Mafuta provides runners and athletes with convenient, reliable nutrition made with all-natural, healthy ingredients to fuel their bodies for peak energy and performance.
2. 3
FROM OUR FOUNDER
Like many health-conscious endurance athletes, I struggled to
find the right nutrition to keep me going as I pushed my body to
its limits. I wanted simple food that was flavorful and nutritious,
made without all the artificial junk.
I looked to nature to help me create a line ofall-natural, high
energy products. I wanted to bring backthe joy oftraining and
racing without GI problems, sugarhighs and lows, and all the
othernegative effects oflow-quality ingredients and chemicals.
Mafuta is proud to provide runners with gels that are made from
100% all-natural ingredients. Ourproducts have been carefully
created with bold flavors to provide you with the energy needed
forpeaktraining and performance..
Brian Marks, Founder
3. LETTER FROM THE OWNER 2
OUR IDENTITY 6
MOTIVATION 8
COMPANYNAME 18
MISSION STATEMENT 20
ATTRIBUTES 22
AUDIENCE 30
TAGLINE 38
OUR COMPONENTS 40
LOGOTYPE 42
SIGNATURE 44
LOGO USAGE 46
TYPOGRAPHY 48
COLOR PALETTE 50
COLOR USAGE 52
PATTERNS GRAPHICS 54
PHOTOGRAPHY 56
OUR TOUCHPOINTS 58
BUSINESS CARDS 60
LETTERHEAD 62
ENVELOPE 64
BILLBOARDAD 66
PEDESTRIANAD 68
PRINTAD 70
WEB MOBILEAPPLICATIONS 72
APPAREL 74
PACKAGING 76
TABLE OF CONTENTS
6. 11
Marathon runners and elite
athletes have a deep passion
forrunning, but even the novice
runnercan find appreciation for
the physical and mental benefits
ofendurance sports.
7. 12
The best marathon runners are
working at peak performance
for overtwo hours and even the
average marathoneris running
forwell overfourhours.
8. The need to fuel yourbody on
long distance runs is a critical
part ofbeing a successful runner.
Ifyou don’t train orfuel properly
yourmuscles can spasm and
yourbody can shut down, making
it difficult to get to the finish line.
9. 16
Improperfueling can even leave
you crawling to complete the
race, despite weeks, months, or
even years oftraining.
10. There is a rich, inspiring history ofAfrican runners excelling at
the elite level.All ofthe current world record holders formen
and women in the marathon and half-marathon are held by
individuals from Kenya.These athletes are strong, swift, and
powerful.They are the epitome ofendurance athletes.
WithAfrica, and specifically Kenya being so dominant in
endurance running I was influenced by theirculture.The
name MAFUTA(ma-foo-ta) means “fuel” in Swahili - the native
language ofKenya. Ourenergy gels should evoke a feeling of
strength and stamina, like the athletes from Kenya, and the name
Mafuta is the first step in getting there.
INSPIRATION
19
11. 20
Provide runners and athletes with convenient, reliable nutrition
made with all-natural, healthy ingredients to fuel theirbodies for
peak energy and performance.
MISSION STATEMENT
14. 27
Ourappearance is inspired by nativeAfrican
imagery and ourproducts are created with
all-natural, sustainable, and healthy ingredients.
AUTHENTIC
17. 32
TRAIL JUNKIE
The trail junkie runs to breathe, to escape, to enjoy nature, and
forthe challenge and daily reminderthat they can overcome
hard things.They have lightning-fast foot reflexes and ankles
filled with little cuts and leafy abrasions.They don’t mind getting
a little dirty as they cross creeks and jump puddles. Being
outdoors is the ultimate adrenaline rush forthem.
18. 35
MARATHON TRAINER
Whethertheirgoal is to win the race, finish on the podium, or
beat theirpersonal bests, the marathon trainermeans business.
