Pedal power drives Indigo charity logo

London design group Indigo Creative has developed the identity and promotional material for two European charity cycle rides organised by The Royal British Legion.

Bike to Brussels in June and Pedal to Paris in September are two events which begin in London and take in many historical sites along the route. Over £1m has been raised since the rides’ introduction in 1996.

Indigo’s project has included rebranding the events, placing the emphasis on fun and visual impact.

“Working with an integral part of the existing poppy logo, we created a visual marque unique to the event, while also retaining links to the RBL’s overall identity,” explains Indigo senior creative Stephen Peate.

“The logo has been applied to banners and forms a design platform for other elements of literature, including the road on the front of the Pedal to Paris application pack which is created from a repositioned crop of the symbol.”

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