Salt Lake Running Co:

Brand Redefinition

Rebranding a 20-year Salt Lake City institution can be a tricky business. After struggling to give themselves a contemporary look and feel, Salt Lake Running Company contacted Concept Marking seeking guidance with the evolution of their brand.

We began by examining SLRC’s past achievements and current brand personality. In addition, we discussed future goals and any challenges the business was facing. Next, our team used our collected data to formulate a strategy. Above all, we focused on maintaining brand equity while broadening SLRC’s audience.

As a result, our team evolved the SLRC logo into a modern, fluid image. By highlighting Salt Lake Running Company’s iconic wings, we emphasized focus on all the forms of movement SLRC customers feel inspired to take part in.


Concept Marketing provided the following services: Advertising, Creative

Brand Refresh

After twenty years in business, Salt Lake Running Company decided it was time to take the next step in their business’ evolution. Answering this need, we seamlessly updated their logo and created a versatile naming system to clarify brand persona. SLRC is now equipped with an ideal platform for growth and a strategy to expand their customer base.

Brand Launch Materials

Most importantly, SLRC needed a robust launch for their new brand to firmly establish their identity. Our team accomplished this by providing an entire system of cohesive branding pieces. Together, these pieces created a unified appearance that made SLRC instantly recognizable.


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