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The new visual identity will be used across all communications and reflects the series’ brand values
Munich, Germany - Infront B2Run, a subsidiary of the international sports marketing company Infront Sports & Media, 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, it communicates 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. 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.
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: "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: "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," explains Designwerk’s Scott Wilson, who worked on the new look with his team for several months.
B2Run is Europe’s largest corporate running series and has recorded significant growth since it was founded in 2004. In 2017, the 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.
Infront Sports & Media is the most respected sports marketing company in the world, managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production, event operation and digital solutions – and has won a reputation for its high standards of delivery. As the number one player in winter sport and with a leading role in football, summer and endurance sports, Infront enjoys long-lasting partnerships with 170 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of more than 900 experienced staff working from over 35 offices across more than 15 countries, delivering 4,100 event days of top class sport around the world every year. In November 2015, Infront was integrated into Wanda Sports Holding, part of the Chinese conglomerate the Dalian Wanda Group.
The new B2Run brand identity was developed in collaboration with Designwerk, a leading international creative agency specialising in brand communication for the sports industry. London-based Designwerk has vast experience projecting brands to a worldwide audience. It is well-known for positioning clients at the top of their respective markets.