Flying Runner branding


Flying Runner

Identity Design



The Flying Runner website was set up by runner Sarah Wightman in 2014 as a place to share the joy of running, personal running achievements and pass on advice to fellow runners. In early 2015 Sarah expanded the website to include a gift shop for runners – supporting local businesses with ethical and eco-friendly practises. Following the early success of the shop, the team felt like it was time to take their branding to the next level. They were frustrated with their inconsistent use of colours and logos and wanted a clean and clear unified branding that captured their company ethos and their love of running. The old Flying Runner ‘logo’ was a photograph of a ‘flying runner’ girl who encapsulated the freedom of running so brilliantly, but was not a brand mark or a logo. The challenge was to transform the essence of this image into a clear brand mark. The new Flying Runner logo brings together the ‘flying runner’ brand mark and an earthy, hand-written style font whose playful, rugged edges symbolises the relationship between the runner and the great outdoors, and reminds us that running should be first and foremost, fun! We created a range of icons for the online shop which came together as a repeating pattern.


Identity, Print

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