Brand standards
Vol. I · 2026
How we look, sound, and carry ourselves.
The Chase Is Everything.
01 / Idea
Chasing Utopia Race Co
The Chase Is Everything.
Running, cycling, and endurance events built around the pursuit of something personal. Whatever Utopia means to you, there's something worth chasing.
Definition
utopia
/yo͞oˈtōpēə/
Noun. · no place · ou- + topos
"No place." Sir Thomas More coined the word to describe a perfect, unreachable world.
But we don't look for it on a map. We chase it in the moments where the noise fades, the pace locks in, and the mind finds perfect clarity.
Utopia isn't a destination you arrive at. It's the version of yourself you become along the way.
Personal
Utopia means something different to everyone. The experience is yours to define.
Discovery
We're not telling people what Utopia is. We're creating opportunities for them to discover what it means to them.
Welcoming
Competitive endurance athletes and people participating in their first community event are equally welcome.
Wearable
Gear people want to wear on a Tuesday. It shouldn't look like an expo giveaway.
02 / Logo
Chasing Utopia Race Co
A cattle brand, built to burn into anything.
A C and a U joined by a rail. Every lockup is vector artwork on a transparent background.
Primary · stacked
Seal · hats, medals, avatars
Horizontal · headers, bibs, signage
Brand · when space is tight
03 / Logo use
Chasing Utopia Race Co
Approved pairings & rules.
Bone on night
Bone on brick
Brick on cream
Night on bone
Clear space & size
Leave space around the logo equal to twice the height of the rail. Minimums: brand 16px / 0.25in, horizontal 120px / 1.25in, seal 48px / 0.6in.
Never
- Stretch, skew, or rotate it.
- Recolor outside the palette or add effects.
- Put it in a box or on a busy part of a photo.
- Rearrange the C, U, and rail or redraw the lettering.
- Use a screenshot instead of the vector files.
04 / Color
Chasing Utopia Race Co
Barn red, river dusk, sun-bleached bone.
Night and bone set a calm, dark ground. Brick is the accent people remember, so use it on purpose and keep it rare.
Brick
Primary
HEX #8F3F26
RGB 143 63 38
Ember
Primary, deep
HEX #6C2C1C
RGB 108 44 28
Night
Dark ground
HEX #1D1712
RGB 29 23 18
Saddle
Accent
HEX #66442C
RGB 102 68 44
Cream
Light ground
HEX #F4EAD7
RGB 244 234 215
Bone
Type on dark
HEX #FAF6EE
RGB 250 246 238
05 / Type
Chasing Utopia Race Co
A serif with manners, a sans that works.
Both are free Google Fonts, so the website, social posts, and print all match. The logo lettering is part of the artwork and isn't used as a typeface.
Headlines · Cormorant Garamond
Aa
The Chase Is Everything.
Body & labels · DM Sans
Aa
A 5K on Thanksgiving morning. Run it, walk it, bring the family.
Labels · Uppercase · Wide tracking
06 / Voice
Chasing Utopia Race Co
Thoughtful. Confident. Personal.
Sophisticated, confident editorial writing with complete, natural sentences and substance. Aspirational about the idea, practical about the events. No forced cleverness, no generic claims, and never invented race details. Above all, this is a movement: people using the miles to clear their minds and find what matters to them.
Lines we use
- The Chase Is Everything.
- Join The Movement.
- Chase it. Find it. Run it back.
We say
"Whatever brings you to the start line, what you take away from the experience is yours to define."
We don't say
"CRUSH YOUR PR!!! Elite athletes only."
07 / Photography
Chasing Utopia Race Co
Low sun, real place, room to breathe.
Shoot at dawn and dusk. Keep shadows deep and colors warm and muted, and leave empty space for type. Show the land and the people as well as the racing.
Yes: golden hour, limestone, cypress, dust, people moving.
Yes: wide frames with quiet sky for headlines.
No: posed stock shots, heavy filters, cold blue tones.
© 2026 Chasing Utopia Race Co