Melbourne 2010 World Road Cycling Championships:
Depicting power and passion through brand.
The Melbourne 2010 World Road Cycling Championships was the premier road-racing event on the 2010 International Road Cycling calendar. Elite cyclists rode in competition on the streets of Melbourne and Geelong to win the coveted world champion’s Rainbow Jersey.
The design is a graphic interpretation of the peloton – the rush of riders that make up the main field of a cycling race.
Creative Idea – Pedal power
Using colours of the UCI Rainbow Jersey – world cycling’s ultimate prize – the brand depicts the speed, power and passion of the world championship racing.