# Surf Strength Coach brand

Canonical URL: [surfstrengthcoach.com/brand.md](https://surfstrengthcoach.com/brand.md)

Reviewed: 19 October 2026

Use this guide for identity, product naming, positioning, and brand assets. Use [voice.md](https://surfstrengthcoach.com/voice.md) for writing and [design.md](https://surfstrengthcoach.com/design.md) for typography, color, components, and interaction.

## Identity and purpose

**Surf Strength Coach** is the public brand at [surfstrengthcoach.com](https://surfstrengthcoach.com/). **Cris Mills** is the coach behind the programs. The public site brings together surf training, movement, and technique with a practical purpose: help people prepare for and enjoy their surfing. [Sources: homepage](https://surfstrengthcoach.com/), [about Cris](https://surfstrengthcoach.com/about/).

Keep surfing as the reason for the training. Show how strength, mobility, endurance, or technique relates to time in the water. The brand's focus is broader than gym performance alone: it includes useful movement and the ability to keep surfing over time.

## Audience

Write and design for surfers with different training histories and levels of surf experience. The public homepage explicitly addresses people new to training as well as experienced surfers. Make the entry point clear and help each person understand the demands of the specific program. [Source: homepage FAQs](https://surfstrengthcoach.com/).

Avoid assuming that every reader is young, already fit, technically advanced, or familiar with gym language. Show progression through instruction and practice. Use real requirements and appropriate next steps rather than an idealized surfer identity.

## Names and product relationships

| Name | Meaning and usage |
| --- | --- |
| Surf Strength Coach | The brand and website name. Use the full name in public introductions. |
| Surf Athlete | The app and training experience presented by the website. Use “Surf Athlete app” when the format needs to be explicit. |
| Surf Athlete PRO | The paid access offer named on the official links and program pages. Preserve the exact current offer label when reproducing a purchase interface. |
| Cris Mills | The named coach. Attribute personal statements to Cris only when they are his. |

Use the current program page for the title, version, and included content of a specific program. For example, **Surf Athlete Training Program** is a named program and should not be used as a synonym for the whole app or paid access offer. **The Perfect Pop Up Program** is another specific program. [Sources: official program links](https://surfstrengthcoach.com/links/), [Surf Athlete Training Program](https://surfstrengthcoach.com/program/surf-athlete-training-program/), [The Perfect Pop Up Program](https://surfstrengthcoach.com/program/the-perfect-pop-up-program/).

## Brand expression

- **Coaching with a purpose.** Connect each training topic to a recognizable surfing need and show a practical next step.
- **A surfer's perspective.** Use the ocean, surfing movement, and real training as context. Keep the enjoyment of surfing visible alongside the work involved.
- **Clear instruction.** Let demonstrations, exercise explanations, and useful product detail establish credibility.
- **Human energy.** Keep the direct, informal enthusiasm described in [voice.md](https://surfstrengthcoach.com/voice.md).

These are editorial principles distilled from the public material, not a claim of a separately registered slogan or a new corporate mission statement.

## Logos and official downloads

Use the official artwork below. Prefer the version for a light background for both the Surf Strength Coach logo and symbol, and for the Surf Athlete logo. Use the white versions on dark backgrounds when needed.

| Asset | Official file |
| --- | --- |
| Surf Strength Coach logo, blue | [Download PNG](https://cdn.surfstrengthcoach.com/wp-content/uploads/2019/07/SurfSC_Logo_03_neu-600.png) |
| Surf Strength Coach logo, white | [Download PNG](https://cdn.surfstrengthcoach.com/wp-content/uploads/2018/03/surfsc-logo-white.png) |
| Surf Strength Coach symbol, blue | [Download PNG](https://cdn.surfstrengthcoach.com/wp-content/uploads/2019/09/SurfSC_IsoLogo-112x112.png) |
| Surf Strength Coach symbol, white | [Download PNG](https://cdn.surfstrengthcoach.com/wp-content/uploads/2019/06/SurfSC_Logo_03_neu-App-Icon-300x300-cropped-white.png) |
| App icon, blue | [Download PNG](https://cdn.surfstrengthcoach.com/wp-content/uploads/2019/08/favicon-96x96-border.png) |
| Surf Athlete logo, black | [Download PNG](https://cdn.surfstrengthcoach.com/wp-content/uploads/2023/02/surf-athlete-logo-black.png) |
| Surf Athlete logo, white | [Download PNG](https://cdn.surfstrengthcoach.com/wp-content/uploads/2023/01/surf-athlete-logo-white.png) |

Preserve proportions and legibility. Do not create a new mark, recolor a logo arbitrarily, or substitute text styled to resemble the logo. Choose an asset with enough resolution for its placement; the supplied files have different dimensions.

## Color and typography

The published brand palette is **blue `#0060ff`** and **dark `#1d1d1d`**. The published typefaces are **Lato Regular** and **Lato Black**. For the site's full token palette, font stacks, contrast considerations, and component use, follow [design.md](https://surfstrengthcoach.com/design.md).

## Imagery and visual continuity

Prefer the brand's existing authorized surfing, coach, exercise, and product imagery. Choose images that show the subject clearly and support the surrounding explanation. Do not imply that a stock or generated person is a real coach, customer, or testimonial author. Check the rights for each asset before reuse; public visibility alone does not grant permission.

The reviewed public pages do not establish a formal logo clear-space or minimum-size specification. Refer to [design.md](https://surfstrengthcoach.com/design.md) for the site's observed visual system and implementation details rather than inventing new brand measurements.

## Official public channels

The [website](https://surfstrengthcoach.com/) and its [links page](https://surfstrengthcoach.com/links/) link directly to these channels, checked on 19 October 2026:

- [Instagram: @surfstrengthcoach](https://www.instagram.com/surfstrengthcoach/)
- [Facebook: Surf Strength Coach](https://www.facebook.com/surfstrengthcoach/)
- [YouTube: Surf Strength Coach](https://www.youtube.com/surfstrengthcoach)

This verification establishes that the website designates these links as official. It does not independently verify account ownership or account status. Other social networks were not confirmed by those pages; do not infer accounts from matching names.

## Sources and maintenance

Use the first-party sources linked in this document to verify public identity and product details. Prices, promotions, product availability, review counts, credentials, and commercial terms can change; obtain them from their current source when needed.

Use [voice.md](https://surfstrengthcoach.com/voice.md) for writing rules and [design.md](https://surfstrengthcoach.com/design.md) for visual implementation.