ASM Sports
Brand
Guide
The visual identity, color system, typography, and UI components that define the ASM Sports brand.
Logo
On White
On Navy
On Dark
✓ Logo Usage
Maintain clear space equal to the height of the "A"
Minimum size: 80px wide
Use on white, navy, or dark backgrounds only
The red star accent is a core element — never remove it
✗ Don't
Stretch or distort the logo
Place on busy photo backgrounds without overlay
Change the blue or red colors
Use drop shadows or effects on the logo
Color Palette
Primary
Accent
Neutrals
Gradients
Hero Overlay
from-[#0d1b3e]/85 to-transparent
Red Accent
from-red-500 to-white
Dark Background
from-[#0d1b3e] to-slate-800
Typography
Hero Display — font-black uppercase tracking-tighter
Play Bigger
Section Title — font-black uppercase tracking-tighter
About ASM
Eyebrow — uppercase tracking-[0.5em] text-xs font-bold text-red-400
Athletes · NIL · Representation
Body — font-light leading-relaxed text-white/70 (on dark)
2,500+ athletes represented across 20 sports, 90 countries, and over $500 million secured for our clients.
Card Headline — font-bold
Sports Management
Button Label — font-black uppercase tracking-[0.3em] text-sm
Game On →
Buttons & CTAs
Badges & Tags
Cards
Category
Dark Card
Used for hero sections and feature highlights on the platform.
Category
Light Card
Used for athlete profiles, opportunities, and list items.
Highlight
Red Accent Card
Used for stats, calls to action, and premium features.
Tone of Voice
✓ Do
Bold, direct, action-oriented language
Short punchy headlines: "Play Bigger", "Results Matter"
Uppercase for headings and CTAs
Tight tracking (tracking-tighter) on large text
Numbers and proof: "$500M+", "2,500+ athletes"
✗ Don't
Passive or vague language
Lowercase brand name (always "ASM Sports")
Overcrowded text — use white space
More than 2 typefaces or weights in a section
Soft, rounded, or playful visual language
Spacing & Radius
rounded-xl
12px
rounded-2xl
16px
rounded-full
9999px
Sharp (0)
0px
ASM Sports · Brand Guide · 2026