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WorkGraphic Design

Manchester agency Music creates The British Cycling Awards identity

Manchester creative agency Music has revealed a brand new identity for the annual British Cycling Awards – a key calendar event for British cyclists, from national champions to domestic series winners, across all ages and disciplines. It recognises and celebrates the spirit of British cycle sport and those who compete and support it.

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Black menu card with red concentric circle graphic and "Eat, Drink, and Be Winners" text on blue background

"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.”

Concentric circles in red, white and blue radiating from the British Cycling Awards logo at the centre, forming a Union Jack pattern and bicycle wheel effect
Two printed invitation cards for the British Cycling Awards featuring a concentric circle graphic in red, white and blue representing both the Union Jack and a bicycle wheel, alongside event details on black background
A large screen displaying the red and black "No Guts No Glory" text for the British Cycling Awards, surrounded by an audience in a venue with blue and red neon lighting
Two women in conversation at the British Cycling Awards event, with a large red and black concentric circle backdrop behind them and silhouettes of audience members in the foreground
A speaker on stage beneath a large red and orange concentric circle graphic, with a screen displaying the British Cycling Awards logo at the British Cycling Awards ceremony
Four guests pose together against a backdrop featuring the British Cycling Awards identity of concentric circles in red, white and blue
The British Cycling Awards ceremony stage with red overhead lighting, large screens displaying concentric circle graphics, and an audience in silhouette
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