Brand Playbook€¦ · logos ensures greater brand recognition. Don’t alter the shape,...

Brand Playbook

FEB 2019

This is an overview of how to make for Strava. We’re always learning and evolving, and hope that your work pushes us to even better represent our athletes, but the following pages are a great way to understand what we’re about right now. In many cases, we have supporting documents that provide deeper explanation – if you’d like to know more or get a clarification, just ask. We’re excited to work with you and welcome your curiosity.

CHAPTER 1 / FOUNDATION

4 This Is Us

5 Mission

6 Vision

7 Brand Principles

8 Our Audience: The Invested Athlete

CHAPTER 2 / GUIDELINES 101

10 Strava Logos

11 Sub-Brands

12 Color

13 Typography

14 Photography

15 Iconography

16 Our Voice: Athlete to Athlete

CONTACT

2STRAVA BRAND PLAYBOOK

Chapter 1Foundation

3BRAND PLAYBOOKSTRAVA

This Is Us

Strava is Swedish for “strive,” which epitomizes who we are and what we do – if you’re out there going for it, no matter your goals or ability, you’re one of us.

Founded in 2009 by two friends, Michael Horvath and Mark Gainey, Strava was designed to capture the camaraderie and competition of their days as collegiate rowing teammates. They built a “digital team” – a place where athletes can connect and inspire one another with their activities and accomplishments. Now millions strong, Strava connects a global community of fellow athletes finding their personal best, one workout at a time.


MISSION

Connect athletes to what motivates them and help them find their personal best.


VISION

Be the record of the world’s athletic activities and the technology that makes every effort count.

6STRAVA

01

Put the athlete first

Everything we do is for the athlete and must improve their experience. Let’s be useful to them.

05

Stay humble

Being the best doesn’t mean being the loudest. Laugh, take the high road, remember that we do this for fun.

03

Keep the record, show the score

Strava data is a unique and powerful source of motivation for the athlete. Get it right, then share it often.

02

Be honest and unfiltered

The athlete is gutsy, real and imperfectly beautiful – respect that. Tell it like it is, one athlete to another.

06

Get out of the way

No tech experience will ever be more meaningful than the athlete’s actual effort. Amplify their experience – don’t steal the moment or waste their time.

04

Give every athlete a team

Strengthening the bonds between athletes is our superpower. Connect athletes to those who motivate them and stoke the camaraderie and friendly competition of a team.

Brand Principles


Strava is a community of people who are devoted to putting effort into their activities. For them, being active is not a chore, it’s part of who they are. It’s not just “working out,” it’s core to their life, for the long term, and has a strong purpose.

But they don’t fall neatly into categories. The range of their ability, experience and training volume is wide. They are not just runners, or just cyclists, or just “elites.” They’re people who balance their commitment with real life. They’re just getting out of college, getting ready to retire, or starting a family. They’re

new enthusiasts who came to sport later in life, former young athletes getting back into shape, or lifelong diehards who live and breathe their sport. Their shared passion and commitment is what connects them.

Our job is to help them love what they do even more, keep them going strong, and enhance their experience.

Our Audience The Invested Athlete


Chapter 2Guidelines 101


The Strava wordmark and echelon have been developed as balanced wholes. Consistent use of the logos ensures greater brand recognition. Don’t alter the shape, configuration or proportions.

The logos should only appear in the four colors shown here. Please see page 13 for more detail on color breakdown.

Maintain clear space on all sides of the logos to ensure maximum impact where they appear with other elements. The minimum clear space required is in blue and is always relative to the size of the logos, equal to the x-height of the wordmark.

5X

1X

Strava Logos

1X

1X

1X

1X

1X

Strava Orange

Strava Wordmark Strava Echelon

Strava OrangeBlack

White WhiteWarm Gray 50

Warm Gray 50


Sub-Brands

Classic

Black

White

5X

1X

5X

1X

Strava Summit Strava Metro

Strava Summit is our paid monthly and annual membership program, dedicated to guiding athletes to their personal best.

Strava Metro partners with urban planners and advocacy groups to improve infrastructure for cyclists and pedestrians.

