(Est. 2008) “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 forever. It makes 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 App Store launch in 2008, 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.”
In the process of being heads down building the best software products to enhance your running experience, we admittedly were not as thoughtful about the brand look and feel as we would have liked. And while we are proud of the connection we have built with our users, we knew we needed to step it up and develop an identity that better represents our community and our approach to running. So, we are pleased to roll out a refreshed branding to all of you today!
The shoelace R represents the endless places you’ve been, all the ways you’ve grown as a runner, and the many new routes and roads ahead. And our new "Everyone. Every Run." tagline? That reinforces our commitment to helping people of all levels fall in love with running and stick with it for the rest of their lives.
Images (opinion after)
In the story at Venturebeat, Runkeeper's CEO explains how the majority of its users when it launched were men, with an 80% share but it has now changed to an even 50/50 split of men and women, which made the original logo inappropriate. Not in a politically incorrect way — although that too — but, simply, it didn't reflect the audience. Dropping the Adonis-like figure was good move number one and dropping the Web 2.0 super rounded sans serif was good move number two — after those good moves, things get sketchy. The new icon is cute. Too cute and I would argue that it's now too feminine. I get the shoelace idea, that's something a runner deals with with every run but there is something too cartoonish about it, like it's a character in an old Disney cartoon. Reading the Runkeeper blog post, they know their audience and this app isn't for hardcore data trackers and competitive running so, in that regard, it's an adequate, friendly logo. The real letdown is the wordmark… it's just plain bad. Everything about it is completely off, the "r"s, the "n", the "e"s, they are each beating to their our discordant drum. Whatever good the icon does, the wordmark takes away.
Thanks to Harrison Weber for the tip.