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The Union Cycliste Internationale modernises brand identity to maximise brand exposure

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By Gillian West, Social media manager

June 26, 2015 | 2 min read

The Union Cycliste International (UCI) has updated its brand identity in a bid to modernise the image of the organisation.

Implemented across all UCI initiatives the rebrand aims to strengthen the UCI’s relationships with its stakeholders, audiences and commercial partners. Central to the rebrand is the new visual identity which sees the distinctive rainbow stripe synonymous with the UCI World Champions featuring prominently.

Working with SomeOne, the redesigned logo is supported by a broader communications package which includes iconography, graphics, photography and typography.

“The refreshed brand identity symbolises the UCI’s commitment to modernise and innovate while staying true to the organisations heritage and tradition,” explained UCI president Brian Cookson.

“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 create a stronger, more recognisable UCI brand.”

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 riders and puts resources into developing cycling as a recreational activity and means of transport.

This is the second time in 115 years that the UCI has refreshed its logo.

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