Charity Cycling UK has unveiled what it calls a “bold new brand identity”, in a bid to better engage with broader and more diverse audiences.

Crafted in collaboration with creative agency Elvis, the new identity will be rolling out across all of the charity’s channels, as its strives to “create happier, healthier and greener lives through cycling”.

The rebrand aims to combine “heritage with a sense of a brighter, more inclusive future”, and to motivate people to champion and support its work, even if they don’t cycle, by helping them understand the positive impact it can have on individuals, communities and the environment.

Sarah McMonagle, director of external affairs at Cycling UK, said: “We’ve been championing the joy and benefits of cycling since 1878, but we know there’s still work to do in making it an easy and accessible choice to get around for everyone.”

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“Our new brand reflects the evolving role that cycling plays in people’s lives today, whether it’s for travel, exploration, or simply having fun. We’re excited to bring this vision to life with a bold new identity that speaks to both our heritage and our future,” she added.

The new brand will be rolling out across all touchpoints, including print, digital and social channels, supported by PR and events activity, showcasing a diverse mix of scenes, emotions, and moments to keep audiences engaged.

“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,” said Tanya Whitehouse, CEO of Elvis.

“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.”