Embrace the simplicity of the run with pureproject.

A logo refresh & packaging for Brooks Running


May 2, 2013


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PureProject was born out of necessity. Brooks Running was encountering over and over again, everyday runners who desired more functional, fashionable running clothes, and were frustrated by their options. Casual runners need simple clothes with considered details—making it easier to run spur of the minute.

Brooks’ original pureproject logo and icon ran counter to the idea of simplicity. We removed the unnecessary curves and extraneous detail from the logotype, leaving the essence of pureproject in tact with clean, modern lines. The icon also required a little tlc— it felt unbalanced, (and a bit like it was about to burst out of the shape). We centered the “p” in the shape, and now everything emanates from the core.

Along with the logotype and icon refinement we completed packaging for Brooks. Photos coming soon!