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.
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.
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.