British Cycling Awards

Designing speed and patriotism into a key calendar event

  • Branding, 
  • Design, 
  • Experiential

A key calendar event for British cyclists, the awards needed an identity and style that reflected ‘Britishness’ and a celebratory spirit. 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.

Two women are having a conversation on stage in front of a branded British Cycling Awards bright red backdrop. The host is Sky Sports News presenter and cycling broadcaster Orla Chennaoui, and she's talking to three-time Grand Tour runner up Philippa York.
A photograph of the invite to the British Cycling Awards, taken on a bright blue background. The front of the invite contains the circular graphic of the branding, and the event logo. The reverse has the event details and large type which reads '1 nation. 1 sport. 14 disciplines. 25,000 volunteers. 1500 clubs. 217 winners. 1 love.'

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