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. They stand out 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, dark grey on light grey with PNM letters, yellow on dark grey, white on yellow.

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

Fig. 04 Paavo Nurmi Marathon ads by metro escalators: a black totem listing the distances from 5 to 42 km and a poster of two runners in yellow.

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 black and yellow with an arrow and the opening hours.

Fig. 08 Three numbered Paavo Nurmi Marathon passes hang from lanyards: a yellow 'All access', a dark grey 'Media' and a grey 'Volunteer'.

Fig. 09 Tablet and phone on wood showing the Paavo Nurmi Marathon site and app with black-and-white runners.

Fig. 10 Smartphone showing the Paavo Nurmi Marathon app with a yellow countdown to race day, running diary cards and a menu.

Fig. 11 A person holds up a white t-shirt with the black PNM logo and race dates, hiding their face.

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