Manchester agency Music creates The British Cycling Awards identity

"For both British Cycling and for ourselves, it was important that the identity reflected a sense of ‘Britishness’, prestige and a celebratory ceremonious spirit in its execution," explains creative director, Oliver Wigglesworth.

The identity was brought to life through an eye-catching graphic of concentric circles, coloured in such a way that the graphic represented both the Union Jack and the movement and energy of a bicycle wheel. The graphic became the hero of the identity and was flexible enough to use used in fun and engaging ways throughout the event.

Oliver added: “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.”