Branding for Forerunner

A network of doing good.

Forerunner is a new lifestyle & business online media company, publishing stories to help people get connected to non-profits and other businesses doing good in their community and empowering them to connect with these organizations offline.

ABOUT THE BRAND DESIGN

The millennial generation needs some good news to believe in. With every aspect of the new design from color to type to logotype design, we wanted the brand to feel inclusive, trustworthy, energetic, and positive. In many aspects of the branding, we’ve focused on the communal aspect of the brand by including circular, layered elements throughout.

THE LOGOTYPE

We used a custom ball terminal within the Made Bruno font, illustrating a “full circle” communal aspect of the otherwise bold, foundational logotype.

THE ICON

All corners of the icon have been rounded to soften the brand’s approach. The paper airplane icon implies action behind the brand—Pssst... we’ve got good news and we want you to read about it too! A physical paper airplane is easily repurposed and transferable, further illustrating the goal of the Forerunner brand.

BRAND COLORS

After establishing the icon design, the next challenge was to select a color palette that would compliment the brand’s approachability and industry-disrupter qualities. Since most social feeds incorporate trustworthy blue and other news outlets use actionable red, we positioned Forerunner to stand out. We chose the friendly green as the primary color for the brand and paired it with a rich, almost black, navy blue. We then added yellow to give the three-color palette an accent color to the primary green.