Le Grand Départ 2014
Creative Direction, Identity & Typography
For 2014, our home city of Leeds, Yorkshire (UK) was chosen to host Le Grand Départ of the Tour de France, the world's biggest annual sporting event, now in it's 101st year. The city council, in partnership with the Tour de France, asked us to develop a visual identity for the city dressing to help Leeds make a bold statement in welcoming a huge number of visitors and the world's media.
With Yorkshire being known and loved for its distinctive northern dialect, we developed a theme surrounding its colloquialisms and how these 'translate' into French. This light-hearted tone was intended to show Yorkshire's typical sense of humour through a fun linguistic crossover. The identity was further developed through simple illustrations depicting well-known French/Yorkshire landmarks and icons applied through the colour palette of the unmistakable Tour de France jerseys.
As the city dressing was intended to be used within busy environments such as the train station and shopping centres, the visual style was influenced by iconography and road signage through using bold, clear typography and simple shapes. This enabled information to be easily absorbed by passing crowds while also being accessible to the multitude of nationalities visiting Leeds for the event. We also transformed high profile retail units and disused spaces through balloon-filled window displays to add to the celebratory atmosphere.
The collateral we created ranged from large-scale building wraps, glass balustrade vinyls, flags and barriers at the start line, through to retail window posters and smaller items of printed point of sale.