27 · Athletic Crest
A complete Athletic Crest brand kit, composed by Brandwright for the fictional brand Harrier — every asset below comes from one brief. Read-only; start your own to refine any part.
brand kit · essential set
Harrier /
The generative core: brief, logo family, palette, typography. Click any filled asset to see all versions.
⚠️ AI-generated — review and refine before shipping. The marks are extracted to SVG/PNG by an AI pipeline, so small imperfections (a stray tone, a slightly-off path, an occasional mis-cropped detail) are possible. Anything off is editable, or just ask the agent to re-generate it.
Strategy
Harrier is a training app and club for distance runners chasing their next race, with a heritage athletic crest.
- Industry
- running & fitness community
Art direction
flat vector · emblem mark · warm/muted/light
Imagery & illustration: flat vector style.
Ask Brandwright to set an audience and a mission to round out the strategy.
Cohesion4/4
Does the identity read as one system? A structural check across voice, art direction, and the mark set.
- met:
Unified personality
one personality drives both voice and visuals
- met:
Art direction set
medium + mark type fixed for the whole brand
- met:
Complete mark system
5/5 logo marks extracted from one brief
- met:
Type pairing set
heading + body chosen as a pair
00
the locked source every asset comes fromLocked brief
The single 16:9 composed source image. Every logo, color, and typeface below is extracted from it — change the brief and the whole kit follows.
1536×1024
.png
versions
brief.png01
5 marks · SVG master + PNG rasterLogo family
bg
mark
1024²
.svg + .png
versions
logos/primary
1024²
.svg + .png
versions
logos/secondary
1024²
.svg + .png
versions
logos/letter-mark
1024²
composed.png
options
logos/app-icon
2048×512
.svg
versions
logos/wordmark◧
every size a browser or OS asks for — and what each is forFavicons & app icons
Browser tab
A purpose-built mark distilled from your logo marks to stay clear in a tiny browser tab.
Harrier×1024²
.png
versions
favicons/faviconApp & home screencomposed
The app-icon tile, sized for iOS, Android & PWA installs.
the maskable icon keeps a safe zone, so any mask (circle/squircle) can’t clip the mark
★
the identity applied — product UI + social cardBrand in use
theme
harrier.com
HarrierProductPricingGet started
Welcome to Harrier
The identity applied to a product surface — mark, type, and palette working as one system.
Primary actionSecondary
1200 × 630
social/og-image.pngsocial/ as the brand lockup on the surface color.03
5 rolesColor palette
#6B2027Burgundy
#C59B5DWarm Gold
#EEE6D8Cream
#202B35Charcoal Navy
#424833Olive
These colors are easy to read.
“Contrast” is how clearly text stands out from the color behind it. When it’s too low, text gets hard to read — especially for people with weaker eyesight or on a bright screen. Every text-and-background combination here has plenty of it.
Contrast auditall pass WCAG 2.1 AA
- text on surfaceAAA11.62:1
- black on primaryalternate1.86:1
- white on primary✓ use this11.28:1
| Pairing | Ratio | Result | Suggested fix |
|---|---|---|---|
| text on surface | 11.62:1 | AAA | — |
| black on primary | 1.86:1 | alternate | — |
| white on primary | 11.28:1 | ✓ use this | — |
This kit targets WCAG 2.1 AA: every key text/background pairing above is validated and any failure is flagged with a suggested fix. Floor 4.5:1 normal text, 3:1 large. Color is never the only signal.
04
heading + bodyTypography
heading
Playfair Display
Google Fonts
body
Source Serif 4
Google Fonts
pairing in use
Harrier — a headline in the brand face
Body copy set in Source Serif 4. Tuned for legibility at length — the quick brown fox jumps over the lazy dog. 0123456789.
Heading carries the brand’s personality; body is chosen for legibility at small sizes and long form.
05
your palette applied — light & darkTheme
your palette as a light & dark UI theme
Aa — headline
Body copy on the light surface. Muted secondary text.
PrimaryAccentNeutral
Aa — headline
Body copy on the dark surface. Muted secondary text.
PrimaryAccentNeutral
The dark set is derived from your palette and ships ready to use in the kit. For developers: color.dark.* in tokens.json, and @media (prefers-color-scheme: dark) in globals.css.
07
Voice Guide · bundled into the kit zipVoice
Personality
Funny
Serious
Harrier can be warm, but race preparation and coaching need credibility more than humor.
Formal
Casual
The heritage crest and club identity call for a slightly classic, composed tone, while the app still needs everyday clarity.
Respectful
Irreverent
Distance training is personal, effortful, and sometimes fragile; Harrier should respect the runner, the plan, and the race.
Enthusiastic
Matter-of-fact
Harrier should carry quiet momentum and pride, but avoid exaggerated hype that undermines its coach-like authority.
Clubhouse confident
Sounds like a seasoned coach inside a real running club: assured, calm, and grounded in the shared rituals of training.
“Welcome to Harrier. Set your race, choose your days, and we’ll build the block that gets you to the line.”
Steady over shouty
Motivates through composure, consistency, and belief—not hype, guilt, or all-caps intensity.
“One missed run doesn’t move the goal. We’ll adjust the week and keep the block intact.”
Race-minded
Frames features, plans, and progress around preparation for a real event: the next start line, the next split, the next personal best.
“Eight weeks to go. Today’s tempo session sharpens the pace you’ll need late in the race.”
