A VISUAL SYSTEM FOR BUILT WITH SAM

BUILT WITHSAM.

The parts that make it unmistakably yours. Colour, type, shape and behaviour, all working together.

Drawn from Sam's existing identity and public coaching page. This sheet shows how those parts behave, without deciding what gets built from them.

MARK / 01

BUILT WITHSAMTRAIN · BUILD · IMPROVE

BLACK / GOLD / IVORY

01 / THE IDENTITYSCROLL TO EXPLORE ↓

TRAINBUILDIMPROVE

THE FOUNDATION

COLOUR WITH INTENT.

Almost black does the heavy lifting. Ivory carries the reading. Gold is held back for identity and action. Tap a swatch to copy its value.

Let dark space dominate. Ivory explains. Gold points.

THE VOICE ON THE PAGE

TYPE THAT TRAINS HARD.

Heavy condensed headlines match the graphic Sam already uses. A calm, readable sans gives the detail room to breathe. Two faces, one clear hierarchy.

DISPLAY / BARLOW CONDENSED

THE ATTITUDE

700 to 900 weight. Tight lines. Short, direct headlines. Uppercase when a statement needs impact.

BODY / DM SANS

THE DETAIL

400 to 700 weight. Open spacing. Clear for labels, instructions and anything people need to read.

HERO / 900BUILT FOR MORE.

HEADING / 800TRAIN WITH PURPOSE.

LABEL / 700TRAIN · BUILD · IMPROVE

BODY / 400A practical plan that fits around work, family and everything else.

NUMERAL / 80008 WEEKS / EXAMPLE TYPE ONLY

THE SIGNATURE

THE MARK, IN CONTEXT.

The existing logo's order stays intact: the barbell, spaced “BUILT WITH”, dominant gold “SAM”, then the three-part line. These are clean text treatments of that structure, pending the original artwork.

BUILT WITHSAMTRAIN · BUILD · IMPROVE

Original logo file wanted. Sam's Instagram tile gives the structure but not a clean master. Use the supplied artwork when it is available.

THE BRAND IN MOTION

CONTROLS THAT RESPOND.

Hover the buttons. Press them. Focus the field. Pick a chip. Movement is small and deliberate, so the gold feels earned.

BUTTONS / HOVER AND PRESS

The filled button lifts and changes sheen. The outline fills from the left. Every press settles down by two pixels.

FIELD / FOCUSYOUR NAME

A gold hairline appears on focus. No glow or rounded corners.

CHIPS / SELECT

The selected state stays visible after the pointer leaves.

STATE / ONE ACCENT

RESTINGIvory carries the label.

ACTIVEGold identifies the action.

QUIETDeep gold supports it.

MATERIAL AND DEPTH

A LITTLE RESTRAINT.

Black and gold get generic when everything shines. One sheen, one hairline and plenty of dark space give the brand its weight.

THE GOLD SHEENFor a focal line or the largest word, not every surface.

THE FRAMEOffset one-pixel rules create depth without a card stack.

THE GHOST WORDA quiet signature behind the content.

WORDS THAT SOUND LIKE SAM

DIRECT. HUMAN.

Sam's public message speaks to busy people who want to look like they train without living in the gym. Keep that plainspoken feel wherever the brand appears.

MAKE IT FIT LIFEUSE

Train hard. Keep your life.

AVOID

Revolutionise your lifestyle.

SAY WHAT HAPPENSUSE

A plan that works around your week.

AVOID

A transformative ecosystem.

KEEP THE VERBSUSE

Train. Build. Improve.

AVOID

Unlock your ultimate potential.

THE SHORT VERSION

KEEP IT RECOGNISABLE.

Five rules you can hand to anyone making the next piece of Built With Sam.

Start with black.Near black is the ground. Raised surfaces stay dark and warm.
Use gold for purpose.Actions, focus and the signature get the accent. Routine copy does not.
Keep type in two families.Barlow Condensed carries impact. DM Sans carries reading.
Let controls react.Hover moves a little. Focus is obvious. Selection remains visible.
Use Sam's words.Short, useful and direct. Keep TRAIN · BUILD · IMPROVE intact.