Our sub-brands have unique branding comprised of two elements: the Strava wordmark and a unique wordmark for the sub-brand. Keep their shapes, configurations and proportions as shown. Classic

Black

White


Color

Strava Orange

CMYK 0 76 100 0

RGB 252 97 0

Hex #FC6100

Black

CMYK 100 100 100 100

RGB 0 0 0

Hex #000000

White

CMYK 0 0 0 0

RGB 255 255 255

Hex #FFFFFF

Strava Orange is our primary brand color. Use it judiciously to draw attention to key elements or actions.

Black, white and warm gray are secondary colors. Tints are available in the warm gray palette.

Warm Gray

CMYK 44 36 37 2

RGB 148 148 148

Hex #949494

10

60

20

70

30

80

40

50

90


Typography

The primary type family is Maison Neue

The primary CJK-Cyrillic type family is Noto Sans

English, German, French, Brazilian Portuguese, Spanish, Italian, French, Portuguese, Dutch, Portuguese

Chinese, Simplified Chinese, Japanese, Korean, Russian

ABCDEFGHIJKLMNOPQRSTUVWX YZabcdefghijklmnopqrstuvwx yz 1234567890 !@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUV W X Y Zabcdefghijklmnopqrstuv w x yz 1234567890 !@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWX YZabcdefghi jklmnopqrstuvwx yz 1234567890 !@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUV W X Y Zabcdefghijklmnopqrstuv w x yz 12 3 456789 0 !@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUVWX YZabcdefghi jk lmnopqrstuvwxyz 1234567890 !@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUV W X Y Zabcdefghijklmnopqrstuv w x yz 12 3 4567890 !@#$%^&*( )

ABCDEFGHIJKLMNOPQRSTUVWX YZabcdefghi jk lmnopqrstuvwx yz 1234567890 !@#$%^&*()

ABCDEFGHIJKLMNOPQRSTUV W X Y Zabcdefghijklmnopqr stuv w x y z 123 456789 0 !@#$%^&*( )

Bold

Bold

Demi

Medium

Book

Book

Light

Light

Maison Neue is our primary type family. It’s a

geometric and modern typeface that we chose

for its impact, clarity and approachability. The

Strava wordmark uses Maison Neue as its base.

Only use the light, book, bold and demi weights.

For Chinese, Japanese, Korean and Cyrillic,

Noto Sans is the primary typeface. Only use

the light, book, medium and bold weights as

they would correspond in the same use cases

as Maison Neue.


Photography

Our photography aims to capture the athlete as they truly are but in their best state – to be authentic, honest and unfiltered, in search of the moments that best epitomize our athletes’ passion for activity. That’s a full range of athletic emotions, warm up to full strain to blissful descent to beers in the parking lot, all as candid as possible with minimal styling and production. From grand moments of success to the humble everyday grind, great Strava photos balance aspiration and approachability in subjects and scenes by striving to capture the fire burning in our athletes, which in turn sparks inspiration among the athletes who see them.

And diversity of gender and ethnicity is simply mandatory: We represent the world of sport as it ought to be. We show diversity in sport in other ways as well, like balancing urban and trail landscapes and showing a range of ability levels across sport types.


Iconography

Strava has custom icons for sport types, achievements, activities, navigation and product actions.

Strava icons are designed on a proportional grid at four sizes, with consistent line weights. They should always appear in a single color and should not be scaled.

Only use the icons shown here.


Our voiceAthlete to athlete

We’re a sports brand (not a tech brand), and we speak from the athlete’s point of view with confidence. Keep it brief, keep it real, don’t gush, have some fun.

In general, follow the AP Stylebook (AP capitalization for titles, no serial comma).

For spelling dilemmas, refer to Webster’s New World College Dictionary.

We love en dashes (option + hyphen on a mac), hate semicolons and treat exclamation points as if there is a finite supply. Also, a 5K is 5 km (or five kilometers) long.


Thanks. CONTACT

Ian Dapot Director, Design

[email protected]

Ian Mathias Director, Brand

[email protected]


Brand Playbook€¦ · logos ensures greater brand recognition. Don’t alter the shape,...

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