PRECOR MISSION

We develop personalized health and fitness experiences that help people live the lives they desire.

Precor Incorporated, a unit of Peloton and headquartered in Greater Seattle, WA, has been a pioneer in delivering fitness experiences for commercial customers and exercisers for more than 40 years. Precor serves more than 100 countries worldwide with offices in the Americas, EMEA, and APAC and operates two U.S.-based manufacturing locations. Precor products and services span across all major categories, including cardio, strength, functional fitness, group training, and connected solutions. In 2020, Precor reached the milestone of recording one billion workouts in its Preva® fitness cloud. That number represents more than 140,000 connected units in over 13,000 facilities. On average, Precor exercisers record more than 20 million minutes of workouts each day as recorded by the Precor digital platform Preva®. Precor segments include commercial clubs/facilities and the verticals of Hospitality, Multi-family Housing, Corporate, and Education.

BRAND EXPERIENCE

Our ability to distinguish and draw meaning from both text and images helps us better communicate our brand messaging and core values. Precor designs should communicate through clear text hierarchy, a simple color palette, and straight-forward compositions.

LOGOS & MARKS

The Precor logo is the foundation of our visual brand identity. It visually communicates our approach to fitness. The mark of Precor is referred to as The Ramps. The Ramps may be used as a standalone identifier of the Precor brand but should not replace the inclusion of the full logo.

The logo should only be produced in the color options below. The specific composition of the background will determine which color logo is utilized. Click the asset below to download.

LOGO + MARK SPACING

STYLE ASSET + PROJECT TOOLS

At Precor, we use the following tools to manage our brand, video and project management. If you’re already familiar with our style guide, please use the resources listed below to find our most updated brand assets.

PRECOR STYLE BRANDFOLDER - A public collection of brand elements focused on logos, images, colors and partner/client brand guidelines. Precor Style supports all download links to the Precor Style Guide and requires no log-in or password.

PRECOR PRODUCT & MARKETING BRANDFOLDER - The full collection of logos, images, colors, 3D icons, product renderings and brand templates available to download. Precor Product & Marketing requires a subscription to Brandfolder.

WISTIA - Precor’s bank of video assets for worldwide usage. The site requires an email and password log-in.

If you would like access any of the accounts above, please contact marketing@precor.com to subscribe.

UPDATED BRAND USAGES

With the updated brand direction, we are no longer associating the "Fitness Made Personal" tagline with the logo. For call to action design, we are also no longer using the LED blue Precor ramp flag shape background. With background color, we are no longer using Vivid blue and the two tone blue Precor ramp hairline divider. We are also no longer using the two tone blue Precor ramp hairline divider in the footer.

PRIMARY COLOR

Color for body copy and alternating background colors. Click on a color for PMS, CMYK, RGB and HEX assignments.

ACCENT COLOR

Color for headlines, qualifiers, headings and calls to action. Click on a color for PMS, CMYK, RGB and HEX assignments.

COLOR GRADIENT

The Precor color gradient is used for brand backgrounds in presentations and product booths.

TONE + VOICE

Key pillars of the Precor brand position are our proven expertise, quality of product, quality of our people, and a strong focus upon experience design. This is reflected in the tone of our communications. Our voice in communications is friendly, engaging, approachable, simple to understand, and our claims are supported with evidence. In text, we provide (1) an engaging statement, (2) a benefit for the operator or exerciser (2) a reason to believe why this is true. And we do this, with a little bit of humor, wit, and connection. It’s not only about the text, it’s about how the reader experiences and reacts to the text.

CONTENT EXAMPLES

YOU’RE ALREADY GREAT. PRECOR CAN MAKE YOU EVEN BETTER.

Our No. 1 goal is to help you build on your success and make your club the best it can be. Precor provides a low total cost of ownership, high-quality, low maintenance products that are easy to use, and the best customer service in the industry.

WE PUT IN THE WORK. YOU GET THE RESULTS

Precor means business. Our equipment is competitively priced at the beginning and gets the highest resale value at the end. That means a lower total cost of ownership to help keep your club in the black. It stems from our USA facilities where we have complete control of design and manufacturing resulting in exceptional build quality, quick deliveries, and readily available parts. Precor equipment is made for long hours of use, easy cleaning, and simple maintenance. Should you need service, we have a dedicated phone line where your calls always get top priority. As part of Amer Sports, the world’s largest sporting goods company, we have the resources and capability to go above and beyond to make you happy.

OUR BRAND PERSONALITY

While we have expertise, we are aren’t clinical. We don’t degrade our competition. We are confident, never cocky. We highlight the strong reasons to select Precor over commenting on other brands. We cultivate customer relationships through genuine connection. We are relatable. We are a global company and unapologetically inclusive. We celebrate diversity in all markets. We are aware of the world around us. We understand the role we play in a larger global narrative. We do what’s right and make real attempts to correct our shortcomings. We are smart and but we are life long learners. We are good citizens of this world. We seek out collaboration. We respectfully challenge each other. We are honest. We enjoy what we do. We desire a life without limits.

These values should inform our visual communication of the brand.

TONE + VOICE WITH IMAGERY

Through our visuals, we seek to tell an emotive story of momentum, inclusion, motivation and transformation. Our products are an important part of that story, but just as important are the people who own, use and service them as well as the experience they deliver. In both photography and video, Precor prioritizes demonstrating an aspirational visual cues and genuine emotion over the the artificial. We use images that are visually appealing and thoughtfully styled to help tell a story that is routed in experience. We capture the moments that matter to those we serve.

PHOTOGRAPHY

The photography collection below contains top level images that represent all areas of product categories under the Precor brand. For a more extensive collection of photography including product renderings, please visit the Precor Product & Marketing Brandfolder, which requires a subscription. Click to download the photography below.

TONE + VOICE WITH VIDEO

Precor uses video to tell the stories of our people, customers and products. Every video is an opportunity to further our relationship with our target audiences, moving them along to the next marketing and sales touchpoint. The role of video is to compel the audience to take that next step. Click on the video to for a link to download.

TONE + VOICE WITH SOCIAL MEDIA

Maintaining a consistent look and feel across global Precor social media channels is important. When writing social media posts, remember that our tone of voice is friendly, conversational, and positive, yet honest and supported by evidence, proof, and a focus on points of differentiation.

For profile photos across social media profiles, use white ramps logo on dark background. Please ensure photo is centered within frame.

For cover photos or videos, use localized campaign-related assets or Precor-provided photos/videos.

Facebook cover photo/video dimensions: 820 x 312 pixels

Twitter cover photo dimensions: 1500 x 500

SOCIAL MEDIA CONTENT DIRECTION

Ensure all text is readable and main points of focus (people, equipment) are not cut out.

Change at least every quarter based on campaigns happening and new assets created.

Download the full Precor Social Media Operating Guide here.

SOCIAL MEDIA CHANNELS

LINKEDIN | FACEBOOK | INSTAGRAM | TWITTER

 typography

Precor's main typeface families are Gotham and Noto Sans. Gotham is used universally for headlines, subheads and calls to action. A license for print and web fonts can be purchased at the foundry Hoefler & Co. Noto Sans is used for body copy and localization and can be downloaded from Google Fonts. In all Microsoft Office applications, we substitute the Gotham family for Calibri Light in headlines and subheads, then Calibri Book for body copy. The Calibri font family is included in all Microsoft Office applications.

GOTHAM

NOTO SANS

TYPOGRAPHY DICHOTOMY