National charity Cycling UK has unveiled an £88,000 rebrand, including a new logo, tagline and colour palette.
Cycling UK said the rebrand forms part of its five-year strategy, which began last year, and was developed in consultation with the charity’s trustees, staff and almost 70,000 members.
The charity said its new tagline – “ride with us” – was intended to invite everyone “to be part of the cycling movement”.
Its new logo and colour palette are being rolled out across all digital media, print materials and events immediately.
The rebrand was developed in partnership with creative agency, elvis, and according to Cycling UK, is designed to “show more people that cycling has far-reaching benefits for everyone, and not just those who cycle”.
Cycling UK said the rebrand cost around 0.8% of its £11m annual income for the financial year 2024-25, which equates to £88,000.
The charity’s last major rebrand was almost a decade ago in 2016, and included a name change from the Cyclists Touring Club.
CEO: ‘New brand will help us reach even more people’
Sarah Mitchell, chief executive of Cycling UK, said: “For almost 150 years, Cycling UK has worked tirelessly to champion the benefits of cycling, and as we continue to evolve, this new brand will help us reach even more people.
“We’re about creating a world where cycling is part of everyday life for all of us, contributing to a healthier, greener and more connected society.”
“Cycling UK’s new brand is designed to engage people across all walks of life and to help them see how cycling can make a real difference in their lives and communities.”
Meanwhile, Tanya Whitehouse, CEO of elvis, added: “This brand refresh was a true collaboration, with every decision – whether shaping the tone, refining the visuals, or nailing the colour palette—rooted in something real.
“Working closely with Cycling UK, we’ve created a brand that honours the organisation’s history while setting a bold vision for what’s to come.”
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