brass foil hot-stamp + blind deboss + navy edge-paint |
| Letterhead | Colorplan Pristine White · 135gsm | Litho 2-colour navy + brass |
| Envelope | Colorplan Mist · 135gsm | Blind deboss monogram |
| Proposal cover | Colorplan Imperial Blue · 350gsm (bumped from 270 — Voice 3 fix) | Brass foil + chamfer die-cut |
| Proposal interior | Mohawk Superfine 100T (148gsm) | Litho 4C + 1 spot brass (PMS 871 ink, not foil) |
| AMC certificate | Crane's Lettra Pearl White · 220C (recommended switch from Colorplan) | Brass foil + serial-number letterpress at 0.4mm |
| Look-book | Mixed: Colorplan Imperial cover + Mohawk Superfine interior | Saddle-stitched 32pp |
Foil & finish library — regional fallback table
Brass foil: API ColorFoil 314 (UK/EU runs) · Kurz Luxor MTS 220 matt brass (Doha, Dubai, Beirut runs) · Crown Roll Leaf 4042 matte gold (NY/US runs). Substitution outside this list = brand violation.
Edge paint: PMS 2767 navy on all card edges (UK / Beirut / US bindery only — specialty in Doha). Spot UV: matt-on-eggshell for chamfer geometry on look-book covers. Letterpress: 0.4mm impression for serial numbers (0.6mm cracks on recycled-fibre stocks).
Paper substitution table — when the Doha printer can't get the spec stock
Mohawk + Crane + Colorplan are imported into the GCC. Lead time can run 3-6 weeks and stock isn't always reliable in Doha or Dubai. Use this table when the spec stock isn't available and the run can't wait. Always notify Ivan before substituting — the substitution is an Ivan-approval brand decision, not a print-shop call.
| Surface | Spec stock (preferred) | Doha-local equivalent | Dubai-local equivalent | Last-resort floor |
|---|---|---|---|---|
| Business card | Mohawk Superfine 352gsm Eggshell Ultrawhite | Fedrigoni Sirio Color Pearl 350gsm | Conqueror Wove 350gsm | Antalis Olin Smooth 350gsm |
| Proposal interior | Mohawk Superfine 148gsm | Fedrigoni Arena Smooth 140gsm | Conqueror CX22 Diamond White 140gsm | Antalis Cyclus Offset 140gsm |
| Look-book cover | Colorplan Imperial Blue 270gsm | Fedrigoni Sirio Color Cobalto 290gsm | Antalis Curious Skin Indigo 270gsm | Munken Lynx Navy-coated 300gsm |
| Look-book interior | Mohawk Superfine Eggshell 148gsm | Fedrigoni Arena Smooth 140gsm | Conqueror CX22 Diamond White 140gsm | Munken Pure 150gsm |
| Quote cover · certificate | Crane Lettra 300gsm Pearl White | Fedrigoni Materica Gesso 360gsm | Antalis Olin Rough Cream 300gsm | Munken Pure 300gsm |
| Plaque substrate | Colorplan Imperial Blue 540gsm duplex | Fedrigoni Sirio Color Cobalto 700gsm duplex | Antalis Curious Skin Indigo 540gsm duplex | Munken Lynx Navy 540gsm duplex |
SOURCE NOTES · Fedrigoni stocked at Al Mansouri Trading (Doha) + Itimad Paper Trading (Dubai). Conqueror at National Paper Co. (Doha) + Spinneys Paper Suppliers (Dubai). Antalis distributes regionally via UAE office. Munken via Wireland (Beirut) for cross-border runs. Verify per-stock + per-GSM availability before approving the PO.
16b · Application · Proposal cover
A worked proposal cover, composed from the manual's tokens and the partner constellation. Use as the canonical Equipt-led proposal cover template for hotel + residential + clinic + tender opportunities. Replace client name, project title, project code, and date stamp — leave everything else.
A4 PORTRAIT · 297 × 210mm · MOHAWK SUPERFINE EGGSHELL 352gsm · BRASS FOIL ON WORDMARK + BRASS HAIRLINE · BLIND DEBOSS Q ON BACK · §16 RULES APPLY
What's locked in this composition · do NOT freelance
Type
Anton 72px hero (client name, uppercase, 0.005em letter-spacing) · Manrope 500 22px deck · Manrope 800 18px tagline (italic only on perform per §07.4 italic governance) · JetBrains Mono 9-10px for project code + meta + partner-roster eyebrow.
Color
Background: --ink-900 #1A1A1A · text + Equipt mark: --cream-300 #F0EDE8 · accent + brass hairline + meta-mono: --brass-300 #D4A745 · NO gold-bright (text-on-cream forbidden, see §06 token comment).
Geometry + photo
32px chamfer top-right + bottom-left (size --edge-xl) · backdrop is real Equipt installation photo at 18% opacity + 40% grayscale (so partner equipment doesn't compete with hierarchy) · partner logos at matched optical height in cream silhouette per §06.8.
17 · Application · Business card
85 × 55mm Mohawk Superfine 700gsm duplex (two 352gsm sheets bonded with a navy core showing at the edge — the navy line IS the edge-paint, no painting needed). Two finishes only: brass-foil hot-stamped wordmark on front · blind deboss Q monogram on back. No chamfer die-cut — the chamfer geometry lives in every other surface; the card earns its restraint. Per Council 2026-05-02 (Block D) — over-ornamentation collapses Aman-grade ceremony into souvenir tier.
FRONT · cream stock · brass foil hot-stamp · chamfer cut bottom-left
Ivan Kruger
FOUNDER · CEO
+974 5500 1234
ivan@equipt.shop
BACK · navy flood · brass-foil Q monogram (real production geometry) · mono contact
18 · Application · Magazine spread
Cover left, content right. Anton hero on cover. Manrope body on content page. Bronze accent rule. Chamfered photo crop.
EQUIPT × FOUR SEASONS · CASE STUDY
Pulse cardio, Concept2 ergs, Eleiko strength, Xmaster functional. 42 machines specified, installed in 14 days. 18 months in service, zero downtime over four hours.
CASE 04 · DOH-FRS-FLR2 · 2024-09-15
P14 · CASE 04
SPECIFICATION AUTHORITY · 03
Five-star hotel fitness floors are not gyms. They are amenity surfaces that compete with spa, breakfast, and view for the guest's morning. Equipt specifies for that brief — silent cardio that doesn't echo through the rooms below, strength equipment finished to interior-design standards, and a floor plan that reads like architecture.
For Four Seasons Doha, that meant Pulse Halo cardio at the window line, Concept2 RowErg + SkiErg at the corner, and Eleiko Performance Power Bars on a custom platform. Every machine specified by Equipt, installed by Equipt Qatar, and on AMC contract until 2034.
