Boston Marathon's New Logo Faces Backlash
Jul/03/2024
The Boston Athletic Association (B.A.A.) recently unveiled a redesigned logo for the Boston Marathon, featuring its mythical unicorn mascot, Spike. Originally chosen in 1890, Spike has undergone several redesigns, but this latest change—flipping Spike's orientation to face right and giving him a more menacing look—has sparked backlash. The updated logo, which also includes a Bank of America sponsorship tag, has not been well received, with a Boston.com reader poll showing 55% disapproval. Critics argue that the fiercer appearance and prominent corporate branding detract from the marathon's legacy. B.A.A. Chief Marketing Officer Scott Stover defends the redesign, stating it symbolizes looking forward and embracing the athletic nature of Boston. However, many marathoners feel the changes undermine the race's heritage, a sentiment exacerbated by the recent inclusion of Bank of America's logo on marathon medals. The challenge for the B.A.A. lies in balancing modernization with tradition, as it navigates the mixed reactions to its rebranding efforts. The visualization below shows the new Boston Marathon logo.
