Brand Guidelines
Ver 1.0, 2023
Brand Story
a.Positioning
The Situation
Today’s track structure does not create sufficient value for the sport or its stars. Track commands the spotlight for a few weeks every four years at the Olympics when the fastest humans in the world compete on the global stage.
But what happens after the Olympics End?
Track’s fragmented and antiquated nature causes the sport and its athletes to essentially fade into oblivion between Olympic cycles despite the sport’s rabid fanbase, global accessibility, and grassroots popularity.
The Mission
We are at the start of a radical new endeavor:
To modernize one of the World’s oldest sports
The Opportunity
Create a thrilling new platform for track that deserves and demands attention four times every year not once every four years.
Positioning
Track
Reborn
Positioning
TRACK REBORN
Grand Slam Track is a new future-forward track league, featuring the sport’s biggest stars in elite head-to-head competition, amplified by a dynamic media and entertainment ecosystem designed to elevate athletes and ignite an under served global fan base.
b.Voice
Our Voice
Bold
We come with attitude
Aspirational
We conjure spectacle from speed
Electrifying
We are warrior athletes
Competitive
We radiate with intense rivalry
Our Voice
How long have we been racing each other? For survival, for laurels, for love.
There is no older human sport.
Why has it become an afterthought? Center stage once every four years, and everything else one quiet qualifier after another?
Why do we stand still for sub-par status? Why do we stay stuck in such obscurity? With no one to witness the power, the clarity, the raw combat of will.
It’s time for the fastest to reclaim our throne. To take center stage in the world’s imagination. Four times. Every year.
It’s time for a celebration of speed that leaves the world breathless, for four cities to claim the fastest as their own.
For the greatest men and women to compete in the same league. And for the money to get as big as the personalities. It’s time for best against best.
It’s time for a battle of dynamic characters,
not national medal counts.
It’s time for the soul of racing to come forward.
And when we remind the world what fast is really all about, we’ll find our laurels and our legions.
We’ll fill stadiums and hearts to overflowing.
There is a time to run. But this is the time to race.
c.Behaviors
Behaviors
To be the best, race the best
Olympic quality athletes attract an Olympic quality field.
Behaviors
More Racing =
More Greatness
Accelerate the development of the sport by creating more opportunities for unbelievable to happen.
Behaviors
Nothing
Rivals
Racing
Create space to celebrate the fastest humans on the planet.
Behaviors
battles create
heroes and
villains
Build up and nurture intense rivalries.
Behaviors
boost a
celebratory
fan base
Encourage and reward aficionados and build momentum from their energy in the stadium and online.
Behaviors
Break it Down
Show us who won and how they did it
Behaviors
Present
Colors
Every slam is a platform for athletes and brands to collaborate and debut unique racing kits.
Behaviors
Slam
Different
Every slam has a culture that’s distinct from the other slams.
d.Messaging
Messaging Framework
It's time to re-energize track by creating the match-ups the world wants to see: fastest versus fastest. The biggest stars, the fiercest rivalries, the richest purses. No qualifiers. No pre-lims, No also-rans. Not once every four years but four times every year. Four cities will stage their own unique slams–celebrations of speed that unite elite athletes, hardcore fans, and first time audiences in a love of the oldest and purest sport of all.
Messaging Framework
Tracks fastest stars race head-to-head for the biggest prizes four times every year, not once every four years.
Messaging Framework
Brand Visuals
Primary Logo
Primary Logo
Primary Logo
Secondary Logo
Secondary Logo
Secondary Logo
Vertical Logotype
Horizontal Logotype
Logomark
Primary Icon
Alternate Icon
b.Typography
Neue Plak Compressed Bold
Headline
ONLY THE FASTEST
Neue Plak Compressed
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Circular Book
Body
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Helvetica Neue
Sub-Head / Info / Data
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c.Color Palette
Our core palette consists of five colors - Ultimate Black, Worn Black, White, Off-White, and Track Red. These colors are integral to our brand recognition and building our brand equity.
Ultimate Black
Pantone: Black C
CMKY: 67 64 67 67
RGB: 0 0 0
WEB: #000000
Worn Black
Pantone: Black 7C
CMKY: 65 61 64 54
RGB: 26 23 23
WEB: #242424
White
Pantone: N/A
CMKY: 0 0 0 0
RGB: 255 255 255
WEB: #FFFFFF
Off-White
Pantone: N/A
CMKY: 16 13 13 0
RGB: 209 209 209
WEB: #F2EEE8
Track Red
Pantone: Warm Red C
CMKY: 0 74 77 1
RGB: 255 61 48
WEB: #FF3D30