SeatTime | Brand Style Guide Development

Creating the brand style guide for SeatTime began with a deep dive into the world of motorsports and the mindset of modern racing enthusiasts. The app's core mission — to help race drivers log lap times, fine-tune car configurations, and optimize performance — inspired a brand identity that feels precise, technical, and fast.

We started with brand strategy workshops to define SeatTime’s voice, values, and visual tone. From there, we developed a bold logo system built around clean geometry and motion-inspired forms — capturing both speed and structure. A refined color palette of deep racing greens and performance blues evokes both professionalism and high-octane energy, while a modern, monospaced typeface reinforces the app’s data-centric utility.

Every detail in the guide — from logo usage rules to UI iconography and typographic hierarchy — is built to ensure consistency across digital touchpoints. The final style guide is more than a visual manual; it's a pit crew playbook for building trust, recognition, and adrenaline in every interaction with the SeatTime brand.