Bryn Mawr Racing Company: A Brand Refresh
Bryn Mawr Racing Company hosts or times some of the BIGGEST and smallest races on the East Coast. Founded over 10 years ago they had an outdated logo used for all of the staff gear and branded company assets. They are race directors, but needed art direction. BAP suggested updating their files to match modern printing techniques that would allow them to keep their brand equity in keeping the same recognizable look and feel.
The Opportunity
Team BAP noticed while working with Bryn Mawr Racing Co. Owner, Ryan Walsh that their art files were outdated, layered and most importantly very difficult to work with on new mediums like arches, flags and for staff apparel. Even though they had their logos printed on arches in the past, their logo was very flat as it was originally designed solely for web and static uses. Bryn Mawr Racing Co. times over 225 races a year and the logo has become very recognizable. Ryan, wanted to keep a similar look so runners and potential clients still know it is BMRC timing or managing the event. They did not want to start over with brand recognition with a new logo.
I am very satisfied working with Brand Asset Partners. I am not a very creative person and BAP offered several great options making this a seamless and easy process. They produce great products and my staff loves the new rain jackets, hats and the arches are the best I have had in over 10 years.
-- Ryan Walsh owner Bryn Mawr Racing Company
The Challenge
Create an infinitely scalable logo that would meet the BMRC needs not for 2024, but beyond. Update the 2010 version from a layered raster logo to vector that was going to be suitable for a wide variety of printed formats.
The Solution
BAP suggested updating their files to match modern printing techniques that would allow them to maintain the same recognizable look and feel. The runner figures in the logo we also updated and now able to be used as an additional option to stand on their own. By doing this several different logo variations are now possible. They also have the option to add STAFF to the logo, which is great for larger events.
With a few rounds of suggestions and updates the design team at BAP did not feel it was necessary to reinvent the wheel, but rather modernize the logo. By doing so, BAP updated the runners positions and made them the focal point allowing Bryn Mawr Racing Company to drop the use of the URL and even allowed proper spacing for the runners to stand alone or connected.
Conclusion
Bryn Mawr Racing Company is extremely happy and the new logo has been used on inflatable arches, staff rain jackets and hats with new directional signage, flags and apparel coming soon that will continue to be used by staff for marketing purposes and event races. Now with a much more versatile logo this update will allow for more branding possibilities and better recognition across the board.
