Kalenji, a brand by Decathlon, dedicated to running. The name makes reference to the famous Kenyan runners, the Kalenjin, known throughout the world for their exceptional sporting achievements. Since the 1980s they have won 40% of the distance and middle-distance running medals.
The visual identity works around a logo that picks up the exact outline of an athletics track. A freer line goes off into the centre of the track like a path tailing off into a landscape on a crimson red background, reminiscent of a stadium’s track and African soil. It’s underlined by distinctly sporty typeface.
The brand extracts a distinctive and dynamic visual domain from the logo’s style which runs through all of its elements.