“The World Cross Country Championships 2019 is without comparison the most merited running event that has ever been held on Danish grounds. It is, in short, the race between the world’s best runners”, says Jakob Larsen, CEO of the Danish Athletic Federation. Agency Spring helped develop the concept and graphic identity for the historic event.
10° incline
The world’s best runners probably don’t have the best memories from Moesgaard Museum. The otherwise astonishingly beautiful and inspiring building played a significant role in the race – as the route entailed a trip up the steep roof with a 10° incline. Five times. And those 10° have inspired the typography which is rotated exactly 10° on graphical elements and as such refers to the legendary roof.
Graphic wallpaper unites it all
WXC is the biggest ever athletic event in Denmark. And such an event makes use of a host of graphical elements. To ensure a uniform, yet dynamic look we designed a graphic ’WXC wall paper’ which formed the background of everything from race numbers to ‘Do not disturb’ signs outside hotel rooms. The pattern reflects the contours on the map of the historically tough Moesgaard route.
The search for the world’s toughest runner
With the historically tough route and a line-up of the world’s best runners as our starting point, we created the concept ‘The Search for the world’s toughest runner’. A concept which framed the event and helped explain to the spectators and the tv-viewers what cross is all about and what it takes to participate.
Want to know more?
Please contact /
Mads Mikkelsen
Creative Director
+45 2141 5321
mm@agency-spring.com