Rebranding for Paavo Nurmi Marathon

Fig. 01 Paavo Nurmi Marathon wordmark and R monogram in white on a dark panel.

The Paavo Nurmi Marathon's existing brand looked dated. I studied the Copenhagen Marathon—clean, confident, minimal—and pitched a similar direction.

The new system

The logo strips back to geometry. It needs to read on a finisher's medal, a water station sign, and an Instagram story. Four colors only: yellow, grey, black, white. These print cleanly on race day banners in any weather.

Type is sans-serif throughout. No flourishes. Information—date, distance, location—should be readable to a runner passing at speed.

Fig. 02 Paavo Nurmi Marathon logo in four colourways: black on grey, black on white with PNM letters, yellow on dark grey, white on yellow.

Fig. 03 Minimal poster: yellow P, N and M letters scattered on white with the R monogram and race dates 16.08–17.08.2024.

Fig. 04 Illuminated Paavo Nurmi Marathon poster by a staircase, two runners in yellow with the PNM logo.

Fig. 05 Two runners in red embrace at the finish with 'Race Day' overlaid in yellow.

Fig. 06 Storefront window poster for Paavo Nurmi Marathon with runners and 'Choose your distance' text.

Fig. 07 A-frame Paavo Nurmi Marathon 'Registration' sign in yellow and white with a large R monogram.

Fig. 08 Tablet and phone on wood showing the Paavo Nurmi Marathon app with black-and-white runners.

Fig. 09 Smartphone showing the Paavo Nurmi Marathon app with a running menu and yellow 'Race Day' button.

Fig. 10 Back view of a person in a white t-shirt with the black PNM logo, walking an alley.

The merchandise doubles as something people wear after—a race shirt that's too busy lives in a drawer.