Adsarchive » Design & Branding » BSkyB » PROFESSIONAL CYCLING TEAM


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Industry Sports Teams & Events
Media Design & Branding
Market United Kingdom
Agency Antidote
Designer Tom Rowe, John Weir
Released January 2010

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: BSKYB
Date of First Appearance: Jan 4 2010 12:00AM
Entrant Company: ANTIDOTE, London, UNITED KINGDOM
Managing Director / Creative Director: Tim Ashton (Antidote)
Managing Partner: Henry Chilcott (Antidote)
Designer: Tom Rowe (Antidote)
Designer: John Weir (Antidote)
Media placement: Pro Cycling Team Launch - Global Launch - January 4 2010

Describe the challenges and key objectives
In the world of pro cycling, "brand" means little more than a collection of logos on a jersey. It is a world where design is often an afterthought once commercial partners' names and logos have been randomly applied to a kit. In this cluttered world, indentifying your own team within the peloton can be a challenge in itself and beyond the kits, it is difficult to say what differentiates the teams other than the riders. Our objective was to create a true brand for the new team and design a distinctive kit that would reflect the philosophy at its heart.

Describe the brief from the client

Sky and British Cycling approached us as they were planning the launch of a new pro cycling team - their ambition being to create the greatest sports team in the world. The brief to us was to create a distinctive brand for this soon-to-be launched team. For them, creating a strong brand with a clear identity was key for attracting world class riders, commercial partners and fans.

Describe how you arrived at the final design
The driving force behind the team is a single-minded obsession with the 'aggregation of marginal gains'. These tiny advantages are the difference between winning and losing, good and great, convention and innovation. This inspired the idea we created to identify this new brand: 'The Line'. The Line (realised in a distinctive blue graphic) represents the sum of all of these tiny advantages and represents the philosophy at the heart of the team.

Give some indication of how successful the outcome was in the market
Having been adopted by the team, The Line appears on all Sky Pro Cycling kits, equipment, vehicles, communications, collateral and stationery. From launch, The Line has been voluntarily adopted by broadcasters/journalists, partners and fans as being both a shorthand device for communicating the team's philosophy and a way to recognise the team when in public. This has been reflected in broadcasts, press cuttings and public blogs alike.