They can be spotted by theirdistinctive habit ofhaving their
hand on theirGPS watch at the start and finish line!They spend
theirtime consulting theirtraining plan, pushing theirway through
a grueling long run, orhitting the trackforsome speed work in an
effort to reach theirgoals.They often spend hours stretching and
rolling to keep from getting tight, sore muscles.
19. 36
ULTRA RUNNER
You wonderhowthe ultra runnerhas a day job because he is
always running. He runs 10 miles to work, 5 miles on his lunch
break, and then afterwork it’s time forhis “long run”. He’s
completed an ultra (ora few) and forhim, a marathon is a breeze.
He’s usually seen carrying a backpack (to store his bandages,
water, spare socks, and food). He has a certain weary,
glycogen-depleted,
all-knowing look you can’t miss.
20. 39
PEAK FUEL.
PEAK PERFORMANCE.
The goal ofourvisual identity is to convey the bold and
energetic nature ofMafuta. It should reflect ourbrand essence:
TAGLINE
22. 42 43
It’s so much more than ourname. It’s a statement about who we
are and what we stand for. It’s everything we are: bold, authentic,
and energetic.
The brand logotype uses Beanesdrock paired with Proxima
Nova. Togetherthey compliment each otherto enforce the
bold and authentic nature ofourbrand. Beanesdrock provides a
hand drawn, authentic feel while Proxima Nova creates a strong
positioning line with its thick, bold strokes.
LOGOTYPE
23. 44 45
PRINT = 1.5 inches
WEB = 108 pixels
Oursignature includes ourtagline and ourpositioning line.We
recommend that all brand communications and materials
include one, ifnot both ofthese elements.
We like ourlogo to be easy to read. Keep the size legible and
always give it breathing room. How much space does the logo
need, exactly?The height ofthe positioning line plus the space
between it and the logotype, on every side.
SIGNATURE LOGO SIZE SPACE
=
height between logotype +
height ofpositioning line
To maintain full legibility, neverreproduce the logo at widths
smallerthan 1.5 inches (forprint) or108 pixels (forscreen).
There is no maximum size limit, but use discretion when sizing
the logo.The logo should neverbe the most dominant element
on the page, but instead should live comfortably and clearly as
an identifying mark.
24. 46 47
Since the logo is a critical and identifiable part ofthe Mafuta
brand, it should always be used and treated consistently.
It should not be placed oraltered in any way that could
compromise the logo’s integrity. Only the logos provided in the
Brand Standard Guide should be used.
LOGO USE
Do NOTdistortor skew the logo. Do NOTdistort/skew the logo.
Do NOT reproduce the signature
in a single color.
Do NOT modifyor rearrange
proportions of the logo.
Do NOT modify logocolors.
Do NOT use the wordmark without
the tagline or the positioning line.
Do NOT alteror replace typefaces.
PEAK FUEL. PEAK PERFORMANCE.
ALL-NATURAL ENERGY GEL
Do NOT rearrange the
placementof the type.
Do NOT tilt the logo.
25. 48 49
PROXIMA NOVA
AaBbCcDdEeFfGgHhIiJjKLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
0123456789 (?!/,:;-_*”)
Omnes Pro
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 (?!/,:;-_*”)
Proxima Nova Blackwas chosen forits bold,
geometric letterforms.They create the sense of
strength and energy that Mafuta strives for.
Proxima Nova Black should only be used in all caps
forheadlines.
While Proxima Nova sets the bold and strong tone
ofourproducts, Omnes Pro is the workhorse ofour
typography.We use it foreverything that’s not a
headline. It feels authentic and straightforward.
To keep it looking strong alongside Proxima Nova,
avoid using ‘black’, ‘bold’, ‘semi-bold’.
TYPOGRAPHY TYPOGRAPHY IN USE
The goal ofourvisual identity is to convey the bold and energetic
nature ofMafuta. It should reflect ourbrand essence:
PEAK FUEL. PEAK PERFORMANCE.
