Infront B2Run, a subsidiary of the international sports marketing company Infront Sports & Media, which is itself a Wanda Sports company, has launched a new brand identity for the popular corporate running series B2Run.
Ahead of the 2017 season, the new visual identity consists of a ‘softer and more dynamic wordmark, alongside a vibrant secondary colour palette and impactful photography treatment’. At the same time, the new branding aims to communicate the B2Run brand values of promoting health, team spirit and fun.
The new ‘coherent yet flexible brand architecture’ is based on the primary concept of using shoe laces as a story telling element. Infront B2Run adds that the shoelaces symbolically connect all runners both domestically and within the wider B2Run community. They act as the consistent graphic language between all print and digital applications, ensuring each event can be implemented consistently within each country.
New strapline too
The new look for B2Run is rounded off by the claim ‘BE ACTIVE. TOGETHER’. The strapline further highlights what makes the corporate running series so distinctive – businesses and communities running together to promote team spirit, motivation and health. The new brand environment will be gradually implemented across all international B2Run sites.
Hans-Peter Zurbruegg, Director Active Lifestyle & Endurance at Infront said “With events now in six countries, B2Run is Europe’s leading corporate running series. The re-brand was important in order to take account of the international expansion and to position B2Run as a powerful brand and communication platform for the long-term.”
Lars Gerling, Managing Director at Infront B2Run added “With the revised brand identity, we underline the development that B2Run has experienced over the past few years. A steady increase of participants, innovative event concepts and new German and international locations show that we are constantly developing. This dynamic is now reflected in the new brand presence.”
The new design was realised in collaboration with the London-based brand agency Designwerk. “The new brand environment represents the special and exciting atmosphere experienced by runners at B2Run and illustrates the essence of the brand,” explained Designwerk’s Scott Wilson, who worked on the new look with his team for several months.
B2Run is billed as Europe’s largest corporate running series and has recorded significant growth since it was founded in 2004. In 2017, the series’ 6km runs will be held in German, French, Swiss, Portuguese, Romanian and Spanish cities, offering companies ‘attractive platforms for unique employee events’. In Germany, the country where it originated, B2Run is ‘the fastest-growing and largest running series’, expected to reach a record attendance of approximately 195,000 participants from over 9,500 companies with 17 events in 2017.
www.infrontsports.com
www.b2run.com
