# BODYSIM by Well Principled Brand Identity

A complete profile of **BODYSIM by Well Principled**'s visual system — colors, typography, components, and personality.

## Quick Facts

| Field       | Value    |
|-------------|----------|
| Primary     | #F0594C  |
| Accent      | #F0594C  |
| Body Font   | Halyard Micro |
| Heading Font | Halyard Display |

## Color Palette

- primary: #F0594C
- secondary: #CA5F7D
- accent: #F0594C
- background: #0B0F19
- textPrimary: #0B0F19
- link: #F1594C

## Typography

- primary: Halyard Micro — https://fonts.google.com/specimen/Halyard+Micro
- heading: Halyard Display — https://fonts.google.com/specimen/Halyard+Display

## Visual Assets

- Logo: https://bodysim.com/assets/bodysim/inline-logo-name.svg
- Favicon: https://bodysim.com/assets/app-icons/favicon.ico
- Social card (og:image): /images/bodysim-link.png

## UI Components

- buttonPrimary: background=#F0594C, textColor=#FFFFFF, borderColor=#F0594C, borderRadius=6px, shadow=none
- buttonSecondary: background=transparent, textColor=#F0594C, borderColor=#5B292B, borderRadius=8px, shadow=none

## Brand Personality

Tone: modern · Energy: medium · Audience: fitness enthusiasts

## BODYSIM by Well Principled Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

- **Your Pocket Personal Trainer**
  - Image: https://bodysim.com/images/blog/2025-launch-blogs/2408_BODYSIM_MICHAEL_3185.png
  - Source: https://bodysim.com/blog-posts/pocketpersonaltrainer/
- **Steak Surgery for Low-Fat Weeknight Dinner**
  - Image: https://bodysim.com/images/blog/2025-launch-blogs/Steak_1.png
  - Source: https://bodysim.com/blog-posts/steak-blog/
- **Gain Muscle and Shed Fat with a Digital Twin of Your Body**
  - Image: https://bodysim.com/images/blog/2025-launch-blogs/2408_BODYSIM_MICHAEL_2291.png
  - Source: https://bodysim.com/blog-posts/introducing-bodysim/
- **Your Pocket Personal Trainer**
  - Image: https://bodysim.com/images/blog/2025-launch-blogs/TrainingAgePlot.png
  - Source: https://bodysim.com/blog-posts/pocketpersonaltrainer/
- **Not All Body Composition Scales are Alike**
  - Image: https://bodysim.com/images/blog/2025-launch-blogs/WithingsScale.png
  - Source: https://bodysim.com/blog-posts/withingsblogpost/
- **Your Pocket Personal Trainer**
  - Image: https://bodysim.com/images/blog/2025-launch-blogs/OTSCard.png
  - Source: https://bodysim.com/blog-posts/pocketpersonaltrainer/

## Working with these fonts

Not found on Google Fonts? Here’s a flow that can help:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font" (or by extension: woff2, woff, ttf, otf).
3. Hard-reload the page and click around — some weights only load on specific routes.
4. For each captured font URL: right-click → Save As to download the file locally.
5. View the page's CSS and copy out the matching @font-face declarations.

Only do this if you have permission to use the brand assets — most proprietary fonts are licensed and may not be redistributable.

## Machine-Readable Profile

```json
{
  "colorScheme": "dark",
  "fonts": [
    {
      "family": "Halyard Display",
      "role": "heading"
    },
    {
      "family": "Halyard Micro",
      "role": "body"
    }
  ],
  "colors": {
    "primary": "#F0594C",
    "secondary": "#CA5F7D",
    "accent": "#F0594C",
    "background": "#0B0F19",
    "textPrimary": "#0B0F19",
    "link": "#F1594C"
  },
  "typography": {
    "fontFamilies": {
      "primary": "Halyard Micro",
      "heading": "Halyard Display"
    },
    "fontStacks": {
      "heading": [
        "halyard-display",
        "sans-serif"
      ],
      "body": [
        "halyard-display",
        "sans-serif"
      ],
      "paragraph": [
        "halyard-display",
        "sans-serif"
      ]
    },
    "fontSizes": {
      "h1": "56px",
      "h2": "40px",
      "body": "18px"
    }
  },
  "spacing": {
    "baseUnit": 4,
    "borderRadius": "4px"
  },
  "components": {
    "buttonPrimary": {
      "background": "#F0594C",
      "textColor": "#FFFFFF",
      "borderColor": "#F0594C",
      "borderRadius": "6px",
      "borderRadiusCorners": {
        "topLeft": "6px",
        "topRight": "6px",
        "bottomRight": "6px",
        "bottomLeft": "6px"
      },
      "shadow": "none"
    },
    "buttonSecondary": {
      "background": "transparent",
      "textColor": "#F0594C",
      "borderColor": "#5B292B",
      "borderRadius": "8px",
      "borderRadiusCorners": {
        "topLeft": "8px",
        "topRight": "8px",
        "bottomRight": "8px",
        "bottomLeft": "8px"
      },
      "shadow": "none"
    }
  },
  "images": {
    "logo": "https://bodysim.com/assets/bodysim/inline-logo-name.svg",
    "favicon": "https://bodysim.com/assets/app-icons/favicon.ico",
    "ogImage": "/images/bodysim-link.png",
    "logoHref": "/"
  },
  "personality": {
    "tone": "modern",
    "energy": "medium",
    "targetAudience": "fitness enthusiasts"
  },
  "designSystem": {
    "framework": "bootstrap",
    "componentLibrary": ""
  }
}
```