APAX_BrandGuideline

BRAND
GUIDELINE
APAX Sports Massage Therapy
Version 1.0

APAX Sports Massage Therapy 2
Brand Guideline

CONTENTS
BRAND BACKGROUND
Company Introduction
Company Structure
Service Introduction
Brand Mission & Vision
IDENTITY STRATEGIES
Target Audience
Competitor Analysis
Selling Point
SWOT Analysis
Tone & Persona
VISUAL IDENTITY SYSTEM
Naming
Brand Slogan
Brand Logo & Usage
Brand Colour Palette
Brand Typography & Layout
Brand Graphic
Photo Choice & Art Direction
APPLICATION
Tengible Assets
Digital Assets
Motion Graphic Assets
01
02
03
04
5
6
7
8
10
11–12
13
14
15
17
18
19–25
26–28
29–33
34–36
37–38
40–43
44–47
48–49
Chapter Content Page
Brand Guideline
All right reserved for Kelvin Ho Design

BRAND
BACKGROUND
01
Company Introduction
Company Structure
Service Introduction
Brand Mission & Vision
Brand Guideline

COMPANY
INTRODUCTION
Solution for sports performance
APAX Sports Massage Therapy ("APAX") is a Hong Kong-based
company that provides sports massage therapy. The company was
founded by Lucas Lam with the aim of helping athletes to improve
their performance and prevent injuries.
As a bodybuilding athlete, fitness trainer and certified sports
massage therapist, Lucas saw the need of high-quality therapy
services focusing on enhancing sports performance. Our
philosophy is to combine the therapist's practical sports experience
and the professional knowledge on massage therapy to assist
athlete reaching their goals.
Brand Positioning

COMPANY
STRUCTURE
APAX Sports Massage Therapy was formerly known as Lucas
Fitness Therapy. The purpose of the rebranding is to transform
from a personal business to a company-scale structure. This
change benefits the business to increase opportunities and
prevents it from being solely associated with its founder.
The new company structure expands and includes several
components. Each individual can have their personality but
should not violate the master brand (APAX)'s identity. Former Identity GRAPH OF HIERARCHY
LUCAS LAM
Head Therapist
Master brand
VICTOR CHAN
Therapist
STAFF B
Therapist
...
Brand Positioning

SERVICE
INTRODUCTION
APAX provides a range of services for athletes, particularly
bodybuilders. The center focuses on three main treatments:
massage therapy, cupping treatment, and IASTM treatment.
These therapies are techniques designed to reduce muscle
tension, improve blood circulation, and increase flexibility.
With the philosophy on enhancing athlete performance,
APAX tailors personalized treatment plan for each athlete's
requirements and situation.
Treatment procedure
Main services
DEEP
MASSAGE
CUPPING
THERAPY
IASTM
TREATMENT
01
ASSESSMENT
02
TREATMENT
03
CORRECTIVE
EXERCISE
04
REASSESSMENT
& FOLLOW-UP
Brand Positioning

BRAND
MISSION &
VISION
VISION MISSION 01 Support athletes in attaining their performance targets
02 Share the passion with athletes on sports
03 Advocate for a sports and wellness-oriented lifestyle
04 Apply expertise in therapy to address health issues
05 Promote secure and productive sports practices
06 Ensure safe, professional and private therapy environment
APAX has a unique vision in the demand of massage
therapy for athletes, which is rare for a company to
focus on sports and athletes in Hong Kong.
We believes that sports massage therapy is an
essential part of an athlete's training regimen.
Athletes have more experience in sports, giving them
an understanding of how muscles, tissues, and body
structure affect sports performance. Due to their
needs and goals, they can understand the benefits of
massage therapy, which aligns with APAX's motive.
We have a vision to be the go-to destination for
athletes who are looking for effective and targeted
massage therapy services.
Brand Positioning

IDENTITY
STRATEGIES
02
Target Customer
Competitor Analysis
Selling Point
SWOT Analysis
Tone & Persona
Brand Guideline

