Despite being a very popular event Svajerløbet still has a kind of hipster-like, amateur vibe to it which seems deliberate. There is a sense of not wanting to sell out which I also believe is the reason for the lack of a graphic identity. So to (hypothetically) sell this graphic profile it was important to speak to the sensibilities of the community that has grown around the race. Many dress up for the occasion in dress shirts and bowties, some even donning period clothing to show their pride in the long history of this event. This spirit had to be reflected in the profile while still having it feel modern and inviting.