Toowoomba Marathon Brand Story

The Events Management Queensland design team based the concept for the Toowoomba Marathon logo on the city’s historic floral emblem, the sweet violet. The vibrant purple flower with golden centre was adopted by the city in the early 1900’s when mothers and families of World War 1 soldiers sold bunches of sweet violets to raise money to build a large memorial for those who didn’t return home.*

A relaxed, nudging retro style font spelling out the event, dates and race options is an intentional nod to the region’s heritage and its country style. The shoe print connects the brand boldly leading the way to the Toowoomba Marathon finish line.

*The Mother’s Memorial now stands at East Creek near Queen’s Park and is the site of ANZAC Day commemorations since 1916.