Chapter
02
Visual identity
The logo, type, colour, imagery, pattern and icons — and how they work together.
In this chapter
People judge us by what they see before they touch anything: a jersey, a page, a box. Our gear wins on tested materials, considered fit and construction that survives real training — the visuals should look like that: plain, exact and built to be used.
These guidelines change as we learn. Small adjustments land quietly and bigger ones are announced, so check back before starting a new project instead of reusing an old file.
Foundations
Basics
- 2.3LogoThe wordmark, the Est. mark, sizes, placement and misuse.
- 2.4TypographyStridePro for everything, set in a clear hierarchy.
- 2.5ColoursBlack and white lead, StrideBlue signals.
- 2.6ImageryShot in the middle of effort, never staged around it.
- 2.7PatternsSix textures drawn on the lean of the wordmark.
- 2.8IconographyMaterial Symbols Rounded, one weight, a word beside every icon.