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New Logo and Identity for Athens Authentic Marathon by LazoKakou



Noted Mar. 10, 2014 by Armin

Industry / Sports Tags /


(Est. 1972, previously “Athens Classic Marathon”) “The Athens Authentic Marathon is an annual marathon road race held in Athens, Greece, normally in early November. The race attracted around 30,000 competitors in 2013 […]. The marathon course is based on the myth from which the race gained its name: Pheidippides, a messenger in Ancient Greece, ran from the Battle of Marathon to Athens to announce the Greeks’ victory over the Persians. The provenance of the competitive race is traced back to the Marathon race at the 1896 Olympics. The Athens Classic Marathon began in 1972 as a joint venture between the Greek tourist board and athletics association. The race came under the auspices of the current organisers and SEGAS in 1983 and has since become a major race, being awarded Gold Label Road Race status by the IAAF.” (Source: Wikipedia).

Design by

LazoKakou (London)

Related links

Interview with the designer (in Greek)
Athens Marathon news page

Images (opinion after)
New Logo and Identity for Athens Authentic Marathon by LazoKakou
Logo construction.
New Logo and Identity for Athens Authentic Marathon by LazoKakou
Ads of some kind.
Brand presentation with dramatic drums.

It's hard to get too in-depth or emotionally invested about a marathon logo but since this is for such a significant marathon, let's play along. The old logo looked Greek, from the more exaggerated human forms to the sea-like background. The new looks bland and generic with a rather strange choice for a sans serif, very corporate. If you are wondering, as I was, what the shape next to the runner is, it's a "mu" or letter "M" for "Marathon" — unfortunately it looks more like a warning sign for "Watch for thunder". And the applications (shown in the video) are as standard and uninspired as it gets.

Thanks to Demosthenes Mathiopoulos for the tip.

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