Strafe is an esports companion app to keep track of news, schedules and results for your favorite teams,
players and tournaments.
The strafe logotype is inherited from the idea of strafing, moving sideways. A common tactic used in first personal shooters to avoid being hit. The logotyp essentially show the four ways of movement, while highlight left and right, the buttons used to strafe. The word mark “strafe” supports the icon whenever possible to build the brand.
Strafes main typeface is Foundry Gridnic, a modernistic typeface with sharp angles that can be said to be an ancestor to digital lettering. DIN is the secondary typeface that is mainly used in body copy. It is chosen as it has similar traits as Foundry Gridnic, but is more suited for longer paragraphs.
The strafe brand itself does not contain any colours. However, the games strafe contains are colour coded. By containing different games, strafe becomes a colourful application. In this way, the focus is always drawn to what matters: the games and the contests.
Images are meant to enrich the content, use them frequently. When an image represent Strafe, use a colour or black and white image. When an image represent a game or a tournament, use a colour or colour overlay image.
The iconography is based on the Foundry Gridnik typeface. It shares the basic structure of soft angles and thick lines.
Applied design in the Strafe app