Every year, thousands of people in Toronto, Ottawa and Calgary run the Sporting Life 10k in support of Camp Ooch and Kids Cancer Care (Calgary). The 2018 race features the launch of the brand redesign for the run. The idea here was to creating something own-able and unique amongst the many races that happen every year. The "10" has been removed and replaced with the roman numeral "X". More pieces will be added to this section post-race in May, like the final shirt design and medal.
Sporting Life / Camp Ooch | McCann Canada | 2017 | Re-brand
An important aspect of this logo design was the flexibility to represent each city's own race, while maintaining a consistent brand.
The logos are also created with the chevrons as knockouts, so they could take on different colours when placed on backgrounds with the extended palette.
Example of the extended brand expression through colour, the chevron and black and white photography.