COMMERCIAL MARKETING GUIDELINES

TABLE OF CONTENTS

THE PELOTON BRAND BRAND COLORS

03 T H E P E L O T O N B I K E F O R C O M M E R C I A L U S E 10 O N S C R E E N U S E

11 P R I N T U S E

BRAND VOICE

04 D O ’ S A N D D O N ’ T S
PHOTOGRAPHY

05 H O W W E S P E A K 12 P R O D U C T P H O T O G R A P H Y

THE PELOTON LOGO CREATIVE ASSETS

06 L O G O U S E 13 S O C I A L M E D I A M E S S A G I N G

07 L O G O L O C K U P 14 L A N D I N G P A G E

08 L O G O L O C K U P M I S U S E 15 E N V I R O N M E N T A L D E S I G N

19 P E L O T O N D I G I T A L C O P Y

© 2019 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 2
 THE PELOTON BIKE FOR COMMERCIAL USE

Thank you for choosing the Peloton

Bike for your facility! These promotional
guidelines will ensure every rider is
aware of the new addition to your
property and can take advantage of
the great Peloton experience.

Any requests for marketing outside

of these guidelines should be sent
for approval. For any brand usage
questions regarding design, signage,
printed collateral, etc., reach out to
[email protected].

THE PELOTON BRAND © 2019 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 3
 COMMERCIAL MARKETING DO’S AND DON’TS

DO DON’T

• Use Peloton imagery from our press page: press.onepeloton.com • Edit any Peloton imagery (adding graphics or other types of visuals, etc.)
• Incorporate the Peloton logo and ™ symbol in your marketing materials • Imply or state that your facility is an exclusive provider of Peloton
consistent with these guidelines. (brochures, emails, social media, Bikes.
website, etc) • Refer to or suggest any kind of official partnership between the two
• For hotels, gain visibility with riders who travel frequently by joining brands without the explicit written or electronic approval of a Peloton VP.
Peloton Hotel Finder (hotelfinder.onepeloton.com). Click ‘Add your • Use our name or logo on external hotel signage, interior hotel wayfinding
Hotel’ to complete a web submission form. signage, or fitness center entrance signage.
• Get written or electronic approval for all marketing outside of these • Use our logo as wall art (unless approved in writing or electronically).
guidelines by reaching out to [email protected] • Display Peloton imagery in a more prominent manner than your own
• Get written or electronic approval to use our name and/or logo company branding or in any way that would mislead consumers as to the
in any materials that will be sent to the media by reaching out to nature of your facility’s relationship with Peloton.
[email protected] • Use the following language when referring to Peloton Bikes at your
facility:
• “official Peloton partner” • “spin studio”
• “Peloton studio” • “spin bike”
• “spinning classes by Peloton”

BRAND VOICE © 2019 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 4
MESSAGING HOW WE SPEAK

Suggested Talking Points

for Promotional Use
• XXX Hotel is excited to announce the launch of Peloton Bikes in our Fitness Center.
We encourage you to use the
following language across all your • XXX Club now features Peloton Bikes.
marketing channels, including email,
social, landing pages and more. • Indoor cycling comes to XXX hotel with the Peloton Bike.

• Hit your fitness goals while on the go.

• Experience immersive cardio that will keep you coming back for more.

• Join live or on-demand studio classes at any time that works for you.

• Feel like you’re face to face with instructors on a sweatproof 22” HD touchscreen.

• Connect your Wi-Fi- or Bluetooth™-enabled device, including heart rate monitors and smartwatches.

• Keep your workouts fresh with different themes, difficulty levels and music genres.

• With classes that range from 5 to 90 minutes, find a ride for every mood.

• Find the instructor, music genre and class type to fit your mood and your goals.

