Stadli Brand Identity System

Purpose

Make modern fandom easy for small, professional sports teams by unifying data and turning it into action fans can feel.

Promise

Big-league marketing power for lean front offices: a branded app, unified fan profiles, and a campaign engine that drives measurable revenue.

Positioning

The all-in-one revenue + marketing OS for sports teams. Anti-fragmentation. Pro-outcomes.

Personality

• Bold & Rebel: We challenge the fragmented status quo with confidence.
• Data-first: We prioritize measurable outcomes over objects and ceremony.
• Simple: We cut through complexity to deliver speed and clarity.
• Dual-natured Visuals: Our visuals carry raw stadium emotion, while our product UI stays calm, legible, and fast.

Values

• Outcomes over objects
• Speed over ceremony
• Open by default
• Explainable AI
• Respect the fan

Voice Pillars

Our voice is our personality encoded in language. It is consistent across all communication. We are:

• Direct & Declarative: Use big verbs and short sentences. Get to the point quickly.
• Commercially Honest: Always connect features to revenue impact. Name the "so what?" for the business.
• Human: Channel stadium energy without falling into sports clichés. Speak with authenticity.
• Inclusive: Our language must reflect the full, diverse spectrum of fans and teams we serve.

Tone Sliders

Our tone adapts to the context. We adjust our voice for different situations while remaining true to our core pillars.

Product Enforcement

To maintain consistency, our brand voice is reinforced within our products. The Campaign Builder actively suggests on-brand text aligned to our voice pillars, applicable to both the team dashboard and fan-facing communications.

Specifications

Lockups

Currently, only the primary wordmark is in use. Special lockups for app icons, social avatars, and favicons are in development.

Principles

• Neutral-first: Black, white, and grays carry most surfaces for a calm, legible foundation.
• Color is Highlight: Color is used for emphasis and state, not for backgrounds.
• Maximum Two Accents: One accent per asset is standard. Two are allowed only for complex dashboards and charts.
• 10% Rule: Accents must occupy ≤10% of any composition.
• Purposeful Application: Every use of an accent must have a clear reason—otherwise, drop it.

Neutrals

Accents

Each accent includes a light, base, and dark variant for flexible application in UI highlights and high-contrast text or icons.

Font Family: Inter

We use Inter as our sole typeface. Its neutral yet friendly character makes it highly legible for UI and powerful for marketing headlines. We primarily use weights 400 (Regular), 500 (Medium), 600 (Semi-Bold), and 700 (Bold).

Scale & Hierarchy

Hierarchy is created through weight, size, and neutral contrast only. We do not use accent colors for text, except for rare, single-word emphasis in marketing headlines.

Rules

• Headlines: Keep headlines under 8 words and use sentence case.
• Emphasis: One accent word is allowed for emphasis in marketing copy only.
• Hierarchy: Use the established scale. Avoid inventing new sizes or weights.

Layout DNA

• Poster Grid: Our signature marketing layout places the Stadli logo in the top-left and the main headline in the bottom-left.
• Full-Bleed Photography: Images should fill the container. Never use overlays or color washes that obscure the photo's authenticity.
• Strategic Accent: One accent element per surface. A thin rule, a corner dot, or a chart highlight is sufficient.
• Negative Space: Embrace generous spacing. Let elements breathe to improve focus and reduce cognitive load.

Photography

Our photography is people-first, capturing the raw, authentic emotion of real fans and real moments in a documentary style.

Subject

Real fans, raw moments, documentary style.

Orientation

Vertical-first for mobile.

Lighting

Warm stadium energy, honest contrast.

Casting

Inclusive and authentic.

Resolution

300 DPI for print, 1080p minimum for digital.

Composition

Rule of thirds, clear focal point.

Avoid

Heavy filters, generic stock, and overly staged shots.

Call to Action (CTA) Buttons

Our CTAs are always neutral. They never use accent colors for their background or text. This ensures they are clear, accessible, and consistent. Accent colors are reserved exclusively for the `focus` state ring.

Forms & Inputs

Input fields use `ink-700` surfaces and `ink-300` placeholders. Focus states are indicated by an accent ring. Error states use a thin accent underline and clear label copy.

Panels, Cards & Charts

• Backgrounds: Panels and cards use neutral backgrounds like `ink-800` or `ink-700`. No colored fills.
• Details: An optional accent detail, like a thin rule or corner dot, is permitted.
• Charts: Chart series are neutral by default. A single accent color may be used to highlight a key series.

Neutrals

--ink-900: #0B0B0E;
--ink-800: #14161B;
--ink-700: #1C1F26;
--ink-600: #252933;
--ink-500: #2E3340;
--ink-400: #555A66;
--ink-300: #888C99;
--cloud-100: #F3F5F7;
--white: #FFFFFF;

Accents

--magenta-base: #FF2E9A;
--aqua-teal-base: #4CF3D1;
--orange-base: #FF5A1F;
--cyan-base: #45D7FF;
--yellow-base: #FFD93B;
--green-base: #99CD64;
--purple-base: #9B5CFF;
--red-base: #FF4B4B;