Bank of America Chicago Marathon

It's not every day that you get the opportunity to create a mark that's worn by thousands and seen by millions. So when the event and internal brand team asked the creative team to help conceive a new logo for the Bank of America Chicago Marathon, we jumped at the chance. The ask was to create an on-brand logo that was both iconic and dynamic and could be used everywhere from billboards to marathon medals to small web/social ads. Using an agile approach to collaborate and get timely feedback and approvals from the supporting agencies, internal brand team, and senior marketing leadership, the final logo combined the iconic visual equity of Chicago's skyline with the open road to help create a sense of motion while also framing the Bank of America event name and Flagscape. From the collaboration, it also became apparent there was an opportunity to create a greater sense of brand consistency across sponsorship opportunities by designing event logos that shared similar design and brand elements. Shortly after, other event logos were reviewed and updated accordingly.