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UCI unveils new logo - and gets accused of misplaced priorities

Governing body's new brand identity gets frosty reception from Twitter users...

The UCI has today unveiled a new logo which it says is “central” to an updated brand identity, also announced today – but has immediately been accused on social media of wasting money and getting its priorities wrong.

The governing body says its new brand identity is designed “to help modernise the image of the organisation.”

The rainbow bands of world champion, says the UCI, “are a prominent feature of the new logo, reflecting the heritage of the UCI and its World Championship events” – much as they were on the previous version, shown here, then.

Here’s the version of the new logo with the UCI’s full name. There's no white spacing between the five colours that make up the rainbow bands, and the letters of the acronym have switched from lower to upper case. That bold swoosh has gone.

The UCI added: “Developed in collaboration with the renowned branding agency SomeOne, the redesigned logo is supported by a broader communications package, including iconography, graphics, photography and typography.

“The rebrand, which is being implemented across all UCI initiatives, aims to strengthen the UCI’s relationships with its stakeholders, audiences and commercial partners.”

Those stakeholders presumably include the people who took to Twitter to wonder why the UCI was investing money in refreshing its brand when many believe there are more pressing details for it to deal with.

Nathan Morris said: “Just like the UCI... Focusing on things that don't matter but not improving things that do! Get your act together ASAP!”

Another Twitter user, Scott, commented: “I guess the fight against doping has been won and that's why you've spent time coming up with a new identity. Good job!”

Others questioned the cost of the rebranding exercise, with John Turner asking: “Seriously? Please confirm this re-brand cost the Swiss Francs equivalent of f*ck all. Money best spent elsewhere.”

Meanwhile, for Gerald David James, the objection was more on aesthetic grounds. He said: “The swirl on the previous logo was better, as it was reminiscent of a wheel. This change comes across as pointless.”

Not according to UCI President Brian Cookson, who said: “The refreshed brand identity symbolises the UCI’s commitment to modernise and innovate while staying true to the organisation’s heritage and tradition.

“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,” he added.

Simon joined as news editor in 2009 and is now the site’s community editor, acting as a link between the team producing the content and our readers. A law and languages graduate, published translator and former retail analyst, he has reported on issues as diverse as cycling-related court cases, anti-doping investigations, the latest developments in the bike industry and the sport’s biggest races. Now back in London full-time after 15 years living in Oxford and Cambridge, he loves cycling along the Thames but misses having his former riding buddy, Elodie the miniature schnauzer, in the basket in front of him.

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