We were approached a few months back about working with a local startup to create a logo/branding package for their new venture called Run26Two. They knew they were onto a good idea and also understood that branding was crucial to the overall foundation of the company. I can honestly say there is nothing we like more than starting from scratch with just a name and some small initial direction from the client. The freedom of running loose with your creativity allows for maximum exploration and ultimately helps leads to a successful final product. We were able to have a very open dialogue with the client throughout the entire process and this was crucial to our success.

Concept and Direction

Run26Two is an outdoor sports lifestyle brand that provides runners and triathletes with premium quality goods to enhance their performance on and off the course. After talking with the Run26Two team and discussing the companies direction it was clear we wanted the core logo to be simple, yet bold and identifiable. We also wanted to be conscious of offering a strong base for future expansion of the brand. Drawing inspiration from the athletes themselves, we sought to harness the strength and endurance they exemplified. In the first stage we explored a wide range of options from crests and shield forms, simple line art concepts and minimal logotypes.

The Mark

From the start we were pretty sure that a simple logotype was going to be the best solution, but as any designer knows you still need to explore all options, especially in the first phases. After exploring a variety of options it was clear that we were correct and focused all of our attention on working with a typeface as we moved forward into the final stages of the branding process.

While working towards a final solution it became clear that two options (one horizontal and one stacked) would be needed to cover a myriad of uses. The horizontal layout is the preferred application of the logo or brand that will be showcased in a variety of items from digital and web applications to print and apparel development. As an alternate option for use when space is limited, we developed a stacked version of the mark. This option is merely an alternative for smaller, more square space constraints, or to offer a change of pace in an application where the primary layout has already been used.

Typography

The primary type family is two weights of United Sans Extended: the Medium and Heavy options. Chosen for their solid structure, bold disposition and superb legibility, United provides a substantial base that offers seemingly endless possibilities to expand the visual identity of the brand in any number of applications.

To compliment the primary typography, a more rounded sans serif font was needed. Here, we chose Sacker Gothic Light because it provides the strength that is at the core of the logotype, while serving as a nice change of pace to the bold nature of the logo itself. This font will be used for tag lines, headlines and other short copy elements that offer added information.

Color

While a selection of grays serve as the base for the brand, a library of bold, high energy colors will be used throughout the brand in apparel and accessory applications. The colors shown here are just a few of the suggested options for the initial applications of the brand. We are confident that as a brand like this evolves it will be able expand drastically on the color palette and ultimately start to use any color it so chooses. Run26Two is able to benefit from the fact that the running and fitness demographic reaches just about everyone, so although both our team and the client liked the idea of sticking to a core brand color, we know that sky is the limit as the brand evolves.

Final Product

A large part of the final deliverable was a detailed 20 page style guide. This was very important for their team in two ways. The first and most obvious is so that the client has a guideline to follow for future applications of the brand. But just as important in this particular case it also works as a look book. Since they are not equipped with any actual product line this allows them to still meet with investors and retailers with a strong and tangible visual representation.

At the end of the day, when all of your project goals are fulfilled and both you and your client are extremely happy with the results, the design process was a major success. From color to typography, each piece communicates the power and discipline needed to become a great athlete, as well as a solid brand. It was a pleasure working with the Run26Two team and very excited about what the future holds for them.

If you're interested in following Run26Two's evolution over the next few months you can find them on Facebook, Twitter or keep an eye on their new website for the official launch.

“Drawing inspiration from the athletes themselves, we sought to harness the strength and endurance they exemplified.”

Client Review

“Focus Lab has proven to be the best decision we have made as a start-up company. From affirmation of ideas to unique, creative, and sophisticated solutions to our design and ultimately our brand, the team at Focus Lab has been amazing. The processes they employ to create a collaborative and highly energetic partnership are absolutely top-shelf. Listening is an art not lost on their team, they took the time to help us unravel our own thoughts and to create the entire "feeling" of our brand. Needless to say, we are very pleased with their service and couldn’t imagine successes without them in our corner.”

Ryan and Chris from Run26Two