Branding /

Fit for the champs.

Back in 2014, as I watched as the good folks at Tétro Design in Winnipeg roll out their branding for the Canadian Cyclocross Championships, I wondered whether a) our sleepy little city could hold an event on the scale of Nats, and b) if I could have the opportunity to brand them. Achievement unlocked 4 short years later! With Peterborough being awarded the 2018 and 2019 Canadian Cyclocross Championships, I was able to bring both dreams to fruition.

From the maple leaf to the gold medal, to the slanted shapes of the barriers, the winding lines recalling cyclocross’s often technical course design, and the embedded S playing homage to Shimano, the event’s title sponsor… there’s plenty going on in this logo, much like the sport itself.