Brand system for the long miles
Puber is an ultramarathon support app that connects 100-mile trail runners with pacers and crew through per-race community boards and real-time coordination. It is targeting iOS and Android for the 2026 100-mile season.
The name is a deliberate brand-reclamation play in the running world: it lands funny, sticks immediately, and clears a wide lane. The brand needed to match that energy: confident, a little wild, but earned through miles.
The jackrabbit
The logomark is a stylized jackrabbit mid-bound: lean, athletic, ears swept back, body fully extended. Confident and a little wild, not cute, not cartoon. In ultrarunning, the hare is the pacer who sets the pace, so the mark carries a real connotation before anyone reads the wordmark.
The current marks are AI-generated rasters awaiting a designer-redrawn SVG. iOS-18 tinted icon variants and App Store screenshots are still to come.
Color system
Six stops calibrated for trail-running contexts: high-contrast readability at altitude, in direct sun, and on sweat-smudged screens.
Elevation Blue
#007AFF
Primary
Summit Navy
#0B1D2A
Dark base
Trail Orange
#FF6B00
Energy
Peak Yellow
#FFC107
Finisher gold
Alpine Mint
#00D1B2
Success
Snow White
#FFFFFF
Neutral
Typography
Inter
UI typeRegular / Medium / SemiBold
The long miles start here.
Geometric Display Grotesque
WordmarkHeavy lowercase
puber
Space Mono
Race dataRegular
14:32:07 / Mile 87.4 / +2,340 ft
The brand system board
One board that captures logo system, color system, typography, photography style, UI elements, and app-icon variants at a glance.
The icon system
Logomark, wordmark, tagline lockup, app-icon variants at every density, and the icon set that carries through the mobile UI.
Voice and energy
Rugged but refined. Calm confidence. Dawn on the trail. Soul sport. Earns trust. Community-first. Built for the hard parts of a 100-miler.
The voice never shouts and never begs. It speaks to runners the way a good pacer talks at mile 82: steady, present, matter-of-fact about what comes next.
“Built for the long miles.”
“Real Connections. Real-Time Support. Real Results.”
Energy comps (not aesthetic):
What ships next
- Designer-redrawn SVG logomark to replace the AI-generated raster
- iOS 18 tinted and monochrome icon variants
- App Store screenshots and marketing asset suite
- Full motion-identity guidelines (loading states, transitions, micro-interactions)