2018 Santa Clarita Marathon

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2018 Santa Clarita Marathon Brand

A new look was desperately needed for the Santa Clarita Marathon. For the past nine years, the same exact design was rehashed for all advertising. Even the medals were the same every single year. Finally, in its 23rd year, the City Communications team jumped at the chance to rebrand the event in order to help generate more buzz and attract runners from Southern California and beyond.

Previously, the design for the marathon and finishers’ medal was a variation of the Santa Clarita City seal. After multiple brainstorming sessions, the team decided that the City’s iconic Iron Horse Bridge would be the perfect inspiration point for the new design. For the first time ever, the bridge was going to be added to the race route. The Iron Horse Bridge is a local runner’s favorite landmark, and aside from being beautiful, offers picturesque views of the nearby towering roller coasters at Six Flags Magic Mountain. This design can be seen on the finisher medals and shirts.

Images of local runners were also featured on the posters, postcards and other collateral.

Along with incorporating the bridge into the design, the team also decided to add an additional design element for the special Double Feature and Triple Play race challenges - Santa Clarita’s rich film history. The design gave a special nod to Santa Clarita-based productions, studios, and movie ranches that are important to the local economy. Fun facts about Santa Clarita’s local film history were also added along the race route, tying the theme from the medals to the race course.

Following the implementation of the new Santa Clarita Marathon design, the City saw a 38% increase in registered Marathon runners in 2018 compared to the year before.

The new, updated brand.