Chapter
03Chapter 03: Application
How the identity shows up on screen, in print, on kit and in motion.
In this chapter
Visual identity gives us the raw materials: the logo, the colours, the type. Application is where they meet the real world, on a checkout page, a bus shelter, a jacket and a 15-second film. If it doesn’t hold up there, it doesn’t matter how good it looks in a style guide.
Every example in this chapter comes from one campaign, so you can see a single idea travel from a billboard to a hangtag. Use the principles; don’t copy the layouts pixel for pixel.
Made for minute forty.
This season · Tempo, Autumn/Winter 2026. Every long run has a minute where it stops being fun. The rain has got in, the legs have gone quiet and the finish is still a long way off. For most people it comes at about minute forty. Tempo is kit for that minute, and it was tested there.
In stores Thursday 15 October 2026 · stride.com/tempo
Launch: Nobody remembers the first mile.
Tempo Shell: Rain was forecast. So were we.
Aero Base Layer: Start cold. Finish warm.
Climb Bib Short: Built for the part that hurts.
The toolkit
The race clock
40:00 in a StrideBlue box that leans with the wordmark. Top right, on every format.
The sign-off
The wordmark, then the line. Bottom left or bottom right, never in the middle of a frame.
The headline
Seven words or fewer, from the headline bank. ExtraBold Italic, sentence case, one full stop.
The photograph
Real weather, mid-effort, nobody posing. Shot on the road and the trail, never in a studio.