Parallel lines curving through layouts represent the paths of people walking side by side. They also work as a graphic element to lead your eye through designs. The lines have a sketchy quality to hint that they’re made by humans, as opposed to being perfectly smooth and mechanical.
The brand color palette is a happy mix of green, blue, and yellow—like grass, blue sky, and sunshine on a spring day. This brand aims at mass appeal. We want a broad audience to feel energized and inspired. Get out and be active!
Materials show a variety of age, gender, and ethnicities. The primary audience leans older, so plenty of 50+ adults are featured. But younger people enjoy walking, too, so they’re included in the mix. We show people having a good time, and sometimes add a warm yellow glow to symbolize the pleasure of enjoying social time with other humans in the outdoors.
We also envisioned some branded just-for-fun products, one with a reference to the Grateful Dead dancing bears. If you know, you know. And if you don’t, it’s a cute rainbow shirt.
A brand style guide documents all of the elements, from fonts (shout out to Degular and Inter), to colors, to how to choose photos, and examples of how to put the parts together to stay on brand. The team can use this as a guide for their web developer, any sponsors and partners, and themselves, to keep everything looking consistent.
