A moving design target

How do you create an identity that works when it’s always moving? Our work for the Ag2r La Mondiale (ALM) Tour De France team meant branding objects that most people see flying past on their screens.

The strength of this identity lies in the iconic logo, the expressive typography and the bold use of colour. We purposely avoided the visual clichés associated with the financial sector and chose to reference the dot pattern of the Tour jerseys as a tribute to the event.

Project developed while working at Studio Dumbar