Branding of Challenge Sprint Pro
The new sporting events Challenge Sprint Pro and Challenge Sprint Canada consist in the fast succession of explosive sprints from world's elite cyclists from UCI World Tour which holds the Tour de France among its flagship events. The visual concept relies on the lightning, suited metaphor to represent supernatural strength and power of these electrifying and out of the ordinary cyclists. A unique font was designed to dynamized the signature and the addition of an asphalt texture evokes the virile nature of this exciting new event!