Overview
The BRUM 200 is an annual long-distance cycling event overseen by Audax UK, featuring a scenic 200 km loop around Birmingham. The route crosses five counties—West Midlands, Staffordshire, Shropshire, Worcestershire, and Warwickshire—and takes cyclists through renowned beauty spots like Cannock Chase, Ironbridge Gorge, Wyre Forest, and Severn Valley.
I was approached by an event organiser from Audax UK to create the visual identity for the BRUM 200 event for two consecutive years. My design was used across all event materials, including patches, stamps, brevet cards, and the digital logo for online promotion.
Objective
The goal was to create a distinctive logo that reflected the route and spirit of the BRUM 200. The logo needed to be versatile enough to be used across multiple formats, including digital platforms, physical brevet cards, event patches, and stamps.
Design process
1. Route-based logo creation: The BRUM 200 logo design was inspired by the actual route map of the cycling loop around Birmingham. By incorporating the shape of the route into the logo, I created a design that was instantly recognisable and connected to the geography of the event. This gave participants a visual representation of the journey they would be completing.
2. Maintaining consistency over time: Over the two years, I kept the core logo consistent, while making minor adjustments to reflect any changes in the route. By updating elements like the colour scheme, I ensured that returning participants could easily distinguish between the two events while maintaining a cohesive brand identity.
Design applications
The BRUM 200 logo was used across a variety of event materials, including:
1. Patches: Custom embroidered patches were created for participants who completed the route. The logo was applied in both pink and yellow versions for different years.
2. Stamps: I designed stamps featuring the logo, which were used to validate checkpoints during the ride.
3. Brevet cards: The logo was also prominently featured on the brevet cards, which cyclists used to track their time and route progress.
4. Digital use: The logo was used for online promotion, featured on the Audax UK website, and across social media, helping build anticipation for the event.
Versatility and practicality
The design needed to be visually striking but also functional across different formats. The logo had to scale well for smaller items, like stamps, while maintaining its impact on larger items, such as brevet cards and patches. I achieved this by balancing simplicity with recognisability, ensuring the design remained clear and adaptable for all uses.
Challenges
One of the main challenges was ensuring the logo remained clear and effective across multiple formats, especially for smaller items like stamps. Additionally, the slight changes to the route each year required the logo to be updated without losing its core identity.
Results
The feedback from participants was overwhelmingly positive. They appreciated the uniqueness of the design, particularly the inclusion of the route, which provided a meaningful connection to the journey they were undertaking. The BRUM 200 event has continued to grow in popularity, and many participants return year after year to complete the ride and collect the commemorative patches. The design has become a key part of the event’s identity, and cyclists proudly display their badges after completing the route.
Ongoing popularity
The BRUM 200 remains a popular event, with new cyclists completing the route each year. The design has continued to serve as a key motivator, with participants eager to complete the ride and earn the badge. The positive reception from participants and the continued success of the event further demonstrate the impact of a strong, route-based brand identity.
Testimonial
"Kim's creative approach to using the BRUM 200 route in the logo design was exactly what we needed. Her ability to adapt the logo for all our event materials—patches, stamps, brevet cards, and more—was impressive, and the feedback from participants has been overwhelmingly positive. The event has only grown in popularity, and participants proudly display their patches each year. Her work truly brought the event’s branding to life."
— Event Organizer, Audax UK
— Event Organizer, Audax UK
The BRUM 200 logo with a yellow colour scheme, created for a different year of the event while maintaining the consistent route-based design.
The BRUM 200 logo with a pink color scheme and the map-based design for one year of the event, showcasing the integration of the route in the logo. (Scheduled for 2021 due to Covid 19)
The original yellow version of the BRUM 200, 20219, embroidered patches, given to participants who completed the event in a different year.
Commemorative embroidered patches for the BRUM 200, 2020, featuring the pink version of the logo for one of the event years.
Custom brevet cards and stamps featuring the BRUM 200 logo. The logo was designed to be adaptable across formats, ensuring clarity and recognisability on smaller items.
he BRUM 200 route map, which inspired the logo design. The route changes slightly each year, and the logo reflects these updates while maintaining its recognisable core.