TARGET
AUDIENCE
By identifying and understanding needs and preferences
of target audience, we can tailor our messaging,
marketing, and identity strategy to better resonate with
our audience and effectively communicate our value
proposition. It can help to build brand loyalty, increase
customer engagement, and drive sales.
Bodybuilders typically focus on building
muscle mass, strength, and definition, and
often compete in bodybuilding competitions
to showcase their physique. Bodybuilding
requires a disciplined and rigorous training
regimen, as well as a strict diet and lifestyle.
Gender Male & Female
Age 18 — 45
Region Hong Kong
• Create professional reputation for the brand
• Main customer group
• Achieve their fitness goals
• Mature & professional knowledge on sports
• Possibility to forsee the improvement
• Sports, Strong, Cool, Muscular, Bold • Sports, Comfortable, Relax, Wellbeing
Athlete refers to a broad meaning of the general
public who love/ do sports. They range from
amateur enthusiasts to professional competitors,
and may participate in a wide variety of sports,
including team sports, individual sports, and
endurance events.
• Wide range of customers
• Make the brand more approachable
• Relaxation
• Guidance on sports performance
• Privacy & safety
BODYBUILDERS ATHLETES
Primary TA Secondary TA
Who they are
General features
Importance
Need & Desire
Taste Taste
Who they are
Importance
Need
Identity Strategies

COMPETITOR
ANALYSIS
Hong Kong Rehab &
Sport Centre
Bre Lab 24/7 Fitness Centre
Wanchai
Physiotherapy
Centre Limited.
RSC-HK should be the main competitor to APAX.
Their complete SNS content can be referencable.
Their TA is broader than APAX, but, at the same
time, can be a potential crisis, as their TA is not
focusing as APAX. APAX can show an ambitious
target on "Sports" to compete.
Bre Lab positions themself as a high-end service.
The entire look and feel can show a sophisticated
and mature design. The position helps them
to run its business in high price region. The
comprehensive tone and manner, and strategies
on positioning to market can be learnt.
24/7 Fitness is the largest scale fitness centre in
Hong Kong. Although its main business is not on
massage therapy, its large customer size makes
it become one strong competitor to APAX. The
massage therapy is only the side business. Its
complete service from fitness, trainer programme,
courses, massage, stretching... create a full
package product, making customer feels
trustworthy and "join for one-goal".
All physiotherapy services can be treated as a
competitor, as the TA and provided solution is
very similar to APAX. One crisis from them is
that the services provided is more reputative
with certification and qualification support. APAX
should seek for an image of expertise & unique
selling point to compete with them.
• Injuries from work
• Sport/athletes
• Woman
• Office Ladies
• Gym Member • Housewifes
• Everyone
• Approachable
• Local
Low – Medium High Low – Medium Medium
• Relax
• Wellbeing & lifestyle
• Trustworthy
• Comfortable
• Professional
• Direct
Analysis Analysis Analysis Analysis
Target audience Target audience Target audience Target audience
Colour palette Colour palette Colour palette Colour palette
Tone
Class Class Class Class
Tone Tone Tone
Identity Strategies

COMPETITOR
ANALYSIS
In the market of massage therapy, we can see
the trend of using "wellness" to position the brand
for higher class and targetting high price range.
However, it may not suit the direction for APAX,
due to its practical business nature and the service
provided.
APAX tend to uses the concept of "strong
understanding on athletes need" as the selling point.
With this strategy, we can see there are a lot of
At present business, the position and selling point
of APAX is in the process of development and
need effort in enhancing the bargaining power to
increase the service charge, especially in the high
competitive market. Although an unqiue selling point
is suggested. It requires a process (a period of time)
to let the TA understand the "good" of the APAX
service. As a result, it is recommended that the price
can keep as "Low - Medium" and step by step to
increase in the future.
APAX should own a unique palette, which is different
from the existing brand in the market.
The graph can briefly show the
recommended position of APAX.
These will affect the visual look &
message.
Target audience & Tone Price range
Colour Palette
Position of Tone
Relaxation /
solving strain
Sports performance
LOW
MEDIUM
MEDIUM
HIGH
Target
existing competitors doing the same concept
in the market. In order to compete with them,
it is recommended that APAX should show a
more unique target group and reveal a clear
service target, which the market now is now
lack of. As a result, in terms of identity, the tone/
massage of "sport/ sportmanship", "focus",
"boosting performance" should be a key to
convey a visionary messsage which can show
the difference to the other brands.
APAX palette
Identity Strategies

