The Athletic Brand Identity

A complete profile of The Athletic's visual system — colors, typography, components, and personality.

Quick Facts

Color Palette

• primary: #B72424
• secondary: #026A2E
• accent: #FD5757
• background: #1A1A1A
• textPrimary: #1A1A1A
• link: #FD5757

Typography

• primary: nyt-franklin — https://fonts.google.com/specimen/nyt-franklin
• heading: nyt-imperial — https://fonts.google.com/specimen/nyt-imperial

Visual Assets

• Logo: data:image/svg+xml;base64,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
• Favicon: https://www.nytimes.com/athletic/static/img/athletic-icon-96x96.png
• Social card (og:image): https://theathletic.com/app/themes/athletic/assets/img/open-graph-asset.png

UI Components

• buttonPrimary: background=#121212, textColor=#FFFFFF, borderRadius=0px, shadow=none
• buttonSecondary: background=#090909, textColor=#000000, borderRadius=0px, shadow=none

Brand Personality

Tone: professional · Energy: medium · Audience: sports enthusiasts

The Athletic Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

• The curious case of Nerlens Noel - The Athletic
  • Image: https://static01.nyt.com/athletic/uploads/wp/2018/04/03080655/USATSI_10391798.jpg
  • Source: https://theathletic.com/298784/2018/04/03/the-curious-case-of-nerlens-noel/
• Ranking the 2020 MLB uniforms: Brown and red and powder blue all over - The Athletic
  • Image: https://live.staticflickr.com/65535/49194247912_e91235fbf2_4k.jpg
  • Source: https://theathletic.com/1579268/2020/02/03/ranking-the-2020-mlb-uniforms-brown-and-red-and-powder-blue-all-over/
• Ranking Rangers prospects: The catchers - The Athletic
  • Image: https://static01.nyt.com/athletic/uploads/wp/2018/03/06191104/USATSI_9661798.jpg
  • Source: https://theathletic.com/263833/2018/03/07/ranking-rangers-prospects-the-catchers/
• Even in defeat, Tar Heels believe they're worthy of a No. 1 seed - The Athletic
  • Image: https://static01.nyt.com/athletic/uploads/wp/2019/03/16030355/USATSI_12355441-e1552719974388.jpg
  • Source: https://theathletic.com/871362/2019/03/16/even-in-defeat-tar-heels-believe-theyre-worthy-of-a-no-1-seed/?amp=1
• Blast from the past: Pierre-Luc Dubois given stick used by his dad from Blue Jackets assistant's private collection - The Athletic
  • Image: https://static01.nyt.com/athletic/uploads/wp/2018/03/31140305/USATSI_10746972.jpg
  • Source: https://theathletic.com/298229/?amp=1
• Jarren Williams' first steps as Miami's starting quarterback show promise - The Athletic
  • Image: https://static01.nyt.com/athletic/uploads/wp/2019/08/25035918/USATSI_13256417.jpg
  • Source: https://theathletic.com/1160226/2019/08/25/jarren-williams-first-steps-as-miamis-starting-quarterback-show-promise/

