Introducing our brand refresh - cycling towards a better future

Developed in close partnership with the creative agency elvis, our new brand is designed to underpin our commitment to creating happier, healthier and greener communities through cycling. 

Through our new look and feel, we aim to show that more people cycling has far-reaching benefits for everyone, and not just those who cycle. With cycling not typically being seen as a charitable cause, our refreshed brand is also positioned to meet these challenges head on to attract new audiences and bring better understanding of our aims and objectives. 

A brand that reflects our heritage and ambitions

The updated identity, which incorporates a new logo mark and colour palette, was shaped through extensive collaboration with our members, supporters, trustees and staff. We've tested the refreshed brand via member focus-groups and online surveys with non-members. This ensured that the new brand reflects both our 147-year heritage and our ambitions to grow our profile through our charitable work. 

The new logo combines a cycle cog and a horizon line, symbolising a new dawn for us. The warm orange tones of the palette evoke feelings of optimism and possibility, while the design is both inspiring and inclusive. The brand refresh reflects our evolving role and our renewed focus on improving the public perception of cycling, increasing its inclusivity, and promoting cycling as a sustainable transport option. Our five-year strategy, announced last year, laid the groundwork for this shift, aiming to boost cycling participation and make cycling a mainstream choice for more people across the UK. 

This refreshed brand identity is just one part of our broader efforts to break down barriers to cycling, challenge outdated perceptions, and ensure that the benefits of cycling are accessible to everyone, no matter their background or ability. The new tagline ‘ride with us’ invites everyone to be part of the cycling movement.  

Creating a world where cycling is part of everyday life

Sarah Mitchell, our CEO, said:  

“We’re thrilled to introduce our new brand, which reflects both our history and our ambitious vision for the future. For almost 150 years, Cycling UK has worked tirelessly to champion the benefits of cycling, and as we continue to evolve, this new brand will help us reach even more people. We’re about creating a world where cycling is part of everyday life for all of us, contributing to a healthier, greener and more connected society.”  

Cycling UK’s new brand is designed to engage people across all walks of life and to help them see how cycling can make a real difference in their lives and communities. We want to show how cycling can boost our economy, improve our wellbeing, support environmental sustainability, and create safer, more connected communities.

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It’s all about inspiring more people

Tanya Whitehouse, CEO of 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.

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Our new visual identity will be rolled out across all touchpoints, including digital media, print materials, and events, helping to further our reach and impact in the cycling and charitable sectors.