CROSSROADS 5K
CHARITY RUN/WALK EVENT
Crossroads 5k is a local charity fun run/walk supporting mental health victims and survivors. We sat down and had a discussion on what they would like to see out of the logo and identity. Being a charity supporting mental health, the client thought it was important to display feelings of growth and new beginnings. This would help motivate and inspire both the runners taking part, but also the victims they were looking to help through their darkest times.
To couple with the inspiring message of growth, the client also felt it was important for the brand to be both modern and athletic. Seeing as the main event is in fact a run/walk event, having an identity that resembles a healthy lifestyle is important in reaching the desired target audience.
OBJECTIVE
Following our meeting we went to the drawing board to brainstorm ideas. Based off of the client’s requests, hours of research, and a couple gallons of coffee, we decided that a butterfly would be a great image to represent the brand. Butterflies are notoriously known for symbolizing growth and new opportunity. The process they undergo starting off as a caterpillar, to then escape away into their cocoon, and finally breaking out into a vibrant, colorful butterfly is a beautiful story that can be interpreted by many as a powerful message of growth and new beginnings.
After multiple sketches, we landed on a minimalist representation of a butterfly made up of four main body segments and a small circular head. You may also look closer and see that the body is separated by a cross or “+” shape which can be seen as an abstract representation of a road intersection, further emphasizing the name of the charity event “Crossroads 5k”.
Lastly, we paired the icon with a modern sans serif, a vibrant green color, and a dot pattern made out of the circle shape found in the butterfly’s “head” to further enhance the brands identity. The font gives the brand a modern feel, the green is a common symbol for growth and health, and the dot pattern can denote feelings of speed, athleticism, and excitement.
SOLUTION
PRIMARY ICON
