running detour

Running Detour is a footwear brand that prides itself on producing high-quality sports footwear

brief

Create a new logo that connects the brand with their target audience

aim

Think about what runners need from their footwear, and explore word associations around what a “detour” can mean. Then bring those ideas together to create something simple, recognisable, and effective on printed materials for use in-store

idea

I started by looking at the anatomy of a trainer, while also thinking about how a detour might appear on a map, and how a detour might push a runner outside of their comfort zone. I liked how the trainer upper could be read as a mountain range, a detour on a map, or a running elevation tracker on an app. I used this idea to make the body of the logo and added typography that felt assured and rugged, also acting as tread to bring the trainer concept back into the overall picture