Form's Typographic Solution to British Cycling and Lloyds Logo Lockup
Form, a creative agency based in London, has unveiled a fresh visual identity for British Cycling's National Series and National Championships, merging British Cycling with its partner Lloyds through custom typography. According to creative director Alex Andlaw, unique letterforms inspired by the Anton typeface were designed, taking cues from the Vic symbol and the Lloyds horse. This approach balances the prominence of both logos, creating a unified visual language. Centered around the theme 'This is where legends are made,' the initiative showcases two distinct identities: a lively National Series and a red, white, and blue National Championships. These identities are adaptable for various events and disciplines, enhancing the local cycling scene while ensuring seamless sponsor integration.
Key facts
- Form, a London creative agency, developed the visual identity for British Cycling's National Series and National Championships.
- The identity integrates both British Cycling and sponsor Lloyds into the typography, avoiding a traditional logo lockup.
- Creative director Alex Andlaw led the project.
- The typography is based on the Anton typeface, custom-crafted to include influences from the Vic symbol and the Lloyds horse.
- The concept 'This is where legends are made' underpins the design.
- Two distinct identities were created: a brighter National Series and a red, white, and blue National Championships.
- A flexible graphic device using Vic was developed for various applications.
- The events cover road, track, BMX, and mountain bike disciplines.
- The design aims to give the events a sense of importance and prestige.
- The identities are designed to work across signage, social media, kit, and event graphics.
Entities
Artists
- Alex Andlaw
Institutions
- Form
- British Cycling
- Lloyds
Locations
- London
- United Kingdom