42
MACHINES
14
DAYS TO INSTALL
10
YEAR AMC
18b · Application · Look-book
32 pages. Saddle-stitched. 240×320mm portrait. The piece that survives a coffee-table for six months and a meeting-room shelf for two years. Per Council 2026-05-02 — the look-book deserves its own section, not a single row in the print specs table.
Production specification · canonical
Format · binding · stock
| Trim | 240 × 320mm portrait |
| Extent | 32pp + cover + tipped-in insert (4pp) |
| Binding | Saddle-stitched · 2 wires · navy thread |
| Cover stock | Colorplan Imperial Blue · 350gsm |
| Cover finish | Brass foil hot-stamp + blind deboss Q · spot-UV chamfer cut on outside corner |
| Body stock | Mohawk Superfine Eggshell Ultrawhite · 148T (216gsm) |
| Body print | Litho 4C + 1 spot brass (PMS 871 ink) |
| Insert | Munken Pure 300gsm · French fold · 4pp tipped-in at "Specification Authority" pillar opener |
| Endpapers | Colorplan Mist 135gsm · slamball-knurl texture overlay at 4% opacity |
| Print run | 200 copies · UK or Doha bindery (Park Communications London / Gulf Publishing Doha) |
Editorial grid · 32-page flow
Editorial discipline · the rules that keep it Aman-grade
WHITESPACE MINIMUM
Hero spreads: 55% of page area unmarked minimum. Body spreads: 40% minimum. Densest page in the book is the case-study stat panel — never busier than the magazine spread §18.
GRID
2-column editorial body (60mm + 60mm + 12mm gutter) + full-bleed photo on facing page · 6-column caption shelf (10mm × 6) running under each photo · baseline grid 14pt for body, 22pt for pull-quotes.
TYPE-PHOTO RATIO
Cereal/Aman target: photo carries the narrative · type stays out of the way. One Anton hero per spread, one Manrope deck, one mono caption · nothing else. Full-bleed photo + three lines of type beats five lines + half-bleed every time.
Look-book forbidden
Stock photography (any source) · text on photo (use facing page) · more than three typefaces on a spread · CMYK gradients · drop shadows · partner logos at hero scale (only in Section: Partner constellation) · Lorem ipsum (every word in the look-book is signed-off body copy) · pricing (the look-book is the bridge to the proposal, never the proposal itself).
19 · Application · Mobile app
AMC client app. Three-screen system: Home (your equipment), Equipment detail (spec sheet), Service request (full-screen chamfered sheet). Edge geometry on every primary card.
YOUR EQUIPMENT · 24 ITEMS
Pulse Halo Cardio
12
UNITS · NEXT SERVICE 2026-05-21
Concept2 RowErg
8
UNITS · NEXT SERVICE 2026-05-28
Eleiko Strength
22
UNITS · NEXT SERVICE 2026-06-04
PULSE HALO · CARDIO
Treadmill · 0.5kW
SERIAL · DOH-PHC-0042
INSTALLED · 2024-09-15
WARRANTY · 2026-09-15
AMC · ACTIVE
REQUEST SERVICE
A specialist will call within four hours, every working hour, every working day.
EQUIPMENT
ISSUE
20 · Application · Web · equipt.ae
Cream background. Bilingual lockup top-left. Chamfered hero panel. Anton hero headline. Manrope deck. Bright-gold CTA. JetBrains Mono spec line.
EQUIPT · QATAR HQ · GCC PARTNER · SINCE 2018
Premium fitness equipment, white-glove installation, decade-long service. We equip the floors that five-star operators across the Gulf cannot afford to get wrong.
CASE 04 · DOH-FRS-FLR2 · 42 MACHINES · ZERO DOWNTIME
QATAR · UAE · KSA
21 · Application · Vehicle livery
Navy-500 full body wrap. Cream wordmark on cab door (or bilingual lockup for GCC routes). Brass chamfer-flag running rear-quarter to tailgate — the geometric signature visible at distance. Q monogram on driver-side door corner. White phone in mono on rear bumper.
Material spec
3M IJ180Cv3 cast vinyl, navy-500 body wrap, brass chamfer-flag in API ColorFoil 314 vinyl-equivalent (or Kurz Luxor MTS 220 in GCC). Cream wordmark 800mm wide on cab doors. White phone number in JetBrains Mono on rear bumper. No website URL — let the brand do the work.
Q monogram standalone application
14mm brass-foil-equivalent vinyl decal on driver-side door corner (just below the door handle) and on the tailgate's lower-right corner. The mark, not the wordmark, is what the eye lands on at close range.
22 · Application · Uniform
Polo · navy
Sunspel-grade pique cotton. Navy. Brass-embroidered Q monogram on chest at 28mm height. Cream alternative for showroom-floor staff.
Cap · 6-panel
6-panel structured cap. Navy. Brass-embroidered Q monogram front-centre at 32mm height.
Install-day jacket
Heavy navy canvas work jacket. Brass-embroidered Q on chest. Mono spec line at hem. Worn by install team only.
22b · Application · Wayfinding & sign system
The Dubai showroom opens Q3 2026. Every install creates wayfinding need: room signs, floor markings, equipment ID plaques, AMC certificates fixed at point-of-service. §23 covers a single ceremonial entrance plaque. This section locks the full sign-system family — eight sign types, three materials, bilingual layout, scale + mount specs.
a · The eight sign types · function-first
01 · ENTRANCE PLAQUE
600 × 200mm · brushed brass on navy MDF · ceremonial · entrance only · see §23
02 · FLOOR SIGN · CATEGORY
STRENGTH
300 × 300mm · vinyl floor decal · §12b equipment icon + Anton label · placed at zone entry
03 · WALL · DIRECTIONAL
600 × 100mm · ink-900 anodised aluminium · cream Anton text · arrow + destination + floor
04 · WALL · ROOM
RECOVERY
قاعة الاسترداد
200 × 200mm · cream-300 acrylic · bronze left-rule · bilingual (Arabic underneath)
05 · EQUIPMENT ID PLAQUE
PULSE HALO · TREADMILL
DOH-PHC-0042 · 2024-09-15
80 × 40mm · machined brass · serial number + install date · fixed to every Equipt-installed machine
06 · AMC CERT PLATE
AMC ACTIVE · 10-YR
EXPIRES 2034-09-15
120 × 60mm · navy enamel on brass · bronze frame · fixed at gym reception point-of-service
07 · INSTALL-DAY TEMP
INSTALLATION IN PROGRESS
EXPECTED 14:00
A3 vinyl · cream stock · bronze dashed border · removed at handover · NEVER left in place
08 · VEHICLE DECAL
14mm bronze vinyl · driver-side door corner + tailgate corner · ten-year vinyl · see also §21 livery
b · Bilingual layout rules · Arabic-primary on government / institutional surfaces
DEFAULT BILINGUAL · GCC SHOWROOM + INSTALLS
RECOVERY
قاعة الاسترداد
Latin (Anton) on top · Arabic (Noto Sans Arabic Bold) below at 50% scale · 6mm gap. Use for: showroom rooms · install signage · public-facing wayfinding in QA/AE.
