We combined an eclectic mix of new and old to create a brand with purpose and substance. A brand with a history and a future. An aspirational brand to inspire younger generations of cyclists, but also a brand with a sense of pride for those who helped to found it.

The overall direction, and ultimately the final logo, was designed to convey a desirable aesthetic that recognised and celebrated the heritage of the club. We mixed contemporary styling with vintage references to create a visual language that was relevant for the present, but that was clearly inspired by the past. This was our nod to Avanti’s proud history.