Seattle Frontrunners Logo
Founded in 1985, Seattle Frontrunners (SFR) is a running and walking club for the LGBTQIA+ community and its allies. SFR has recommitted itself to diversity, equity, and inclusion—the next chapter of the club’s journey will be built on its core values: welcoming, genuine, inclusive, positive, and community oriented. To accompany this new chapter, SFR engaged ConceptShell to create a new look.
2022 MarCom Awards Gold Winner: Logo Redesign
Logo redesign
This new logo was inspired by Gilbert Baker’s original rainbow flag. We felt it was important to incorporate because each color was assigned a specific meaning: red for life, orange for healing, yellow for sunlight, green for nature, blue for serenity, and purple for spirit. The forward-leaning text emanates movement—the activity that brings SFR together and the commitment to navigate toward a more welcoming and inclusive future—while the Space Needle grounds the organization in the city we all call home.
Artist statement
“Being a woman of color in the LGBTQ+ community and originally from Seattle, it means a lot to me to have been part of this Seattle Frontrunners rebrand project. I love working with organizations that promote diversity, inclusion, and a healthy lifestyle. I strive to help evolve and improve brand identities for groups and people who feel undervalued and underrepresented. Working with SFR and the Space Needle Brand Team to create a modern and moving yet personal and uplifting look and feel to cater to a community I belong to in my hometown has been a wonderful experience.
“I hope this new logo brings your club more fun, joy, and love from all people. Special thanks to Jake and Seattle Frontrunners for having me be part of this journey in your next chapter!”
~ Shayla, ConceptShell
About SFR
The Seattle Frontrunners welcomes all participants of every athletic ability, race, color, age, sex, gender identity, religion, national origin, disability, or sexual orientation at its frequent meetups in the Seattle area.
Previous Seattle Frontrunners logo