ARABIC-PRIMARY · KSA GOV + DEFENCE + MINISTRY
قاعة الاسترداد
RECOVERY
Arabic on top at full scale · Latin below at 70% scale · 4mm gap · per §05b Arabic-primary rule. Use for: KSA government signage · defence base installs · Qatari ministry surfaces.
c · Materials & mount specifications
| Sign type | Material | Mount | Vendor (UAE) |
|---|---|---|---|
| Entrance plaque | Brushed brass on navy MDF (38mm) | Concealed M6 standoffs · 12mm proud | Sign Plus DXB · or Doha Bindery |
| Floor sign | 3M IJ180Cv3 cast vinyl · matte laminate | Surface-applied · removable | Reflective Sign DXB |
| Wall directional | Anodised aluminium 2mm · ink-900 | VHB tape · flush mount | Sign Plus DXB |
| Wall room sign | Cream-300 cast acrylic 6mm · digital print | M3 standoffs · 6mm proud | Sign Plus DXB |
| Equipment ID plaque | Machined brass 1.5mm · laser-engraved · clear-lacquered | 3M VHB high-bond tape | Dubai Brass Co. · or Engrave-It Doha (for Qatar installs) |
| AMC cert plate | Brass with navy enamel infill · bronze frame | M4 screws · gym reception wall | Dubai Brass Co. |
| Install-day temp | Cream stock 250gsm · A3 portrait | Removable adhesive · cream painter's tape | Print-in-house · Equipt office |
| Vehicle decal | 3M IJ180Cv3 vinyl + ScotchCal 8519 lustre laminate | Bubble-free wet application | Wrap Studio DXB |
d · Application · Dubai showroom · zone-by-zone
| Zone | Signage | Bilingual mode |
|---|---|---|
| Entrance | 01 Entrance plaque + 03 Wall directional ("EQUIPT SHOWROOM" Latin + Arabic) | DEFAULT BILINGUAL |
| Cardio zone | 02 Floor sign (Cardio icon + label) + 05 ID plaque on every machine | DEFAULT BILINGUAL |
| Strength zone | 02 Floor sign (Strength icon + label) + 05 ID plaques + 04 Wall room sign | DEFAULT BILINGUAL |
| Recovery room | 04 Wall room sign (private · door-mounted) | DEFAULT BILINGUAL |
| Consultation lounge | 04 Wall room sign + 06 AMC cert plate display wall (showcase prior installs) | DEFAULT BILINGUAL |
| Service workshop · staff only | 04 Wall room sign with "STAFF ONLY · للموظفين" | DEFAULT BILINGUAL |
| Restrooms | 04 Wall room sign · MEN / WOMEN + Arabic | DEFAULT BILINGUAL |
SHOWROOM SIGN PACKAGE · 23 SIGNS TOTAL · BUDGET ESTIMATE AED 18,000-24,000 · INSTALL 2-DAY · TARGET HANDOVER 2026-Q3
Wayfinding forbidden
Decorative signage with no functional purpose · "Welcome" signs (sovereign brands don't welcome — they receive) · interior decorator signage in fonts other than Anton/Manrope/Noto Sans Arabic · partner brand logos on Equipt-zone wayfinding (partner marks live on the equipment plaque only) · neon · LED ticker · digital screens for static information (use printed signs · digital reserved for live AMC status only).
23 · Application · Showroom plaque
600 × 200mm entrance plaque. Solid brushed brass mounted on navy-painted MDF. Chamfered top-right corner. Q monogram routed through to backlight (LED behind cream acrylic shows the monogram glowing at night).
QATAR · UAE · KSA · SINCE 2018
24 · Application · Email signature
Locked HTML email signature. Wordmark on top, then a brass rule, then name + role + phone + email in that order. Never any quote, slogan, banner, or social link. Mono for contact details.
Yazan,
Proposal in your inbox Thursday morning. Call my mobile if anything's unclear.
Ivan
Ivan Kruger
FOUNDER · CEO
+974 5500 1234
ivan@equipt.shop
equipt.ae
25 · Application · Social grid
Alternate navy equipment shots, bronze accent graphics, and cream text posts. Aim for visual rhythm across the grid. Q monogram watermark bottom-right at 60px / 15% opacity on every image.
25.5 · Web & UI components
Every Equipt digital surface composes from this library. Components carry the brand DNA inherited from sections 03-09 (chamfer geometry, color discipline, type scale, motion grammar). Hover, focus, active, disabled — all states locked. Nothing improvised at component level.
Buttons · 4 variants × 3 sizes × 5 states
Button states · all 5 documented
Form inputs · all states · WCAG focus
Text · Select · Textarea
Checkbox · Radio · Disabled
Project scope · checkboxes
Lead-time preference · radio
Disabled inputs
Navigation · header · breadcrumb · tabs · pagination
Web header pattern · equipt.ae
إكويبت
Breadcrumb
Tabs
Bronze 2px underline marks active tab. Hover lifts color from graphite to ink. Never more than 5 tabs in a row — overflow into a "More" dropdown.
Pagination
Active state: ink flood + cream type. Hover: bronze border + bronze type. Chamfer 4px on each tile.
Card patterns · 6 variants
DEFAULT
Resting state. Cream-50 fill, hairline border. Use for spec lists, content blocks.
ELEVATED
Inset highlight + 8px shadow. Use for hero callouts, primary CTAs, top-of-page panels.
BRONZE-RULE
3px bronze left rule. Use for editorial pull-quotes, decision-rule callouts, premium notices.
DARK
Navy flood, cream type. Use for proof-stat panels, dark-section components.
CLICKABLE
Hover lifts -2px + bronze border + soft shadow. Use for nav tiles, project tiles, link-out tiles.
CHAMFERED
16px chamfer. Use for hero containers, modals, primary surfaces (not standard cards).
Feedback · alerts · toasts · badges · tooltips
Alerts · 4 severities
02 Marketing/Proposals/2026-Q2/.Toast · transient notification
Badges & tags · status markers
Tooltip
Overlay · modal · drawer · empty state · skeleton
Modal · 32px chamfer · navy backdrop 60%
CONFIRM REQUEST
Yazan will respond within 4 working hours with a draft proposal and on-site survey availability.
Drawer · slide-in from right
FILTER · 12 RESULTS
Empty state · no data yet
NO PROJECTS YET
When your first install is captured in Odoo, it appears here with timeline and AMC.
Skeleton · loading state · 1.4s shimmer
Web footer · multi-column · bilingual + meta
Premium fitness equipment, white-glove installation, decade-long service across the GCC.
