Newly designed Seattle Adaptive Sports logo
Developing an active, adaptive visual design system
Web & Visual design
A laptop screen shows the homepage of Seattle Adaptive Sports. The logo is in the top left with a menu bar filling in the top. Large orange text reading "push beyond your limits" is emblazoned over an image of an athlete pushing their wheelchair along a track. Below the text, a second heading reads "Seattle Adaptive Sports is a regional hub that connects athletes and the community with opportunities to compete, learn, and grow." Below that, a button reads "find a program." The phone screen shows the same content adapted to the screen size.
Overview
Context
Seattle Adaptive Sports is a non-profit organization dedicated to enabling people with disabilities to engage in and participate in sports. As part of my visual communication coursework, I was tasked to create a new style guide for the organization.
Project Goals
The redesign seeks to add professional polish, create inclusivity, and encourage participation.
Communication Goals
The design system aims to convey boldness, activity, and boundary-breaking.
Timeline
March 2022 - May 2022
(9 weeks)
Role
Visual Design
Web Design
Team
Just me
Deliverables
Style Guide
Visual Assets (Logos, Poster, Layouts)
Project Video
Logo
The logo signifies the ubiquitous prevalence of the disability community and the empowerment that adaptive sports provides, reframing the omnipresent, almost cliche, wheelchair/disability icon and pushing it beyond the boundaries. The logo aims to straddle the line between a pictoral mark and an abstract mark, remaining recognizable while using strong positive and negative space to create a shape of its own.
A black and white version of the logo. The wordmark is stacked below the icon.
A black and white version of the logo. The wordmark is to the right of the icon.
A black and white, icon-only version of the logo.
A black sweatshirt with the Seattle Adaptive Sports logo on the left chest area in orange.Three water bottles emblazened with the Seattle Adaptive Sports logo in various colors.
Typography
The primary display font is Rubik Mono One. The monospace of the typeface conveys a sense of order and almost mechanical nature, meant to reflect the adaptive equipment often used in adaptive sports. The rounded corners provide still a human touch, while the thick stems and tight counters provide the boldness needed.
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The secondary font is Poppins. The geometric classification allows it to compliment Rubik Mono One, and the wider apertures and counters makes it easier to read as a body font.
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Rubik was also chosen as a complimentary font due to its association in the Rubik font family. This typeface is mainly used to slightly differentiate buttons and subtly draw attention to calls to action.
A list of typefaces and their applicationsA list of typefaces and their applications
Color
High contrast is needed to best accommodate for accessibility. With a dark background, the colors will pop more than against a white or lighter background. Orange was chosen as the primary highlight color due to its association with energy and vibrancy, and a triadic color scheme was created from that, with a lime green secondary color and a heavily shaded purple that serves as an accent color. A triadic color scheme was chosen due to its balance between contrast and harmony. Another shade of green was also added to provide some diversity and depth.
A list of colors and their hexcodes and RGB values
Shapes and Imagery
The shapes used in the layout are derived from the positive space and square outline of the logo. The angles on the parallelogram and trapezoid shapes remain consistent regardless of size or height/length. These angles add a sense of activity and momentum, while the quarter circle adds a warmer, welcoming vibe.

All the imagery used in the website are photographs taken by Seattle Adaptive Sports themselves. Cutouts that extend beyond the frame were used to demonstrate the goal of breaking boundaries.
Three images laid out in the shape of an arrow. The first, two wheelchair basketball players reach for a jump ball. The second shows a sled hockey player, and the third shows a wheelchair track athlete.
Style Guide
See full style guide
A poster for Seattle Adaptive Sports
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