Velon is a new initiative from the world’s leading pro cycling teams. We helped them clarify a complex story and launch a standout brand.

The challenge

Previously known as Project Avalon, the initiative needed a new direction in order to appeal to broader audiences, attract new partners and teams, and allow for future brand extensions.

Velon Avatar Icon
Velon Alerts
Velon Curtain 02


Based on the geometry of a bicycle frame as well as the letter ‘V’, the triangular shapes of the logo are used as a house for content and reflected in all areas of the brand experience online and offline.

Velon Cap
Velon Icons

A flexible system

We built flexibility into the logo. All the launch teams (and any future members) can customise the design using their brand colours, helping initial uptake and communicating the collaborative nature of the brand.

Velon Team Logos
Team Gifs
Onwards  Velon 04


With so many potential brand extensions, from content to events to apps, we needed a name that could be a blank canvas for us to build meaning into, but also symbolised the optimistic, ambitious viewpoint of the brand. ‘Velon' captured this spirit in an ownable and recognisable way, and — as our international naming checks proved — was flexible enough to work for their English, European and global audiences.

Velon Bus
Velon Helmet
Velon Red Bus
Velon Start

Making cycling better

Velon aims to foster greater collaboration between teams, create new ways to engage with fans and ultimately build a stronger more sustainable sport. We boiled this down into one overarching purpose. Simply put, they are ‘Making Cycling Better’.

Velon Principles
Velon Map
Velon Ipad
Velon Ipad Cav
Velon Guides

The development of Velon will allow the teams to work together and help find new innovations to grow the sport, keep fans excited and attract new followers.

Chris Froome, 4 x Tour De France Winner

Project disciplines
Brand strategy, naming, brand identity.

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