Cycling UK Embraces a Brighter Future with new Brand Identity by elvis

Apr. 15, 2025

Cycling UK, the UK’s cycling charity, has today unveiled a new brand identity, as part of its mission to create happier, healthier, and greener lives through cycling. The new brand was developed in partnership with creative agency elvis, which it appointed following a three-way competitive pitch last year.

Cycling UK engaged elvis to develop a new brand which would motivate people to champion and support its work, aiming to engage with people who don’t cycle now but who understand the positive impact the activity can have on individuals, communities and the environment, as well as existing and prospective cyclists.

Research showed that Cycling UK’s existing brand wasn’t attracting new audiences, and with an overly youthful feel, it wasn’t enabling the organisation to talk about the more serious side of its work, such as policy, campaigning and corporate partnerships. While Cycling UK had a defined look and feel, this didn’t translate to a clear, cohesive brand personality and tone of voice.

elvis has worked in close collaboration with Cycling UK to develop a simpler brand, adding stature without alienating the charity’s existing audience. The new identity makes clear that Cycling UK is a charity, engages the brand’s priority audiences, and improves perceptions of cycling, ensuring that more people understand and appreciate its benefits. Another key focus is increasing both the number and diversity of people who cycle, breaking down barriers to participation and making cycling a more inclusive activity. The brand also seeks to expand transport choices by enabling and encouraging more people to opt for cycling for their local journeys, helping to create healthier, more connected communities.

Reflecting the feeling of a brighter future, the new logomark combines a cycle cog with a horizon line, representing a new dawn for Cycling UK. The horizon line acts as a framing element, softening designs and defining areas of colour, while the cog serves as a bold accent, adding flexibility to layouts and highlighting key information.

The colour palette follows the same concept as the logo, with orange representing a sunrise, complemented by supporting tones inspired by quintessentially British landscapes.

Photography has an inspiring, joyful, and inclusive feel, showcasing a diverse mix of scenes, emotions, and moments to keep audiences engaged.

The new brand is rolling out across all touchpoints, including print, digital and social channels, supported by PR and events activity.

Sarah McMonagle, Director of External Affairs, Cycling UK, said:

“We’ve been championing the joy and benefits of cycling since 1878, but we know there’s still work to do in making it an easy and accessible choice to get around for everyone. Our new brand reflects the evolving role that cycling plays in people’s lives today, whether it’s for travel, exploration, or simply having fun. It’s about inspiring more people, from all backgrounds and abilities, to get on a bike and be part of something bigger. We’re excited to bring this vision to life with a bold new identity that speaks to both our heritage and our future.”

 

Tanya Whitehouse, CEO, 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. It’s all about inspiring more people to see cycling as an easy, sustainable, and fun way to get around.”