Welcome to our beta brand guidelines. Take a look around and let us know what you think.

View of the exterior of a Life Time luxury athletic resort under a blue sky
BETA Version 2.0

Brand Guidelines
 

The Life Time brand is who we are and what we stand for — and the following guidelines help you bring it to life. Life Time is an ever-expanding company, and because of its complexities, it’s important to look to these guidelines to create a consistent, elevated brand experience.

The Components

This guide covers the four crucial components of our brand: 
vision, logos, voice and visuals.

Vision

Our mission, values and personality

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Logos

Master, company, brand extensions, locations, CI 
and more

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Voice

Writing, tone, terminology style guide and more

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Visuals

Photography, design, typography and more

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What’s New

New

Master Brand Logo

11.25.19

For national marketing, consumer-facing digital properties and building signage, we now only use our simple, master brand logo. The “Healthy Way of Life” logo is only used in corporate contexts.

More About Logos

New

Voice Guidelines

11.25.19

Everything you need to know about Life Time’s voice, tone, messaging, terminology and more is now available.

Go to Voice Guidelines