Welcome to the Star Trac Brand Framework

The Star Trac Brand Framework is the foundation for how Star Trac shows up in the world. It defines who we are, what we stand for, and how we make decisions—so the brand feels clear, confident, and consistent wherever it appears.

The framework brings together Star Trac’s archetype, which shapes our personality and point of view; our brand promise, which sets expectations for what customers can rely on; a mood and visual direction that expresses that strategy both emotionally and visually; and clear guidelines that help teams apply the brand consistently across channels and touchpoints.

Together, these elements align strategy, design, and messaging so Star Trac always feels intentional and recognizable—whether you’re creating something new or building on existing work. This framework is here to remove guesswork, create alignment, and help everyone bring the Star Trac brand to life in a way that feels authentic, cohesive, and unmistakably Star Trac.

Tone and Taglines

Tone & Expression: Star Trac embodies the Hero and Everyman archetypes

Voice: a blend of powerful performance and human connection.
Look & Feel: Inspiring yet grounded, driven yet inclusive. Every element should communicate that Star Trac delivers reliable, high-performance cardio designed to push limits while welcoming every member.

Tagline Inspiration

“BUILT TO PERFORM. MADE FOR EVERYONE.”
“PUSH YOUR LIMITS. FIND YOUR RHYTHM.”
“RELIABLE CARDIO. REAL RESULTS.”
“EVERY STEP. EVERY RIDE. EVERY MEMBER.”
“TRAIN TOGETHER. RISE STRONGER.”

Visual Layout Framework

Use a modular grid layout divided into five sections, each representing one pillar of the Core identity: Partnership, Design, Innovation, Global Scale, and Excellence.

Section	Visual Focus	Description
Performance	Athletes mid-run or climb	High-contrast lighting that captures muscle tension, movement, and sweat. Represents Star Trac’s precision engineering and training focus.
Connection	Smiling, social, and approachable moments	Members engaging pre- or post-workout, instructors guiding, or casual gym interactions. Warm light, soft contrast, human energy.
Durability	Equipment craftsmanship and detail	Close-ups of key product elements: frame welds, console displays, footplates, handlebars. Highlight reliability and engineering integrity.
Motivation	Heroic individual moments	Focused users in stride or sprint, lit dramatically to show discipline and intensity. Convey individual strength and internal drive.
Community	Shared effort and inclusion	Groups training together on treadmills, bikes, or ellipticals. Diverse demographics, natural expressions, authentic camaraderie.

Logo Use

MAXIMUM SIZE and CLEARANCE

The minimum width of each logo is 1.5” (4 cm). The minimum clearance around the logo is illustrated below. Maintaining the designated clear space around the logo maintains the integrity of the logo and ensures it will not be crowded by other text and design elements.

LINK TO LOGOS IN CORE CONTENT HUB

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Do NOT use these logos

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Color Palette and Material Reference

Primary Palette:

Star Trac Red (#907310)
Rich Black (#000000)
1. Rich Black at 30%
2. Rich Black at 10%

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Material Mood:

Brushed aluminum (precision + performance)
Matte black finish (focus + endurance)
Rubberized grips and mesh fabric (comfort + control)
Red LED or accent lighting (energy + intensity)

Imagery Style and Photographic Direction

Lighting:
Directional, high contrast with defined shadow edges to emphasize form and depth. Avoid overexposure or soft ambient tones — clarity communicates intelligence.

Composition:

Center-weighted subjects for authority and balance.
Geometric framing that reflects engineering precision.
Negative space for hierarchy and focus.

Texture Detail Shots:
Close-ups of equipment welds, knurled handles, and cam arms that highlight build quality.

Typography and Graphic Elements

Typography:

Primary Font: Helvetica
Headlines: Helvetica Bold Headlines
Body Copy: Helvetica Medium or Light

Graphic Overlays:

Clean, minimalist line work or geometric shapes representing precision and motion.
Use red accent lines or gradients sparingly to reinforce brand color and focus attention.
Optional: integrate motivational metrics or phrases subtly (“PACE,” “POWER,” “FOCUS”).

Layout Recommendation

For digital or presentation use (e.g., Adobe XD, Canva, Miro):

Row 1: Hero inspiration — athlete in stride + approachable member moment.
Row 2: Product detail grid (3–4 close-ups).
Row 3: Lighting and texture palette reference.
Row 4: Typography and color system.
Row 5: Copy and tagline applications.

Summary

Your visual board should tell one clear story:
Star Trac empowers every member to perform at their best — whether they’re chasing a PR or their first mile.

Every visual should balance drive and approachability, combining the Hero’s strength with the Everyman’s warmth.
Design should communicate that Star Trac is the cardio brand built for everyone who moves with purpose — powerful, proven, and human.