malin bengtsson

Eskilstuna Stadslopp

What: Graphic identity for Swedish quarter marathon

When: 2020-2021

Client: Eskilstuna Stadslopp

Target group: Runners of all ages

Objective: To develop a graphic identity that felt fresh, sporty, and would distinguish itself from competitors; to develop a website with information about the race; and to create marketing material

Challenges: Including a bit of Eskilstuna in the logo and finding a visual expression that felt exciting and fun, yet serious. The church in the background of the logo, a landmark in Eskilstuna, was added in response to the former challenge, and a grounded dark blue shade in combination with a light-hearted pink were chosen as brand colours in response to the latter challenge. See snapshots of design process below.

Note: Eskilstuna is the name of the city where the race was held, Stadslopp translates to city race