{"id":4374520,"date":"2021-06-11T11:22:29","date_gmt":"2021-06-11T09:22:29","guid":{"rendered":"https:\/\/www.dept.global\/insight\/dept-guides-brand-refresh-for-the-london-marathon\/"},"modified":"2025-12-08T13:42:31","modified_gmt":"2025-12-08T11:42:31","slug":"dept-guides-brand-refresh-for-the-london-marathon","status":"publish","type":"article","link":"https:\/\/www.dept.global\/en-in\/insight\/dept-guides-brand-refresh-for-the-london-marathon\/","title":{"rendered":"DEPT\u00ae guides brand refresh for the London Marathon"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tDEPT\u00ae guides brand refresh for the London Marathon\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tAlexandra Moorhouse\t\t
\n\t\tMarketing Director, UK&I\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t11 June 2021\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\t\t\n\n\t\tLondon Marathon Events (LME), the organiser of thirteen world-class mass participation events each year, including the \u2018world\u2019s greatest marathon\u2019, has launched a fresh look for the London Marathon and its newly developed website.\t<\/h2>\n\n\n\t\tIn a non-Covid world, every year\u00a0LME organises 13 world-leading, mass participation events in running, cycling and swimming that inspire more than 200,000 participants. Its portfolio of world-class events includes the Virgin Money London Marathon, the world\u2019s greatest marathon, and RideLondon, the world\u2019s greatest festival of cycling.\u00a0\t<\/p>\n\n\n\t\tLME turned to the Manchester division of international digital agency DEPT\u00ae to guide the\u00a0brand<\/a>\u00a0refresh for LME and its events and to develop a centralised solution for managing its portfolio of websites. The first phase of the project involved its flagship event, the London Marathon. The event\u2019s refreshed branding has now been rolled out across the new London Marathon website built on\u00a0Sitecore<\/a>\u00a0Experience Platform.\u00a0\u00a0\t<\/p>\n\n\n\t\tJason Ochoa, Head of Digital at LME, said: \u201cWe appointed DEPT\u00ae for their ability to combine creativity and technology. The agency\u2019s understanding of our organisation and our values means our new website and branding truly reflect the hundreds of thousands of people we inspire to get active every year. Our teams have enjoyed collaborating with DEPT\u00ae on both the creative and technical aspects of the project and look forward to continuing our work together.\u201d\t<\/p>\n\n\n\t\tThe London Marathon attracts a diverse range of people from across the world. Inspired by the achievements of elite athletes and general participants alike, DEPT\u00ae crafted a refreshed brand for the London Marathon that celebrates their moments of emotion and achievement; from embarking on their first training runs to the intensity of crossing the finishing line.\u00a0\t<\/p>\n\n\n\t\tDept\u00a0designed<\/a>\u00a0custom patterns inspired by the marathon; a unique set of geometric designs to represent the ground the athletes run on, the landmarks they see en-route, and the thousands of steps they take to the finish line. Lines are placed at a precise 26.2-degree angle, exactly matching the mileage of the marathon.\u00a0\t<\/p>\n\n\n\t\tThe introduction of statement patterns, vivid colours, clear typefaces and a branded photography style has revived the London Marathon\u2019s identity and achieved coherence across its entire brand estate.\u00a0\t<\/p>\n\n\n\t\tDEPT\u00ae applied the refreshed brand on the first of eight websites it\u2019s designing and building for LME. Built on the Sitecore Experience Platform, LME now has the building blocks for advanced personalisation, scalability, and an improved user experience. DEPT\u00ae took a headless approach to the architecture, ensuring LME has the flexibility to change how its websites look, where content is placed, and how it appears on different devices, all without needing any development support.\u00a0\t<\/p>\n\n\n\t\tUK Managing Director at DEPT\u00ae, Brian Robinson, said: \u201cDEPT\u00ae set out to deliver a solution that not only meets the needs of LME today, but will also integrate with new technologies and continuously evolve and scale as the organisation grows. The future-ready solution delivers an exceptional digital experience, while offering the scalability that LME needs.\u201d\t<\/p>\n\n\n\t\tThe London Marathon<\/a>\u00a0website was the first to launch on its new platform.\u00a0\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t