971 FIGHT brand guidelines

Version 1.3 · 21 Oct 2026

971 FIGHT is quiet-luxury fighter streetwear from the UAE. 971 is the UAE dialling code. It should feel like the corner between rounds: dark, still, focused. Restraint over decoration.

For designers, printers, collaborators and partners.

Made by fighters, for fighters.

Principles

Restraint

Two colours per screen, one statement per section.

Discipline

Strict grid, consistent spacing, square corners.

Origin

Born in the UAE. Said once, quietly, never as costume.

The range

Drop 01

One tee: 100% organic cotton, 185 GSM, garment-washed.

Fits and colours

Boxy, oversized with a dropped shoulder, and Relaxed. Black, Olive and White.

Sized by weight class

S Lightweight, M Welterweight, L Middleweight, XL Light Heavyweight, XXL Heavyweight. The class is printed across the back.

How to read this hub

Approved

Confirmed and ready to use.

In use

Live on 971fight.com or part of the Drop 01 set.

Concept

Proposed direction, not final.

Logos

Ground

Ring Black Washed Black Canvas Bone Olive

Primary. Bone on Ring Black.

Show clear space

Origin

The mark started as a marker sketch.

It was redrawn as a solid vector. Use the solid version everywhere on the website. The texture of the original lives on in the campaign-only logo.

Marks and variations

PrimaryApproved

Bone on Ring Black.

Primary lightApproved

Ring Black on Canvas.

CollectionApproved

Bone on Olive.

FaviconApproved

Solid mark, Bone on a Ring Black square.

TexturedCampaign only

Campaign imagery and large editorial moments. Never in the header or favicon, never under 200px.

Flag lockupGarment only

Back print only. Never rebuilt in code, never in the header, favicon, buttons or badges.

Flag lockup, lightGarment only

For white garments.

Back print, sandGarment only

As produced on Black and Olive.

Back print, blackGarment only

As produced on White.

Wordmark in text contexts: 971 FIGHT in Neue Montreal Semibold caps. Never the script face.

Clear space and size

18%

Clear space: 18% of the logo's width on every side. Nothing enters it.

64px

Minimum width anywhere on screen.

88–110px

Header width on desktop.

64–72px

Header width on mobile.

64px, minimum

72px, mobile header

88px, desktop header

110px, desktop header

Misuse

Don't rotate the mark or re-space the numerals.

Don't stretch the mark.

Don't add outlines.

Don't add shadows, glows or gradients.

Don't fill the mark with flag colours outside the garment lockup.

Don't place the mark over photography without a 50% black scrim.

Never type 971 in a font.

Colours

~58% Ring Black
~24% Canvas
~10% Bone
~5% Olive
≤3–5% Flag Red

Core

Ring Black

Approved--c-ring-black

Logo black. Primary dark surface, body text on light, primary buttons.

Bone

Approved--c-bone

Print ink, called sand in print files. Text and logo on dark, inverse buttons.

Canvas

Approved--c-canvas

Light surface for shop, product and content pages. Product photo ground.

Washed Black

Approved--c-washed-black

Secondary dark surface: cart drawer, alternating bands, hover on black buttons.

Olive

Approved--c-olive

Maximum one band per page.

Supporting

Marker Ink

Approved--c-ink

Violet from the original sketch. Graphic and texture only, never UI.

Stone

Approved--c-stone

Secondary text on Canvas.

Stone Light

Approved--c-stone-light

Secondary text on Ring Black.

Muted on Bone

Approved.scheme-bone --ink-muted

Secondary text on Bone.

Product Ground

Approved--surface-alt

Ground behind product images on Canvas.

UAE signals

Signals only, 5% of any screen at most. Never red or green buttons, backgrounds or full-bleed sections, sale banners, flag gradients, or the flag as a pattern.

Flag Red

Approved--c-flag-red

Sampled from the Drop 01 flag artwork. Hoist bar, live dot, focus outline, footer strip. Never text on Canvas.

Flag Green

Approved--c-flag-green

Sampled from the Drop 01 flag artwork. In-stock dot, footer strip.

Flag White

Approved--c-flag-white

Footer flag strip only.

Flag Black

Approved--c-flag-black

Footer flag strip only.

Lockup Red

ApprovedFlag lockup artwork

The red in the flag lockup. Back print only.

Lockup Green

ApprovedFlag lockup artwork

The green in the flag lockup. Back print only.

Colour schemes

Canvas

Shop, collection, product, cart, content pages.

Ring

Home header, hero, footer, campaign pages.

Washed

Cart drawer, alternating dark bands.

Olive

One band per page at most.

Bone

Newsletter band, announcement variant.

Contrast

Ring Black on Canvas

16.8 : 1

All text.

Bone on Ring Black

12.9 : 1

All text.