BRAND VOICE © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 5
 1Y

DOWNLOAD
LOGO FILES

THE PELOTON LOGO Construction and Clearspace: 1Y

Key:

Logo Lockup 1Y 3X 1Y

The Peloton logo lockup is our primary logo and

should be used in most cases. The logo lockup 1Y

includes the Peloton logomark and the Peloton

wordmark. The size ratios and spacing between
the two should never change. 3 6 p x o r 1/ 2 i n =Y

Use of the Peloton logo alongside any other

=X
brand in any promotional application (digital,
print, signage, etc.) must be pre-approved in
writing or electronically by Peloton. 1Y

To determine clearspace for the logo lockup,

use the height of the wordmark on all four sides
of the mark. The minimum height of the lockup
is 25px for screens and 3/8” when printing.
Follow these guidelines to avoid distorting or
crowding the logo and to ensure legibility.
2 4 p x – 3 6 p x o r 1/ 3 i n –1/ 2 i n
=Y

Minimum Size:
18 p x o r 1/4 i n =X

18 p x o r 1/4 i n

18 p x o r 1/4 i n

9 p x o r 1/8 i n

THE PELOTON LOGO © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 6
 DOWNLOAD
LOGO FILES

THE PELOTON LOGO ACCEPTABLE USAGE

Logo Use
The Peloton logo lockup must always be used
in either “Peloton Black” or white, preferably on
neutral backgrounds. The logo lockup can be
used over imagery or video, but when doing so,
make sure there is enough contrast so that the
logo remains legible.

The wordmark should be used with the same

parameters as the lockup, but should not be
used over imagery or video.

The logomark can be used in the same way as

the lockup and the wordmark, but can also be
set using Peloton “Super Red.” This is the only
logo that can receive this color treatment.

THE PELOTON LOGO © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 7
THE PELOTON LOGO UNACCEPTABLE USAGE

Logo Lockup Misuse

The Peloton logo lockup and stacked lockup
should only be used in the ways detailed on the
Logo Use page. This page lists explicit examples
of how not to use the Peloton logo lockup and
stacked lockup.
Do not place logo Do not use any colors Do not put a stroke Do not put the logo Do not place the logo Do not use the super Do not change the size
on multicolored when representing the around the logo on colors with low on overly complex red logomark and black or relative position of
background colors Peloton lockup contrast backgrounds wordmark together elements in the lockup

Do not place logo Do not use any colors Do not put a stroke
on multicolored when representing the around the logo
background colors Peloton lockup

Important: Do not change the size or relative position of

elements in the stacked version of the lockup. Relative
Do not put the logo Do not place the logo sizing and position must remain consistent.
Do not use the super
on colors with low on overly complex red logomark and black
contrast backgrounds wordmark together

THE PELOTON LOGO © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 8
THE PELOTON LOGO UNACCEPTABLE USAGE

Logo Lockup Misuse

Continued

ANOTHER
LOGO

ANOTHER
LOGO

ANOTHER
LOGO

THE PELOTON LOGO © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 9
COLORS FOR SCREEN USE SUPER RED HOVER RED BLACK OFF BLACK M E D I U M G R AY L I G H T G R AY D I V I D E R G R AY OFF WHITE WHITE
255 / 51 / 71 217 / 24 / 43 24 / 26 / 29 34 / 37 / 41 199 / 122 / 129 168 / 172 / 177 228 / 230 / 231 245 / 247 / 249 255 / 255 / 255
RGB and Hex #FF3347 #D9182B #181A1D #222529 #777A81 #A8ACB1 #E4E6E7 #F5F7F9 #FFFFFF

BRAND COLORS © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 10
COLORS FOR PRINT USE SUPER RED BLACK M E D I U M G R AY L I G H T G R AY OFF WHITE WHITE
C0 / M100 / Y100 / K0 C75 / M68 / Y67 / K90 C0 / M0 / Y0 / K70 C0 / M0 / Y0 / K40 C6 / M2 / Y0 / K6 C0 / M0 / Y0 / K0
CMYK

