By Creative Review

The Race To Celebrate scheme also references Norway's famous fjords

Identities for sporting events have a somewhat mixed reputation, to say the least. Perhaps it’s that they are asked to carry too heavy a burden – being asked to symbolise everything from the peculiarities of local culture to the universal triumph of the human spirit in one graphic device is enough to break even the most adept designer. Especially when they then have to get their masterpiece past umpteen blazered committees and a skeptical public.

So it’s rare to see something surefooted and stylish in this category. Norwegian studio Oktan Orangeriet have created a neat solution for the identity for the UCI’s 2017 cycling Road World Championships.

The Race To Celebrate scheme also references Norway’s famous fjords
Logo detail

Its main element references the buildings of the city’s historic wharf area, Bryggen (see image shown top). The shape of the buildings are slotted into a circle resembling a spoked wheel.

The confetti image treatment on bannersThe confetti image treatment on banners

This core element is also used on imagery, creating a confetti effect to convey a notion of celebration.

It also works well in conjunction with the existing UCI identity, which was developed earlier this year by Someone.

Lock-up with existing UCI branding Lock-up with existing UCI branding

“Race To Celebrate is a slogan and concept that signifies the passion the Norwegian people has for cycling and the outdoors,” says Oktan Orangeriet’s Anita Steinstad. “Norwegians are very proud of the spectacular landscape on the West Coast, which inspires people to come together and celebrate it for all it’s worth. The Norwegians call this ‘Folkefest’. The slogan is motivational, and captures the essence of this unique event in Bergen.”

Here’s the case study video

Bryggen background photo © Scott Sporleder / Matador Network /

Read more here:: Be-spoke design for Bergen cycling world championships