Ballhawk's brand identity
I compiled a simple brand guide for the Ballhawk team to reference when continuing to develop their UI or when making marketing materials. It outlined logo usage, the official color palette, and typography hierarchy. The typeface Teko was chosen for headlines because of its bold, condensed form that mimicked football jersey typeface but also offered clear legibility. Inconsolata is a mono typeface that resembles source code, evoking the automated and A.I. capabilities of the product.
The goals of the color system were to:
Stand out from the competitive landscape
Communicate modernity and automation
Create a limited but flexible set of colors
Charcoal was chosen as the primary color with orange as the primary accent and an electric blue as a tertiary accent color. The charcoal is used as a neutral, but is tinted with undertones of a steel blue to give it distinction. Orange and blue are complementary colors and when used sparingly in combination they appear brighter and more vibrant. They are commonly used colors for football teams which tend to favor bright primary or secondary colors on the color wheel. In addition, the colors work well on light or dark backgrounds, making them compatible for UI within the app.