BRAND COLORS © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 11
 PRODUCT PHOTOGRAPHY

Peloton Bike
DO
• Seat and handlebars should be level with each
other
KNOB A
• 
Knobs A and B should be facing south
• 
Knob C should be facing north
• 
Pedal bar should be aligned with cross bar Logo
• When shot alone, Bike set up should be at:
– F, under touch screen
– 28, seat height
– E, seat depth
• Depending on angle of shot, make sure logo is
KNOB C
displayed appropriately on resistance knob
• When selecting area for Bike to be shot in, make
sure to allow for 5 feet (minimum) distance
between Bike and environment
• Shoot the Bike from the right side only
KNOB B
DON’T
• 
Shoot the Bike with handlebars at max height
capacity
• Shoot the Bike at a hard profile (touchscreen in
view is preferred)
• Shoot Bike on mat
• Include fitness equipment or accessories other
than Peloton for in-room shots.

PHOTOGRAPHY © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 12
SOCIAL MEDIA POSTS SOCIAL MEDIA COPY EXAMPLES

Suggestions of how to call attention to the

Peloton Bike.

V1 V2 V3
DON’T
• 
Include celebrities or Peloton instructors in
posts
POST COPY POST COPY POST COPY

• Insert new or non-approved brand hashtags Experience immersive cardio that When you stay with us, you can stay Join live or on-demand studio classes
(either yours or Peloton’s)
keeps you coming back for more. The on track towards your fitness goals. at any time that works for you. Try
• Mention other competitive fitness equipment
or accessory brands in the same post
Peloton Bike is now at the XXX hotel. The Peloton Bike is here. the Peloton Bike, now at XXX Club.

CREATIVE ASSETS © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 13
L ANDING PAGE CREATIVE L ANDING PAGE EXAMPLE

This copy can be lifted directly to be used on web.

• HL: Get Ready for Your Ride
• SUB: We’re so excited for you to experience the
Peloton Bike in our facility. To get started, visit
the links below:
- Sign in with your existing Peloton account.
- Sign in as a guest.

• For additional information, see the links below:

• How to adjust your Bike
• Sign Up for a free profile
PELOTON
• How to pair your headphones
• Find your first class Get Ready for Your Ride
• Experience Peloton on the go

Design and Photography direction is provided

throughout this guide
• You may use your own hotel website to create
a landing page to promote your new Peloton
Bike. We do not provide landing page design
services.
• All landing pages will look different depending We’re so excited for you to experience the Peloton Bike in our
facility. To get started, visit the links to below.
on the style and platform you use. By following
our imagery guidelines, messaging, and
logo lockup, consistent brand presence is
maintained.
• Please aways remember to use: HOW TO ADJUST THE BIKE

• Approved Peloton imagery

FIND YOUR FIRST CLASS
• Copy provided in this guide
EXPERIENCE PELOTON ON THE GO
Peloton reserves the right to request removal of
Peloton assets such as our name, logo, imagery,
and other marketing materials on landing pages
or other assets.

CREATIVE ASSETS © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 14
 DOWNLOAD
ARTWORK

SIGNAGE SUGGESTIONS ON HOW ENVIRONMENTAL DESIGN OPTION A

TO CALL ATTENTION TO THE
PELOTON BIKE.

Good for: In or around your fitness

center.

Messaging: PULL UP TABLE TOP

This copy can be lifted directly to be BANNER BANNER
used on the banner. EXPERIENCE
EXPERIENCE THE PELOTON BIKE
• HL: EXPERIENCE THE PELOTON BIKE THE PELOTON BIKE
Access a live or on-demand class.
• SUB: Visit our fitness center to try a live or Visit our fitness center to access a
live or on-demand class.
on-demand class.

Dimensions:
Signage should not exceed the above
dimensions.

