Athletic Apparel Company Identity Design • Toronto
From Toronto to Berlin, few things immediately identify metropolitan streets as simply as graffiti. To adequately recognize and celebrate the urban flavour of city running in Toronto, BlackToe opted to include this element as a visual language within their identity.
To achieve this, various tags and common elements were researched, and ultimately an unconscious, organic visual language emerged as patterned chaos that echoes the pulse of the city itself.
To complete the identity, a solid arrow was introduced. A classic symbol of navigation, it represents the urban runner, carving a personal niche though urban chaos to establish clarity, direction and pace.