Hup Hup Hup was founded to mark one of the high points in British cycling, the Yorkshire held, UCI Road World Championships.


Nine leading designers & artists from around the world were asked to create their own flag. Interpreting their passion for cycling in their own distinctive way. The flags were then exhibited from 21st – 29th September, at the North Bar, Harrogate, Yorkshire during the Championships.
Myself and Chris Edwards were approached to develop an identity system for the festival which could be utilised across multiple platforms, printed material while acting as a key promotional tool and further elevating the creatives taking part. The identy needed to pay tribute to cycling, and flags alike.


We were asked to propose an identity solution for the festival and took the opportunity to create a logotype which utilised kinetic type experiments as a starting point. Within the animations, we incorporated the 1:1 ratio movement of cyclists when peddling, and the fabric of a flag in breeze, and also looked to maintain the aesthetics of a mechanical system.
We then developed a static logotype from these tests which was adapted and applied to an array of print and digital formats.



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