Outlier Brand. The look of betting edge.
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Website
Partnership
4+ years
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Brand Strategy
Brand Identity
Visual Identity
Logo Design
Brand Guidelines
Tone of Voice
Deliverables
Visual Identity System
Logo Suite
Brand Guidelines PDF
Tone of Voice Guide
Asset Pack
Brand Strategy Deck
Outlier Branding is the visual identity of the US sports betting analytics platform Outlier.
We shaped it alongside the product from day 0, covering strategy, visual identity, and logo in step with the first wireframes. Outlier had to register as a data-first analytics platform, not another betting brand – and the identity launched together with the product itself.
Outlier's Visual Identity
This is the visual identity for Outlier, a US sports betting analytics platform, built as part of a Pitch & Product Concept engagement. Logo, icons, and colors took shape alongside the product.
Wordmark Sketches for a Sports Analytics Brand
Early logotype sketches comparing naming directions for a sports analytics product. Alongside Outlier, the team tested alternate concepts before settling on the final mark.
Logo Construction for Sports Analytics
Technical specifications for the wordmark: grid proportions, minimum clearspace, and partner co-branding lockups that keep the logo consistent across every touchpoint for this sports analytics brand.
Favicon and App Icon States
How the logo mark scales down to a favicon and home-screen app icon for a betting analytics app. Browser tab and phone screen mockups show it staying legible at the smallest sizes.
Color and Type Foundations
The core palette and typeface behind the identity: five primary colors plus three accent tones, paired with SF Pro as the system typeface. Built to stay legible across data-heavy screens.
3D Icon Set for Sports Data
Custom 3D icons – bar charts, trophies, whistles, and search – built for a sports betting analytics brand. Each icon exists in a full-color and a monochrome pearl finish.
Brand Color Ratio and Logo Variants
Usage rules for the eight-color palette and wordmark across backgrounds. Brand colors dominate at roughly 70%, accent colors stay to about 30%, and the logo adapts light or dark by surface.
Full Brand Guidelines
The complete Brand Guidelines PDF: logo mark, color system, illustration style, social covers, and partner lockups in one reference – the single source of truth for every team using the identity.
Color Codes and Brand Tone Rules
Exact hex, RGB, CMYK, and Pantone values for each brand color, paired with Tone of Voice notes on seriousness, authority, and youthfulness. Photography and video guidelines keep every asset consistent.
The Meaning Behind the Outlier Mark
The logo mark combines the letter "O" with a pie-chart shape, referencing an outlier: a data point far from the rest of the set. Minimum size rules keep it legible at every scale.
Icon Style Guide for Sports Data
Rules for the icon set powering the product: soft lines, rounded corners, and bold filled shapes for a friendly, eye-catching look. A fisheye distortion technique bends straight edges into the brand's signature curve.
Identity Applied to Social Media
The identity extends to the OutlierBet profile on X (Twitter), reaching the same Sports Analytics audience as the product. Verified badge, banner copy, and bio copy carry one consistent tone.
Identity on the YouTube Channel
The same palette and wordmark carried onto the OutlierBet YouTube channel: banner, avatar, and video thumbnails share one gradient system.
Brand Graphics in Office Spaces
The visual language extended into physical space: gradient murals, 3D sports props like a basketball and hockey stick, and the wordmark on plain walls – a counterpoint to the data-dense product screens.
Brand Colors on App Store Assets
The color system and icon carried into App Store marketing screenshots and the listing itself. Captions use the same palette as the product.
Identity Inside the Live iOS App
The same color system and iconography carry into the Outlier iOS App: green and red highlight value, brand blue and orange mark team sides. One visual language spans brand and product.
Identity on the Marketing Website
The palette, logo, and iconography extend to the promotional website.
Responsive Identity Across Devices
The same visual system adapts to mobile: hero, trends feed, and a Premium plan screen all in the brand's dark theme and gradient accents.
Brand built after the product always fights the product. Built alongside it from day 0, they reinforce each other – which is when to bring us in.
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