The HER5 name, wordmark, logo, favicon, visual identity, brand colours, taglines, and all associated brand materials are the intellectual property of HER5 and are protected by copyright and applicable intellectual property laws.
Protected Elements
The following are owned by HER5 and may not be used, reproduced, modified, or distributed without prior written permission:
The HER5 name and wordmark
The HER5 logo in all variants (dark, light, mono, favicon)
The HER5 brand colour palette and visual identity
The HER5 brand feel, personality, and positioning
All taglines and key brand phrases including "A community for women in sport, fitness and life. Together."
All original content, imagery, and marketing materials
Usage Guidelines
Any use of HER5 brand assets must comply with the following:
Do not alter, distort, or recolour the HER5 logo
Do not use HER5 branding to imply endorsement or affiliation without written consent
Do not combine the HER5 mark with other logos or icons
Approved sponsors and partners must follow any separate brand usage terms provided
All press and media usage of HER5 assets requires prior approval
Unauthorised reproduction or misuse of any HER5 brand element may result in legal action
Third Party Notices
The Inter typeface used throughout HER5 brand materials is designed by Rasmus Andersson and is licensed under the SIL Open Font License 1.1. Inter is free for personal and commercial use and is not owned by HER5.
For brand usage enquiries, permissions, or to report misuse please contact HER5 directly via her5.co.uk/contact.
02 — Brand Overview
What HER5 Is
HER5 is a women's only football and community brand based in Dorset. Built by two mums who grew up playing football together, HER5 exists to give women more accessible, welcoming, and exciting ways to play, connect, and belong.
Mission
Provide reliable, organised football that women can commit to with confidence, alongside a community that supports them on and off the pitch.
Vision
Build a supportive network where women feel seen, valued and part of something bigger than just fixtures. Football is the anchor, community is the goal.
Positioning
A women's football and community movement for women in sport, fitness and life. Together.
03 — Logo
Wordmark
The HER5 logo is a custom wordmark built in Inter Extra Bold. "HER" is always white (or black on light backgrounds) and "5" is always pink. The two parts sit together with tight letter spacing as one unified mark.
The HER5 palette centres on a bold, vibrant pink against deep dark tones. Pink is the signature brand colour used for accents, buttons, highlights, and the "5" in the logo. The dark backgrounds give the brand its modern, premium feel.
Primary
Pink
#E91E7B
--pink
Pink Dark
#C4105F
--pink-dark
Pink Light
#FF4DA6
--pink-light
Dark Tones
Black
#111111
--black
Black Light
#1A1A1A
--black-light
Black Lighter
#222222
--black-lighter
Neutrals
Gray Dark
#333333
--gray-dark
Gray
#666666
--gray
Gray Light
#999999
--gray-light
Gray Lighter
#E0E0E0
--gray-lighter
Lights
Off White
#F5F5F5
--off-white
White
#FFFFFF
--white
Special
Pink Glow
rgba(233, 30, 123, 0.3)
--pink-glow
05 — Typography
Type System
HER5 uses Inter as its sole typeface across headings, body, labels, and UI. Inter is a clean, modern sans-serif designed for screens, giving the brand a sharp, sporty, and highly readable identity.
Font Family
"Inter", system-ui, -apple-system, sans-serif
Loaded via Google Fonts. Weights used: 400 (Regular), 500 (Medium), 600 (Semibold), 700 (Bold), 800 (Extra Bold), 900 (Black).
HER5 should always feel like a movement, not a service. The brand is built to make women feel welcome, excited, and part of something real.
💪
Empowering
Confident and strong without being aggressive
🤝
Community Led
Connection and belonging always come first
⚡
Energetic
Modern, bold and full of momentum
🌸
Feminine
Feminine without being soft. Sporty, not girly
THE BRAND SHOULD FEEL
Women's only and proudly so
Community first, football second
Modern, clean, and energetic
Welcoming and approachable
Supportive and empowering
Fun, social, and real
Local and rooted in Dorset
Sporty and active
Feminine without being soft
Aspirational but grounded
THE BRAND SHOULD NEVER FEEL
Corporate or cold
Generic or forgettable
Heavily formal or stiff
Cheesy or over-sentimental
Cluttered or visually noisy
Masculine in tone or design
Novelty or gimmick driven
Overly wordy or polished
Exclusive or intimidating
Just a booking platform
08 — Brand Voice
Tone of Voice
HER5 copy should sound like a confident, supportive friend who genuinely cares about women's sport. Modern, direct, and warm. Never corporate, never cheesy.
Attribute
What It Means
Example
Confident
Assured and clear. No hedging, no apologising
"We're building something different."
Direct
Get to the point. Short sentences, clear language
"No commitment. Just turn up and play."
Warm
Friendly without being saccharine
"We'd love to have you."
Punchy
Impactful lines that stick. Rhythm matters
"Sport, fitness, life. Together."
Community Led
Always about "we" and "us", not "I" or "me"
"Be part of something."
Slightly Informal
Approachable, not sloppy. Casual, not lazy
"Just bring yourself and your boots."
Writing Rules
DO
Keep copy short and punchy
Use "we", "us", "together" language
Sound positive and forward looking
Be practical and readable
Make women feel included and excited
Use sentence case for headings
DON'T
Use em dashes in copy
Sound over-sentimental or cheesy
Be wordy or over-explain
Use jargon or corporate speak
Sound stiff or like a press release
Overuse exclamation marks
Key Phrases
Tagline
A community for women in sport, fitness and life. Together.
Recurring Themes
"All abilities welcome" · "Be part of something" · "Women's only" · "No commitment, just turn up and play" · "Football and friendship"
09 — Visual Direction
Design Preferences
Guidelines for imagery, layout, and overall visual treatment across social media, print, and digital touchpoints.
