TCS New York City Marathon Launches New Brand Campaign and Logo

New York Road Runners (NYRR) has unveiled its new brand campaign and logo for the 2023 TCS New York City Marathon that takes place on November 5. The TCS New York City Marathon is one of the city’s most anticipated and iconic annual sporting events, attracting runners and spectators of all backgrounds, ages, and abilities from around the world. Last year, the marathon made its triumphant return to full capacity with nearly 50,000 runners.

“The TCS New York City Marathon is unlike any other marathon – it is the biggest, the boldest, and the most diverse,” said Rob Simmelkjaer, CEO, NYRR. “As NYRR 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.”

To launch NYRR into the next generation, the organization worked with renowned brand consultancy Chermayeff & Geismar & Haviv to create a new brand identity. The new design and visual identity strengthen the logo by making it simpler and bolder. It keeps the conceptual origins but evolves and modernizes its visual aesthetic. In this updated design, the stripes of the five boroughs converge into Lady Liberty, and the colors reflect the official flag of New York.

In alignment with the brand identity, NYRR tapped creative agency YARD NYC to enhance and set the stage for its new campaign, which elevates the iconic “It Will Move You” campaign by establishing a new focus on the entirety of the marathon, not only the runners, but also the unique, interconnected roles everyone plays. By broadening the aperture of “It Will Move You,” the campaign conveys the indescribable feelings the day imprints each year, and illustrates how every action, big or small, builds a crescendo toward race day.

The new brand campaign and identity will launch in conjunction with the start of the participant journey when runners start applying for entry to the marathon.

The application for the 2023 TCS New York City Marathon entry drawing includes the following dates:

Important Dates for Runners

February 8: Application for the entry drawing opens at 12:00 p.m. ET

February 22: Application window closes at 11:59 p.m. ET

March 1: Drawing takes place and runners are notified of their status

If runners do not receive entry through the drawing, they can still obtain entry to the TCS New York City Marathon through the methods outlined at this link. For more information and to apply for the 2023 TCS New York City Marathon, visit tcsnycmarathon.org.

posted Monday January 30th