Menu

American Trail Running Association (ATRA)
  • Race Calendar
    • Submit a Race
  • Explore
    • Find a Trail
    • Research Trail Shoes
    • Podcasts
    • Coaches
    • Trail Maintenance
    • Clubs
  • Trail News
  • USATF MUT
  • About
    • Resources
    • Events Standards Program
    • Event Liability Insurance
    • Strategic Alliances
    • Board Members
      and Meeting Minutes
    • Contact Us
  • Membership
  • Account
    • My Races
    • Register
    • Race Director Log In

Advertisement

Salomon Wildcross

A New ATRA Brand for Our Next 25 Years of Trail Running

Alternative Text

Posted on January 6, 2021
by Richard Bolt

Category: Trail Running

Brand

In celebration of our 25th Anniversary the American Trail Running Association (ATRA) is evolving our brand identity! Today we’re thrilled to unveil a new logo, colors and font on our website and social media accounts.

Founded in Colorado, ATRA has always been a user-driven and grassroots organization with an authentic connection to our core audience of trail runners. As we grow into our next 25 years we wanted to maintain this authenticity while projecting a more professional appearance that resonates with all trail runners in every part of the country.

“ATRA has evolved in many ways over the past 25 years and it was high time to update our logo to reflect the progress we’ve made. We want to encourage and guide new participants towards our sport and thought a fresh and welcoming logo would help towards that goal.” said ATRA’s President, Adam W. Chase.

New Logo Social Profile

Logo

Our new logo leans into our most recognizable asset, the letters A, T, R and A. This simplified version of the “ATRA” logo with block letters is more recognizable in all sizes – especially in a digital context.

Firmly grounded in the earth, the As invoke the mountains where our organization was born. The lower case R represents the explorer in all of us – seeking what is around every bend in the trail. The T represents trail junctions as well as choices in life. Taking the trail less traveled and making choices for positive change for our community.

Finally, the irregular white line bisecting the first A is the profile of Pikes Peak. The highest summit of the southern Front Range of the Rocky Mountains, at 14,115 feet, this mountain is a prominent reference point across our hometown of Colorado Springs and venue for the historic Pikes Peak Ascent & Marathon.

Color

Our new purple primary brand color is inspired by “America the Beautiful,” the American patriotic song whose lyrics “purple mountain majesties” were a reference to Pikes Peak. The lyrics were published by Wellesley College professor Katharine Lee Bates when she was 35 years old, the same age as Nancy Hobbs when she founded the American Trail Running Association 25 years ago.

O beautiful for spacious skies,
For amber waves of grain,
For purple mountain majesties
Above the fruited plain!
America! America!

Brand Font

Font

The primary font for our new brand identity is Regulator Nova. This open and airy font is extremely legible at multiple text sizes. The base of the As and the R are tipped up representing the nimble nature of trail runners while the action-oriented lower case g evokes a compass needle, keeping us pointed in the right direction.

Brand Logo

But wait, there’s more!

At ATRA we believe that trail running is a sport that can be practiced anywhere and is for everybody. Therefore throughout 2021 – our 25th Anniversary year – we’ll be introducing complementary versions of the “Pikes Peak Purple” logo as part of a larger ATRA brand system representing diversity in geography, seasons and most importantly, the people who make up the community of trail runners. Watch this space.

Tags: Branding, New Logo, Trail Running

Alternative Text

About the author Richard Bolt

Follow Richard Bolt on:

    A former software & operations executive, Richard calls Bend, Oregon home and explores mountains & trails every day. Richard also leads teams of elite American trail runners to World Championship events and is a brand ambassador for Salomon Running, Suunto & Atlas Snow-Shoe.

    Recent News

    • inov-8

      ATRA Member Inov-8 Opens Its First Brand Store In U.K. Lake District

    • Dean Karnazes

      Trail Runner's Book Review: A Runner's High by Dean Karnazes

    Connect with ATRA

    to get more trail running & ultrarunning dirt!

    • Twitter
    • Facebook
    • Instagram
    • RSS

    Search our Trail News archive

    Advertisement

    Salomon Wildcross

    Trail News Categories

    • ATRA Archive
    • Book Review
    • Camps
    • Clean Sport
    • Clothing
    • Coaches
    • Collegiate Running
    • Corporate Members
    • Corsa in Montagna
    • Eyewear
    • Hydration Equipment
    • IAU
    • ITRA
    • Members
    • Mountain Running
    • Nutrition
    • Pikes Peak Trekker
    • Results
    • Skyrunning
    • Snowshoe
    • Spotlight on Specialty
    • Tayte Pollmann’s Tuesday Trail Tips
    • Team USA Selection
    • Tips For Women
    • Trail Ambassadors
    • Trail Conference
    • Trail Running
    • Trail Running Tips
    • Trail Shoes
    • Trail Times
    • Trail Towns
    • Trail World Championships
    • Training Tips
    • Ultrarunning
    • USATF
    • USATF Championships
    • Video
    • View from the Pack
    • Website
    • Western States Trekker
    • WMRA
    • World Trail Championships
    • Home
    • Race Calendar
    • Explore
    • Trail News
    • Resources
    • About ATRA
    • Membership
    • USA Mountain Running
    • USATF Mountain Ultra Trail
    • Road Running Club of America
    • Privacy Policy
    • Terms and Conditions

    © 2021 American Trail Running Association. All rights reserved.