Pure Running owner Michael Jenkins, asked me to design a new brand that was aimed at runners and athletes. The brief was simple; create a logo and identity that could be developed into a brand that could compete with the market leaders, Nike and Asics.
The logo represents the 8 lanes on a running track and also forms a 'P' in the negative space at the top of the 4 swishes. The tagline 'Nothing Else Matters' signifies a runners mentality when lost in the race.
My photograph of Mount Errigal in Donegal has a special significance to Michael and it is used throughout the branding to emphasise the vast open spaces sometimes covered by trail runners.
The new identity was rolled out across shop signage, website, exhibition graphics, outdoor advertising, plastic bags and clothing apparel a few months later. Pure Running is situated in Belfast city centre and a trusted source of all things running.