Wollongong 2022, the Local Organising Committee for the 2022 UCI Road World Championships, has unveiled a distinctive new event brand, to act as an important springboard as it steps up its preparations for one of the world’s biggest and most prestigious annual events, and the largest ever event to take place in Wollongong, New South Wales.
The identity, comprising a bold new “W22” bike symbol and striking Look graphics (dubbed “Cadence”), has been six months in development, and is the product of a significant stakeholder consultation, consumer research and brand strategy development process. The creative was developed by WiteKite, a leading NSW agency specialising in brand and design for sport, event and place.
“It is a cluttered sports and major event marketplace here and overseas over the next few years, and differentiation will be everything,” said Wollongong 2022 CEO Stu Taggart.
“We needed to be clear what will set this edition of the UCI Road World Championships apart – from previous editions, and from the terrific raft of world championship events taking place in New South Wales. And when we boil it all down it’s the time and the place.”
“This is the right event at the right time for Wollongong, and our new brand strategy really brings that to life,” Taggart added. “There’s a particular type of positive energy that comes from Wollongong. From the way the escarpment folds around the city and ocean. The lifestyle that those features create. The warmth and resilience and down-to-earth nature of the people. It’s infectious, and we want to bring all of that to this event. And if we succeed in doing that, the 2022 UCI Road World Championships will be truly special – for cycling and for Wollongong.”
The Cadence Look graphic is designed to bring the Positive Energy of Wollongong and Cycling to life. It is strong, fresh and agile, inspired by waves of riders, the urging of passionate fans and the natural vitality of Wollongong. The graphic represents the momentum, synchronicity, intensity and energy of road cycling, stretching and contracting in response to the action and the landscape.
The “W22” symbol is striking and simple – bringing together the 22 for its wheels, and a “W” for Wollongong – together it is the perfect representation of time and place. The bike is strong and balanced, like the local lifestyle and the supreme athletes who will share it next September.
The consistency and strength in line shows certainty, as well as aligning with the UCI rainbow stripes. The bold simplicity of the symbol then transfers seamlessly into the powerful and universally recognised UCI identity, to form the unique logo for this event.
“It’s great to see a strong strategy converted into such exciting creative work,” said Wollongong 2022 Chair Dean Dalla Valle. “The litmus test for me is whether people will want to wear the brand on cycling kit, a t-shirt or a cap. I really hope that this brand can become synonymous with Wollongong as a destination that is famous for lifestyle, innovation and cycling, one which the people of Wollongong will be really proud to wear, and which the hundreds of thousands of visitors at the event will take home to remind them of a lot of very fond memories of Wollongong 2022.”
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About the UCI Road World Championships
The UCI Road World Championships is one of the biggest annual sporting events in the world. First held in 1921, the Championships span over 8 days and include the team time trial mixed relay, individual time trial and road race events.
UCI Road World Championships Key Facts
Event dates: 18 – 25 September, 2022
Number of competition days: 8
Number of athletes: 1,000
Officials & guests: 5,000
Media accreditations: 700
TV Viewers: 250 Million +
Full details and event schedule will be released in October 2021.
Quotes for UCI Road World Championship Wollongong Brand Launch:
David Lappartient, President UCI
“I would like to congratulate the Wollongong Local Organising Committee on the progress you are making in preparation to host our 2022 UCI Road World Championships”, declared UCI President David Lappartient.
“We were proud to add Wollongong to our exclusive family of international Bike Cities earlier this year, and we look forward to seeing the way in which the designation is continuing to inspire the city’s implementation of your impressive Cycling Strategy.
“And now it feels fitting that Wollongong should launch your ‘Positive Energy’ brand positioning on the same day as UCI releases our Sustainability Guidelines.
We certainly hope that the cycling movement and lifestyle can be a source of ‘positive energy’ for the future of our planet. And we fully support Wollongong 2022 in its ambition to be among the most sustainable UCI World Championships events ever.”
The Hon. Stuart Ayres, NSW Minister for Jobs, Investment, Tourism and Western Sydney
“The UCI Road World Cycling Championships is part of the NSW Government’s 10 World Cups In 10 Years initiative and will bring an estimated $94 million in total visitor spend to the region.
“The 2022 UCI Road World Championships is a landmark event for Wollongong and NSW. It presents a major opportunity to showcase the region and attract a new generation of athletes and sports fans to this spectacular part of the state.
“This exiting milestone to launch the new brand cannot be understated for Wollongong, and will promote the unique energy of the region, attracting more visitors, residents and investors in the years ahead.
“The brand-new look for Wollongong 2022 will become a calling card for the region during the next 15 months and beyond.”
Lee Evans MP, Member for Heathcote
“It is a pleasure to witness a great step forward in Wollongong’s preparations to host the 2022 UCI Road World Championships – the launch of the exciting new symbol and brand strategy for the event.”
“As one of the largest and most prestigious events next year, and the biggest event ever to take place in Wollongong, it is fitting that it will be represented by such a distinctive symbol that so powerfully reflects all the great things about this unique place.”
“In February, Wollongong became the only city in the Southern Hemisphere to receive the coveted UCI Bike City label as a legacy of hosting the Championships, reinforcing the region’s capacity to develop cycling among the community and get more locals and visitors on bikes.”
Marne Fechner, CEO, AusCycling
“The 2022 UCI Road World Championships in Wollongong will be the largest cycling event in the country during what is a transformational time for our sport in Australia. I believe it can play a major role in uniting and galvanising the whole Australian cycling community behind a wonderful celebration of the sport in all its disciplines and manifestations – from elite competition on the road or mountain, to the family weekend ride.”
“It is particularly exciting that the 2022 UCI Road World Championships brand is launched alongside the UCI Sustainability Guidelines, as I see the potential contribution of cycling to a more sustainable future as a real point of difference for our sport. For me personally, the continuous lines of ‘W22’ bike symbol speak to hopes for a new benchmark for sustainable events, and a greener future.”
Gordon Bradbery, Lord Mayor of Wollongong
Wollongong City Lord Mayor Councillor Gordon Bradbery AM encouraged the community to get behind the new event brand, which is another important milestone in the lead up to the Championship coming to the city in September 2022.
“This really is an event of unprecedented scale for Wollongong and is an opportunity for us to showcase our city to a global audience, expected to be in excess of 300M people,’’ Cr Bradbery said.
“From the city’s point of view, it’s a way we can reposition ourselves to a national and international audience. While, from a local’s point of view, this event will create a real buzz about the city. We’re going to have the world’s bike riding elite competing on our doorsteps, and Council is focused on building on the event’s legacy through our investment in cycling infrastructure that’ll cater to riders of all levels.’’