Tour de France

The challenge?

• Brand objectives: to be international + to be modern + to convey a legacy.
• Commercial objectives: make an impression to stand out from sponsor brands + increase merchandising sales.

The idea?

A human epic competing under the July sun, between scorching roads and majestic peaks in France.

These solitary exploits, which call for willpower, courage, suffering and performance, will be represented in a new logotype that clearly evokes the “beautiful breakaway”. A “word-image” that tells the story: “cycling out of the saddle”, a racer escapes from the typography, with a wheel tracing the scorching July sun. A dynamic style of writing, necessarily in italics, to climb the inaccessible, a style that is resolutely human, personalized and modern. A writing style like a personal signature, a brand.

A big first with the use of black for a popular brand! Black and yellow, a tension with yellow touches for the famous jersey but also for the scorching sun of the event, to distinguish the brand from the sponsors and black for technicality, power and more modernity.

“Over-branded” and over-mediatized, the Tour de France has become the place to be, the place to find the most brands per square centimeter, and the place where sponsorship pressure is strongest. The challenge is to be noticed without being assimilated. Because you have to exist loud and clear with LCL, E.Leclerc, Continental, Tissot, Skoda, Vittel, Tik Tok, Cochonou, FDJ, Waze... All in just three weeks! The choice to draw a handwriting like a personal signature to magnify the human epic but also to get away from the sponsors’ brand codes.