Foot Locker
Global Brand Guide

Toolkit

The visual elements that bring the Foot Locker brand to life

Our logo system has been distilled to various types of marks, with specific hierarchy and usage for each.

FL Classic is our primary brand typeface. Maven Pro is our digital typeface.

We are black and white and everything in between. We have additional colors to help shape our brand.

Our stripes are one of the most iconic and integral pieces of the brand.

Icons and patterns derived from our 13 stripes add a graphic element to our look and feel.

How to create headlines in our brand style.

Photography is crucial for expressing our personality, displaying product, and connecting with our audience.

What we sound like.

What we say and how we say it.

How we feature our Stripers in content.

Best practices when animating brand elements.

How to best utilize the toolkit elements.