Discover how the Ultra-Trail Monarque's branding and visual identity capture the essence of its environmental mission, inspiring action and awareness.
The Ultra-Trail Monarque isn't just an ultramarathon; it's a powerful movement to protect the monarch butterfly. This 4,500 km race, mirroring the butterfly's migration from Canada to Mexico, needed branding that would resonate with its mission. The design team, led by Frederic Lord, Heather Lynn, Laurence Bradley, and Léa Cluzel at Leeroy agency, rose to the challenge, creating a visual identity that's as inspiring as the race itself.
The branding centers around two core symbols: the monarch's migration route and the butterfly weed flower. The former, a stylized representation of the butterfly's journey, also traces the path that ultra-marathoner Anthony Battah will follow. The latter symbolizes the hope of planting butterfly-friendly habitats along the route, providing vital sustenance for these delicate creatures.
The color scheme draws inspiration from the monarch butterfly itself and its natural habitat. Vivid oranges and blacks, reminiscent of the butterfly's wings, blend with softer greens and yellows, echoing the meadows and forests it calls home. This vibrant palette creates a sense of energy and optimism, reflecting the spirit of the event.
The design team looked to the Art Deco movement for inspiration, infusing the branding with a touch of elegance and sophistication. Geometric patterns and stylized frames, reminiscent of Art Deco motifs, add a visual rhythm to the design, while maintaining a clear connection to the natural world.
The monarch butterfly itself served as the ultimate muse for the branding. Its graceful form, intricate wing patterns, and vibrant colors are echoed throughout the design. The rounded logo, with its flowing lines and interconnected shapes, captures the essence of the butterfly's wings, conveying a sense of simplicity and joy that appeals to all ages.
The Ultra-Trail Monarque's branding is more than just a visually appealing design; it's a powerful tool for raising awareness and inspiring action. By capturing the beauty and fragility of the monarch butterfly, it reminds us of the importance of protecting our planet's biodiversity. It's a call to action that resonates with people of all ages, inviting them to join the movement to save this iconic species.
The Ultra-Trail Monarque's branding and visual identity serve as a testament to the power of design to inspire and educate. It's a beautiful reminder that even the smallest creatures can have a big impact, and that it's up to us to protect them.
Branding and visual identity artifacts
For more information check out ultratrailmonarque.com/fr
Credits
- Creative direction - Fréderic Lord
- Art direction and design - Heather Lynn
- Head of the project - Laurence Bradley, Léa Cluzel
- Agence - Leeroy
