01 · Identity
The Logo
Clear space: Always leave space equal to the height of the "C" around the logo.
Don't: recolor, stretch, rotate, add effects, or place on busy photography without a scrim.
02 · Color
Palette
Cheer Red
#FF5A5A
Ink
#0B0B0F
Paper
#FFFFFF
Slate
#1F2937
Hype Yellow
#FFD23F
Field Green
#10B981
Sky
#3B82F6
Mist
#F3F4F6
Cheer Red is the hero. Use it for one accent per surface — CTAs, eyebrows, or live indicators. Ink and Paper carry the rest. Secondary colors are reserved for data, badges, and editorial moments.
03 · Typography
Type System
Display · Barlow Condensed
BREAKING NEWS
Headlines, hero copy, scoreboards. Weight 800–900. Tight tracking.
Editorial · Newsreader
Long-form storytelling that respects the reader.
Article body, pull quotes, decks.
04 · Voice
How We Sound
Bold
We don't whisper. Lead with the take.
Fast
Short sentences. Active verbs. Get to the point.
For the fans
Insider language is welcome — never gatekeep.
Do
- "Cheer Athletics takes the floor with the Worlds bid on the line."
- "Three routines. One title. Here's how it ends."
Don't
- "In what could perhaps be considered a possibly notable performance…"
- Corporate filler, hedging, or jargon for jargon's sake.
05 · Partners
Using the Brand
Sponsors, partners, and media — request the full brand kit (vector logos, social templates, and ad sizes) from our team.
brand@cheerdaily.com