LAB37 · brand portal
TEGEN
Brand guidelines, color tokens, typography, voice and assets. Edit in Notion; changes appear here within five minutes.
#1e231e
#ffffff
#991f26
#a84045
#838484
#a1a1a0
#c8c8c7
#b0b1b0
#232823
#2a302a
#323832
#3a403a
▸ Brand Kit
Colors
| Token | Hex | Use |
|---|---|---|
| --background / tegen-dark | #1e231e | Deep olive-black canvas |
| --foreground | #ffffff | Primary text |
| --tegen-red | #991f26 | Brand red (CTAs, accents) |
| --tegen-red-light | #a84045 | Red hover/light variant |
| --tegen-grey | #838484 | Muted text |
| --tegen-grey-light | #a1a1a0 | Subtle borders |
| --tegen-text-muted | #c8c8c7 | Soft body text |
| --tegen-text-subtle | #b0b1b0 | Subtle dividers |
| --surface-0 | #1e231e | Base |
| --surface-1 | #232823 | Card |
| --surface-2 | #2a302a | Elevated card |
| --surface-3 | #323832 | Higher elevation |
| --surface-4 | #3a403a | Borders |
Typography
- Primary headings: Roboto Condensed Black Italic — UPPERCASE, weight 900, italic
- Secondary headings / buttons: Abel Regular — UPPERCASE
- Body: Roboto Regular — 400/500/700
- All loaded via next/font/google
Voice & Tone
CrossFit Tegen Stockholm. Direct, no-bullshit. Athletic, demanding, but inclusive of all levels. Swedish-first.
Anti-examples
- No "wellness studio" euphemisms
- No discount-led copy
- No corporate gym-chain phrasing
- No agency-slogan format
▸ Assets
📑 Docs
- Tracking architecture: Plausible direct + Meta CAPI in API routes + Pixel via GTM with event_id dedup
- META_CAPI_TEST_CODE still active; remove after first real lead lands so events optimize ads
▸ Quick Reference
- Lead sender: leadfabriken@lab37.io
- Globals CSS: tegen-web/src/app/globals.css