Steady Pedal Academy roundel logo
Brand Guide

Steady Pedal Academy

Warm, wholesome, confidence-first. We teach adults to ride bikes — first-timers and rusty returners alike — on classic gold cruisers, in calm outdoor settings. Patient, encouraging, grounded. Nobody is too old, too nervous, or too out-of-practice.

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Foundations

The brand in one line

Goldenrod + forest green on cream. Slab-serif headlines (Bitter) over a humanist body (Hanken Grotesk). Speak to the rider as “you”; sentence case; no emoji. Warmth comes from photography, color, and copy.

Balance before pedals Safety first, always Your size · your pace Reassurance over hype
Color

Palette

A core trio of goldenrod, forest green, and cream, grounded by warm neutrals. Goldenrod is the accent — one clear call-to-action per view; forest green carries structure and text.

Goldenrod#C0892E
Forest green#2E5A38
Cream#F4F0E1
Paper#F8F5EC
Green dark#234A2D
Gold dark#9C6E22
Ink#33352B
Muted#8A8570
Typography

Type

Display / headlines — Bitter (slab serif)
Find your balance.
Echoes the logo’s bracketed serif lettering. Used for headlines, in sentence case.
Body / UI — Hanken Grotesk (humanist grotesque)

A calm, step-by-step course that takes you from nervous beginner to riding on your own — with safety and confidence leading the way. No experience needed.

Eyebrows & small badges: UPPERCASE, letter-spaced — the only place we leave sentence case.
Voice & tone

How we write

Patient, plain-spoken, quietly confident. We remove fear — we don’t sell adrenaline. Speak to the rider as “you”; the academy is “we.”

We say

  • “It’s never too late to learn.”
  • “We’ll bring a bike your size.”
  • “Start riding” · “Book a lesson” · “See the schedule”
  • Balance, confidence, steady, patient, glide, calm
  • Concrete, modest proof: “max 6 per class,” “1:6 coach ratio”

We avoid

  • “SIGN UP NOW” and exclamation-mark spam
  • Shred, crush, beast mode, hardcore, blazing
  • Adrenaline, hype, vanity stats
  • Emoji — warmth comes from photography and copy
  • ALL-CAPS body copy (caps are for eyebrows only)
Photography

Imagery

Real riders in warm, golden-hour light. The signature gold cruiser, forest-green helmets, gray “Steady Pedals” tees, and green sneakers. Calm outdoor settings — parks, trails, boardwalks. Never cold, never high-adrenaline.

Rider on a trail Gold cruiser bike Rider on a street