SELLING
POINT
These selling point can be applied in tone
of voice, content, messages and visual of
the brand marketing, promotion, service and
business direction.
BOOST PERFORMANCE PRIVACY
REGULAR MAINTENANCE COMPLETE SOLUTION
LINK TO BODYBUILDING SAFE & PROFESSIONAL
Primary selling points Secondary selling points
The common sports massage therapy
features is helping the patients to "fix" or
"rehabilitate" their injuries. APAX services
hopes to go a step ahead. It combines
the knowledge of massage therapy and
experience in sports to help improving the
clients sports performance. This selling point
makes that the service is not only demanded
when injuries occur. Client can use the
services as a regular maintenance.
Moreover, the business shows strong
connection with the bodybuilding industry,
including Lucas, the founder, as a bodybuilder,
famous bodybuilder client, promotion in
the contest etc. This selling point shows its
reputation, professionalism, making APAX
more trustworthy on the specific point of
interest for the customers.
The secondary selling point is the
fundamental features that APAX can provides
through its service. They create reasons
for customer to choose the services. APAX
should bear in mind to achieve them. Violating
these selling points may result in demage of
the brand identity.
Identity Strategies

SWOT
ANALYSIS
The SWOT helps APAX to look into its good and
bad sides. so we can plan our future direction and
actions to keep the good, boost the good and
solve the bad sides.
STRENGTH WEAKNESS OPPORTUNITIES THREATS
• Therapists with extensive knowledge of
sports and combine with massage
therapy knowledge.
• Specialization in sports massage therapy,
which is a niche area with high demand
among athletes and fitness enthusiasts.
• Use of practical techniques and equipment
to provide effective and efficient treatment.
• Strong reputation and positive reviews
from clients.
• Limited range of services offered, which may
limit the potential customer base.
• Limited marketing efforts, which may result
in lower visibility and reduced customer
acquisition.
• Scale is small (in terms of space,
size of therapist team)
• The target is very specific, normal people
may feel rejected from the service.
• Increasing demand for sports massage
therapy due to the growing popularity of
sports and fitness activities.
• Partnership with sports clubs or gyms to
provide on-site services, which may increase
exposure and accessibility.
• Competition from other sports massage
therapy providers, some of which may offer
lower prices or a wider range of services.
• Changes in regulations or licensing
requirements, which may increase costs or
limit the ability to provide certain services.
Identity Strategies

TONE &
PERSONA
WE BECOME
STRONG
TOGETHER
Brand tone refers to the way APAX communicates our message
to the target audience. It encompasses the language, style, and
personality that we uses to convey values and personality.
Brand persona refers to the personality and characteristics that
we exhibit. It's a set of human-like traits that are attributed to
APAX, which helps to shape the way customers perceive and
interact with us.
Tone
Personality
BOLD RELAX SPORTY
Persona: GYM SUPPORTER / GYM BRO
FRIENDLY
SHARE GOALS
VISIONARY
HELPFUL
ENCOURAGING
Identity Strategies

VISUAL
IDENTITY
SYSTEM
03
Naming
Brand Slogan
Brand Logo & Usage
Brand Colour Palette
Brand Typography & Layout
Brand Graphic
Photo Choice & Art Direction
Brand Guideline

NAMING
Twist from APEX
Hidden meaning
REL
M
The meaning of APAX Sport Massage Therapy is taken from the
word "APEX", meaning that the sports performance is aspired to
go to the top apex after the treatment. The "EX" is changed to
"AX" to create an uniqueness for easier remembering, and the
"AX" also has the hidden meaning of "Relax" and "Max", the two
important features of the brand.
When mentioning APAX in copywriting (in any
form of text content), the name APAX should
always be all capital letter.
Full form
APAX Sports Massage Therapy
Short form
APAX
Naming in copywriting
Meaning
Visual Identity System

BRAND
SLOGAN
APAX uses a slogan to strengthen our brand
concept. The idea of BOOST TO THE MAX echoes
to the "AX" in APAX and also call out the core brand
value of enhancing sports performance.
The above typography design is the standard usage
of the slogan.
In most of the cases, the standard usage is
preferrable. The slogan also allows dynamic layout
(see image on right side). The font size, kerning
shoud be restricted, with the "AX" highlighted as
special treatment.
Usage

BRAND
LOGO
Logomark
Visual concept of logomark
A STEP
Represent what APAX does:
To help athlete go a step ahead.
THE APEX
Represent ultimate
sports goal
Customized
curve
Baseline
Caps height
53.5°
APAX logo has a signature logomark inserted in the logotype.
The second "A" from APAX is specially designed to convey
special hidden message, which create an uniqueness. The
logomark can also be used as a brand graphic (please see the
chapter "Brand Graphic" for usage guideline).
Formation of logomark

BRAND
LOGO
Formation
of logo
1X
1/5X
Font: Archivo (Weight - 540 | Width - 120)
Customized logotype
Please use the logo file from folder (Logo/Apax_logo_[ ].ai)
Do not reproduce the logo.

