The 2023 UCI Cycling World Championships are set to be the biggest cycling event in history. It will bring together 13 UCI World Championships for the first time. Over 10 days, several thousands of athletes representing the best cyclists and para-cyclists from all continents will vie for the rainbow jerseys in the disciplines of road, track cycling, mountain bike, BMX Racing, BMX Freestyle, trials and indoor cycling.
The new brand identity of the event, created by design agency Stand, based in Glasgow and Amsterdam (The Netherlands), combines the professionalism, credibility and universality of the UCI and the UCI World Championships with the warm, friendly and inclusive welcome of Glasgow and Scotland.
The central element of the logo, a “squiggly” bicycle, portrays a sense of playfulness, inclusivity and positivity, associated with the slogan #PowerOfTheBike, a symbol of the event’s lasting legacy for Scotland and its population.
A variant of the logo, associating a different colour with each discipline, will be proposed to highlight the different events and to enable fans to identify them more easily.
The event identity, which is well-defined and strong, yet sufficiently flexible to integrate the multidisciplinary characteristic of this mega-event, will also be used for the future editions of the UCI Cycling World Championships, in 2027, 2031 and beyond.
The UCI Director General Amina Lanaya declared: “The 2023 UCI Cycling World Championships will bring together, for the first time in the history of our sport, several thousand athletes from different disciplines and five continents in an unprecedented celebration of cycling in Glasgow and across Scotland.
“The event logo and visual identity we are unveiling today illustrates the excellence and universality of the UCI World Championships combined with the expertise, hospitality and vision of our hosts. This unique event will leave a lasting legacy in Scotland for generations to come and will make history for the UCI and our sport in all its forms – competition, leisure and transport.”
Trudy Lindblade, 2023 UCI Cycling World Championships CEO, said: “We are delighted to be launching the brand identity for the 2023 UCI Cycling World Championships, Glasgow Scotland. The Championships promises to be a truly memorable event for everyone involved and the celebratory, inclusive and inspiring nature of the identity reflects what people will experience over the 10 days in August 2023.
“I’d like to thank the UCI for allowing us to continue using the coveted rainbow colours in the central element of the logo after the event. It will help us to continue to support our wider vision for the Championships which is to be a catalyst for collaboration and positive change across Scotland and we hope that the people of Scotland take the ‘squiggly bike’ into their hearts as we celebrate the power of the bike long after 2023.”