ESRC is a new urban sports-ware start-up from Richmond, London.

The founders came to me with an idea to create something styled on vintage sports apparel with the cleanness of modern design.

After a great intro call and a great set of initial mood boards, I started roughing together a series of marks that embodied the vision they wanted and focused on an old school pennant icon. This was then translated into a variety of different styles for increased adaptability.

The logo mark has been coupled with a series of tag lines for use on different materials, all embodying the communal, caring ethos of a running club and its wider community.

This is an ongoing project so keep coming back to see how it develops!