The LA Marathon (formerly the City of Los Angeles Marathon) is an annual running event held each spring in Los Angeles, California. The 26.219 mile (42.195 km) footrace, inspired by the success of the 1984 Summer Olympic Games, has been contested every year since 1986. The 30th edition of the marathon took place on March 15, 2015. The goal of this project was to design a brand identity system that would provide a new way of thinking and experiencing the L.A Marathon, while giving the guidelines that would keep the consistent deployment of the visual language across all touch points,as well as enhancing the relationship between the audience and company.