Cycling UK, the UK’s leading cycling charity, has today unveiled a refreshed brand identity aimed at reinforcing its charitable mission and broadening its appeal to new audiences. The rebrand, developed in close collaboration with creative agency elvis, is designed to help the charity inspire and enable people from all backgrounds to discover the benefits and joys of cycling.
The updated visual identity, which includes a new logo mark and colour palette, represents a significant milestone for the 147-year-old organisation. The charity said that the new logo combines a cycle cog and a horizon line, symbolising what the charity calls a “new dawn” for Cycling UK, and that the warm orange tones seeks to evoke optimism and inclusivity, reflecting its evolving role in promoting cycling as a tool for healthier, greener and more connected communities.
The rebrand follows extensive engagement with Cycling UK’s members, supporters, trustees and staff. Feedback was gathered through focus groups and online surveys involving both members and non-members to ensure the new identity honours the charity’s heritage while aligning with its ambition to increase the visibility of its charitable work.
Sarah Mitchell, CEO of Cycling UK, said: “We’re thrilled to introduce our new brand, which reflects both our history and our ambitious vision for the future. For almost 150 years, Cycling UK has worked tirelessly to champion the benefits of cycling, and as we continue to evolve, this new brand will help us reach even more people. We’re about creating a world where cycling is part of everyday life for all of us, contributing to a healthier, greener and more connected society.”
The charity hopes the rebrand will help challenge outdated perceptions and showcase cycling not only as a form of transport or leisure but as a charitable cause with wide-ranging societal impact. This includes improving public health, supporting environmental goals, and fostering inclusive communities.
“Cycling UK’s new brand is designed to engage people across all walks of life and to help them see how cycling can make a real difference in their lives and communities,” Mitchell added. “We want to show how cycling can boost our economy, improve our wellbeing, support environmental sustainability, and create safer, more connected communities.”
The rebrand also supports the charity’s five-year strategy, announced last year, which aims to increase cycling participation and make cycling a mainstream choice for more people across the UK.
Tanya Whitehouse, CEO at elvis, praised the collaborative process behind the rebrand “This brand refresh was a true collaboration, with every decision—whether shaping the tone, refining the visuals, or nailing the colour palette—rooted in something real. Working closely with Cycling UK, we’ve created a brand that honours the organisation’s history while setting a bold vision for what’s to come. It’s all about inspiring more people to see cycling as an easy, sustainable, and fun way to get around.”
The new tagline, “ride with us”, invites people from all walks of life to be part of the cycling movement, underscoring the charity’s commitment to inclusivity and accessibility.
Cycling UK’s new brand identity will be rolled out across all of its digital platforms, printed materials, and events, with the goal of amplifying its impact and visibility within both the cycling and wider charitable sectors.