Amgen Tour of California Rebrand Proposal
At AEG, the then Director of Marketing for Amgen Tour of California pitched a brand refresh of the popular Amgen Tour of California bike race to both Tour executives and Amgen.
ROLES
Lead Designer
DUTIES PERFORMED
Design, Brand & Identity
Challenge
AEG Sports asked us 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 had been originally created in 2006 and updated in 2012. There was an opportunity to create a new brand around Amgen Tour of California that demands the recognition and notoriety of the other comparable competitions.
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 and an integration with logo or cycling. The movements of the C and the A are both of a cyclist and also of a wave—an object very symbolic of California.
NOTE: After months of work, this project was put on hold indefinitely.
Initial Brainstorming
Competitive Analysis: Market Competitors
Competitive Analysis: Amgen Tour of California
Competitive Analysis: Tour de France
Competitive Analysis: Giro d'Italia
Competitive Analysis: La Vuelta
Competitive Analysis: Cyclist Illustrations
Compliation of Sketches
Round 1
Round 2
Final Brand & Identity
Brand Colors
Brand Elements
Brand Typeface
Concept Logo Mocks
Proposed Logo History Comparison
Proposed Logo Competitors Comparison
PROJECT DETAILS
Client // Amgen Tour of California (AEG Sports)
Year // 2016
TEAM
Supervising Creative Direction // Todd Howk
Creative Direction // David Auther
Lead Designer // Nicole (That’s Me!)