New York Road Runners has debuted a new logo for the 2023 TCS New York City Marathon, held Nov. 5.
A new brand campaign will follow next month, as runners begin the application process, kicking off Feb 8.
Brand consultancy Chermayeff & Geismar & Haviv created a new brand identity. The new, bolder design has the stripes of the five boroughs that produces Lady Liberty.
Rob Simmelkjaer, CEO, NYRR, said: “As NYRR’s embarks on its next chapter, the organization has created a new dynamic brand identity and campaign aimed to match the emotions and energy the marathon brings each year.”
In addition, creative agency YARD NYC enlarged the “It Will Move You” campaign by embracing the marathon runners and the roles everyone plays — how the actions leading to race day are critical to the event’s success.
“The NYC Marathon is an iconic institution — not just for the running community, but for the entire city of New York. From the runners to the spectators, volunteers and the city itself, the new campaign for 2023 illustrates this shared experience and shows what moves participants in any role by dramatizing all those indescribable feelings the day imprints each year,” said Ruth Bernstein, co-founder-CEO of YARD NYC, told Agency Daily.
The application for the 2023 TCS New York City Marathon entry drawing begins ends Feb. 22. Runners are notified of their status on March 1.
Last year, the marathon had almost 50,000 runners.
YARD NYC’s work has also included Athleta, Rothy’s, JCrew, Wrangler’s and Kohl’s.