The 2023 UCI Cycling World Championships will be the biggest cycling event in history. Glasgow and Scotland will welcome a million spectators. A billion more will watch - and be inspired - around the world. We created two brand identities; for the event and for Glasgow as host city.
Discover
The Union Cycliste Internationale is the worldwide governing body for cycling. In 2023 they will run the first ever World Cycling Championships, bringing together all cycling world championships into one single event.
Develop
We focussed on ‘the power of the bike’ to build investment buy-in across the whole of Scotland. To inspire cycling fans to come to Scotland. And to build a legacy of personal and national improvement through cycling.
Deliver
Our identity for the UCI World Cycling Championships leans into elite sport. For Glasgow as host city we designed the ‘Squiggly Bike’ to be no-nonsense, inspiring and inviting - just like Glasgow.
