Derby, Derbyshire, UK: 1 August 2013 – Derbyshire-based graphic designer and marketer, Kieran Harrod, is behind the brand for this year’s London-Edinburgh-London (LEL) cycling event which will see 1,000 riders from 33 countries complete a gruelling five-day, 1400 kilometre route.

Kieran, who has been working in the design industry for 15 years, extrapolated a package of creative event products from the LEL logo including such essentials as rider jerseys, gilets, kit bags, brevet cards, route maps, control lists, and completion medals; in addition to branded bunting, banners, flags and posters.

Kieran was tasked with carrying the LEL brand through each aspect of the event, as LEL public relations manager, Danial Webb, explained: “We are really happy with the comprehensive branding solution that Kieran has put together. It was very important for LEL to have impact and be visible to the public as well as supporting the cyclists with essential kit. Kieran seamlessly brought together multiple elements to give the brand continuity and help position LEL as a noteworthy cycling event.”

LEL started in Loughton, London on 28 July, where riders began an epic journey through some of Britain’s most beautiful scenery en route to Edinburgh before returning to London. Participants carried their brevet cards, created by Kieran, with them throughout the challenge which they have stamped at important junctures along the route.

Commenting on the project, Kieran said: “I’m really proud to have been involved with such an exciting and prestigious event. I have had the pleasure of working on print and logo design for similarly esteemed sporting events, so naturally I’m elated to add LEL to my varied portfolio and continue flying the flag for the creative industries in Derby. I look forward to working alongside the excellent LEL team in future.”

LEL riders rely on self-sufficiency, camaraderie, and the hospitality of hundreds to complete their cycling adventure. More information about LEL can be found at and more about Kieran Harrod can be found at



Some of the LEL participants about to start the 20k event prologue on The Mall, London, holding Kieran’s LEL banner. Photograph courtesy of Charlotte Barnes and Graham Glen