Strava Brand Guidelines 2021
Strava brand guidelines v2.0 (April 2021) for designers, partners, and product teams. The 101-slide manual establishes a visual and verbal system covering the wordmark and Echelon marks, Strava Orange palette, Maison Neue typeface, photography principles, iconography, badges, and the Spandex product design system with grid, data colors, and component specs. Applied templates cover Dorados, Clubs & Challenges, campaigns (The Last Mile, Give Kudos), influencer merch, and Year in Sport assets.
- Slide 1: Strava Brand Guidelines: 2.0 (04.2021)
- Slide 2: Guide to the Strava brand
- Slide 3: Overview of the document's four main sections:Foundation, Brand, Spandex
- Slide 4: Section opener introducing foundational topics: This Is Us, Mission, Vision
- Slide 5: Explains that 'Strava' comes from the Swedish for 'strive'
- Slide 6: States Strava's mission to connect athletes to what motivates them
- Slide 7: Presents the vision to be the record of the world's
- Slide 8: Summarizes six guiding principles:put the athlete first; be honest
- Slide 9: Our Audience: The Invested Athlete
- Slide 10: Section opener listing core brand topics and page numbers, including
- Slide 11: Contents for the brand marks section, listing core brand, sub-brands
- Slide 12: Defines permitted wordmark lockups, clearspace rules, and approved color applications
- Slide 13: Strava Wordmark in context
- Slide 14: Explains the Echelon mark: when to use the icon
- Slide 15: Product and web examples showing the Echelon mark
- Slide 16: Table of contents repeat that highlights the sub-brands section
- Slide 17: Describes the Strava Business lockup, specifies that ‘Business’ must be
- Slide 18: Strava Business in context
- Slide 19: Introduces Strava Metro as the civic data sub-brand, with lockup
- Slide 20: Strava Metro in context
- Slide 21: Section index for Brand Marks listing core brand, sub-brands, partnerships
- Slide 22: Rules for external partner lockups: pair Strava and partner logos
- Slide 23: External Partners in context
- Slide 24: API Partnerships: Compatible with Strava
- Slide 25: API Partnerships: Powered by Strava
- Slide 26: API Partnerships in context
- Slide 27: Repeated section index emphasizing Brand Marks subsections:core brand, sub-brands, partnerships
- Slide 28: Nine prohibited logo treatments with visual examples, including incorrect colors
- Slide 29: API Partnerships: Logo Misuse
- Slide 30: Section introduction for the brand color system, covering the Strava
- Slide 31: Defines Strava Orange as the primary brand color with specific
- Slide 32: Summarizes WCAG AA/AAA contrast requirements with examples for Strava Orange
- Slide 33: type strategy and script support
- Slide 34: We strive in Maison Neue
- Slide 35: Recommends Noto Sans as the primary typeface for Chinese, Japanese
- Slide 36: Section opener listing voice, tone, punctuation, words to avoid
- Slide 37: Our Voice – Athlete to Athlete
- Slide 38: Explains tonal variation by context:aim for upbeat, confident, and authentic
- Slide 39: Writing Issues Unique or Common to Strava
- Slide 40: Writing Issues Unique or Common to Strava: continued
- Slide 41: Marathons, numbers, hyphens, and real-time
- Slide 42: AP-style rules for in‑brand punctuation: use exclamation points sparingly, prefer
- Slide 43: Punctuation: quotes, commas, spacing
- Slide 44: A curated list of discouraged words and phrases (for example
- Slide 45: Section header listing the photography chapter’s scope: principles, location &
- Slide 46: The brand’s photography should feel honest and evocative:unfiltered yet beautifully
- Slide 47: Principle 01: In the action
- Slide 48: Principle 02: Real athletes, striving
- Slide 49: Principle 03: Always moving
- Slide 50: Principle 04: Conveys emotion
- Slide 51: Authentic, Diverse & Real
- Slide 52: Photos should provide negative space for multi-format cropping, prioritize warm
- Slide 53: Section introduction that frames the iconography content: an overview, size
- Slide 54: Explains that Strava's product icons cover sports, achievements, activities, navigation
- Slide 55: Icon Sizes & Usage
- Slide 56: Requires icons to fit one of the proportional grid shapes
- Slide 57: Icon Creation Guidelines: Common Problems
- Slide 58: Icon Creation Guidelines: Examples
- Slide 59: Section table of contents listing Dorado overview, sizes, detailed specifications
- Slide 60: Dorados: in-product marketing channel
- Slide 61: Defines the three Dorado feed entry sizes used in Strava's
- Slide 62: Z1 Fancy: Mobile Feed Entry
- Slide 63: Z1: Mobile Feed Entry
- Slide 64: Z11 Fancy: Web Feed Entry
- Slide 65: Z11: Web Feed Entry
- Slide 66: Specifies the Z2 mobile overlay for promotional panels: place focal
- Slide 67: Introduces the Clubs & Challenges section of the brand guidelines
- Slide 68: Explains Clubs as community hubs and provides cover and avatar
- Slide 69: Describes how Strava Challenges engage users, highlights placement
- Slide 70: Opener for the Spandex chapter with a contents list covering
- Slide 71: Spandex is Strava's product design and development system
- Slide 72: Section header introducing product, the Spandex type scale, and guidelines
- Slide 73: Describes the Spandex type system:Maison Neue as the brand font:explains
- Slide 74: Defines the named type scale from caption through display
- Slide 75: Usage guidance: book-weight body text (typical 17pt), heavier styles
- Slide 76: Section header introducing the Interface Greys and Data Color palettes
- Slide 77: Specifies non‑white interface backgrounds (N20), panel fills
- Slide 78: Defines color palettes for data visualizations: Red for vital/heart‑rate data
- Slide 79: Spandex Grids & Styles
- Slide 80: Recommends an 8‑point design grid for interface proportions, allows 4‑point
- Slide 81: Defines general UI grouping and system rules:container types (none, flat
- Slide 82: Introduces the badge system and lists the upcoming badge guides
- Slide 83: Specifies the three badge colors: primary Strava Orange
- Slide 84: Defines the employee badge: tailwind shape symbolizing forward motion, recommended
- Slide 85: Explains the subscription badge given to paying athletes, including
- Slide 86: Documents the Pro badge for athletes designated as professional: same
- Slide 87: Describes verified badges for notable or celebrity athletes, specifying
- Slide 88: Section opener for the Visual Archive, previewing topics and page
- Slide 89: Influencer Kit: navy apparel and accessories
- Slide 90: Influencer Kit: gray and orange apparel
- Slide 91: Tote bags & towels
- Slide 92: Clubs: gallery and club page
- Slide 93: Challenges: gallery and detail pages
- Slide 94: Give Kudos: poster directions
- Slide 95: Give Kudos: videos and social
- Slide 96: The Last Mile: campaign identity
- Slide 97: The Last Mile: microsite, social, emails
- Slide 98: 2018 Year in Sport: personalized video
- Slide 99: 2018 Year in Sport: community site
- Slide 100: 2018 Year in Sport: data report
- Slide 101: Strava thanks readers, closes the brand guidelines, and directs designers
From the marketplace
Related decks
Fresh decks, weekly
A roundup of what's new in the gallery