Amgen Tour of California Rebrand

CHALLENGE

AEG Creative was tasked by AEG Sports to rebrand the current Amgen Tour of California logo. As the largest cycling race in the United States, AEG Sports wanted a logo that was comparable to the cycling Grand Tour (Tour de France, Giro d-Italia, and La Vuelta) in Europe. The current Amgen Tour of California logo was originally created in 2006 and updated in 2012. There is an opportunity to create a new brand around Amgen Tour of California that demands the recognition and notoriety like the Tour de France, Giro d-Italia, and La Vuelta. 

SOLUTION

After a full audit of all Grand Tour races, major international competition, and popular domestic races, it was clear the current Amgen Tour of California logo was missing a connected-ness to the logotype. Also, most logos had the country or race location integrated into their mark with the cyclists. The movements of the C and the A are both of a cyclist and also of a wave—an object very reminiscent of California. 

DATE

2017

CLIENT

AEG Worldwide, AEG Sports, Amgen Tour of California

ROLES

Art Director + Designer

OUTCOME

Project was not published.

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