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Thinking about my race fit for next weekend in Rochester, NY.

There is only one choice for the hat.
(unless of course I happened to own a pink Genny Cream Ale hat)

Before I design a race logo, I don’t open Illustrator.

I ask:
• Who is this race actually for?
First-timers? Competitive runners? Families? Trail purists?

• What other races are they competing with on the calendar?

• Is this meant to feel grassroots and scrappy or polished and premium?

• What makes someone choose this race over the one the weekend before?

A race brand isn’t just a mark on a shirt.

It’s positioning.

It’s deciding whether you’re:
– The party race
– The community classic
– The scenic destination
– The serious qualifier

That clarity shapes everything: Typography. Color. Tone. Merch. Even sponsor alignment.

Race directors - branding isn’t about making it look cool.

It’s about connecting with the runners who are looking for a race like yours.