Cycle race gets Peleton makeover

Branding and identity work for the upcoming Tour of Britain cycling competition has been created by graphic design start-up Peleton Design.

The Bristol consultancy has designed the event’s marque, along with winners’ jerseys, the race manual and competition guides. It is also adapting the visual identity (pictured) and livery for use on podiums, vehicles and grandstands.

According to Peleton co-founder Pete Thompson, race organiser Sweetspot wanted a patriotic image for the event, formerly called The Milk Race: ‘Previously the competition has had corporate sponsors such as Kellogg’s and Prudential, but this year it is running under its name of The Tour of Britain alone. Sweetspot wanted to highlight this.’

The five-day, five-stage race starts in the first week in September, after a four- year hiatus.

Peleton was formed a year ago by Thompson, Karen Bird and Philip Jansseune. It won the Tour of Britain contract without a pitch on the basis of its previous work.