QATAR · UAE · KSA · SINCE 2018
BRANDS
CONTACT
+974 5500 1234
+971 50 196 3265
ivan@equipt.shop
Hover & interaction grammar · master rules
| ELEMENT | HOVER | DURATION · EASE |
|---|---|---|
| Inline link | Bronze underline draws left-to-right | 240ms · ease-edge |
| Nav link | Bronze 2px underline + color graphite → ink | 240ms · ease-edge |
| Button (primary) | Background darker token + 1px lift + soft shadow | 240ms · ease-edge |
| Card (clickable) | Border bronze + 2px lift + soft shadow | 240ms · ease-edge |
| Photo tile | Slight 1.02 zoom + caption opacity 0.7 → 1 | 480ms · ease-edge |
| Form input | Border cream-500 → bronze | 240ms · ease-edge |
| Pagination tile | Border + text → bronze | 240ms · ease-edge |
RULE · Hover never appears on touch devices (use @media (hover: hover)). Active/tap state replaces hover on touch.
25.6 · Brand depth · extended applications
Every surface that touches a paying client gets a locked-down template here. No improvisation. No "we'll figure it out for this one." Each artifact below is the canonical reference — copy, adapt content only.
a · Co-brand lockups · partner relationships
Equipt brand always appears on the LEFT, partner on the RIGHT, separated by a 1px Gulf Bronze hairline at 1 cap-unit height. Equal vertical cap-height with partner mark. Partner role label below in mono. Never compete with partner brand colors.
Pulse Fitness
EXCLUSIVE UAE DISTRIBUTOR · UK
Concept2
AUTHORISED PARTNER · USA
Eleiko
PERFORMANCE PARTNER · SWEDEN
Watson
UK-ENGINEERED STRENGTH · BIRMINGHAM
Co-brand rules
Partner approval workflow
Pulse, Concept2, Eleiko, Watson all require co-brand asset sign-off before public use. Send the lockup with surface mockup to the partner brand contact in 04 Suppliers/{Brand}/Brand Contact/, get written approval, archive the email in the same folder. Use the brand-approved version forever.
b · AMC certificate · the official ceremonial document
CERTIFICATE OF MAINTENANCE
THIS IS TO CERTIFY THAT
Four Seasons
Doha
is bound to a 10-year Annual Maintenance Contract for 42 commercial-grade fitness machines specified, installed, and serviced by Equipt Qatar.
SERIAL · DOH-FRS-AMC-04221
EFFECTIVE · 2024-09-15
EXPIRES · 2034-09-15
FOIL SEAL
Production spec
c · Email signature · 380px wide HTML template
Ivan Kruger
CO-FOUNDER · MANAGING PARTNER
+971 50 196 3265
ivan@equipt.shop
equipt.ae · equipt.qa
Spec lock
RULE · Same template for every Equipt employee. Only name, role, phone change.
d · Proposal deck · 4 slide patterns
01 · COVER
02 · SECTION DIVIDER
Pulse Halo at the window line.
Silent belt + dual-airflow at 0.5kW per unit. Architectural visibility from the lobby. Specified for guest-floor acoustic load (under 42dB at 12kph).
03 · CONTENT
42
14
10
0
04 · STAT PROOF
Deck rules
16:9 aspect always. 4 slide patterns only: cover · section divider · content · stat. Every slide shows the page code (PROP-NNNNN · PNN) bottom-left and the Q mark bottom-right at 16-24px. Anton only on cover + section dividers (88px+). Manrope 700/18 for content slide titles. Brass / Bronze only on accent ("perform", numerals, eyebrow). No transitions, no animations — read like a printed look-book.
e · WhatsApp templates · profile + first-touch + follow-up
Profile + first-touch outbound
Ivan · Equipt
online
PROFILE · 88PX Q-MARK ON NAVY · NAME "IVAN · EQUIPT"
WhatsApp rules
f · LinkedIn templates · banner + post + carousel slide
Company-page banner · 1584 × 396px
Built to perform.
QATAR · UAE · KSA · SINCE 2018
Standard post · 1080 × 1080px
04 · 2026
42 machines.
14 days.
Zero downtime.
Four Seasons Doha · Floor 2.
Specified by Equipt. Installed by Equipt Qatar.
CASE 04
Carousel slide · 1080 × 1350px
SWIPE · 02 / 06
Specification
authority.
We don't sell equipment. We equip premium operators to win. The right brand for the right floor — across cardio, strength, functional, recovery.
g · Quote & invoice document · letterhead pattern
QATAR · UAE · KSA
Quote
QUO-04221 · 2026-04-30
FOR
Four Seasons Doha
F&B Director · GM Office
P.O. Box 24400 · Doha
FROM
Equipt Supplier WLL
Waseef 24A · Doha
+974 5500 1234
| Item | Qty | QAR |
|---|---|---|
| Pulse Halo Treadmill (UK) | 12 | 348 000 |
| Concept2 RowErg PM5 | 8 | 112 000 |
| Eleiko Performance Bar 20kg | 4 | 42 000 |
| White-glove install (incl.) | 1 | included |
| 10-year AMC contract | 1 | 98 000 |
VALID 30 DAYS · BUILT TO PERFORM.
Quote · invoice spec
{QUO|INV}-NNNNN · YYYY-MM-DD600 000 not 600,000)h · Print ad · full-page editorial format
Built to
perform.
We equip the floors that five-star operators across the Gulf cannot afford to get wrong.
EQUIPT.AE
EDITORIAL · MAGAZINE
EQUIPT × FOUR SEASONS
A floor that performs for a decade.
42 machines. 14 days to install. 18 months running. Zero downtime over four hours.
CASE STUDY · TRADE PRESS
DUBAI · 2026-Q3
Showroom
opening.
Dubai · By appointment.
EQUIPT.QA
BUILT TO PERFORM.
ANNOUNCEMENT · LOCAL PRESS
i · Gift box & packaging · the welcome ceremony
Gift box spec
Forbidden
Plastic packaging · ribbons in any color other than navy · printed cards (handwritten only) · branded swag from third parties (only Equipt + Pulse partner-approved items).
25.7 · Final polish
The deepest layer of the system. Every gap that separates a presentable brand from a world-class one — closed here.
a · 32-icon starter library · 24px grid · 1.5px stroke · square terminals
Built in-house. Never mixed with Material, Heroicons, or Font Awesome. Line-only by default; filled variant only for active state. Color: ink (default) or cream (on dark) — never gold/bronze.
b · Data viz · the look of an Equipt chart
CHART · STACKED BAR
DOHA INSTALLS BY VERTICAL · 2024-2026
CHART · KPI CARDS
PIPELINE
8.4M
AED · ACTIVE
CLOSE-RATE
34%
B2B · 90D
DEALS WON
42
2024-2026
AMC ACTIVE
24
CONTRACTS · 10YR
Chart primitives · the full set
CHART · LINE
PIPELINE BY MONTH · AED 000 000
CHART · STACKED AREA
REVENUE COMPOSITION · 2024-2026
CHART · DONUT
DEAL MIX · 2026 YTD
KPI · DELTA + SPARK
PIPELINE
8.4M
▲ 32% vs Q1
CLOSE-RATE
34%
▲ 6pt vs Q1
DEALS WON
42
▲ 12 vs 2024
CHURN
3%
▲ 1pt vs Q1
Chart palette · 8-step categorical · sequential · diverging
CATEGORICAL · 8 STEPS
Use in order. Series 1-3 cover 90% of charts. Reach for 4+ only when comparing 4+ verticals.
