The Union Cycliste Internationale (UCI) today unveils a new brand identity to help modernise the image of the organisation. A new logo is central to the update.
The distinctive rainbow stripes – which are synonymous with the UCI World Champions – are a prominent feature of the new logo, reflecting the heritage of the UCI and its World Championship events. It is only the second time in 115 years that the UCI has refreshed its logo.
As the international governing body of cycling, the UCI is responsible for eight different cycling disciplines and their respective World Cups and World Championships. The UCI also oversees World Championship events for amateur (Masters) riders, and puts a lot of resources into developing cycling as a recreational activity and a means of transport.
A key element of the brand modernisation is to strengthen the UCI’s identity and to increase its visibility across all applications.
Developed in collaboration with the renowned branding agency SomeOne, the redesigned logo is supported by a broader communications package, including iconography, graphics, photography and typography. The rebrand, which is being implemented across all UCI initiatives, aims to strengthen the UCI’s relationships with its stakeholders, audiences and commercial partners.
UCI President Brian Cookson said: “The refreshed brand identity symbolises the UCI’s commitment to modernise and innovate while staying true to the organisation’s heritage and tradition. With the aim of maximising brand exposure in line with the UCI’s development strategy, the new logo and the wider communications package will work more effectively in collaboration with events, partners and sponsors – helping to create a stronger, more recognisable UCI brand.”
Well that is really taking the fight to the major issues in cycling today.
Looks better but honestly there are bigger things that need attention in the sport.