Welcome to LC___CC – Le Col Cycling Club. Ride with legends, train with Pros and turn your effort into rewards. A community united by stories, shared goals and hard-and-fast ambition. The most rewarding club in cycling.
Limited Edition Design worked with the senior Le Col team, to develop a branding strategy, messaging and a dynamic new visual and verbal identity — including user interface and experience design across hundreds of items and details to enable development agency Savvy, and the internal team of developers, to bring the complex platform build to life. From the outset, the concept was a digital first approach, so the visual identity had to be flexible enough to work across multiple strands, whilst ensuring a sense of community and warmth.
The visual design approach comprises of entirely new colour systems, photography, typography, iconography and signature graphic assets in both static and animated forms. The iconography plays a key role in creating a visual language and design system for the content, whilst typography plays to a fluid, more conversational tone to maintain that warmth.
A small selection of our work below, with an update to follow soon.
The identity also runs across mens and womens Kit design that is only available to members:
Wireframing and interaction design to integrate Club into the overall eCommerce design we’ve developed for the master brand. Maintaining enough of a unique feel that it can standout and be signposted as part of the customers user journey.
Cycling has always put emphasis on place – From the Alpine climbs of Galibier, Croix de Fer and Stelvio, to the steep streets of Siena – where you ride holds weight. In testing times with restrictions on travel and hopes of winter sun abroad, hopes of our Spring Summer photoshoots evaporated with each announcement. Like everyone, dreams of switchbacks and short sleeves were dashed.
Having explored options to shoot in Tenerife, and then Mallorca, and then turning our own frustrations into an opportunity to go back to the drawing board and be more creative. It became clear from the process, that actually, do we want to be seeing images of other people riding those iconic and sunny roads? Social influencers were flouting the rules, and our patience, time for Plan C – F*ck it, Fake it… time to be more playful, embrace our home roads and put a bit of fun back into cycling, like so many have found in lockdown. Own it.
Concept & Execution: Limited Edition Design
Client: Le Col
Photography: Michael Blann
Retouch: Phil Borg
Production: Squire & Thom Green
We recently worked on the branding for a bike fitter, creating a logotype that embodied the details involved in getting the perfect position. Clean lines, sharp angles and the dynamic crop angle make it playful as well as bold.
Working with agency RPM, we were given the chance to rebrand Le Col, a high-end cycling apparel brand created by pro rider Yanto Barker. In between racing on the professional circuit, Yanto has spent the last 5 years creating a range of clothing focussing on quality and technologically advanced fabrics – innovation born out of riding and racing. It was a bit of a dream brief really, mixing two of my passions, design and cycling, and here’s where we got to, with more to follow:
Re-cut font for master logo:
The name Le Col is french for the mountain pass, early executions looked at introducing the shape of the mountain, but the font always stood out on its own. Re-cut from Avant Garde, the introduction of the angled sections gave a sense of speed and hint of the mountain without getting too complicated.
We also re-cut the original roundel that had been in place, simplifying the design and creating a device that stood out better on the clothing, and at smaller scale.
Agency: RPM, Design in association with Mike Howes, Photography Tristan Holden