A new identity inspired by a rich Geordie history

With the beginning of an exciting new partnership with BETTER and the next Blaydon Race marking our 45th edition, the time felt right to explore a new look and feel for one of the North East’s most iconic events.

Dating back to 1811, the Blaydon Race has become a much-loved fixture in the North East calendar. But its significance goes far beyond the race itself.

For generations, Blaydon, the race, the song and the famous Ninth of Joon have held a special place in the hearts and minds of people across the region and beyond. There’s a sense of heritage, humour, pride and unmistakable Geordie character that comes with it.

Our challenge was to create an identity capable of capturing some of that feeling.

Capturing the spirit of the race

The process began with North East design studio Channels.Agency, who worked with us to explore what the Blaydon Race brand really represented.

Looking at the existing branding, an interesting opportunity emerged. While the race had a logo, much of its true identity didn’t exist within a traditional branding system but more so in people's minds.

It was in the sound of the Blaydon Races song. The ringing of the Blaydon Bell. The colours and hoops of the Blaydon Harriers. The runners, supporters, volunteers and aal the lads and lasses who line the streets each year. The language, humour and authenticity of the people who have made the race what it is.

Rather than trying to reinvent that identity, the aim became to capture it.

Existing distinctive elements that inspired the background exploration of the new identity

Inspired by the existing elements, devices were developed to form the foundations of the design system

The refined new colour palette

Past, present and future

An exploration began into the different elements that could help form the foundations of the new identity.

One of the strongest influences was the Blaydon Bell itself, which is still rung to signal the start of the race today. Its distinctive lettering helped inspire the typography of the new Blaydon Race logotype, creating a direct visual connection between the new brand and the race’s history.

The typography inspired by the iconic Blaydon Race bell

The lines and hoops associated with Blaydon Harriers also influenced the wider graphic language and colour palette, while references to the race, the song and Geordie culture helped shape an identity that feels unmistakably connected to its roots.

And then there was 9/6. The Ninth of Joon.

Few races have a date so intrinsically connected to their identity. No matter what day of the week it falls on, the Blaydon Race takes place on 9 June.

That distinctive 9/6 has been subtly incorporated into the ‘O’ of the new Blaydon logotype, a small detail that carries a huge amount of meaning.

The stylised character 9/6 within the "O" of the logotype

The variations of the primary logotype

Built for today whilst holding onto heritage

While heritage sits at the heart of the identity, it also needed to work for the Blaydon Race today.

A flexible family of logos and brand elements has therefore been created, allowing the identity to adapt across everything from the website and social media to race materials, merchandise, signage and larger applications.

Simpler versions provide clarity and legibility at smaller digital sizes, while more detailed elements can be introduced where there is space to tell more of the story.

Together, they create a system that can evolve and flex without losing the character that makes the Blaydon Race unique.

The "Bell Lockups" will be used as an overarching device as well as an identifier for each race edition

The next chapter

The new Blaydon Race identity is now beginning to appear across our website and initial communications, but this is only the starting line!

Over the coming months, we’ll be bringing more of the new branding to life as we build towards its first proper race outing.

Indicative starting gate

Indicative Branded Flag Poles

Indicative website reskin

Ninth of Joon 2027.

A new chapter for the Blaydon Race, inspired by more than two centuries of history and everything that makes this race, and this part of the world, so special.

Gan canny. See you on the Ninth of Joon 2027.