Salience

Salience, a running and cycling concept brand. Art direction and brand system.

Salience is the quality of something standing out from everything around it, the thing your attention goes to first. The brand is built around asking what that is in your own life and giving it real time. The brand is for people who train across more than one discipline and don't want to be defined by a single sport or a single result.

The star mark came first. I thought of images and shapes that lived in the ‘salience’ space then drew upon inspiration from neurons in the brain. It's sharp and a little off-balance, so it feels like movement without leaning on the usual speed graphics. The jagged edges also felt sharp and exciting which is the kind of energy we wanted to channel. The wordmark is lowercase and italic so it sits quieter next to the mark. For color I paired an electric blue and a lime with soft off-whites. I built the system to work on product first, then campaign and social.

Art Direction & Identity: Luca Grimone
Mark & Wordmark: Haley