Earned camaraderie
Builds belonging through shared effort, mutual respect, and understated pride.
“Long run logged. That’s the kind of work the club notices.”
Heritage with pace
Uses crisp, classic athletic language with a modern runner’s practicality.
“Your race block is set. Twelve weeks, four runs a week, one clear aim.”
Messaging
- Audience
- Distance runners training for 5Ks, 10Ks, half marathons, marathons, and trail or road races who want structured coaching, club belonging, and a serious but welcoming place to build toward their next start line.
- Value
- Harrier gives distance runners a race-ready training plan and a club to keep them steady from first week to finish line.
Pillars
Plans built for the race ahead
Training is anchored to the runner’s event, schedule, current fitness, and goal—so every run has a role in the block.
Coaching that keeps runners steady
Harrier guides the work with clear purpose, smart adjustments, and calm support when life, fatigue, or missed miles get in the way.
A club, not just an app
The experience creates belonging through shared effort, club rituals, recognition, and the pride of showing up alongside other runners.
Heritage standards, modern tools
Harrier brings the feel of a classic athletic club into a practical training product: structured, credible, and built for today’s runner.
Words we use
the clubtraining blockrace blockstart linefinish linepersonal bestPBnext racelong runeasy milestempointervalssplitspaceeffortrecoveryrest daybuildsharpenhold steadyshow uplog the milesweek by weekearnedready for the line
Words we avoid
crush itsmash your goalsbeast modeno excusespain is weaknessburn caloriesget shreddedsummer bodylife hackgrindsetdominateelite onlyjust a jogfailurelazyyou blew itinsane resultsguaranteed PRsecret formulagamified fitness journey
Voice in action
- onboarding-welcomeWe say: Join the club. Tell us your race, and we’ll build the block.We don’t say: Reach your running goals with a personalized fitness journey.
- onboarding-welcomeWe say: What start line are you building toward?We don’t say: What event are you preparing for?
- onboarding-welcomeWe say: Your 12-week race block is set: four runs a week, with room to recover.We don’t say: Your custom plan is ready. Let’s get started!
- onboarding-welcomeWe say: Today: 6 easy miles. Keep the pace honest and save the legs for Thursday’s tempo.We don’t say: Today’s run is 6 miles at an easy pace. Try not to overdo it.
- onboarding-welcomeWe say: Tempo day. Warm up well, then settle into the work.We don’t say: Your workout is waiting! Time to crush it.
- onboarding-welcomeWe say: One missed run doesn’t break the block. We’ll adjust the week and keep you moving.We don’t say: You missed a workout. Reschedule now to stay on track.
- onboarding-welcomeWe say: Run logged. Another useful mile in the bank for race day.We don’t say: Great job! You completed your run and earned progress toward your goal.
- onboarding-welcomeWe say: Rest day. Let the work settle—tomorrow’s miles will be better for it.We don’t say: Take a break today so your body can recover.
- onboarding-welcomeWe say: We couldn’t load your plan. Try again, and we’ll get you back to the block.We don’t say: Oops! Something went wrong while loading your plan.
- onboarding-welcomeWe say: Club challenge: log your long run this weekend and add your miles to the board.We don’t say: Join this weekend’s challenge and compete with other users on the leaderboard.
- onboarding-welcomeWe say: Train for the line with a club behind you.We don’t say: Achieve your running goals with personalized coaching and community support.
- onboarding-welcomeWe say: Your next race block starts MondayWe don’t say: Your personalized training plan is ready
| Surface | ✓ We say | ✕ We don’t |
|---|---|---|
| onboarding-welcome | Join the club. Tell us your race, and we’ll build the block. | Reach your running goals with a personalized fitness journey. |
| onboarding-welcome | What start line are you building toward? | What event are you preparing for? |
| onboarding-welcome | Your 12-week race block is set: four runs a week, with room to recover. | Your custom plan is ready. Let’s get started! |
| onboarding-welcome | Today: 6 easy miles. Keep the pace honest and save the legs for Thursday’s tempo. | Today’s run is 6 miles at an easy pace. Try not to overdo it. |
| onboarding-welcome | Tempo day. Warm up well, then settle into the work. | Your workout is waiting! Time to crush it. |
| onboarding-welcome | One missed run doesn’t break the block. We’ll adjust the week and keep you moving. | You missed a workout. Reschedule now to stay on track. |
| onboarding-welcome | Run logged. Another useful mile in the bank for race day. | Great job! You completed your run and earned progress toward your goal. |
| onboarding-welcome | Rest day. Let the work settle—tomorrow’s miles will be better for it. | Take a break today so your body can recover. |
| onboarding-welcome | We couldn’t load your plan. Try again, and we’ll get you back to the block. | Oops! Something went wrong while loading your plan. |
| onboarding-welcome | Club challenge: log your long run this weekend and add your miles to the board. | Join this weekend’s challenge and compete with other users on the leaderboard. |
| onboarding-welcome | Train for the line with a club behind you. | Achieve your running goals with personalized coaching and community support. |
| onboarding-welcome | Your next race block starts Monday | Your personalized training plan is ready |
Start from this direction.
A contained athletic emblem — a crest with a running figure — paired with a classic serif in muted oxblood, cream, and antique gold. Collegiate, timeless, and premium, for sport and membership brands. Example: Harrier, a running club app. Start here and refine the full system around your brief.