In a move aimed to ‘further set itself apart from the ever-growing pack of fitness brands’, mobile running app Runkeeper has launched a new logo, tagline and brand identity. This is aimed at reaching its current users, and those who desire to become runners, in a ‘more thoughtful, authentic way’.
“We looked at who uses Runkeeper and gets the most value from it, and we were reminded that our users are cut from a very different cloth,” said Jason Jacobs, Runkeeper founder and CEO. “We are proud of and honoured by the connection we have built with our users, so we knew we needed to step it up and develop an identity that better represents our community and our approach to running.”
The company notes that, ‘while the majority of running brands have historically promoted elite athleticism, performance and competition in consumer-facing marketing, most everyday consumers interested in maintaining a fitness routine don’t aspire to those unobtainable standards.’
Runkeeper said its users don’t connect with messages that are intimidating and over-the-top, rather they seek out those that are down-to-earth, approachable and supportive.
After seeing a disconnect between a more generalized approach across the fitness category and the opportunity to reach existing or potential users interested in messages of encouragement, guidance and motivation, Runkeeper looked internally and externally and determined there was no fitness brand out there speaking to the running community like this – including Runkeeper.
“We’ve always been very focused on our product and building the best software to enhance the running experience,” said Jacobs. “In addition to providing the best product, we also want to be more thoughtful about the brand look and feel.”
The new brand identity is communicated via a new logo: a white shoelace tied loosely into the shape of an R. It ‘represents the endless places runners have been, the number of ways they’ve grown as runners, and the many routes and roads still ahead.’
The tagline ‘Everyone. Every Run.’ reinforces Runkeeper’s commitment to helping people of all levels fall in love with running and stick with it to live a healthy lifestyle. A name change for its subscription offering – from Runkeeper Elite to Runkeeper Go – was made to better reflect its more inclusive and motivational message.
While the branding announcement represents a mostly cosmetic change, according to the company, it signifies the beginning of a new chapter for Runkeeper.
“From now on, everything we do will be an extension of the brand, and the brand will be an extension of everything we do,” Jason Jacobs said.
Runkeeper is a leading mobile running app that helps runners of all levels – including beginners – get started with a fitness routine and stick with it. It aims to make running fun and engaging through tailored music and workout experiences, and helps people build lasting routines with smart schedules that fit into their busy lives.
One of the first apps in the 2008 App Store launch, Runkeeper now has more than 45 million users across 200 countries. The app is available in 12 languages: English, Spanish, French, Italian, German, Brazilian Portuguese, Japanese, Swedish, Dutch, Russian, Korean and Simplified Chinese.
