Cycling UK unveils brand refresh, cementing its vision for happier, healthier and greener communities

Developed in close partnership with the creative agency elvis, Cycling UK’s new brand is designed to underpin the charity's commitment to creating happier, healthier and greener communities through cycling. 

Through its new look and feel, Cycling UK aims to show that more people cycling has far-reaching benefits for everyone, and not just those who cycle. With cycling not typically being seen as a charitable cause, the refreshed brand is also positioned to meet these challenges head on to attract new audiences and bring better understanding of Cycling UK’s aims and objectives. 

The updated identity, which incorporates a new logo mark and colour palette, was shaped through extensive collaboration with Cycling UK’s members, supporters, trustees and staff. The charity tested the refreshed brand via member focus-groups and online surveys with non-members. This ensured that the new brand reflects both the charity’s 147-year heritage and its ambitions to grow its profile through its charity work. 

The new logo combines a cycle cog and a horizon line, symbolising a new dawn for Cycling UK. The warm orange tones of the palette evoke feelings of optimism and possibility, while the design is both inspiring and inclusive. The brand refresh reflects the charity’s evolving role and its renewed focus on improving the public perception of cycling, increasing its inclusivity, and promoting cycling as a sustainable transport option. Cycling UK’s five-year strategy, announced last year, laid the groundwork for this shift, aiming to boost cycling participation and make cycling a mainstream choice for more people across the UK. 

This refreshed brand identity is just one part of Cycling UK’s broader efforts to break down barriers to cycling, challenge outdated perceptions, and ensure that the benefits of cycling are accessible to everyone, no matter their background or ability. The new tagline ‘ride with us’ invites everyone to be part of the cycling movement.  

Sarah Mitchell, CEO of Cycling UK, said:  

“We’re thrilled to introduce our new brand, which reflects both our history and our ambitious vision for the future. For almost 150 years, Cycling UK has worked tirelessly to champion the benefits of cycling, and as we continue to evolve, this new brand will help us reach even more people. We’re about creating a world where cycling is part of everyday life for all of us, contributing to a healthier, greener and more connected society.”  

“Cycling UK’s new brand is designed to engage people across all walks of life and to help them see how cycling can make a real difference in their lives and communities. We want to show how cycling can boost our economy, improve our wellbeing, support environmental sustainability, and create safer, more connected communities.”  

Tanya Whitehouse, CEO, elvis, added: 

“This brand refresh was a true collaboration, with every decision—whether shaping the tone, refining the visuals, or nailing the colour palette—rooted in something real. Working closely with Cycling UK, we’ve created a brand that honours the organisation’s history while setting a bold vision for what’s to come. It’s all about inspiring more people to see cycling as an easy, sustainable, and fun way to get around.”

Cycling UK’s new visual identity will be rolled out across all touchpoints, including digital media, print materials, and events, helping to further the charity’s reach and impact in the cycling and charitable sectors.