Bone on Washed Black

10.6 : 1

All text.

Bone on Olive

5.9 : 1

All text.

Stone Light on Ring Black

6.7 : 1

Secondary text.

Stone on Canvas

4.8 : 1

Secondary text.

Typography

Display

PP Right Grotesk Compact Black

Uppercase. Line height 0.88 to 0.92. Tracking 0.

H1, H2, product title.

Calm in chaos.

Wide accent

PP Right Grotesk Wide Medium

Uppercase. One line per section at most.

Drop numbers, product codes.

Drop 01 · 185 GSM

Body

PP Neue Montreal Regular

16px, line height 1.55, 62 characters wide at most.

All running text, inputs.

Restraint over decoration. Square corners, hairline rules, big compressed headlines, lots of empty space.

UI label

PP Neue Montreal Semibold

Uppercase. 13px. Tracking 0.14em.

Buttons, nav, eyebrows, prices on cards.

Add to bag

Weight class

PP Neue Montreal Regular

Uppercase. Tracking 0.24em on screen, 0.32em on the garment.

Size sublabels, collection names, back-print references.

Middleweight

Signature

971 Script, custom

Caps only. 32px minimum. One use per screen. Never body text, buttons or a logo substitute.

Born in the UAE in the footer, one campaign accent.

Born in the UAE

Hidden message

Artwork, not a font. Place the file, never retype it. One per screen.

Type specimen

Role

Display Wide accent Body UI label Weight class Signature

Size 96px

Sample text. Type to preview it in the selected role.

Scale

--fs-h1

Made by fighters

56 to 120px

Compact Black

--fs-h2

Two fits. Three colours.

36 to 64px

Compact Black

--fs-h3

971 Core Tee

24 to 28px

Compact Black

--fs-lead

First in line for the next drop.

18 to 20px

Neue Montreal Regular

--fs-body

Order in. We'll message you when it ships.

16px

Neue Montreal Regular

--fs-small

Black · Boxy

14px

Neue Montreal Regular

--fs-label

Add to bag

13px

Neue Montreal Semibold

--fs-micro

Size guide

12px

Neue Montreal Semibold

Partner fonts

Archivo ExtraCondensed Black

Free stand-in for PP Right Grotesk Compact Black. SIL Open Font License.

Archivo on Google Fonts

Instrument Sans

Free stand-in for PP Neue Montreal, in Regular and SemiBold. SIL Open Font License.

Instrument Sans on Google Fonts

Imagery

Campaign

Boxing and jiu-jitsu settings: ring corners, academy mats, padded walls. 16:9 or 3:2 for heroes.

A fighter in the olive tee and black gi trousers sits on academy mats against a padded wall, training partners behind. — Campaign. 16:9.In use

A fighter in the black tee and black gi trousers stands barefoot in a jiu-jitsu gym. — Campaign. 1:1.In use

A fighter in the olive tee stands on blue mats with hands in pockets. — Campaign. 1:1.In use

A fighter in the white tee and white gi trousers leans against a padded wall. — Campaign. 1:1.In use

A fighter in the olive tee works the heavy bag beside the ring. — Campaign. 1:1.In use

Portrait

Ritual moments: hand wraps, tape, the bench. 4:5 or 1:1.

A boxer in the white tee wraps his hands on a bench by the ring. — Portrait. 1:1.In use

A fighter seen from behind on the mats, MIDDLEWEIGHT printed across the back of the white tee. — Portrait. 4:5.In use

Product

The garment on Canvas, centred and front-on, with a consistent crop across the range. 4:5 cards, 1:1 Shopify media.

The boxy tee in black, front view, with the small 971 on the left chest. — Front.In use

The boxy tee in black, back view, MIDDLEWEIGHT above the 971 FIGHT lockup. — Back.In use

The boxy tee in olive, front view. — Front.In use

The boxy tee in white, front view. — Front.In use

Detail

Back-print close-ups, the inside-hem message with cotton texture visible, the collar rib, the wash.

Macro of CALM IN CHAOS printed inside the black tee, cotton texture visible. — Hidden message. Macro.In use

Close-up of the 971 chest print on the black tee. — Chest print.In use

Close-up of the hem print on the olive tee. — Hem print.In use

Never

Never Stock fitness smiles or stock-fitness styling.

Never White seamless studios or lens flare.

Never Flag-colour duotones, or the flag as a background or overlay.

Never Text baked into images, or text over the product.

Graphic language

Drop 01

Hoist bar

4 by 18px Flag Red, beside eyebrows and section labels. Taken from the flag.

Drop 01 is live

In stock

Signal dots

6px squares. Red for a live drop, green for in stock.

Hairlines and grid

1px rules divide. No boxed cards, no shadows, radius 0 everywhere. A 12-column grid up to 1440px, spacing on an 8px scale.