Machine-Readable Profile

{
 "colorScheme": "light",
 "fonts": [
 {
 "family": "nyt-franklin",
 "role": "body"
 },
 {
 "family": "nyt-imperial",
 "role": "heading"
 },
 {
 "family": "Times New Roman",
 "role": "body"
 },
 {
 "family": "georgia",
 "role": "body"
 }
 ],
 "colors": {
 "primary": "#B72424",
 "secondary": "#026A2E",
 "accent": "#FD5757",
 "background": "#1A1A1A",
 "textPrimary": "#1A1A1A",
 "link": "#FD5757"
 },
 "typography": {
 "fontFamilies": {
 "primary": "nyt-franklin",
 "heading": "nyt-imperial"
 },
 "fontStacks": {
 "heading": [
 "Times New Roman"
 ],
 "body": [
 "Times New Roman"
 ],
 "paragraph": [
 "nyt-imperial",
 "georgia",
 "Times New Roman",
 "times"
 ]
 },
 "fontSizes": {
 "h1": "16px",
 "h2": "16px",
 "body": "14px"
 }
 },
 "spacing": {
 "baseUnit": 4,
 "borderRadius": "4px"
 },
 "components": {
 "buttonPrimary": {
 "background": "#121212",
 "textColor": "#FFFFFF",
 "borderRadius": "0px",
 "borderRadiusCorners": {
 "topLeft": "0px",
 "topRight": "0px",
 "bottomRight": "0px",
 "bottomLeft": "0px"
 },
 "shadow": "none"
 },
 "buttonSecondary": {
 "background": "#090909",
 "textColor": "#000000",
 "borderRadius": "0px",
 "borderRadiusCorners": {
 "topLeft": "0px",
 "topRight": "0px",
 "bottomRight": "0px",
 "bottomLeft": "0px"
 },
 "shadow": "none"
 }
 },
 "images": {
 "logo": "data:image/svg+xml;base64,PHN2ZyBpZD0iQ09OVEVOVCIgeG1sbnM9Imh0dHA6Ly93d3cudzMub3JnLzIwMDAvc3ZnIiB2aWV3Qm94PSIwIDAgMTQ0OS41NyAyMDAiPjxwYXRoIHN0eWxlPSJmaWxsOiNmZmY7IiBkPSJNMzYxLjEzLDEzOS43OGMyLDE0Ljc1LDEzLjU5LDI4LDMwLjM3LDI4LDExLDAsMjEuNC00LjYyLDI2LjYxLTEzLjU5bDM5LjA1LDRjLTExLjg2LDI4LjM0LTM2Ljc0LDQxLjY1LTY2LjI0LDQxLjY1LTM5LjYyLDAtNjkuNDItMzAuNTctNjkuNDItNzEuMDZzMjkuMjItNzEuMDYsNjguODQtNzEuMDZjMzYuNDUsMCw2OS40MiwyNS4wNyw2OS40Miw4MC42MXYxLjQ0Wm0tLjg3LTI1LjE2aDU5LjNjLTItMTMuMzEtMTMuMzEtMjUuNjUtMjkuMjItMjUuNjVTMzYzLjE1LDEwMC40NSwzNjAuMjYsMTE0LjYyWiIvPjxwYXRoIHN0eWxlPSJmaWxsOiNmZmY7IiBkPSJNMTA0NC4yMiwxMzkuNzhjMiwxNC43NSwxMy41OSwyOCwzMC4zNywyOCwxMSwwLDIxLjQtNC42MiwyNi42MS0xMy41OWwzOSw0Yy0xMS44NSwyOC4zNC0zNi43Myw0MS42NS02Ni4yMyw0MS42NS0zOS42MywwLTY5LjQyLTMwLjU3LTY5LjQyLTcxLjA2czI5LjIyLTcxLjA2LDY4Ljg0LTcxLjA2YzM2LjQ0LDAsNjkuNDIsMjUuMDcsNjkuNDIsODAuNjF2MS40NFptLS44Ny0yNS4xNmg1OS4yOWMtMi0xMy4zMS0xMy4zLTI1LjY1LTI5LjIxLTI1LjY1UzEwNDYuMjQsMTAwLjQ1LDEwNDMuMzUsMTE0LjYyWiIvPjxwYXRoIHN0eWxlPSJmaWxsOiNmZmY7IiBkPSJNMTYzLjg4LDE5Ni4zOFYxNjYuM2gxMy4zMVYzNy41MkgxNjQuNTZWNy40NGg0OS42NXY1OWMwLDQuNjMtLjU4LDEwLjQxLS41OCwxMC40MWE1Miw1MiwwLDAsMSw0MC4yLTE5LjA5QzI4Mi40Nyw1Ny43MywzMDMsNzYsMzAzLDEwNi45djU5LjRoMTMuMzF2MzAuMDhIMjUyLjFWMTY2LjNoMTMuM1YxMTYuNDVjMC0xNi43OC0xMC43LTIzLjcyLTIyLjU2LTIzLjcyLTExLDAtMjAuODIsNi4wNy0yOC4wNSwxNVYxNjYuM0gyMzF2MzAuMDhaIi8+PHBhdGggc3R5bGU9ImZpbGw6I2ZmZjsiIGQ9Ik03ODAuODYsMTk2LjM4VjE2Ni4zaDEzLjNWMzcuNTJoLTEzLjNWNy40NGg1MC4zMnY1OWMwLDQuNjMtLjU4LDEwLjQxLS41OCwxMC40MWE1Miw1MiwwLDAsMSw0MC4yMS0xOS4wOUM4OTkuNDQsNTcuNzMsOTIwLDc2LDkyMCwxMDYuOXY1OS40aDEzLjN2MzAuMDhIODY5LjA3VjE2Ni4zaDEzLjMxVjExNi40NWMwLTE2Ljc4LTEwLjctMjMuNzItMjIuNTYtMjMuNzItMTEsMC0yMC44Myw2LjA3LTI4LjA2LDE1VjE2Ni4zSDg0OHYzMC4wOFoiLz48cGF0aCBzdHlsZT0iZmlsbDojZmZmOyIgZD0iTTc2NS4yMyw5MS4yOFY2MS4ySDc0MC42NVY3LjQ0aC0zNy42VjYxLjJoLTIxLjVWOTEuMjhoMjEuNVYxNzZhMjAuMjgsMjAuMjgsMCwwLDAsMjAuMjcsMjAuMjlsNDEuOTEsMFYxNjYuM0g3NDcuNDFhNi43Niw2Ljc2LDAsMCwxLTYuNzYtNi43NlY5MS4yOFoiLz48cGF0aCBzdHlsZT0iZmlsbDojZmZmOyIgZD0iTTUzOC40OSw3LjM0VjM5LjE5aDE4LjNMNTExLjI0LDE2Ni4zaC0xMy43djMwLjA4aDcxLjM1VjE2Ni4zSDU1MC41OEw1NTkuMjIsMTQxaDY3TDYzNSwxNjYuM0g2MTUuNjh2MzAuMDhoNzEuNDRWMTY2LjNINjczLjc0bC01Ny0xNTlabTMxLjkyLDEwMC45MiwyMi4xNC02NC44NCwyMi4zOCw2NC44NFoiLz48cGF0aCBzdHlsZT0iZmlsbDojZmZmOyIgZD0iTTM3LjIxLDE5Ni4zOFYxNjYuM0g1Ni4zOVY0MkgzMy43NFY2Ny4xMkgwVjcuNDRIMTUzVjY3LjEySDExOS4yNVY0Mkg5Ni42VjE2Ni4zaDE5LjE4djMwLjA4WiIvPjxwYXRoIHN0eWxlPSJmaWxsOiNmZmY7IiBkPSJNOTQ3LDM3LjUySDkzMy42NFY3LjQ0aDUwLjkxdjE1Mi4xYTYuNzYsNi43NiwwLDAsMCw2Ljc2LDYuNzZoNy4yMnYzMC4wOEg5NjcuMjRBMjAuMjgsMjAuMjgsMCwwLDEsOTQ3LDE3Ni4wOVoiLz48cGF0aCBzdHlsZT0iZmlsbDojZmZmOyIgZD0iTTEyNDIuNTMsMTk2LjM4VjE2Ni4zaDE2LjJ2LTc1aC0xNi4yVjYxLjJoNTMuOFYxNjYuM2gxNi4ydjMwLjA4Wk0xMjc1Ljc5LDBhMjQuMjYsMjQuMjYsMCwwLDEsMjQuMywyNC4zYzAsMTMuNTktMTAuNywyNC0yNC4zLDI0YTIzLjc2LDIzLjc2LDAsMCwxLTI0LTI0QTI0LjE5LDI0LjE5LDAsMCwxLDEyNzUuNzksMFoiLz48cGF0aCBzdHlsZT0iZmlsbDojZmZmOyIgZD0iTTEyMDIuMzIsNjEuMmgyNC41OFY5MS4yOGgtMjQuNTh2NjguMjZhNi43OCw2Ljc4LDAsMCwwLDYuNzcsNi43NmgxNy44MXYzMC4wOGwtNDEuOTEsMEEyMC4zLDIwLjMsMCwwLDEsMTE2NC43MiwxNzZWOTEuMjhIMTE0Ni42VjYxLjJoMTguMTJWNy40NGgzNy42WiIvPjxwYXRoIHN0eWxlPSJmaWxsOiNmZmY7IiBkPSJNMTM4Ni41MSw5MS40M2MxNS45MSwwLDI4LjY0LDkuODQsMzEuNTQsMTkuNjdoMzEuNTJWNjBoLTMxVjc2Yy01LjMtOS4xOS0xOC4zMS0xOC4xNC0zNy4yMi0xOC4xNC0zNy44OSwwLTY1LjA4LDMwLjU3LTY1LjA4LDcxLjA2czI5LjIxLDcxLjA2LDcwLDcxLjA2YzI4LjYzLDAsNTMuMi0xMy42Miw2My0zNy45MkwxNDE4LDE0NS45MWMtNC45MiwxMi40NC0xNy4wNiwyMC41NC0zMSwyMC41NC0xOS42NywwLTMzLjI2LTE3LjI2LTMzLjI2LTM4LjA5UzEzNjYuODUsOTEuNDMsMTM4Ni41MSw5MS40M1oiLz48L3N2Zz4=
}