Event branding and design for epic Welsh 1000km cycle ride.
The Mille Cymru is a 1000km cycle challenge across the hills and valleys of Wales. Visiting all 3 coasts of the country and including 15,000m of climbing – one ride across the length and breadth of Wales in just 75 hours. Mille Cymru uses some of Wales’ most challenging routes to visit the country’s most breathtaking scenery
Part of the Audax cycling discipline in which elite 1000km+ rides are rare, the team at Mille Cymru were looking to improve the branding of their exclusive event.
Previous years had established a classic red welsh dragon as the logo an mascot and Mille Cymru were keen to keep this equity moving forward. We quickly established a smartened up look for the dragon and began to explore how to use it.
Original Dragon design beside the updated dragon
Overlay of the old and new dragon emblem
Updating the figure itself was good but I chose a advance the design further by tightly cropping the character in a reversed out box, making the dragon white on a red field.
Adding in further elements, the Mille Cymru name and MC1K nickname, a 3 tier logo was developed to be used across various applications from website to printed materials and branded goods.
The final set of logos included 3 block variations as well as full colour, red and black versions. The dragon itself could also be used alone.
Logo colour and block variations
Additional items were developed to promote the event:
The overall look was strong and modern with classical cues seen not only from the dragon but also a Welsh tapestry pattern that overlay on certain elements.
Mille Cymru Logo
The Mille Cymru medal design.
Brevet Card Render
Sample Mille Cymru Banner
Jersey Production File
Mockup of the Mille Cymru Jersey
Mille Cymru Route Map
Kieran Harrod is a Creative, Professional & Reliable Graphic Designer skilled in branding, print and web design, with bags of integrity.
Based in Derby, UK, Kieran set up his own business in May 2011 after practicing design since 1997 including 7 years as an in-house designer and marketing manager for the UK arm of a multinational. Get in touch to get something designed for your business.
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.
Danial Webb - London Edinburgh London
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