SEQUENTIAL · NAVY 100→900
Heatmaps · choropleth · density plots. Light-to-dark = low-to-high.
DIVERGING · BRONZE / NEUTRAL / NAVY
Variance · sentiment · YoY change. Cream = neutral midpoint.
Number formatting · regional
| Format | UAE · Latin | Qatar · Latin | KSA · Latin | GCC · Arabic gov |
|---|---|---|---|---|
| Currency | AED 600 000 | QAR 600 000 | SAR 600 000 | ٦٠٠ ٠٠٠ ر.س |
| Percent | 34% | 34% | 34% | ٪٣٤ |
| Date | 2026-09-15 | 2026-09-15 | 2026-09-15 / 1448-03-04 H | ٢٠٢٦-٠٩-١٥ / ١٤٤٨-٠٣-٠٤ هـ |
| Decimal | 8.4M | 8.4M | 8.4M | ٨٫٤ مليون |
RULE · Use thin-space U+202F as thousands separator on Latin surfaces (600 000, never 600,000). Use Eastern Arabic numerals (٠١٢٣٤٥٦٧٨٩) on Saudi government, Qatari ministry, and any Arabic-primary surface. Hijri date appears alongside Gregorian on KSA contracts and AMC certificates.
Chart accessibility + states
A11Y SVG PATTERN
<svg aria-labelledby="t d"> <title id="t">Pipeline by month</title> <desc id="d">Trends 4.2M to 8.4M with peak at month 6</desc> <polyline ... /> </svg>
Every chart carries title + desc. Screen readers narrate the trend, not the pixels.
CHART STATES
DATA LABEL CONVENTION
Spec values: JetBrains Mono 10px Gulf Bronze. Bar/line peak: one highlighted point per chart in Anton or bronze fill — never label every datapoint. Axis labels: Manrope 700 9px / 0.18em / uppercase / Graphite.
c · Photography post-grade recipe · Aman/Cereal register (Council 2026-05-02 rewrite)
Council Voice 2 (Editorial Art Director) flagged the prior recipe as "anti-Cereal" — Clarity +12 + Dehaze +5 produces a real-estate-listing punch, not editorial breath. Rewritten below: low-clarity, slight halation, split-tone toward navy in shadows + cream in highlights. Aman Tokyo Wellness / Cereal Magazine grade.
EXPOSURE
+0.10
CONTRAST
−12
HIGHLIGHTS
−25
SHADOWS
+22
BLACKS
+10 (lifted, RGB 14)
WHITES
−6
VIBRANCE
−6
SATURATION
−4
TEMP
+6 (warm)
TINT
+2 (magenta-warm)
CLARITY
0 (was +12 — killed)
DEHAZE
0 (was +5 — killed)
TEXTURE
−8 (soft micro-contrast)
SHARPEN
+25 / radius 0.7 / detail 20
VIGNETTE
0 (was −12 — killed)
HSL targeted adjustments · the Aman colour signature
HSL · ORANGE
Hue +4 · Sat −12 · Lum +8
HSL · BLUE
Hue −6 · Sat −8 · Lum −4
HSL · YELLOW
Hue +2 · Sat −10 · Lum +6
Split-tone · the navy-cream signature
SHADOWS
Hue 220 (navy-cyan) · Sat +8
HIGHLIGHTS
Hue 38 (warm cream) · Sat +4
Grain & output · film emulation, never digital crispness
GRAIN · AMOUNT
12 (Kodak Portra 400)
GRAIN · SIZE
40
GRAIN · ROUGHNESS
25
EXPORT · WEB
JPG · sRGB · q90 · 2400px long edge
EXPORT · PRINT
TIFF · ProPhoto · 16-bit · 350dpi
EXPORT · SOCIAL
JPG · sRGB · q85 · 1080px square
d · Accessibility · WCAG 2.1 contrast audit · all token pairings
| Pair | Sample | Ratio | AA Body 16+ | AA Large 24+ | AAA |
|---|---|---|---|---|---|
| Ink #1A on Cream #F0 | Aa | 16.6 : 1 | PASS | PASS | AAA |
| Cream #F0 on Navy #14 | Aa | 11.1 : 1 | PASS | PASS | AAA |
| Cream #F0 on Ink #1A | Aa | 15.5 : 1 | PASS | PASS | AAA |
| Bronze #B0 on Cream #F0 | Aa | 3.0 : 1 | FAIL | FAIL | — |
| Bronze-700 #8E on Cream | Aa | 4.8 : 1 | PASS | PASS | — |
| Bronze #B0 on Navy #14 | Aa | 3.7 : 1 | FAIL | PASS | — |
| Gold-bright #E0 on Ink | Aa | 10.4 : 1 | PASS | PASS | AAA |
| Graphite #3D on Cream | Aa | 10.7 : 1 | PASS | PASS | AAA |
| Mid #8C on Cream | Aa | 3.4 : 1 | FAIL | PASS | — |
Accessibility rules
@media (prefers-reduced-motion: reduce) · WCAG 2.1 SC 2.3.3.<img> mandatory, descriptive (not "image of"). Decorative imagery uses alt="".e · Grid system · 12 columns · 1280 max · 8px baseline
Breakpoints
| Mobile | 320 - 767px |
| Tablet | 768 - 1023px |
| Desktop | 1024 - 1439px |
| Wide | 1440 - 1919px |
| Ultra | 1920px+ |
Spacing scale · 8px base
| --sp-1 | 4px | tight inline gap |
| --sp-2 | 8px | icon to text |
| --sp-3 | 12px | internal padding |
| --sp-4 | 16px | card padding |
| --sp-5 | 24px | section gap |
| --sp-7 | 48px | major gap |
| --sp-9 | 80px | section padding |
f · Strategic foundation · moved to §01
Vision · Mission · Origin · Values were promoted to §01 Foundation on Council recommendation (v3.2 · 2026-05-02). The strategic chassis opens the manual rather than closing it. Six values cut to four distinct (Decade-thinking · Peer register · Specification before margin · Discipline) — see §01.
g · Tone variations by channel · same voice, different register
PROPOSAL
Authoritative · specific · unhurried.
Long-form. Numbers everywhere. No hedging. Reads like a Four Seasons design brief.
