Atelier Pilates Brand Identity System
Brand Identity
atelier
Pilates
Volume I Movement as a practice. Precision as a ritual. Spring 2026
Contents
Nine chapters,
one system.
A strategic and visual guide to the Atelier Pilates identity — who it is for, how it looks, and how it speaks.
Brand Identity
Volume I · MMXXVI
Vol. I
02
01Brand StoryWhy we exist03 02Brand StrategyPositioning & audience04 03Logo SystemMarks & usage05 04TypographyFamilies & scale06 05Color PaletteCore & extended07 06Verbal IdentityHow we speak08 07Photography DirectionThe visual world09 08Brand in UseTouchpoints10 09One Identity, Every TouchpointThe digital expression11
01 · Brand Story
Why the studio exists.
Vol. I
03
Atelier began with a single idea: that strength is a quiet craft, practiced slowly, in a room that asks nothing of you but your attention.
Small by design
Four to a class, so no one is ever a number in the room.
Taught, not counted
Every movement is guided, corrected, and understood.
Slowness is the method
Progress is patient. We measure it in control, not speed.
Movement as a practice.
Precision as a ritual.
Founded MMXXVI
Reformer Studio
02 · Brand Strategy
Who it is for, and what it stands for.
Vol. I
04
Positioning
A quiet-luxury reformer studio built around intentional movement, precision, and considered design.
Audience
01Design-conscious professionals
02Wellness-minded women
03Quality over quantity
04A boutique room over a commercial gym
Brand attributes
Quiet
Architectural
Warm
Intentional
Editorial
Disciplined
03 · Logo System
One mark, six arrangements.
Vol. I
05
Primary
atelier
Reformer Studio
Secondary
a t e l i e r
Monogram
a
Stacked
atelier
Pilates
Seal
a
Atelier Pilates
Inline
atelier
Pilates
Clear space
Keep clear space equal to the height of the a on every side.
Color
The mark is burgundy. It reverses to paper on dark and to blue on burgundy.
Restraint
One mark to a surface. Never restyle, stretch, or recolor it.
04 · Typography
One signs, one works, one records.
Vol. I
06
Aa
Fraunces
The editorial voice
Movement as a practice.
Precision as a ritual.
ABCDEFGHIJKLMNOPQRSTUVWXYZ  abcdefghijklmnopqrstuvwxyz  1234567890  &.,;:’
Aa
Fraunces
Display · Editorial
An hour, before everything.
a
Söhne
Wordmark · Logo Only
the reformer
Aa
DM Sans
Body & Labels
Small classes, taught slowly.
Aa
DM Mono
Figures & Folios
07:00 · 2 spots
Scale · Fraunces
64Display
36Section title
22The editorial subtitle
15Body copy runs in DM Sans.
Pairing rules
01Söhne signs. It is reserved for the wordmark and nothing else.
02DM Sans carries the work. All body, labels, and interface sit here.
03Fraunces adds the feeling. One editorial line per surface, never a headline substitute.
05 · Color Palette
Two grounds, one mark, two accents.
Vol. I
07
Core — Six
Paper
Ground
#F7F5F2
Snow
Separation
#FAFAF8
Pastel
Air
#C1DBE8
Buttermilk
Warmth
#FFF1B5
Burgundy
Mark
#43302E
Ink
Word
#1A1A1A
Extended — Support
Sepia
#8C7C6A
Stone
#6E665E
Brown Soft
#6E5650
Espresso
#2A2521
Blue Deep
#8FB6C8
Surfaces
Paper is the default ground. Snow separates two paper planes. Burgundy carries reversed surfaces.
The mark
Burgundy is the wordmark. It reverses to paper or butter on dark, and to blue on burgundy.
Accents
Pastel is a field, not a type color. Buttermilk is the single warm note. One accent per surface.
06 · Verbal Identity
How the brand actually speaks.
Vol. I
08
Sample headlines
Movement as a practice.
Precision as a ritual.
Strength, taught softly.
Practice, not performance.
An hour, before everything.
Calls to action
Book a Class Reserve Your Reformer View Schedule Begin Your Practice
Microcopy
You’re booked.
See you tomorrow.
Join the waitlist.
Class full.
07 · Photography Direction
Warm light, quiet bodies, tonal ground.
Vol. I
09
Studio
Inside the studio
Light
Warm and natural. Low sun, long shadow, never a hard flash.
Movement
Stillness over action. A held pose, a breath, a pause.
Materials
Wood, linen, leather, skin. Honest texture, tonal and quiet.
Composition
Generous space. One subject, centred calm, clean margins.
08 · Brand in Use
The identity, out in the world.
Vol. I
10
Studio signage
atelier
Pilates
Membership card
atelier
Member
0042 · 8817
Romana Vidal · Founding Member
Instagram templates
An hour, before everything.
Now booking
Spring
Reformer
atelier
Grip socks
a
a
Water bottle
atelier
Tote bag
atelier
Pilates
09 · One Identity, Every Touchpoint
The identity, translated to digital.
Vol. I
11
Desktop — Homepage
atelierpilates.co
atelier
ClassesMembershipJournalBook
Movement as a practice. Precision as a ritual.
Book a Class View Schedule
01
Reformer
02
Private
03
Membership
Mobile — Booking
9:41Atelier
atelier
Book
WED
12
THU
13
FRI
14
The Classical Fifty
07:00 · 2 spots
Reserve
Reformer Flow
08:30 · Full
Waitlist
Private Session
10:00 · 1 spot
Reserve
Reserve Your Reformer
atelier
Brand Identity · Volume I
Issued Spring 2026
Atelier Pilates