• Brand Story
  • Brand Design
  • Logo development
  • Pictograms
  • Imagery
  • Communication
  • Microsite


Sustainable cycling sponsorship concept

Bertram Brothers

The task 
Sustainability is becoming an increasingly important issue for companies – and the same applies for sports sponsorships. This is why Bertram Brothers ProCycling, an agency in the Münsterland region of Germany, developed a cycling sponsorship concept centred on the idea of sustainability (on behalf of cycling agency First Echelon). We developed a brand identity and brand design for the newly forming team in line with the theme “Riding for Sustainability”.

Our idea 
We selected key themes for communication and designed corresponding icons for these to effectively reach the relevant target audiences. Our brand design work also included the creation of characteristic imagery and initial drafts for team equipment. The idea of sustainability runs consistently throughout the entire brand identity – ensuring that this topic is always conveyed in addition to the striking sponsor logos. The “Riding for Sustainability” concept visualises the supporting companies’ commitment to sustainability in a credible way for the public. It also generates interest among cycling fans for the concept, helping them to identify with this environmentally friendly lifestyle.

The brand design is inspired by the construction of a bike. In addition to the actual “Riding for Sustainability” logo, a stylised leaf, we developed a series of icons that are intuitive and easy to understand. From the duplex print photography to the cyclists’ jerseys, the entire brand identity is dominated by the sustainable colours green and blue.

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Christian Blau