For Four Seasons Doha, we specified Pulse Halo cardio at the window line, Concept2 RowErg at the corner, and Eleiko Performance Power Bars on a custom platform. 42 machines. 14 days to install. Zero downtime over four hours in 18 months of service.
COLD EMAIL
Specific · curious · short.
3-4 sentences. Lead with a signal you observed. Never with introduction. Never with pitch.
Saw the Damac Hills wellness floor brief on the AD feature last week. The cardio sightlines through the glazing looked tight. Have you locked the spec? Happy to share what worked at Four Seasons Doha.
Warm · brief · no pitch.
2-4 lines max. No emojis. Self-introduce only when asked. Ends with a question, never a CTA.
Ivan Kruger, Equipt. We work with the Pulse and Concept2 brands across the GCC. Saw the AD piece, the cardio zone caught my eye. How are you handling sightlines through the glazing?
INSTAGRAM CAPTION
Editorial · spare · zero hashtag noise.
Two sentences max. Numerals over adjectives. Tag the partner brand and the venue, never the agency.
42 machines. 14 days to install. Zero downtime over four hours.
Four Seasons Doha · Floor 2. Built to perform.
LINKEDIN POST
Operator-to-operator · specific · proof-led.
Lead with a number or a moment. End with what we learned. No "thrilled to announce", no rocket emojis.
10 years ago I learned that the cheapest cardio is the cardio that fails in 18 months. Last week we removed a competitor's $6k treadmill from a Marina tower at month 14 and replaced it with a Pulse Halo. Spec right the first time.
PHONE / VOICE
Calm · paced · ends with a named next action.
Slow speech. Confirm understanding. Never close on the call — set the next concrete step instead.
"Right — so the wellness floor opens in November. I'll have Yazan walk the site Tuesday at 11. He'll send the draft spec by Friday. Sound right?"
h · Legal · trademark · attribution · confidentiality
Trademark usage
Attribution & confidentiality
26 · Restrictions
Non-negotiable rules. Breaking these breaks the brand. Treat as the constitution.
Never type "EQUIPT" as text. Always use the wordmark SVG. No exceptions.
Never use a serif typeface anywhere. Sans-only system. Anton + Manrope only. Source Serif, GT Sectra, Fraunces, Editorial New, Tiempos all retired.
Never load Raleway, Inter, Bricolage, Gotham, or any prior typeface. Anton + Manrope + JetBrains Mono + Noto Sans Arabic only.
Never use Anton below 88px. Display only. Never for body, deck, caption, or section heads.
Never use Manrope above 96px. Anton owns the hero scale.
Never use bright gold and brass in the same composition. Action gold and editorial brass occupy separate moments.
Never use Gulf Bronze above 2% surface area. Signature accent only. One numeral, one rule, one corner triangle per surface.
Never combine chamfered corners with rounded corners on the same component. Pick one geometry. Edge wins on every primary surface.
Never use stock photography. Ever. Period. Never humans in marketing photography.
Never let a CTA share a page with another CTA. One dominant action per page.
Never auto-translate Arabic for client-facing surfaces. Wordmark is commissioned; body Arabic is Noto Sans Arabic.
Never use comma decimal separator. Thin-space (U+202F): 85 000 not 85,000.
Never end a client message without a specific named next action. "Ivan will call Tuesday at 11" — not "let us know if you have any questions."
Never sign with anything but full name, role, phone, email — in that order. No quote, no slogan, no banner.
Never use exclamation marks on Equipt collateral. Period.
Never use three or more typefaces in a single composition. Anton + Manrope = 2. Mono + Arabic are role-specific extensions.
27 · Tokens reference
Single source of truth. Components consume tokens; tokens consume primitives; nothing consumes raw hex. Generated from equipt-tokens.json (DTCG).
/* equipt-tokens.css · v3.0 · single source of truth */ :root { /* ── Color · Primary ────────────────────────── */ --navy-500: #14304D; --cream-300: #F0EDE8; --gold-bright-500: #E0A905; /* CTA only · 5% rule */ --brass-500: #B8923A; /* editorial · 3% */ --gulf-bronze-500: #B08747; /* signature · 1-2% only */ --ink-900: #1A1A1A; /* primary logo + text */ /* ── Typography ─────────────────────────────── */ --display: 'Anton', sans-serif; /* hero · 88px+ only */ --body: 'Manrope', system-ui, sans-serif; /* everything else */ --mono: 'JetBrains Mono', monospace; --arabic: 'Noto Sans Arabic', sans-serif; /* ── Spacing · 8px base ─────────────────────── */ --sp-1: 4px; --sp-2: 8px; --sp-3: 12px; --sp-4: 16px; --sp-5: 24px; --sp-6: 32px; --sp-7: 48px; --sp-8: 64px; --sp-9: 80px; /* ── Motion ─────────────────────────────────── */ --ease-edge: cubic-bezier(0.20, 0.00, 0.00, 1.00); --dur-micro: 120ms; --dur-std: 240ms; --dur-hero: 480ms; --dur-edit: 800ms; /* ── Edge geometry ──────────────────────────── */ --edge-sm: polygon(0 0, calc(100% - 8px) 0, 100% 8px, 100% 100%, 8px 100%, 0 calc(100% - 8px)); --edge-md: polygon(0 0, calc(100% - 16px) 0, 100% 16px, 100% 100%, 16px 100%, 0 calc(100% - 16px)); --edge-lg: polygon(0 0, calc(100% - 32px) 0, 100% 32px, 100% 100%, 32px 100%, 0 calc(100% - 32px)); } /* prefers-reduced-motion · WCAG 2.1 SC 2.3.3 */ @media (prefers-reduced-motion: reduce) { *, *::before, *::after { animation-duration: 0.01ms !important; transition-duration: 0.01ms !important; } }
DTCG-compliant token JSON · machine-readable source of truth
CSS variables above are generated from the JSON below. Style Dictionary builds equipt-tokens.css (web), EquiptTokens.swift (iOS), equipt_tokens.xml (Android), and tokens.figma.json (Figma) from the same source. Per Council 2026-05-02 (Block B).
