Brand Guidelines
This document introduces the elements of our identity system and explains how we use them to build our brand across running and cycling.
01
A geometric sans-serif wordmark designed to convey strength, stability, and a sense of boundlessness in sport. The TM trademark area may be replaced with CC for cycling networks.
Lighter backgrounds: Black #171414. Dark backgrounds: Soft Grey #ECF1F4.
02
The final letter and sport type highlight make up the simplified logomark. At smaller icon and social profile sizes, the sport type is removed, leaving just the lowercase initial.
03
Protect the integrity of the brand by avoiding these mistakes.
04
FK Grotesk Bold is our primary typeface. Tight leading is the rule — lines should get as close as possible without overlapping.
FK Grotesk Bold
Leading
When there is more than a single line of text, adjust the leading to get as close as possible to the line above and below, without overlaps or touching.
Text Sizing
For promos, announcements, or flyers: text should fill as much space (width) on the artboard as possible. Never directly in the middle — top and bottom, with negative space between. Never on the sides.
05
Palette is neutral to keep the focus on the products and not the branding.
06
High performance snapshots, with a full spectrum of emotions, zoomed in and blurred to inspire abstraction while capturing all sensations of sport and enjoyment.
Step 01
Prompt
Begin with a cinematic close-up capturing the raw intensity of the sport — the athlete mid-effort, the gear in motion, the environment blurring past.
Step 02
Zoom Into Emotion
Focus on the emotion — capture the feelings during the activity and create a mood around them. Tough and challenging, or moderate and joyful — full of energy.
Step 03
Blur The Image
Softly blur the image for a dreamlike quality, allowing focus to shift onto the key elements. This enhances the mood and draws the viewer deeper into the feeling.
07
Like all routes or races there is a starting point, with segments on the way, and the finish line. Dots signal motion and continuity, while the rectangle signals finality and achievement.
Usage
This system benchmarks statistics, physical distances, heart rate zones, and any increments of measurement. When animated, the dots pulsate on the point of progress or current status.
08
A vertical line and adequate spacing should be used to separate enroute from the partner logo. Both logos should appear at the same visual height and scale proportionally so that neither dominates.
P A R T N E R