As we finish-up our 25th Anniversary year and say goodbye to 2021, the American Trail Running Association (ATRA) looks forward to a more “normal” 2022 and another 25 years celebrating trail running. We kicked off 2021 with the introduction of a new brand identity, unveiling a new logo, colors and font on our website and social media accounts.
Throughout 2021 we also revealed four seasonal / regional special edition ATRA logos. While the purple “Ridgeline” logo anchors our new brand identity going forward, the special logos editions reflect the diversity within the American trail running community. Those special edition logos, included Coastal, Forest, Pride and Desert.
ATRA’s special edition pride logo.
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 want to maintain this authenticity while projecting a more professional appearance that resonates with all trail runners in every part of the country.
Speaking about our new branding at the start of 2021, ATRA President Adam W. Chase stated, “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.”
ATRA’s new purple primary Pikes Peak profile logo.
Upon introducing our new primary logo this past January we wrote the following:
“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.”
ATRA’s special edition coastal logo released in March 2021.
Our new branding and logos were created by Boulder, Colorado-based Derek Friday. In celebration of diversity and our LGBTQ trail running community, we also created a special edition “Pride” logo.
ATRA’s special edition forest logo released in July 2021.
About our new branding Derek wrote: “Developing the branding for ATRA has been one of my favorite projects over the past few years. And as a designer and endurance athlete, I feel a deep connection to all elements of the ATRA brand. As a team, we collaboratively decided to develop a brand family that is inclusive to all types of runners and locations in which they enjoy our sport. The seasonal / regional logo variations contain elements of the parent branding mark, while differentiating themselves with form and color to represent the beautiful trails of the United States.”
ATRA’s special edition desert logo released in November 2021.
Where are your favorite places run trails in America’s forests, mountains, deserts and coasts? Let us know in the comments or send us a message. In the meantime, stay tuned for exciting new initiatives coming in 2022 in celebration of ATRA’s next 25 years.
