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.


Our mission, values and personality

View Details


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

View Details


Writing, tone, terminology style guide and more

View Details


Photography, design, typography and more

View Details

What’s New


Master Brand Logo


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


Voice Guidelines


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

Go to Voice Guidelines