IRONMAN 70.3 Melbourne - Logo & Branding

In 2019 I led a project to design the logo and branding for a new IRONMAN event in Melbourne. For most of the IRONMAN events in the Australia and New Zealand region the core of the brand and marketing approach is showcasing the stunning, natural destinations where athletes can race.

For 70.3 Melbourne however, the brief was to embrace the edgy city energy. To achieve this, I used clean, modern typography and colours paired with an abstract logo mark depicting the skyline and sail boats of the bay. To support the logo, I created some crazy graffiti graphics from a collage of images and shapes.

Below is a few examples of the brand in social media, athlete material, merch, print and signage.

All designs and images belong to The IRONMAN Group.