Zelos Running.
An identity built to move.

A coaching brand with ambition.

Zelos Running offers group and one-to-one coaching for runners at different levels. The brief was to turn its “achieve your impossible” mission into a confident identity that could work across digital content, apparel and coaching materials.

I developed the logo system, typography, color palette and brand applications, giving Zelos a consistent set of elements to build with.

A distinctive mark. A clear name.

The primary lockup pairs a striped Z with a bold, stacked wordmark. Parallel lines give the symbol a sense of direction and pace, while the full name keeps the brand immediately readable.

Movement carried through the system.

The Z also works as a standalone graphic. Enlarging its diagonal strokes creates a recognizable pattern that can carry the identity beyond the full logo.

Heavy, slanted display lettering brings energy to the typography. Lighter supporting text gives the message room to breathe, as shown in the “achieve your impossible” treatment.

Grounded greens. Warm, energetic accents.

Sacramento and Pine give the palette a dark green foundation. Salmon and Tangerine add warmth and emphasis, with Chiffon providing a softer light tone. The colors offer variety while keeping the pieces recognizably part of the same brand.

From the presentation to the real world.

The apparel application shows how the same identity translates into a compact, single-color mark. On the green bucket hat, the white logo keeps its contrast and recognizability without needing the full palette.

The running visual at the top of this page brings the other elements together: photography, expressive typography and a strong color accent. Together, these applications show a system that can change scale and format while still feeling like Zelos.

What could this look like for your business?

Tell me what you want to improve. We’ll work out the scope and the next step.