Game Day Sports Lighting: Brand Identity & Logo Design
A brand built from scratch: a four-version logo system, a 137-file package and an eight-page product brochure.
- Industry
- LED sports lighting
- Scope
- Brand identity, logo system, sales brochure
- Delivered
- October 2026
- Package
- 137 files, 4 logo versions
Where Game Day started
Game Day Sports Lighting sells LumenX, an LED fixture that lights high-school stadiums and turns a whole field the school's colors. They were launching with a serious product and no identity: no logo, no colors, nothing a school board, an athletic director or a sign shop could hold. Everything they would print, wrap, embroider or post needed to come from one brand, and the sales brochure had to look like it came from the company that built the fixture, not a reseller.
The Fresh Bread approach
We started with the story the mark had to tell: a bank of floodlights across the top and their light falling on the field below. From that one idea came a four-version system (badge, horizontal lockup, stacked wordmark and a GD icon) in full-color, two-color, navy, black and white treatments, every one true vector artwork. We set a palette of Midnight Navy, Floodlight Blue, Turf Green and Lit Turf with HEX, RGB, CMYK and Pantone values, paired Tomorrow with Saira for type, and built the web and social kit, favicons and email signatures. Then we designed the eight-page LumenX sales brochure on the new brand.
Where they are now
Game Day launched with a complete, consistent identity: 137 files organized by use, a three-page usage guide so anyone on the team can hand the right file to a vendor, and a brochure the sales team can put in front of a school board. Every future piece, from truck wraps to the website, starts from the same system.
4 versions, one brand.
A logo has to work on a billboard and a favicon, embroidered on a hat and printed on an invoice. So it ships as a system: pick the version by where it is going.
Badge
The primary logo: website, social posts, flyers, shirts, yard signs, truck wraps and banners.
Horizontal logo
Wide, short spaces: website header, email signature, letterhead, proposals, invoices and business cards.
Stacked wordmark
Name only, no artwork: embroidery, hats, pens, anywhere very small or narrow.
Icon
Floodlights, initials and lit field for small squares: profile pictures, app icons, hard-hat and equipment decals.
Matched to the background, not the other way around.
Full color for print and screen, two-color for shirts and promo items priced by ink, one-color for stamps and engraving, and a white version for dark backgrounds and photos.
Specified for screen and press.
-
Midnight Navy
#0A1A3F
Pantone 2768 C
-
Floodlight Blue
#0B5FE0
Pantone 2935 C
-
Turf Green
#2E7D1E
Pantone 363 C
-
Lit Turf
#63BD35
Pantone 368 C
Two families, every job covered.
-
Tomorrow ExtraBold
Headlines and the GAME DAY lettering, narrowed and arched on the badge.
-
Saira
SPORTS LIGHTING, the tagline, subheads and body copy on flyers, proposals and the website.
An eight-page sales brochure on the new brand.
The LumenX brochure is the first piece built on the system: product story, specifications, field applications and the RGB color modes, laid out so a school board can read it in one sitting.
Ready to upload on day one.
Profile pictures sized to survive a circular crop, cover images for each network, email-signature logos and a full favicon set, so nothing gets stretched into place later.
Three pages that keep the brand consistent.
Which version goes where, clear space and minimum sizes, the colors with HEX, RGB, CMYK and Pantone, the typefaces, and which file to send to a printer, a sign shop or a web developer.
What we delivered
- Brand discovery & creative brief
- Logo system: badge, horizontal, stacked wordmark & icon
- Five color treatments, incl. reversed versions
- Vector (SVG, PDF, EPS) + PNG/JPG at two sizes
- Brand colors with HEX, RGB, CMYK & Pantone
- Typeface selection & usage rules
- Web & social kit: profile pictures, covers, favicons, email signatures
- Three-page logo & usage guide
- Eight-page LumenX sales brochure
How this project fits our services
Branding & Logo Design
A logo system in every color version and file type, brand colors and type, a usage guide, and the brochures, wraps and signs built on it.
Branding projects are quoted to scope, like our custom websites: tell us what the brand needs to show up on and we send a fixed quote.
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