Description:

Planet, Performance, Potential. Future Co is a constant discovery into the athletic potential we all possess with zero compromise to our environment. Designed for runners by runners across all disciplines, Future Co is constantly experimenting with design, fabrication and construction through each capsule while simultaneously allowing sustainable practices to guide their innovation. Future Co’s aim is to become the leader in design-led thinking amongst athletic and running apparel, reflecting an athlete’s lifestyle without compromise on their tools.

The aim was to refresh the brand’s direction with this ethos at its core. Starting with Future Co’s logo, the wordmark draws from a utilitarian approach, paying homage to industrial manufacturers whose inscribed fine-print and disclosures are burnt on the side of steel and machinery, not intended to be seen by its consumers, but rather their technicians.

This genre of information is kept underground and adopts the concept of utilitarian essentialism, displaying what must be disclosed and nothing more. This core idea goes on to become the driving force of the Future Co brand system in order to voice its message of change in performance-wear.

The logo’s evolution is a result of this through-line ideation, becoming a bespoke & streamlined mark that holds a dominant feeling when marked on a range of surfaces.

Three symbols were also developed in response to the founder and company’s internal values; Planet, Performance, Potential. These pillars are central to decision making across the brand and made sense to be represented as supporting assets, adding to Future Co’s growing presence.

The goal of the project was to communicate the brand’s core elements whilst establishing its visual system, placing it in a distinct yet familiar position within the crowded performance-wear market. Adhering to the concept of utilitarian essentialism has allowed us to support Future Co in becoming a company that does not boast but rather stands out to those looking for it.