The Tour of Britain
A logo fit for centre stage

One world famous race, three corporate partners, hundreds of hard-working staff, multiple sponsors and over a million cycling fans – all with different needs, expectations and desires. That was the challenge we faced when redesigning the Tour of Britain.

We’ve had the pleasure of working with the Tour since it’s re-introduction to the international circuit in 2004, creating everything from the designs you see on the riders’ jerseys, to the race manuals that govern the entire event.

In 2014, we were asked to develop a new logo after the event took on a new structure that meant promoting a title sponsor, Aviva, while maintaining the integrity of the Tour’s overall image. This meant negotiating the needs of SweetSpot, the primary organisers, British Cycling and Aviva.

Creativity, consultation and technical expertise were the guiding principles of our approach. We conducted thorough consultations with all three partners, and carried out research to make sure we fully understood the variables for every component the new identity would apply to.

“Peloton’s management of the re-branding process was invaluable to us as an organisation, in terms of guiding us in areas where we lacked familiarity, and being able to apply real world examples and expertise to our initial thoughts.

The process was not only vital in helping re-brand the event after a sustained period using the same logo and look and feel, but also helped us identify new ways of working and further possibilities of stretching and growing the brand.”

Peter Hodges, PR Director of The Tour

By enabling each participating partner to appreciate the need for an objective approach that catered for their common goals, we were able to create a logo that worked for everyone.

Flexible enough to be adapted for different formats, and to sit alongside other sponsor logos where necessary, the new logo enhanced the Tour’s visibility, sporting credentials and its revenue.

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