Cycling’s world governing body, the UCI unveiled a newly designed logo on Wednesday in what it says is an attempt to “help modernise the image of the organisation.”
It’s only the second time in the organisations 115 year existence that it has redesigned its logo, with the not drastically different new version maintaining the rainbow stripes that are widely associated with cycling world champions.
Drastic and meaningful changes to the UCI have been demanded by many in the world of cycling, particularly after the Cycling Independent Reform Commission (CIRC) report that was released earlier this year, which did nothing to enhance the UCI’s reputation. But this might not be the kind of change most people were asking for.
“The refreshed brand identity symbolises the UCI’s commitment to modernise and innovate while staying true to the organisation’s heritage and tradition,” said 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 to create a stronger, more recognisable UCI brand.”
Away from branding strategy, the UCI is currently coming under fire from Tour de France organisers ASO, who have threatened to pull its plethora of races from the WorldTour calendar over concerns about the body’s lack of reform. There has yet to be any official word from either organisation over the dispute.
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