---
title: Underdog - Logo, Identity & Web Case Study | Vizura
url: https://www.vizurastudio.hr/work/underdog/
description: Logo, identity and website visuals for Underdog, a US platform for independent youth sports trainers - from overlooked to undeniable.
updated: 2026-09-26
---

← All work Case 09 / 13 - Sports Tech SaaS

Logo, Identity & Web - Sports Technology (Youth Sports SaaS)

# Underdog: a brand for youth sports technology

Logo, identity and website visuals for Underdog, a US platform for independent youth sports trainers - from overlooked to undeniable.

Client

Underdog

Industry

Sports Technology (Youth Sports SaaS)

Location

USA

Year

2025

Timeline

4 weeks

Services

Logo, Identity & Web

Services Logo Design Brand Identity Web Design Deliverables

- Logo & symbol

- Lockups with and without tagline

- Colour & typography

- Brand guidelines

- App icon & favicon

- Dashboard & website visuals

01 - Challenge

## The problem to solve

Independent trainers run their business across spreadsheets, Venmo and Instagram DMs while big clubs have real software. The brand had to say "we see you, you deserve powerful tools too" - bold and premium, never a scrappy startup.

It had to work for two audiences at once - trainers running a business and parents booking sessions - and support a pre-raise positioning.

Goals

- 01Look as serious as the big clubs

- 02Speak to trainers and parents

- 03Support a pre-raise positioning

02 - The idea

The underdogs do not wait for momentum, they create it - so the mark is a U in forward motion.

03 - Approach

## Key decisions and why

The mark is an athletic U in forward motion: parallel strokes accelerate and break into one solid form - the journey from overlooked to undeniable. An italic lowercase wordmark keeps it fast and friendly.

Electric blue carries the brand, with black and white for a premium base and a sports palette - Victory Cyan, Rising Flame and Energy Lime - for data and moments of progress in the dashboards.

Decision 01

### Parallel strokes into one form

Speed lines accelerate and land as a solid U - the journey from overlooked to undeniable.

Decision 02

### Italic lowercase wordmark

Fast, athletic and friendly, built to read well on screens.

Decision 03

### Electric blue

One confident colour that owns the brand across app, web and merchandise.

Decision 04

### A sports palette for data

Cyan, flame and lime mark progress, payments and goals in the dashboards.

04 - The system

## The work, up close.

### Idea & logo

An athletic U in forward motion - from overlooked to undeniable.

Underdog brand idea - from overlooked to undeniable Underdog symbol construction Underdog wordmark construction 02

### Brand guidelines

Logo, clearspace, variations, a bold sports palette and type.

Underdog brand guidelines cover Underdog logo explained Underdog clearspace Underdog logo variations Underdog colour selection Underdog colour pairing Underdog primary typeface Underdog app icon on a phone 03

### The live website

underdogplatform.com - one platform for trainers, academies and parents.

Mobile

05 - Outcome

## What changed

Underdog launched with a complete identity, guidelines and product visuals for the trainer and parent dashboards and the website - a brand that looks as serious as the clubs it competes with.

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