Manchester agency Music has unveiled its new identity for the annual British Cycling Awards.
The event covers all ages and disciplines and aims to celebrate the spirit of British cycle sport and those who compete and support it.
The identity is intended to reflect a sense of ‘Britishness’, prestige and a “celebratory ceremonious spirit”.
Music’s associate creative director, Oliver Wigglesworth, said: “It was such an honour to be able to work with British Cycling on an event as high profile as this. It was important for us from the get-go that the identity reflected the gravitas of this event.
“The outcome of the concentric circles, coloured in such a way, meant that we were able to represent both the British flag and cycling in one hero graphic. The fun part was in its execution – the use of animations, large hanging banners, invites and signage.”
