Front Runner, a new indentity

The assignment to do a proposal for the logo of Front Runner came through our colleage Rob (DASTRO). DASTRO did the retail concept for this sports and urban streetware shops and had been doing a few proposals for a new ‘corporate identity’. However there was no consensus over his sketches and OpusDesign was called in for help.

We did four proposals all with a very different look and feel, comtemporary, modern and a bit ‘urban’.

After the first presentation our client chose for the one in the upper right corner. The inspiration for this sketch was an intersection of highways, a bit of a symbol for what the Front Runner shops stood for: a meeting place for urban people in the heart of the shopping area of any town. After this intial proposal we started working on the details: a step by step process of simplifications, small changes, a lot of ‘trial and error’ and meticulous comparing. A logo needs to be simple and yet enough surprising to hold anyones attention.

The tracklike form used as a base for the logo gave reason to develop a unique letterhead as well. Thus logo and letterhead are a perfect match. This lead to the idea to complete the letterhead to a typeface that could be used as a strong carrier of the Front Runner corporate identity: it could be used on pricetags, sales anouncements, etc.