Innovative Typography Unites British Cycling and Lloyds in New Branding Strategy
By Editor • September 9, 2026 • 1 min read
In a creative breakthrough, London-based agency Form has addressed the classic dilemma of logo placement for British Cycling and its sponsor, Lloyds. By innovating in typography rather than traditional logo lock-ups, the agency has crafted a visually cohesive identity that celebrates both brands equally.
Breaking Away from the Logo Lock-Up
Every designer knows the struggle when tasked with incorporating two logos into a single design. British Cycling faced this challenge when collaborating with Lloyds for their National Series and National Championships. Creative director Alex Andlaw explained that the goal was to give both brands equal prominence without forcing them into a clunky dual logo format. Instead, the solution lay in reimagining the typography, allowing it to embody both brands without the need for separate logos.
A Visionary Approach to Event Identity
Andlaw described the National Championships as a critical stage where the country’s best cyclists compete. The design needed to reflect the significance of these events, encapsulated in the theme, 'This is where legends are made.' The agency aimed for a vibrant, energetic feel that would resonate across various cycling disciplines and events. By drawing inspiration from the sport's dynamic visual culture, they created an engaging design that would appeal to both veteran athletes and emerging talent.
Distinct Yet Unified Branding
Form's design strategy involved adapting the Anton typeface, integral to British Cycling's branding, while infusing it with elements from both the British Cycling symbol and the Lloyds horse. This fusion resulted in a typography that feels athletic and energetic, perfectly suited for the high-stakes environment of competitive cycling. The National Series features a lively color palette, while the National Championships embrace the traditional red, white, and blue of the champion's jersey, all presented in a modern and assertive style.
Source: www.creativeboom.com
