The UCI unveils refreshed brand identity

The Union Cycliste Internationale (UCI) today unveils a new brand identity to help modernise the image ofthe organisation. A new logo is central to the update.

The distinctive rainbow stripes – which are synonymous with the UCI World Champions – are a prominentfeature of the new logo, reflecting the heritage of the UCI and its World Championship events. It is only thesecond 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 disciplinesand their respective World Cups and World Championships. The UCI also oversees World Championshipevents for amateur (Masters) riders, and puts a lot of resources into developing cycling as a recreationalactivity and a means of transport.

A key element of the brand modernisation is to strengthen the UCI’s identity and to increase its visibilityacross all applications.

Developed in collaboration with the renowned branding agency SomeOne, the redesigned logo issupported by a broader communications package, including iconography, graphics, photography andtypography. The rebrand, which is being implemented across all UCI initiatives, aims to strengthen theUCI’s relationships with its stakeholders, audiences and commercial partners.

UCI President Brian Cookson said: "The refreshed brand identity symbolises the UCI’s commitment tomodernise and innovate while staying true to the organisation’s heritage and tradition. With the aim ofmaximising brand exposure in line with the UCI’s development strategy, the new logo and the widercommunications package will work more effectively in collaboration with events, partners and sponsors –helping to create a stronger, more recognisable UCI brand."

For more information, please contact:

Louis Chenaille

UCI Press Officer

+41 79 198 7047

louis.chenaille@uci.ch

John Zerafa

VERO Communications

+44 7813 814 816

jzerafa@verocom.co.uk