British Cycling and Lloyds: a typographic fix
Form solved the sponsor lock-up by reworking Anton type to echo both British Cycling’s Vic and Lloyds’ horse, creating linked yet distinct event identities.
Designers hate the two-logo problem: an event badge and a sponsor badge fight for attention, and someone always wants their logo bigger. London agency Form took that headache away before it even began by building both brands into the typography itself.
Working with creative director Alex Andlaw, the team started from the Anton typeface already part of British Cycling’s toolkit and reshaped selected letters so the letterforms carry visual cues from both British Cycling’s Vic symbol and Lloyds’ horse. The result is type that reads as one system rather than two badges jammed together—handy across banners, kit, social posts and venue graphics where consistency matters.
Why this matters: sports events live across formats and scales, from huge start-line hoardings to tiny phone screens. A solution that makes the partnership feel seamless protects the event’s stature and avoids awkward sponsor lock-ups that can dilute the design. Form’s approach keeps the look energetic and athletic while giving both partners balanced presence without resorting to fixed two-logo mashups.
“This is where legends are made,”
— Alex Andlaw
On top of the custom type, Form split the programme into two related yet distinct identities. The season-long National Series is brighter and punchier, built for regular social output and shifting venues. The National Championships—the season’s one-off climax—leans into red, white and blue as a contemporary nod to the champion’s jersey, so the finale feels appropriately ceremonial and competitive.
Form also created a flexible graphic device based on Vic that can be used solid or as an outline depending on context, adding texture or taking centre stage as needed. That flexibility was central: the system has to work across road, track, BMX and mountain bike without becoming repetitive.
In practice, the typographic solution lets organisers show British Cycling and Lloyds together without a visual tug-of-war. It’s a tidy design move with a lot of practical upside: cleaner signage, clearer social creative and a stronger sense that these events are the place where riders step up and careers shift.
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