Here's "looking" at you
If you produce more than one race, it helps to give the races the same "look" so they will be identified with your organization. The events can have different logos, locations, amenities, etc, but the races should all be recognizable as belonging to your organization. That's your brand image.
LaSalle Bank succeeded with the "look," using the same colors and template for the LaSalle Bank Chicago Marathon, Chicago Distance Classic, Columbus Distance Classic, Reeds Lake Run, and Run Wild for the Detroit Zoo. Additionally, each of these web sites linked to the other.
The marathon web site was recently overhauled and retained the same "look" (but not the links to the other races....hmmm).
Fox River Trail Runners and Ann Arbor Track Club use the same format for the web site listing of their races. Many other organizations, including the Champaign Park District and the Toledo Roadrunners, link to each race entry form from a web site calendar.
If you produce more than one race, you'll want participants in one to run the other. Give the races a similar look in the marketing materials to reinforce the positive feelings runners get from each event.