BAD brand system
Rebellious in campaign. Calm in product. Expressive only when it is earned.
This page is the visual companion to the canonical BAD v1 guide. It defines current brand truth and makes provisional territory unmistakable.
Approved system: 2026-08-13
BAD® is the master identity. Use BAD without the mark in dense product chrome. Bonehead supports earned moments and merchandise, never the primary logo.
Neutral utility mark for compact app surfaces. Volt is intentionally absent.
Reference-guided campaign media
High-contrast documentary effort and recovery can carry the campaign. These fictional frames are scoped to named marketing roles and never establish a member, product, or medical truth.
These transparent reference-guided concept masters are provisional and scoped to this visual direction only. They do not establish inventory, formulation, manufacturing, medical, or final apparel truth.
Technical headwear concept
A low, soft, unstructured race-day five-panel. Lightweight ripstop, fine performance mesh, a short crushable brim, and an elastic cord adjuster define the silhouette.
CrownLow and unstructured
VentilationFine performance mesh
BrimShort and crushable
RejectDad caps and trucker hybrids
Nutrition concept
Matte Ink packaging with a deterministic Bone label. No formulation, dosage, sourcing, or clinical claim is approved.
Apparel concept
A grayscale technical running tee with a restrained BAD wordmark, kept separate from campaign-character artwork.
Equipment concept
A restrained performance object using the same Ink, Bone, neutral gray, and graphite material language.
Connected device concept · coming soon
A low-profile connected scale concept inspired by the calm precision of premium smart scales. No medical, diagnostic, or body-composition claims are live.
Primary canvas
Utility surface
Primary light and dark-mode text
Secondary text and quiet rules
Compatibility accent for quiet utility states
Selected, ready, progress
Exertion and warning
Destructive and hard errors
Product typography uses one modern sans family with tabular numerals and restrained mono labels. Campaign typography adds a high-contrast heritage face without changing the voice.
Product sample
Readiness changed
Sleep improved, but yesterday’s effort is still carrying. Keep the quality work short.
You vs. you.
Today, Chat, Locker, Views, History, Settings, iOS
Calm sans hierarchy, flat rows, quiet warmth, semantic color, evidence before analytics.
Landing, reports, onboarding chapters, campaign modules
Human photography, direct statements, controlled scale, and room for the evidence to breathe.
Earned moments, challenges, drops, limited merchandise
Expressive and collectible. Never primary navigation, routine health data, or the master logo.
Ecosystem hierarchy
Train prove earn wear fuel repeat
Live core
Available today
The goal-aligned agent connects intent, plan, action, and evidence. Every extension must make this loop stronger.
Live layer
Available today
Training, recovery, nutrition context, challenges, and community turn the agent’s plan into verified work.
Planned commerce
Not live today
Replenishable products will support verified behavior after the software earns trust. No BAD Fuel product is live or official yet.
Planned extension
Not live today
Restrained technical pieces and earned editions will make milestones visible. No generated garment is official product truth.
Coming soon concept
Not live today
A connected scale concept for the evidence loop. It is not a medical device, and no body-composition or health claim is live.
A beautiful reference is still only inspiration until provenance, rights, exact scope, crop, and approval are recorded.
Official now
Identity, tokens, UI rules, named campaign frames
Deterministic masters and current product behavior establish system truth. Approved campaign images remain limited to their recorded roles.
Provisional
People, apparel, packaging
No generated likeness, garment, supplement, or package becomes official without named approval.
Stop ship
Invented claims, fabricated UI, skull-first identity, impossible product scale, or lifestyle headwear sold as performance gear