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(Brand guidelines) // Sports and outdoors

Tracksmith brand
guidelines

Tracksmith’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from tracksmith.com.

Download the Brand Skill
Tracksmith logo: the hare above the Tracksmith script and New England
  • Navy#0A1E32
  • Gold#857151
  • Light gray#E7E9EB
  • Slate#5C6469

About Tracksmith

Tracksmith is an independent running brand rooted in New England and the culture of track and road racing. It makes considered performance apparel, footwear, and accessories for committed runners, and celebrates the Amateur Spirit, personal excellence, and the community around the sport.

Tracksmith’s hare, affectionately named Eliot, is its signature symbol: a quick, nimble runner’s runner. Use the full logo, with the hare above the Tracksmith script and New England, as the main signature, and the hare on its own where a compact mark suits the layout.

Tracksmith colors

  • Navy

    Core brand color, text and the hare

    HEX
    RGB

  • Gold

    Signature accent, buttons and links

    HEX
    RGB

  • Light gray

    Section backgrounds

    HEX
    RGB

  • Slate

    Secondary text

    HEX
    RGB

  • White

    Page backgrounds

    HEX
    RGB

Tracksmith fonts

  • Sainte Colombe

    Headings · 300, Body · 300

  • Akzidenz-Grotesk Extended

    Labels, buttons and navigation · 500

Font names only. The Brand Skill download doesn’t include font files.

Tracksmith’s voice

Write with conviction and restraint. Tracksmith speaks as a devoted participant in running culture: competitive but not fixated on winning, informed about performance and craft, and attentive to the human meaning of training and racing. Favor considered, specific language over generic hype. Treat the Amateur Spirit and the committed Running Class as sources of pride; ground product claims in materials, function, and thoughtful design.

  • “Champion for the Running Class”
  • “Race Day Is Sacred”
  • “We believe in competition and the meritocracy of racing”
  • “We make products for runners committed to the personal pursuit of excellence”

Dos and don’ts

Do

  • Keep the visual identity considered and restrained; pair light serif headings and text with small, extended-sans labels and buttons.
  • Make the hare a distinctive symbol of speed, ingenuity, and the running culture Tracksmith champions.
  • Show runners across training, racing, recovery, and community, reflecting the broad range of people who take part in the sport.
  • Describe products through their intended running use, materials, construction, and functional details.
  • Write with pride in competition and personal excellence while keeping the emphasis on the journey, not only the result.

Don’t

  • Don’t make the brand feel like generic performance marketing or reduce running to winning alone.
  • Don’t add ornamental trim or visual complexity where a minimal, timeless treatment will do.
  • Don’t make unsupported claims about a product’s materials or performance.
  • Don’t present the running community as exclusive to professional athletes; Tracksmith champions committed non-professional runners as well.

More from the Brand Skill

Accessory imagery

Show running accessories as practical extensions of the kit: materials, fit, carrying function, and race-day or training use should be clear. Keep the same restrained product presentation used across apparel and footwear.

Editorial and brand imagery

Use documentary-feeling photography that brings runners, the work of training, race culture, New England, and community into view. Favor authentic moments and a human sense of place over polished spectacle. The brand’s editorial imagery includes campaign storytelling, product-in-use scenes, athlete portraits, and community initiatives.

Product imagery

Show Tracksmith apparel, footwear, and accessories as carefully considered performance gear: close attention to silhouette, material, construction, and practical details. Use both clear product views and in-motion or on-body images to connect function with running culture.

Download Tracksmith’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Tracksmith’s guidelines. It starts at SKILL.md, which points to the right file for each task.

This copy includes the guidance and logos. It leaves out the reference images and font files.

Download the Brand Skill

tracksmith-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ imagery-accessories.md

│ ├ imagery-editorial.md

│ ├ imagery-product.md

│ ├ logo.md

│ ├ typography.md

│ └ voice.md

└ assets/logos/

├ tracksmith-lockup-2.svg

└ tracksmith-icon.png

Rainbrand’s Brand Agent built this Brand Skill from tracksmith.com on 30 Oct 2026. It isn’t Tracksmith’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Tracksmith and its logos are trademarks of Tracksmith Corporation. Rainbrand isn’t affiliated with or endorsed by Tracksmith Corporation.

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