BRAND
LOGO
Logo
usage
The APAX logo provides three options to
be used in different situation, especially for
different size requirement. Ideally, the full
logo should be used in first priority.
Full Logo
Simplified logo
Logomark
File path:
Assets/General/Logo

BRAND
LOGO
Colour
variation
The logo can be used in different colour under the
visual logic of the brand colour palette. Here is the
demonstration of the colour variation.

BRAND
LOGO
Exclusive zone
Full logo
Measurement
Simplified logo Logomark
When using the APAX logos, please follow the above
exclusive zone. No element should be placed in the
exclusive zone to provide enough white space for the logos.
Please be noted that the exclusive zone only shows the
minimum area and it is narrow due to matching with the
tight-styled brand layout.
The measurement of the exlusive zone used
the cap height as reference and stated as X.
1X 1X 1X
1/3X
1/3X 1/3X
1/3X 1/3X 1/3X
1/3X
1/3X 1/3X
1/3X
1/3X 1/3X
X=

BRAND
LOGO
Minimum
size
Full logo Simplified logo Logomark
Digital : 150px
Print : 27mm
Digital : 60px
Print : 15mm
Digital : 15px
Print : 4mm
For readability of the logos, the usage of logos
must be restricted in the rule of minimum size.
The minimum size is stated in both digital and
print usage.

BRAND
LOGO
Misuse
of logo
Do not change the proportion
Do not change the font
Do not rotate
Do not use unstated gradient
Do not crop
Do not change the layout
Do not use colour out of the brand palette
Do not place on complex background

BRAND
COLOUR
PALETTE
The brand colour palette can effectively show
the brand essence. Audience can easily refer the
brand from the colour usage. Please follow the
palette rigorously.
Primary colour Secondary colour
SPORTY NEON 01 NEUTRAL GRAY
SPORTY NEON 02
BLACK OLIVE BEIGE
80% 60% 40% 20%
RGB 235 255 33
HEX #ebff21
PMS 395C
CMYK 20 0 85 0
RGB 186 191 189
HEX #babfbd
PMS 427C
CMYK 29 20 22 0
RGB 61 66 64
HEX #3d4240
PMS 446C
CMYK 77 70 68 33
RGB 128 130 3
HEX #808203
PMS 384C
CMYK 60 45 100 10
RGB 224 214 173
HEX #e0d6ad
PMS 4545C
CMYK 16 16 36 0
RGB 229 242 61
HEX #e5f23d
*In print usage, use Sporty neon 01 (PMS/CMYK).
File path:
Assets/General/Colourpalette

BRAND
COLOUR
PALETTE
Proportion of
colour usage
Colour
combination
Primary pair
Sporty
neon 30%
Olive 10%
Beige 10%
Black 10%
Neutral
gray 40%
Secondary pair Third pair

BRAND
COLOUR
PALETTE
Rules of
colour usage
50% Other than Neutral gray,
Do not use lower percentage
of the other spot colours.
Avoid using pure black, the
Black in APAX palette should
follow the stated value.
Only the stated gradient
from the brand graphic
can be used.
Beige should not pair
with Sporty neon 02.
White should not pair
with Sporty neon 01.
Under the same usage, Sporty
neon 01 and Sporty neon 02
cannot appear at the same time.
In major cases, use Sport
neon 02 or Neutral gray as
background colour.
Do not tune the value
of the colour in the
brand palette.
The main colour
combination should
followed the stated pair.
On white background,
Use Sporty neon 02
for readability.
On Neutral gray background,
Use Sporty neon 01 for the
best highlight effect.
Do not use Sporty neon 01
for background to avoid
over-vibrant visual.

BRAND
TYPOGRAPHY &
LAYOUT
English font
Brand font
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
~!@#$%^&*()_+=-{}[]|;':"<>,.?/
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Nunc tempor, diam gravida
egestas faucibus, lacus turpis pellentesque
velit, scelerisque mollis tor ligula amet leo.
Archivo Black
Archivo ExtraBold
Archivo Bold
Archivo SemiBold
Archivo Medium
Archivo Regular
Archivo Light
Archivo ExtraLight
Archivo Thin
ARCHIVO
The brand font is ARCHIVO. It is a
variable font. When using the font,
please check the setting on weight
and width.
Variable font standard:
Weight - 540 | Width - 120
File path:
Assets/General/Font

