Inspired by 1980’s music and fashion, Outrun: Clothing and Records features a look that brings these styles back with a modern twist. Project included a brand identity booklet, interactive brand PDF, stationery set, logo, product design, and wayfinding system.
Programs used: Adobe Photoshop, Adobe Illustrator, Adobe InDesign
Bold colors highlight the various clothing and records that Outrun specializes in. Other elements are inspired by the revisionist 80s music style of synthesizers, pulsing beats, and the retrofuturist 80s aesthetic of fast cars, neon lights, and chrome. Music and internet aesthetics, such as synthwave and vaporwave, also play a large part in the inspiration behind Outrun's brand identity.
Synthwave, a genre of electronic music, has developed its own distinct visual identity on the internet within the past several years. This aesthetic has many elements that throwback to the 1980s and has been featured in many different forms of modern media including movies, television, and video games.
For Outrun's identity, our primary influence was the colors and feelings derived from Synthwave culture. Not only did this give Outrun a very unique and distinct style, but it was engaging for the younger generation as well as also providing a familiarity to those who grew up during the 1980s, while still being simultaneously modern and not outdated.
A bright logo that brings back elements of the 1980s. These elements consist of overlapping cyan and yellow triangles, an angled title featuring an all caps, retro font, and the classic 80s grid sits in the background.
Yellow, cyan, and bright pink are all colors that are very reminiscent of the 1980s as they were very popular and could be seen often in many pieces of media, young people’s fashion, and on the sets of hot music videos. Outrun seeks to draw back to these trends by having these colors shine bright as the primary colors of its branding. For the secondary colors, a dark purple represents the thrill of nightlife as well as a dark pink to emphasize the lights of a distant city, seen from the over the dashboard of a speeding vehicle.