“It’s a visual rallying point for everyone who’s ever crossed our finish line and everyone who’s still chasing that moment.”

Dr. Logan Sherman
Chairman
The BMW Dallas Marathon
.…on the marathon’s new logo design.

The BMW Dallas Marathon is gearing up for its 2025 race weekend, to be held December 12–14. One way it’s doing that is by unveiling “a bold new logo” featuring a modern take on the Pegasus—Dallas’ celebrated icon—stretching its neck out toward victory. The updated visual identity “reflects the organization’s evolution as a premier running event and its deep connection to the Dallas community,” organizers said.

Established in 1971, the Dallas White Rock Marathon is nonprofit with a focus on promoting health and physical fitness through running events and related activities. The big race will start and finish in downtown Dallas, with a big loop around White Rock Lake featured as a key part of the marathon.

The new logo features a modern design that retains iconic elements, including the Pegasus symbol, “that have defined the race for decades,” organizers said. First introduced in the mid 2000s, The previous logo, introduced in the mid-2000s, served as “a beacon of tradition and community pride.” The reimagined version pays homage to those roots, organizers said, “while leaning into the energetic, forward momentum that defines today’s running culture.”

“This isn’t just about changing a logo, it’s about honoring five decades of progress while embracing what’s next,” Jason Schuchard, president of the BMW Dallas Marathon, said in a statement. “Our new brand reflects the passion, resilience, and community spirit that have carried us from a single race in 1971 to a full weekend of events attracting runners from across the globe.”

Chairman Sherman said her team “wanted something that matched the magnitude of our event. The Pegasus remains a tribute to our history and the city we love, but now it moves with fresh momentum and purpose.”

Race materials, signage, and merchandise will all reflect the new design approach, including a new collection of branded apparel designed to celebrate “the marathon’s history, its runners, and the city that shapes it.”

Runners will be able to explore the new merchandise during race weekend, online, and through a variety of event partner outlets.

The 2025 BMW Weekend Series is officially sold out, with registration numbers already surpassing last year’s record-breaking totals.

Registration is still open for individual events, with running and walking event options including a Half Marathon, 50K Ultra Marathon, the Relays, 10K, 5K, a 5K Team Challenge, the Friday Night Lights Mile, and various Kids Races. Organizers encourage those interested in participating this year to sign up as soon as possible to guarantee entry. For more info, go here.

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