BRAND
TYPOGRAPHY &
LAYOUT
Font setting
hierarchy
The hierarchy typography system only applies on the
English brand font ARCHIVO.
SPORTS MASSAGE THERAPY
Sports massage therapy
Sports massage therapy
All Caps | Weight - 540 | Width - 120
Level 01 – Display title
Level 03 – Subtitle, content text, caption
Level 02 – Title
Brand font

BRAND
TYPOGRAPHY &
LAYOUT
Chinese font 喝忍科後斥信「貝草壯前午示水」他植支候，加反清
抄直戊候聲旦到松頭象錯從根燈從羽從！田定字告才
假語菜物細習它，告士免了。
三目黑坐斥由蝶嗎，東能杯采會像國要才父蝴間十
友。母雨化東旦：走汗爬寺久幸耳用目？唱米常哭能
面鴨羽水寺唱空去你弓「首畫又內足掃結彩」物面
流？至着加過鴨果跳飛各口叫得食鴨黑氣。
儷黑PRO
Please be noted that APAX primary
language is English. The Chinese font will be
used for supporting content. The English text
should always be ARCHIVO.
Brand font File path:
Assets/General/Font

BRAND
TYPOGRAPHY &
LAYOUT
Fallback
Chinese font
Fallback
English font
喝忍科後斥信「貝草壯前午示水」他植支候，加反清
抄直戊候聲旦到松頭象錯從根燈從羽從！田定字告才
假語菜物細習它，告士免了。
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
~!@#$%^&*()_+=-{}[]|;':"<>,.?/
思源黑體
The fallback font can only be used when the
brand font is not available. Please avoid to
use them in most of the situation.
Fallback font
ARIAL
Brand font File path:
Assets/General/Font

BRAND
TYPOGRAPHY &
LAYOUT
Signature
layout
DEMO TEXT HERE Caps height
Colour:
Sporty neon
Typeset:
ARCHIVO Level 01
Caps height
Tight space,
~ 1 space
Space not
restricted
THIS IS AN EXAMPLE
File path:
Assets/General/Elements

BRAND
GRAPHIC
APAX
Gradient
The APAX gradient works as a very iconic
visual. It mainly appears on background and
decoration on images.
Usage
example
Use on top Use on corner
Colour variation
Cropping
Sporty neon 01 on
Neutral gray
Cropped at the edge
(all sides are applicable)
Cropped at the corner
(all corners are applicable)
Center of
gradient
White on
Neutral gray
White on
Sport neon 02
White on
Beige
File path:

BRAND
GRAPHIC
APAX
Incline step
Usage
example
The element
As overlay element
02 The element can be flexably elongated but
should be proportionally adjusted.
01 Always use in full bleed and align center.
As background
1 unit height
1 unit height
File path:

BRAND
GRAPHIC
Iconography
Daily news
Location
Wrong
Award
Therapist
Correct
Consultancy
Exercise
Arrow (horizontal)
Therapy
Evaluation
Arrow (vertical)
Set of icons are tailored for APAX.
Their bold style matches with the brand logo.
When re-creating icons for the brand, please
follow the bold style, elements from the existing
icons can be referenced.
File path:

PHOTO CHOICE &
ART DIRECTION
Sports images
These images are only references on the mood
and tone of the sports images used for the APAX
identity. Sports images act as a promotional visual
for demonstrating the core value "enhancing
sports performance of APAX.
• Sporty
• Urban
• Uplifting
* Images are reference only.

PHOTO CHOICE &
ART DIRECTION
Massage images
These images are only references on the mood
and tone of the massage images used for the
APAX identity. They should be in low saturation
and contrast, which create a relax look and feel.
• Relax
• Minimal
• Comfortable
* Images are reference only.

APPLICATION
04
Tengible Assets
Digital Assets
Motion Graphic Assets
Brand Guideline

TENGIBLE
ASSETS
Namecard
Front
Back
LUCAS
LAM
5104 3663
Corrective Exercise Specialist
Stretching and Flexibility Coach
Sports Massage Instructor
健美專項
矯正運動專家
伸展及靈活性訓練教練
運動按摩治療導師
Specialize in Bodybuilding
@apax_therapists_lucas
@apax_sports_massage_therapy
FOUNDER &
LEAD THERAPIST
創辦人及
運動按摩治療師
Specification:
Size - 89 x 45mm
Border - 2mm on 4sides
Printing & finishing:
Print PMS 395C
Hot stamp black foil
Specification:
Size - 89 x 45mm
Border - 2mm on 4sides
Printing & finishing:
Print PMS 429C
English typesetting:
Name - Level 01, size 9pt, leading 9.5pt
Position - Level 01, size 6pt, leading 7.5pt
Position(sub), certificate, contact info -
Level 03, size 4.5pt, leading 9pt
Chinese typesetting:
Name - Lihei Pro, size 4.7pt, leading 7.5pt
Position - Lantinghei, size 4.7pt
Position(sub), certificate, contact info -
Lantinghei, size 4pt, leading 9pt
File path:
Assets/Print/Namecard
Application

