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. 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.