/* /tokens/core.json · DTCG format · single source of truth */ { "$schema": "https://schemas.designtokens.org/draft/2024-12/dtcg.schema.json", "color": { "navy": { "500": { "$value": "#14304D", "$type": "color", "$description": "Brand navy · default surface for dark contexts" }, "700": { "$value": "#0B1F33", "$type": "color" } }, "cream": { "300": { "$value": "#F0EDE8", "$type": "color", "$description": "Brand cream · default surface for light contexts" } }, "gulf-bronze": { "500": { "$value": "#B08747", "$type": "color", "$description": "Signature accent · graphic use only · NEVER body text on cream (3.0:1 fails AA)" }, "700": { "$value": "#8E6C39", "$type": "color", "$description": "Accessible bronze · 4.8:1 on cream · use for accent text" } }, "semantic": { "accent-text": { "$value": "{color.gulf-bronze.700}", "$type": "color" }, "focus-ring": { "$value": "#0B5FFF", "$type": "color", "$description": "Cobalt · 4.5:1 on cream · 6.9:1 on navy · WCAG SC 2.4.7" } } }, "space": { "4": { "$value": "16px", "$type": "dimension" }, "7": { "$value": "48px", "$type": "dimension" } }, "font": { "family": { "display": { "$value": "Anton, sans-serif", "$type": "fontFamily" }, "body": { "$value": "Manrope, system-ui, sans-serif", "$type": "fontFamily" }, "mono": { "$value": "JetBrains Mono, monospace", "$type": "fontFamily" } } } }
Dark-mode semantic layer · AMC mobile app
/* equipt-tokens.css · semantic mapping with dark-mode override */ :root { --bg-primary: var(--cream-300); --bg-elevated: var(--cream-50); --surface-1: var(--cream-50); --surface-2: var(--cream-100); --surface-3: var(--cream-300); --text-primary: var(--ink-900); --text-muted: var(--ink-700); --border-default:var(--cream-500); } [data-theme="dark"], @media (prefers-color-scheme: dark) { :root:not([data-theme="light"]) { --bg-primary: var(--navy-900); --bg-elevated: var(--navy-800); --surface-1: var(--navy-800); --surface-2: var(--navy-700); --surface-3: var(--navy-600); --text-primary: var(--cream-300); --text-muted: var(--navy-200); --border-default:var(--navy-700); } }
Per-platform export targets
WEB
tokens/build/web/equipt-tokens.css · CSS custom properties · consumed by equipt.ae + equipt.qa
iOS
tokens/build/ios/EquiptTokens.swift · Swift static struct · consumed by Equipt Service AMC app
ANDROID
tokens/build/android/equipt_tokens.xml · resources · consumed by Equipt Service Android
FIGMA
tokens/build/figma/tokens.figma.json · Tokens Studio plugin format
tokens/build/print/equipt-pantone-cmyk.json · PMS + CMYK + foil SKU references
DOCS
tokens/build/docs/contrast-audit.json · WCAG ratio for every fg/bg pair · regenerated on every commit
28 · Governance
Source of truth
This document on Drive at Shared drives/EQUIPT/00 Brand/Identity v3.0/. When this manual and any other artifact disagree, this manual wins. Foundation document is the constitution.
Asset library
00 Brand/Identity v3.0/04 Logos/ — wordmark Latin (black/cream/bronze/navy SVG) · wordmark Arabic (Lara Captan delivery) · bilingual lockup (horizontal + stacked) · Q monogram standalone (6 sizes × 7 colors) · favicon kit.
Approval
Ivan signs off on any v3.x changes. Kosta owns marketing-surface adherence. Any divergence requires a dated entry in 01 Foundation/decisions/ with reason. No silent drift.
Cadence
Quarterly audit. v3.x patches allowed for clarifications and additions. v4.0 requires a full rebuild (research → council → lock).
Three roles
Brand owner: Ivan Kruger. Final adjudicator on all v3.x decisions. Marketing surface owner: Kosta. Adherence on web, social, paid, look-book, content. Operations adherence: all team members. Read this manual once, follow it always.
29 · Asset library
Every production-grade asset referenced in this manual lives in Drive. Never re-create. Never re-trace from screenshots. If you cannot find something here, ask Kosta — do not improvise.
Logo & identity marks
Photography · approved selects
Reference aesthetic photography (Unsplash · CC0)
Used in §10 as the documented visual register Equipt photography must match. Replace each tile as commissioned Equipt photography ships. Unsplash License permits commercial use; attribution to photographer is courtesy.
System & reference files
Code & tokens
~/ivan/equipt/brand-guidelines/v3/index.html02 Marketing/Brand/EQUIPT_Visual_Manual_v3.0/index.htmlequipt-tokens.json (export pending)equipt-tokens.css for Kosta site PRindex.html · ID #equipt-wordmarkindex.html · ID #equipt-q-iconProduction assets · Drive paths
02 Marketing/Brand/Logos/02 Marketing/Brand/Photos/Edited/02 Marketing/Product Images/By Supplier/02 Marketing/Proof/Projects/02 Marketing/Inspiration & Mood Board/02 Marketing/Brand/Templates/Naming & export rules
Logos: equipt-{wordmark|icon}-{latin|arabic|bilingual}-{black|cream|bronze|navy|white}.svg · always SVG when possible · PDF master for print runs · PNG only as fallback at 2x (retina). Photography: 16:9 web hero (1920×1080), 4:5 IG (1080×1350), 3:4 print (2400×3200), 1:1 grid (1080×1080). Naming: EQT-{type}-{NNN}-{descriptor}.{ext}. Export from master finals; never re-edit JPGs.
29b · Brand audit scoring rubric
Discipline at adoption. Kosta scores every new outbound surface (proposal · deck · email · IG post · LinkedIn post · ad · landing page · trade-show graphic · uniform run · sign-shop order) against this 20-item rubric before it ships. 90+ ships · 70-89 ships with one revision · <70 returns to draft. The rubric is the brand guideline's enforcement layer.
| Q | Question | Pts | Ref |
|---|---|---|---|
| A · IDENTITY (25 pts) | |||
| 01 | Wordmark or Q monogram present (per §06.5 decision rule)? | 5 | §03 §04 |
| 02 | Logo at correct color variant for surface (one of seven locked)? | 5 | §03 |
| 03 | 1-cap-unit clear-space respected on all four sides? | 5 | §03b |
| 04 | Logo at minimum size (100px digital · 22mm print)? | 5 | §03 |
| 05 | Reproduced from canonical SVG/PDF source (not re-typed, not screenshot)? | 5 | §29 |
| B · TYPE & COLOR (25 pts) | |||
| 06 | Display type Anton at 88px+ only (never below)? | 5 | §07 |
| 07 | Body type Manrope · 16-22px range · weight 400-700? | 5 | §07 §08 |
| 08 | 60-30-8-2 color ratio respected (cream-300 / navy-500 / brass / Gulf Bronze)? | 5 | §06 |
| 09 | Bronze accent text uses Bronze-700 (#8E6C39) — NOT bronze-500 — for body sizes? | 5 | §25.7d |
| 10 | No more than ONE Gulf Bronze accent moment per composition (1-2% rule)? | 5 | §06 |
| C · GEOMETRY & SYSTEM (15 pts) | |||
| 11 | Edge geometry (45° chamfer top-right + bottom-left) on primary surfaces? | 5 | §09 |
| 12 | 8px spacing scale used (no 5px / 7px / 13px arbitrary values)? | 5 | §25.7e |
| 13 | Photography is Equipt-shot OR clearly tagged as reference (not stock)? | 5 | §10 |
| D · VOICE & LANGUAGE (20 pts) | |||
| 14 | Tagline used at hero scale = "Built to perform." (vertical lines body-only)? | 5 | §02 |
| 15 | No forbidden words (solutions, bespoke, world-class self-applied, AI client-facing)? | 5 | §15 |
| 16 | Numerals use thin-space U+202F (600 000, never 600,000)? | 5 | §15 §25.7b |
| 17 | Bilingual lockup present on GCC surface (or Arabic-primary on KSA gov)? | 5 | §05 §05b |
| E · TECHNICAL (15 pts) | |||
| 18 | WCAG AA contrast verified (body 4.5:1 · large 3:1 · focus 3:1 against background)? | 5 | §25.7d |
| 19 | Co-brand lockup (if present) follows §06.6 sign-off path with written partner approval? | 5 | §06.6 |
| 20 | Page code present (e.g. PROP-NNNNN · PNN) for traceability? | 5 | §25.6d §25.6g |
Scoring bands
| 90-100 | SHIP · sign-off, send |
| 70-89 | ONE REVISION · fix flagged items, re-score |
| 50-69 | RETURN TO DRAFT · structural rebuild required |
| < 50 | BLOCK · escalate to Ivan before any rework begins |
Scoring cadence
Every new outbound surface scored before send · scoresheet stored at brand-guidelines/audits/YYYY-MM-DD-{surface-slug}.md · monthly trend report aggregates all scores into the §00 Governance audit cadence.