TENGIBLE
ASSETS
Staff
uniform
Specification Materials:
Polo shirt
Dark gray fabric
Print PMS 395C
Logo size: 45 x 34mm
Front
Logo size: 260 x 69mm
Back
*Accurate position of logo is suggested by the factory.
They depends on the size of uniform.
File path:
Assets/Print/Uniform
Application

TENGIBLE
ASSETS
Directory
signage
Preview
Specification
360mm
8mm
50mm
8mm
Materials:
2mm transparent acrylic
Back - Spray PMS 395C
Front - Print PMS 446C / Black
Editable text:
Archivo (Weight 330 | Width 125)
File path:
Assets/Print/Signage
Application

TENGIBLE
ASSETS
Room
signage
Preview
Specification
178mm
5mm
45mm
5mm
Materials:
2mm transparent acrylic
Back - Spray PMS 395C
Front - Print PMS 446C / Black
Editable text:
Archivo (Weight 540 | Width 120)
File path:
Assets/Print/Signage
Application

DIGITAL
ASSETS
Social media
structure
Naming Content
Main account
Therapist account
Main
account
apax_sports_massage_therapy
01 All follow APAX guideline
02 Focus on knowledge share & professionalism
03 Main announcement
01 Icon, naming should follow APAX guideline
02 Contents are more casual
03 Reveal personal charm
04 Tag main account
apax_therapist_lucas
apax_therapist_(name)
Therapist
account
For social media content, the main account
should be rigorously restricted to follow the
brand identity, where the therapist accounts
can have more room for the content to show
their personal charm for marketing purpose.
File path:
Assets/IG
Application

DIGITAL
ASSETS
Staff
photo
Photo style Specification
Preview
When taking staff photo, the requirements
above should be followed, with the style setting.
Staff
icon
Sporty neon 01
Opacity 0%
Gradient
Size: 1000 x 1000px
Sporty neon 01
Opacity 100%
372px
Logomark: width - 200px
Cropping:
Chest to head
White background
Light colour T-shirt
Facing camera
Smile
330px
82px
• Simple
• Minimal
• Comfortable
File path:
Assets/IG
Application

DIGITAL
ASSETS
Social media
post template
Specification
A set of social media post template is
designed for easy adaptation. These file
are in figma format, which allow instant
adjustment and export.
File path:
Assets/IG
Post example
Size:
1080 x 1080px
English typesetting:
Level 01, size 75pt, line height 100pt
Chinese typesetting:
Lihei Pro, size 65pt, line height 100pt
45px
45px 312px
45px
45px
Application

DIGITAL
ASSETS
For social media content, the main account should be
rigorously restricted to follow the brand identity, where the
therapist accounts can have more room for the content
to show their personal charm for marketing purpose.
Website
File path:
Assets/Website
Application

MOTION
GRAPHIC
ASSETS
Logo endclip
video
This logo endclip is a standardized
usage for revealing the brand logo.
The endclip video file is placed in the
asset folder. Please follow the above
timeline for usage.
Storyboard Usage timeline guide
3 strokes go upward
one by one
The step is formed It shrinks quickly to
show the full APAX
logotype
APAX full logo
Main video
Solid background: Neutral gray #babfbd
Logo endclip video: APAX_logo_endclip.mov
Opacity change
0% 100%
Audio: APAX_logo_audio.wav
0.5 seconds
1 second
File path:
Assets/Video/Logoendclip
Application

MOTION
GRAPHIC
ASSETS
Brand video The brand video works as a promotional assets
for setting up the identity. The style and content
can be referenced for later development of other
video contents.
Storyboard
File path:
Assets/Video/Brandvideo
Application

Special Disclaimer:
This document (Brand Guideline) is only for internal use.
All right reserved for APAX Massage Therapy, Kelvin Ho Design & Studio Hook & Look.
This document is updated on July 2023.
For any equiries on the brand design,
please contact the design studio (Kelvin Ho Design) through: hi@kelvinho.design

APAX_BrandGuideline

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