Ram, a former athlete and a seasoned advertising designer, has spent a large part of his life in professional design. José Vale Zapata López has dedicated decades to the craft and has been active since 2003. A view from the Elche Half Marathon captures posters, medals, T-shirts, and other elements. The 50th edition of the world’s oldest road race required exceptional dedication, and in 2019 he proposed to the organizers a global image designed to open the event to a wider audience. “Everything the Elche Half Marathon entails must be communicated at a glance,” explains José Vale, son of José Valeriano Zapata, who serves as president of CA Elche Decathlon, the club that organizes the race.
A special design is already earning praise from runners and even from some who could not receive a chest number, prompting requests for souvenir tires. “For this edition I created new characters, five symbolic city icons that are conceptual yet clearly recognizable. The Lady of Elche, the Santa Maria Basilica, the Magrana of Mister d’Elx in red, the white Palm, and the Assumption Virgin Mary in a radiant sun. The image designer, who remains an elite under-23 athlete, adds to the main logo, with the edition wrapped in gold and a bold 50 that conveys power and brilliance for this unique race. The shirt and the medal stand out as the most visible, cherished souvenirs that symbolize the runner’s hard work and become keepsakes they bring home. The production team’s efforts, supported by Vía Sport, ensured 3,200 high-quality shirts were produced in record time. Good design thrives with strong support.
Elche Half Marathon will have 3,200 athletes, a thousand more than last year
Caesar Hernandez
“Together with the edition’s slogan, which forms the cornerstone of the advertising image, the project aims to make runners feel instantly identified with the people of Elche. The event has already sold out its 3,200 spots and will begin at 10:00 on Sunday. As a member of the organizing team, the narrator thanks the runners, sponsors, and nearly 1,000 volunteers from nearly 30 different countries who chose to be part of the 50th edition. The collaboration with the Elche City Council Sports Department and CA Elche Decathlon has kept the test vibrant, allowing this celebration to reflect the city’s spirit and the race’s tradition. It represents a convergence of technology, speed, and community that brings Elche to the world stage.
Moroccans chase Elche Half Marathon record
JA Galvanized
half-life design
José Vale has spent almost half his life in professional design, dedicating substantial time since 2002 to shaping everything related to the Elche Half Marathon. He recalls starting in advertising design thanks to influential mentors and audiences who supported his early steps. He notes how early work included posters and collaborations with media, artists, and event organizers, and how each year brought new visual elements to the runner’s kit, posters, and promotional canvases, with partnerships in marketing driving broader exposure. The 2019 decision to create a global brand image, intended to give the race its own identity and continuity, proved pivotal, ensuring the event resonates with runners and the people of Elche alike. The aim was a recognizable image that embodies the city and its hospitality, making the race unmistakable on the calendar.
“Year after year I contributed to posters for the media, refining the craft through graphic design courses and collaborations across sports and cultural events. Elements from runners’ bags, such as T-shirts, medals, and promotional materials, evolved into themed posters, billboards, and canvases used in photo campaigns. The 47th edition in 2019 marked a turning point when the organization invited me to shape a race identity that would endure. The global brand image then helped define the event’s personality and continuity, a crucial factor for maintaining the stature of a premier race and ensuring runners instantly recognize the event as theirs.”
Courtesy of Manolo Jaén, creator of the Elche Half Marathon
JR Corners
This chapter was enhanced by the brand image, with a friendly ME logo continuing through the 48th and 49th editions despite challenging years. Over time, along with Andrés García, Head of Marketing and RRSS for the team, the collaboration ensured Elche Media presented a cohesive global image where every detail of the race was visible and aligned with the central design. The aim has always been to start the race with a strong visual identity that reflects Elche’s spirit and the event’s energy.