San Francisco Running CompanyBrand Identity
Brand
Animation
Mt. Tamalpais is sacred ground in trail running, the site of the sport’s first U.S. race in 1905. Right on its doorstep sits San Francisco Running Company.
Since 2013, SFRC has been a base camp for Bay Area running. They stock gear they swear by, host events, and hold a sunrise run every Saturday.
As running took off with a new generation, SFRC was uniquely positioned to welcome people into a vibrant community. But it’s a crowding category. To break away, they needed a brand that felt as premium as their gear and as thrilling as the sport.
We set out to create an identity that elevated their point of view, foregrounding the obsession, effort, and camaraderie that make running more than a sport. And we found inspiration in another world built on grit and going the distance: rally car racing.
We drew on its die-hard spirit, momentum, and openness. Its technical precision and mud splatter.
And instead of chasing a moment, we crafted an identity with SFRC that feels relevant yet timeless—and, most importantly, true to how they want to show up in their community and beyond.
Bold typography and racing-inspired details give the system its attitude. Fog and motion blur give it speed while placing it distinctly in the Bay Area.
Bold typography and racing-inspired details give the system its attitude. Fog and motion blur give it speed while placing it distinctly in the Bay Area.
Team
- Executive Creative Director
- Jeremy Volk
- Principal Designer
- Matt Yerman
- Producer
- Will Houser
- Copywriter
- Scott Erdiakoff
- Designers
- Dani Grimm, Mortaza Amiri, Marina Glikman
- Animator
- Alberto Rondoni
- Resource Manager
- Willa Imhoff
You might be saying “I need some of this for my business right now.” We get it. It’s your dial 1-800 moment, so click this button to the right and let’s make some great work.
San Francisco Running CompanyBrand Identity