Switzerland-based Union Cycliste Internationale is the governing body for the sport of cycling. This week, it introduced a new visual identity, created by SomeOne in London.
The UCI is associated with the stripes in the old logo, and they were retained and revitalised in the new identity. SomeOne also worked on extending this theme to different applications.
"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.
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 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.”"