Speed Kings and Queens

British Cycling Awards

Branding, Design, Experiential

Strategy

Create a sense of occasion with dramatic identity design

Idea

Speed and patriotism

Summary

The British Cycling Awards is a key calendar event for British cyclists, from national champions to domestic series winners, across all ages and disciplines.

We created an identity and style for the occasion that reflected ‘Britishness’, prestige and a celebratory ceremonious spirit. Using concentric circles helped us represent both the Union Jack and the movement and energy of a bicycle wheel. The graphic became the hero of the identity and was flexible enough to be used across animation, signage, invitations and banners.

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