Pacers Running
“A brand that felt like it was already in stride from day one.”
Pacers Running is an independent running store in DC. They enlisted the help of T&C because we’re an agency of former Olympic track and field athletes who happen to be great at branding.
Jokes aside, they brought us in because they’re facing stiff competition from larger brands and online retailers. They asked us to create a new brand that would appeal to their loyalists who have been running with them since 1991 but also open them up to new audiences who may not have even been born in 1991.
Every run is a work of art.
Our work began with a new logo. Since Pacers’ long-standing tagline is For Every Run, we created a hand-drawn, approachable logo that would appeal to every runner. We were inspired by a quote by Dagny Scott Barrios: “Every run is a work of art. A drawing on each day’s canvas. Some runs are shouts, some runs are whispers. Some runs are celebrations, some runs are eulogies.” We agree – especially with that last part.
A DC-inspired design system.
DC has a thriving running scene – just ask the politicians who have been running away from responsibility for decades. We created a cast of supporting icons, graphics, illustrations, and badges that feel unmistakably DC. And before you ask, the answer is yes, the turtle does have a shell in the shape of the Capitol Building. ‘Merica.
Merch for days… and nights, and different seasons.
We created tons of new apparel using the new brand. Some of it is timeless. Some of it is seasonal. Some of it is for the DC Half Marathon. But all of it has been fully embraced by the DC running community. In fact, T&C employees will soon be seen repping these singlets at races from Philadelphia to Chicago.
The DC Half Capsule collection.
We launched the new brand at the DC Half Marathon. Using the event’s established logo and color palette, we created a capsule collection with our new icons, patterns, and typography. The designs encapsulated every element of the race, from bibs and medals to the finish line tape and race signage.
Like a bald eagle running, this work has legs.
Between the new logo, design system, and merch, Pacers is now equipped with a brand that works for every run.
“When it came time to rebrand Pacers, we thought a lot about how far we have come over the last 30 years and what we want our future to look like. We have rebranded a few times since 1991 but this one felt especially important to get right. We called Truth & Consequences, handed them a basket of half-baked thoughts and ideas, and told them to go. The new brand has already been embraced and loved by our team, community, and partners.”
– Ryan Callahan, Senior Director of Growth at Pacers