Omnes Pro
Regular
Proxima Nova
Black
ALL CAPS
26. 50 51
ENERGIZED ORANGE
PANTONE 1495 C
RGB: 255, 144, 25
HEX: FF9119
DYNAMIC MAGENTA
PANTONE 3527 C
RGB: 216, 65, 157
HEX: D64498
ACTIVE TEAL
PANTONE 3265 C
RGB: 0, 196, 179
HEX: 00C4B3
DURABLE BLACK
PANTONE BLACK6 C
RGB: 16, 24, 32
HEX: 101820
SWIFT WHITE
PANTONE P 1-1 C
RGB: 255, 254, 249
HEX: FFEF9
Ourcolors are bright and bold to create energy and
movement. Energized Orange is ourprimary color
and is used on almost all ofourmaterials.All other
brand colors should only be used as accent colors.
COLOR PALETTE
27. 52 53
While all ofourcolors workwell togetherto provide a
bold, energetic statement, some ofthese colors can
be too energetic when used on top ofone another
and should be avoided to keep from creating too
much energy orvibration.
COLOR USAGE
BAD
GOOD
GOOD
GOOD
BAD
BAD
GOOD
GOOD
BAD
BAD
GOOD
GOOD
GOOD
GOOD
GOOD
GOOD
GOOD
GOOD
GOOD
GOOD
28. Ourcolorful patterns represent the bold, energetic and
authentic origins ofourbrand. Patterns may be used in a
variety ofcolorcombinations from ourcolorpalette and can be
screened back, rotated and scaled as needed.
PATTERNS GRAPHICS
29. 57
Ourphotography provides energy and movement through
isolated imagery with high contrast and focus.We use a duotone
from Durable Black and Energized Orange.
PHOTOGRAPHY
31. 61
BUSINESS CARDS
Ourbusiness card features ourbold pattern stretched across
the back, with ourtagline running across it in yourbrand colorof
choice. Employee information is displayed on the front with our
full colorbrand pattern at an angle in opposite corners. It also
includes ourbrand wordmark and positioning line to the left of
the employee information.
32. 62
STATIONERY: LETTERHEAD
Across the top and bottom ofourletterhead is ourbrand pattern
variation. Directly belowthe top pattern sits ourbrand signature
with ourtagline. Ourcompany contact information is center
aligned at the bottom directly above the bottom pattern.The
back ofourletterhead includes the same patternvariation used
in orange to provide a bold contrast to the front.
33. 65
STATIONERY: ENVELOPE
Ourenvelopes continue with the same theme as ourletterhead.
Ourfull colorpatternvariation is shown on the back, and the
orange patternvariation is shown on the front. Ourbrand
signature is located in the top left corner.
34. 66
BILLBOARD
Ouradvertisements are energetic, clean, and eye-catching.This
billboard integrates several pieces ofourbrand identity including
ourlogo, tagline and, brand pattern.The use ofourbrand pattern
in the corners allows the image ofthe female athlete to have
more dimension and movement.All ofthese brand elements
togethercreate a strong, powerful, and energetic message.
35. 69
PEDESTRIAN ADVERTISEMENT
This roll-up banneris an extension ofourbillboard and allows
individuals to get up close and personal.This is a bannerthat you
might see at an event expo.
36. 70
MAGAZINE ADVERTISEMENT
The stripes behind the image provide a bold gesture that speaks
to ouridentity, and the overlay ofthe pattern in a more neutral
tone speaks to ourauthentic name: Mafuta.
37. 73
WEB MOBILE APPLICATIONS
We want ourcustomers to be connected to us, even when
they aren’t on the road orthe trails.These applications not only
provide a convenient way to purchase ourenergy gels, but
also provide exclusive access to ourfunctional athletic apparel
and accessories.
38. 74 75
APPAREL
These headgearoptions will help you stay cool in the summer
orwarm in the winterwhile promoting ourbrand.Theircolors
provide a bold lookthat will help athletes be seen in any
environment, even in a busy crowd on race day.
39. 77
PACKAGING
Ourpackaging stays consistent with ourbrand by incorporating
ourlogo and authentic pattern.The colorofourlogo and pattern
changes to reflect the flavorofthe gel.