Weight classes

S Lightweight, M Welterweight, L Middleweight, XL Light Heavyweight, XXL Heavyweight.

Textured logo

Campaign imagery only. The texture turns to noise under 200px.

Born in the UAE

Signature

971 Script, 32px minimum, once per screen.

Calm in chaos.

Printed inside every tee, stacked on three lines with a full stop and a brushed underline. It is artwork, not a font: place the file, never retype it, and keep its dry-brush texture.

Flag strip

The very bottom of the footer, 8 to 12px tall. 25% Flag Red, then green, white and black rows.

Motion

Approved standardsApproved

180ms

Fast: hover and small state changes.

320ms

UI: drawers and panels.

700ms

Image reveal.

0ms

Every duration under reduced motion.

.2, .7, .1, 1

Easing: cubic-bezier(.2,.7,.1,1).

.92 / 1.02

Images fade from opacity .92 and scale 1.02.

6–10s

Hero video: muted and looping.

A fighter in the white tee leaning against a padded wall.

Runs the three durations and the image reveal on the approved easing.

Proposed directionConcept

None of this is an approved standard yet. Each piece says how it was made.

Logo revealConcept

The mark settles, then FIGHT slides out from behind it. One calm move, using the real logo and wordmark.

Jitter export · Free plan · 720p, 30fps · Jitter watermark

Template: Logo: Sliding Name

TaglineConcept

The core line in the display face, word by word. Type only, so nothing sits over the product.

Jitter export · Free plan · 720p, 30fps · Jitter watermark

Template: The Edit: Tagline [Dark]

Colour systemConcept

The five core colours in sequence, each on its exact ground.

Jitter export · Free plan · 720p, 30fps · Jitter watermark

Template: Bold Color List

Logo wipeConcept

A single left-to-right reveal at the 700ms standard.

Original code · CSS and SVG

Drop 01

Made by fighters, for fighters.

Section entranceConcept

Hoist bar first, then eyebrow, then the headline rises from a mask.

Original code · CSS and SVG

SLightweight
MWelterweight
LMiddleweight
XLLight Heavyweight
XXLHeavyweight

Weight-class ladderConcept

The size range read top to bottom, one class at a time.

Original code · CSS and SVG

Walk to the bag

Existing vertical clip of the Middleweight back print. Shown as a reference for pace and light.

Existing video · re-encoded to H.264 for browsers

Applications

Apparel

55mm

Front: 971 mark, left chest, one colour.

250mm

Back print. Light Heavyweight: 320mm.

110mm

Inside hem: CALM IN CHAOS.

50mm

Neck label.

The white boxy tee, front view, with the small black 971 on the chest. — 971 Core Tee, front. One mark, left chest.In use

The olive boxy tee, back view, MIDDLEWEIGHT above the 971 FIGHT lockup. — Back. Weight class above the lockup.In use

CALM IN CHAOS printed inside the hem of the black tee. — Inside hem. The hidden message.In use

Neck labels. S to XXL.Approved

Packaging

Box. Final artwork, mock-up image.Approved

Insert card, front.Approved

Insert card, back.Approved

240mm

Box lid: the 971 mark.

100mm

Box side: 971FIGHT.COM.

Social

4:5

Feed, 1080 by 1350.

9:16

Stories and reels, 1080 by 1920. Keep type out of the top 250px and bottom 340px.

1:1

Square, 1080 by 1080.

1.91:1

Link and share, 1200 by 628.

Format A, the hidden message post: top 73% macro photo of the inside print, bottom 27% solid Ring Black panel. Type lives only in the black panel, never over the garment or the print.

Logo post.In use

Two fits. Three colours.In use

Worn on the inside. Format A layout.In use

Sized by weight class.In use

Chest logo.In use

Gym, black.In use

Now live.In use

Built for the ring.In use

Paid social concepts

Fight-weekend ad designs.

The city gets loud.Concept

Sized by weight class.Concept

The Heavyweight.Concept

Website

Share image, 1200 by 628.In use

Cover image, 2048 by 1152.In use

Voice

Core line

Made by fighters, for fighters.

Always central.

Brand lines

Calm in chaos.

Discipline builds freedom.

Same people. Different results.

Hidden message. Worn on the inside.

Rules

Names

Fits: Boxy, Relaxed. Colours: Black, Olive, White. Regular, Vintage and Washed Black are internal names only. Sizes are named by weight class.

Product facts

Only claim these: 100% organic cotton, 185 GSM, garment-washed, boxy oversized with a dropped shoulder, or relaxed fit.

Positioning

Training and everyday wear: the gym, warm-ups, between sessions. No performance claims. Never call the fabric heavyweight: Heavyweight is the XXL size.