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    Tour de France Grand Départ 2015 The largest annual multi-day sporting event in the world will depart from Utrecht, the Netherlands in 2015. For… Read More
    Tour de France Grand Départ 2015 The largest annual multi-day sporting event in the world will depart from Utrecht, the Netherlands in 2015. For five days the city will be coloured in yellow. The Grand Départ is the festive start of the Tour de France, ‘the biggest show on earth’. After five years, The Tour returns for the sixth time to The Netherlands: a true record. It gives both visitors as the people of Utrecht the unique opportunity to be part of the spectacle. Challenge The Grand Départ Tour de France is a key project for the Utrecht city branding program. The city development in terms of a renewed city centre, new build areas creates new dynamics and by that moves away from it’s old somehwat regional status. After years of lobbying and preparatory work, the organising body of the Tour de France, the ASO, choosed Utrecht because of it’s young, creative and high-educated profile. This is the ideal context for the Tour 2015 to start. No sport is that approachable and full of stories like cycling. The sports of cycling is by far the most effective one to connect to a city of ‘knowledge and creativity’. Total Identity was asked to develop an event brand and design program for the Grand Départ 2015. Our approach Total Identity won the design competition with a winning campaign concept and composite logo. The brand design is based on the idea of vitality: the vitality of the student city, the vitality of the creative city, and it’s world leading position in Life sciences research. In the concept UTRECHT2015 the existing city brand is connected to a thematic year calender. The calender serves as a platform for all social, cultural and business activities organised by all kind of parties. The visual identity is characterized through the bike’s yellow rear wheel, symbolising the Tour starting in the ‘heart of The Netherlands’. The wheels are connected through the Utrecht’s city heraldic red triangle. The spin of the front wheel mixes the Dutch and French national flags. The Campaign image connects urban dynamics en pride with the sensation of speed and sports into one narrative image. By adding 2015 to the City brand and a straight forward juxtaposition of the TdF logo and Utrecht city brand in the composite logo, the both brands gain from each other strength and recognition. Total Identity deliberately didn’t choose to incorporate any bike elements into that because we didn’t need to sell the idea of cycling, yet the unique moment and combination of the two organising parties. The brand design is applied on a wide range of applications. As a partner of Le Tour Utrecht, Total Identity developped the launching animation movie, a special edition of the High Speed Train Thalys and event dressing for ‘Le Nuit du Tour’. Added Value With the mega event Utrecht is able to reach international attention for it’s own future ambition. The city itself, of course, will also benefit from it economicly. The Tour is not only coming to Utrecht, for an international audience it starts in The Netherlands. The global event is national beneficiary. Quote "The event identity for the Grand Départ Tour de France 2015 is young, innovative, dynamic, beautifull. It perfectly represents the image of Utrecht, it's architectonic heritage and progressive culture. Nothing would be better then this modern design programm in which the the red Utrecht bike combines in the wheels the yellow jersey and the red/white/blue flag of both the Netherlands as France." Christian Preudhomme, CEO Tour de France Read Less
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FACTS
Client: City of Utrecht
Project: Brand Identity
Agency: Total Identity
 
CREDITS
Strategy Director: Hans Brandt
Creative Director: Felix Janssens
Design: Felix Janssens, Dimitri van Loenen, Arthur Remacle
Web Design: Arthur Remacle
Desktoppublishing: Arjen Firet
Client Service: Ronald Fabbro
 
Thank you Cycle You Amsterdam for riding your bikes!
 

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