Brand Guidelines

The Game One brand book distilled into a quick reference for developers. For the complete 61-page guide including photography direction, implementation examples, and file type specs, download the full brand book (PDF).

Brand Overview

Tagline

The Brand Behind Your Brand

Brand Essence

Relentless

We remain undefeated in what truly matters — trust, respect, and service. We stand tall for exceptional quality, authentic interactions, bold leadership, and real innovation.

Purpose

To lift and inspire team stories.

Vision

The most trusted brand behind your brand.

Mission

To equip and elevate competition, sport, purpose, and identity.

Position

The premier provider of apparel, gear, and equipment unifying teams and fans in schools, clubs, and organizations.

Core Values

Gritty

We hustle harder and smarter. No trophy or pedestal required. We possess a deep well of inner fortitude.

Changemakers

Thanks, but no status quo. We are self-aware and positive influencers. We view risk with an intelligent lens.

Teammates

Keep moving forward, because we've got your back. It's our goal to make others stronger. We are sincerely involved and thoughtfully inclusive.

Hungry

We have an insatiable appetite for what's next. Tenacity and curiosity feed our drive to compete, and our demand for more growth-minded goodness.

Brand Attributes

How we want to be perceived.

Engaged

Speaks to a sincerity of commitment, passion, positivity, and responsiveness.

Inclusive

An all-together approach, a celebration of participation, a demonstration of transparency, and a clear representation of what a true team player is.

Respected

Encompasses integrity, honesty, and an honorable reputation well deserved.

Bold

All about earned confidence and disruptiveness without the cockiness.

Savvy

Embodies perceptiveness, knowledge, expertise, intelligence, and insight.

Voice & Tone

Our tone is informed, genuine, and supportive. We are both providers of and participants in Game One. We speak up and never speak down.

We are

Quietly confident, never shy about our abilities
Plain and direct in the best possible ways
Familiar, but respectful
Clever, but not corny
Smart, but not superior
Real — truth and reality make us different

We do not

Speak poorly of competition
Avoid tough questions or straight answers
Make assumptions unless it benefits our customers
Use the loudest voice in the room
Speak down to anyone

Color Palette

The Game One color choices are meaningful, made with purpose, and not subject to personal preferences.

All-In

As the blank slate that allows a team to showcase themselves, white represents our focus to stand behind their brand. White is bright. White lifts and inspires everything around it.

HEX #FFFFFF

RGB 255, 255, 255

CMYK 0, 0, 0, 0

Signature

Silver is savvy and subtle; playing nicely and smartly with everyone on the page, screen or fabric. Silver carries a legacy of respect into every competition.

HEX #777A7B

RGB 119, 122, 123

PMS 877 C

CMYK 46, 32, 30, 14

Bold

Like two patches of eye black on a focused and determined face. Boldly black brings balance to white, and securely anchors the overall color statement.

HEX #000000

RGB 0, 0, 0

PMS Black C

CMYK 40, 30, 30, 100

Game Day

Like the blue-sky hopes of the game ahead, blue is pure and invigorating. Blue is the all-inclusive canopy color of all humanity. Maps to the --primary / --primary-foreground design tokens.

HEX #00AAE3

RGB 0, 170, 227

PMS 2202 U

CMYK 91, 4, 0, 0

Token --primary

GO

The light has changed and there's no stopping GO. Green signifies growth and prosperity, while engaging our senses with nature's favorite color. Maps to the --success / --success-foreground design tokens.

HEX #61C442

RGB 97, 196, 66

PMS 7488 U

CMYK 62, 0, 85, 0

Token --success

Digital Signature Gradient

Silver needs to be consistent across applications. The darkest part of the gradient is always in the top-left corner, getting lighter toward the middle.

Angle: -20.5°

Stops: #676767 0% → #CCCCCC 69.5% → #676767 100%

Typography

Saira is the Game One corporate font family. Use Saira and its variations for all communications. Avoid using too many sizes and weights within a single execution.

Font File

Saira is loaded as a variable font covering all weights (100–900) and widths (75%–125%). Download it for use in your own projects.

Download Saira Variable Font (.ttf)

Display Styles

The theme provides two utility classes for hero and marketing type. Body copy and labels stay normal case.

.text-display

This is display text

.text-display-tight

This is display tight

Logo Rules

Do not create, alter, or modify the lockups in any way. The given lockups were purposefully created to satisfy all size variations and should remain consistent throughout the entire brand. Download the approved lockups, badges, patterns, and graphic assets from the Brand Assets page.

1The logo is never outlined.
2The logo is always one color — white or black only.
3The primary logo is always used first.
4The logo & logotype is always "clean" — no textures, overlays, or patterns on top of it.
5No perfect circles within the brand.
6The logotype can't be outlined when paired with the logo.
7The arrow always points up and to the right, never down (unless accompanied by other arrows).
8Forward angles are always 69.5° — no 90° (right-angled) arrows.

Icon Guidelines

The color of an icon is equally as important as the icon itself, as it speaks to the intent of what the icon can do. Do not modify, rotate, or adjust the icons — each angle is purposefully created.

Color	Usage
Blue	Interactive — links and clickable elements only
Black	Use sparingly
Grey / Silver	Default — decorative and informational