Auto-disqualify (instant 0 / block)
Worked example · last 4 surfaces audited (Q2 2026)
| Surface | Score | Verdict | Flag |
|---|---|---|---|
| Damac proposal v2.1 | 95 | SHIP | Q15 minor: word "ecosystem" snuck in · accepted with edit |
| Eid Al Fitr greeting card · cream stock | 100 | SHIP | Clean |
| Pulse Halo IG carousel · 6 slides | 82 | REVISE | Q11 missing: no chamfer on slide 4 · Q08 ratio off |
| Yazan cold-email blast · 12 prospects | 63 | RETURN | Q01 + Q05 missing (no logo, raster screenshot used) |
30 · Glossary
A brand book without a glossary is a system the team can't speak fluently. Every term used across the manual — typography, print, Arabic typography, photography, motion, governance — defined in plain language with a section reference.
A · B · C · D · E · F · G
H · I · J · K · L · M · N · O
brand-guidelines/decisions/onboarded.md. SEE §00P · Q · R · S · T · U · V · W · Z
PROP-04221 · P14). Required for traceability. Audit Q20. SEE §29bdirection: rtl on Arabic body type. Bilingual lockups respect this internally even when in Latin-primary layout. SEE §05 §05b600 000, never 600,000). SEE §15GLOSSARY · 60 TERMS · v3.3.5 · 2026-05-02 · WORD GETS A DEFINITION OR IT GETS DELETED FROM THE MANUAL
Changelog
Critical-craft patch following the 5-voice council audit (Color, Typography, Spatial, Material + Codex independent). All MUST-FIX items closed. No layout or section changes.
--accent-text #8E6C39 → #6B4F24 (4.13 → 6.49:1 on cream-300, AA+ pass). --focus-ring-color split into --focus-ring-color-light #1F3A8A (8.86:1 on cream) + --focus-ring-color-dark #FFD37A (11.80:1 on navy-700). Section-scope override on .dark/.deep picks the correct ring. Gold-bright #E0A905 explicitly forbidden as text on cream (1.83:1 fails AA) — permitted only as solid CTA fill behind ink-900 (8.16:1 pass).--fs-caption through --fs-hero added to :root.DEFERRED TO v3.3.2 · further typography polish (italic accent governance · Arabic line-height tuning) · production paper-weight specs · expanded co-brand examples · sonic logo commission. Council re-verdict scheduled post-patch.
Polish lap. Five council backlog items closed. Real Equipt photography replaces stock reference imagery throughout.
install-dsc09657 (high-end facility), install-dsc09625 (Equipt-installed Xmaster floor), equipt-eq2/3/4 (branded EQ shoot). All sourced from 10 Archive/Sort This on Equipt/. Drive shoot files retained as masters; resized to 1600px max for the manual.line-height: 1.85 minimum. Display Arabic (700-800) line-height: 1.4. Bilingual paragraphs MUST use the Arabic minimum (1.85) on the Arabic block — never inherit Latin's 1.5. Tight Arabic leading reads aggressive in GCC editorial register.DEFERRED TO v3.4 · Captan Arabic wordmark commission (Q3 2026 · USD 1.5k) · live Doha + Dubai photography shoot (when budget unlocks) · video brand-film grade (Phase 4 hero on equipt.ae).
v3.3.2 · council backlog cleared · 2026-05-02
Partner specimen gallery added (§06.7). Real Pulse Fitness UK Premium-line photography from the distributor asset library + Xmaster identity + Equipt-installed venue reference. The brand book now shows the actual product the brand sells.
04 Suppliers/1 - Pulse Fitness/Pulse - Product Line Images/Cardiovascular/. Xmaster mark + Equipt-installed Xmaster floor reference. SKU + brand attribution on every specimen card. Source + permissions block calls out the exclusive-distributor relationship.brand → cname.vercel-dns.com) + Vercel TXT verification (_vercel.equipt.ae) provisioned. Custom domain attached to equipt-brand-guidelines Vercel project. The manual now lives at its canonical URL.v3.3.3 · partner specimens live · canonical URL active · 2026-05-02
Big push. Partner gallery extended across cardio + strength + functional. New §06.8 Partner Constellation with all 9 distributed brands. New §16b Mock Proposal Cover demonstrating real composition. Manual now has both the parts and a full assembled artifact.
02 Marketing/Associated brand-logos/. Stored at assets/photos/partners/logos/. Sized to 600px for crisp render at any logo position.v3.3.4 · partner gallery + constellation + mock proposal cover · 2026-05-02
Council craft-crit response. 4 of 6 voice findings closed. Manual now governs real-world reality (harsh sun · paper substitution · external voice references · Tuesday-4pm findability) — not just studio aesthetic.
--field-warm-300 #E8DFCE · --field-warm-500 #C7B89A · --field-warm-700 #8C7C5E. Decision-rule table maps cream-vs-field by surface: paper/web/deck = cream · photo composite/install grid = field-warm-300/500 · full-bleed install hero = field-warm-700.DEFERRED · #2 custom display face commission (Q3 2026 · ~$8-15k OR interim Söhne Breit ~$600) · #6 Four Seasons Doha provenance label (pending Ivan confirmation: real signed install vs illustrative example).
v3.3.5 · LOCKED 2026-05-02 · 4 of 6 council craft-crit findings closed