Brooks Sports, the Seattle-based running footwear and apparel company founded in 1914, is identified by a chevron-shaped mark that has become one of the most recognizable symbols in the running world. The current Brooks logo pairs the wordmark “BROOKS” with a stylized chevron design, a configuration documented in a 2025 international trademark registration filed by Brooks Sports, Inc. [1]
Design and History
The chevron motif has been central to Brooks’ visual identity for decades. A U.S. trademark registered in 2001 describes the mark as “a Chevron design within an oval,” covering footwear and clothing [2]. A later filing from 2016 describes a mark consisting of “a chevron with a stylized letter ‘B'” [3].
The angular arrowhead form from which the logo evolved appeared on Brooks shoes in the 1970s. Over time, it became less angular and transformed into the sleeker chevron used today [4]. The mark has been described as a small, distinctive hook adorning the footwear of countless runners [5].
In May 2024, Brooks launched a new global brand platform called “Let’s Run There,” replacing the long-standing “Run Happy” tagline that had been introduced in 1999 and served as the company’s slogan since 2009 [6]. The repositioning was paired with a refreshed brand expression, including updates to Brooks’ typography, color palette, imagery, voice and sound [6]. Media reports described the changes as “small updates” to the iconic Brooks logo, along with a renewed color palette and packaging [7].
Meaning and Symbolism
Brooks has used the chevron symbolically in its advertising. A 2016 global brand campaign featured creative that used “the iconic Brooks chevron as a path,” highlighting the run as a giver [8]. The campaign, created by Leo Burnett Chicago, was built around the “Run Happy” ethos and the transformative power of running [9].
The 2024 “Let’s Run There” platform similarly emphasizes the idea of a personal path. According to Brooks’ chief marketing officer, the platform is “the embodiment of our brand’s purpose and a rallying cry intended to inspire people along their path” [6].
Typography and Design
The 2025 trademark registration describes the current mark as “the word ‘BROOKS’ following the stylization of a chevron design” [1]. The 2024 brand refresh included updates to Brooks’ typography as part of the broader brand expression overhaul [6]. Specific typeface details have not been publicly documented.
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