• Standing Banner: 34” x 81” single sided

• Table Banner: 11.5” x 18” single sided

CREATIVE ASSETS © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 15
 DOWNLOAD
ARTWORK

SIGNAGE SUGGESTIONS ON HOW ENVIRONMENTAL DESIGN OPTION B

TO CALL ATTENTION TO THE
PELOTON BIKE.

Good for:
Right outside the fitness center

Messaging: PULL UP TABLE TOP

This copy can be lifted directly to be BANNER BANNER
used on the banner.

• HL: THE PELOTON BIKE IS HERE

• SUB: Come try a live or on-demand class.
THE
THE
PELOTON PELOTON
Dimensions:
BIKE IS BIKE IS
• Standing Banner: 34” x 81” single sided
HERE
• Table Banner: 11.5” x 18” single sided
Access a live or
HERE
on-demand class.
Access a live or
on-demand class.

CREATIVE ASSETS © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 16
SIGNAGE SUGGESTIONS ON HOW ENVIRONMENTAL GRAPHICS GUIDE
TO CALL ATTENTION TO THE
PELOTON BIKE.

DO EXAMPLE BIKE FLOOR PLAN A EXAMPLE BIKE FLOOR PLAN B

• U se the approved Peloton banner outside your
fitness center, spa, etc.
• Use the Peloton Logo lockup on the floor of
your dedicated Peloton Bike area.
36in 36in
When using the logo on the ground please:
• Only use one logo.
• Center the logo to the back or side of the Bikes

1Y
depending on your fitness layout.
• Place the Peloton logo 10 inches, behind the

=Y
Bike.
• Do not exceed 42 inches in width. 72in 72in 10in
42in

=X
• The Peloton logo must have a higher contrast
to the color of the floor. For example, if the 2in

floor is a dark brown, black, or grey, the Peloton

3X
logo should be white. If the floor is white, tile or
a light shade of wood, the Peloton logo should

1Y
be black.

1Y

1Y
• Material Recommendations for floor surfaces:
10in
Oracal 631 Matte Vinyl or any durable Matte 1Y 3X 1Y

adhesive Vinyl.
1Y

• A Vinyl Die cut is of the logo is recommended 2in

for install. The box around the logo in this

diagram is to show the space you are required
1Y

to have around the logo. 42in

=Y

=X

CREATIVE ASSETS © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 17
SIGNAGE SUGGESTIONS ON HOW ENVIRONMENTAL GRAPHICS MISUSE
TO CALL ATTENTION TO THE
PELOTON BIKE.

DON’T
• Place the Peloton logo on any walls,
windows or mirrors
• Make any copy or graphics that refer to your
fitness area as a “Peloton studio”

CREATIVE ASSETS © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 18
PELOTON DIGITAL PELOTON DIGITAL COPY EXAMPLES

HOW TO PROMOTE PELOTON

DIGITAL AS AN OFFERING

This copy can be lifted directly • The best of Peloton at your fingertips.
and live across all your marketing
• Take your workout on the go with Peloton Digital.
channels.
• Try Peloton Digital on us.

• Tap into a variety of workouts on Peloton Digital.

• Try Peloton Digital – no credit card required.

• Try out a variety of workouts, including yoga, cardio, strength, outdoor running and more.

• Access our live and on-demand library on iOS, Android and web.

• Stay motivated and inspired with a team of expert instructors leading every class.

FOR WEB

H L : Tap Into Peloton Digital Right From Your Hotel Room

S U B : No credit card required.

• Try out a variety of workouts, including yoga, cardio, strength, outdoor running and more.

• Access our live and on-demand library on iOS, Android and web.

• Stay motivated and inspired with a team of expert instructors leading every class.

CREATIVE ASSETS © 2020 Peloton, Peloton Interactive, Inc. All rights reserved. Peloton, 125 W 25th St, 11th Fl, New York, NY 10001 19
 ONEPELOTON.COM

© Peloton 2012-2019, Peloton Interactive, Inc. All rights reserved.