One of my first assignments at the UCI was to design the new brand look of the UCI Track Cycling World Cup.

The UCI Track Cycling World Cup has stages each season around the world and culminates with the UCI Track Cycling World Championships.​

This is what I wrote as an introductory note in the brand guidelines for the discipline: ​

Coming up with a concept for Track Cycling is not a complicated task. The discipline has in itself a “finesse” that other disciplines simply cannot match. The infinite journey of elegant power output, precise stance and rhythmical loop around the track convey to its dignity.

Designing a communication system with such premises in mind is consequently an aesthetical exercise of tremendous proportions due to the fact that the graphical elements must represent elegance, precision and rhythm at all times while maintaining the overall feel of grace.

One must achieve maximum communication efficiency with no sense of urgency. Communicating the discipline must simply, happen.

If the design is imposed upon the viewer, then the objective has failed as elegance failed to prevail.

If the design is vague, then the objective has failed as precision has failed to prevail.

If the design is syncopated, then the objective has failed as rhythm has failed to prevail.

It is by respecting this three-pillar structure that a solution was achieved.

​And indeed it was. Using Track Cycling's natural colour hierarchy of black, red and blue, a brand system was introduced.

The red "loop" has reminiscences of both the velodrome as well as the infinity loop. Furthermore, we tried to find a typeface for each city where the stage was held. ​

Not to mention all the visuals the competition demands (backdrops for every situation such as flash interview, press conference, start/waiting areas, etc) other items were proposed such as posters, website for the series and t-shirt designs.​

Developed while at the UCI in 2011.