Brand Identity System

Chicago Thai
Boxing Academy

This document defines how CTBA looks, sounds, and shows up — across every channel, every platform, every piece of content. Follow it consistently.

Version

1.0 — 2026

01 — Brand Colors

Color Palette

Our palette is built around darkness, precision, and power. The deep backgrounds let content breathe. The blue accent signals energy and professionalism. Use red sparingly — only for emphasis and urgency.

CTBA Blue

#10AFE0

Primary accent. CTAs, links, highlights, active states.

Blue Mid

#6EC1E4

Secondary accent. Hover states, subtle highlights, data labels.

CTBA Red

#B8252C

Alert accent only. Warnings, urgency, sale callouts. Use sparingly.

Deep Black

#121212

Primary background. Page base, hero sections, email backgrounds.

Surface

#1D1D1D

Cards, panels, secondary containers.

Off-White

#F0F0F0

Primary text on dark backgrounds. Headlines, body copy.

02 — Typography

Type System

Two typefaces, one pairing. Barlow Condensed commands attention with its compressed power. Roboto supports with clarity. Never substitute these with system fonts in branded materials.

Train Hard.
Fight Ready.

Display — Barlow Condensed

RoleHeadlines, titles

Weights700, 800

CaseALL CAPS always

SourceGoogle Fonts

Join Chicago's premier Muay Thai gym. Whether you're stepping into a gym for the first time or preparing for the ring, our coaches meet you where you are.

Body — Roboto

RoleBody copy, UI text

Weights300, 400, 500

CaseSentence case

SourceGoogle Fonts

Type Scale

Display Hero Title

H1 Section Heading

H2 Sub-Section Title

H3 Card or Module Title

Body Lg Lead paragraph or intro text for sections.

Body Standard body copy. Most paragraphs use this size.

Caption LABEL / EYEBROW / CAPTION TEXT

03 — Logo Usage

Logo Rules

The CTBA mark is the most identifiable element of the brand. Protect its integrity by following these rules without exception.

Full Color — Light

Full Color — Dark

Clear Space: Always maintain a minimum clear zone around the logo equal to the height of the "C" in the wordmark. No text, graphics, or other elements may appear within this zone.

Minimum Size: Digital — 80px wide minimum. Print — 1 inch wide minimum. Below these sizes, the logo becomes illegible.

Approved Versions: Full color on dark (preferred), white on dark, white on photo. No black version without explicit approval.

✓ Do

Use the logo on dark backgrounds (#121212 or #1D1D1D preferred)
Use approved full-color or all-white versions only
Maintain the required clear space on all sides
Scale proportionally — lock aspect ratio always
Use high-res source files (SVG or PNG @2x minimum)
Place logo in top-left or centered on marketing materials

✕ Don't

Stretch, skew, or distort the logo
Apply drop shadows, glows, or filters
Place on busy photographic backgrounds without an overlay
Recreate the logo in a different font
Use on white or light-colored backgrounds
Combine with another company's logo without approval

05 — Website Standards

Web Design System

The CTBA website runs on WordPress + Elementor. All custom code uses the #ctba-design-guide-2026 namespace. These standards apply to every page and widget.

🎨

Background Layers

Use the two-level dark system. Never use white or light backgrounds in the main content area.

/* Page base */
background: #121212;

/* Cards / panels */
background: #1D1D1D;

/* Raised elements */
background: #252525;
        

✏️

Text Hierarchy

Three levels of text color. Muted text should still pass AA contrast on card backgrounds.

/* Primary — headlines */
color: #F0F0F0;

/* Secondary — body */
color: #A8A8A8;

/* Muted — labels */
color: #666666;
        

⚡

Buttons & CTAs

Primary buttons use the blue accent fill. Secondary buttons are outline only. Destructive actions use red.

/* Primary CTA */
background: #10AFE0;
color: #000000;
font-family: 'Barlow Condensed';
text-transform: uppercase;
letter-spacing: 0.08em;
        

📐

Spacing & Layout

All spacing uses a base-8 grid. Section padding is 80px top/bottom on desktop, 48px on mobile.

/* Section padding */
padding: 80px 60px;  /* desktop */
padding: 48px 24px;  /* mobile */

/* Max content width */
max-width: 1100px;
margin: 0 auto;
        

Component Rules

▸ Border radius: 6–8px on cards, 4px on buttons and inputs

▸ Card borders: 1px solid #2E2E2E always

▸ Video embeds: YouTube, autoplay muted for hero backgrounds

▸ Images: aspect-ratio locked, object-fit: cover, lazy-loaded

▸ All custom CSS scoped under #ctba-design-guide-2026 namespace

▸ Mobile breakpoint: 768px. Test all layouts at 390px (iPhone)

06 — Print & Marketing

Print Materials

Print is where the brand earns trust in the physical world. Use professional print specs and always send files to print with bleed, correct color profiles, and high resolution.

CTBA Event

Event Flyer

8.5 × 11" · 300 DPI · CMYK · 0.125" bleed

Blue header band with event name. Dark body. Key info in Barlow Condensed. Include CTBA logo and website URL.

CTBA

Business Card

3.5 × 2" · 300 DPI · CMYK · 0.0625" bleed

Dark background with blue accent on one side. Name, title, phone, email, website on reverse. No red on business cards.

Rack Card / Handout

4 × 9" · 300 DPI · CMYK · 0.125" bleed

Blue header for standard programs. Red header for limited-time promotions only. QR code linking to website or sign-up page required.

📋

Pre-Press Checklist

Files must be exported as PDF/X-1a or PDF/X-4 · Resolution minimum 300 DPI at final size · Color mode: CMYK (not RGB) · Bleed: 0.125" on all sides · Safe zone: keep all text 0.125" inside trim · Embed all fonts · Outline text in Illustrator files · Include crop marks

07 — Language & Voice

Brand Voice

How we say things is part of who we are. CTBA's voice is direct, knowledgeable, and welcoming — not salesy, not intimidating, never generic.

Direct

We say what we mean. No fluff, no hedging. Our audience respects straight talk and responds to it. Sentences are short. Verbs are active. Every word earns its place.

Knowledgeable

We know this sport. We train seriously. Our language reflects expertise without being exclusive or intimidating to newcomers. We don't oversimplify or talk down.

Welcoming

Everyone starts somewhere. CTBA is for the curious beginner and the experienced fighter alike. We make the gym feel accessible without making it feel soft.

Grounded in Chicago

We're from Portage Park. We're a neighborhood gym. Local references, real people, and community-first messaging connects us to the people who train with us.

Write This

Not This

Book your first class — no experience needed.

Are you ready to begin your exciting martial arts journey today?!

Monday, Wednesday, Friday at 6:15 PM. Small group. Show up ready to work.

We offer amazing beginner-friendly group fitness classes multiple times a week!

$40 gets you in the door. Learn real Muay Thai from coaches who compete.

For only $40, you can experience a world-class onboarding program designed for success.

Conditioning. Technique. Sparring. Everything you need to get good.

Our comprehensive curriculum covers a wide variety of skills to help you achieve your fitness goals.

SPAR-BQ is back. Bring your gear, bring your friends.

We are thrilled to announce the return of our highly anticipated SPAR-BQ event! 🥊🥊🥊

Words We Use

Train Coach Technique Community Conditioning Spar Real Muay Thai Show up

Words to Avoid

Amazing World-class Fitness Journey Thrilled Excited to share Cardio kickboxing Comprehensive

Chicago ThaiBoxing Academy