New sponsor, logo for Absa Cape Epic

"Our original logo was designed when the race concept was still embryonic. In fact, I was still in London working in a very different industry to sports marketing and had almost no experience in building a brand and its corresponding logo. It was a steep learning curve, but I soon realized that the logo we had designed could be improved upon for the many diverse applications required for an international mountain bike stage race," explains Kevin Vermaak, founder and director of the Absa Cape Epic.

"After using it for eight years, I therefore felt it was the right time to design a new logo, one which reflects the essence of the brand and facilitates sponsor integration. I also wanted a logo that could accommodate the many applications required. It is used on everything from clothing and branded vehicles, to banners and posters. It had to be simple, yet effective.

"The Absa Cape Epic is no longer just a mountain bike race, it has become a globally recognised sports event brand. The new logo is a better fit for what our brand stands for and manages to epitomise the spirit and identity of the race. We have kept the African components with the use of colour. Our pay-off will remain the same. It still is the Magical and Untamed African Mountain Bike Race," says Vermaak.

"Identity that was at once flexible, desirable"

Joanne Thomas, creative director of design at The Jupiter Drawing Room, adds, "As this South African race continues to command the attention of some of the world's best athletes, the need arose for the logo and identity to be updated. This challenge rested on the design department and we saw it as an opportunity to ensure that this was not just a development of a logo, but an identity that was at once flexible but also desirable.

"The many different applications that arise from putting on an event as large as this meant that we wanted this to be more than just a logo. We wanted the logo to become an instantly recognisable symbol whose key components could be used across branding and merchandise to create a brand as desirable as the race itself."

Inspiration for the new identity came from bikes themselves. "We spent a lot of time exploring many different routes, but in the end the simplicity of bicycle chain rings just seemed the most obvious route to go. Add to that a colour palette of rich yellow, deep browns and black, we were able to use iconography that was relevant to the race, but most importantly had a feeling of African heritage without using very clichéd ethnic cues."

The resulting identity scheme will be used across all media from TV through to merchandise and event branding.

Apparel sponsor

Vermaak continues, "Our vision is to create the world's premier mountain bike race in which every serious amateur mountain biker desires to participate and every professional mountain biker aspires to win. Craft is known for its premium cycling gear, so is the perfect partner for our event.

"It also sponsors high-profile teams such as Leopard Trek and the Rabobank Cycling Team and serious contenders in next year's Absa Cape Epic. These include the Bulls Team of Karl Platt and Stefan Sahm, the 360Life team of David George and Kevin Evans, Jacques Rossouw and Brandon Stewart of Fedgroup-Itec Connect and cycling legends Shan Wilson and Andrew McLean for Cyclelab Toyota."

Dave Linder of The Bicycle Company and license and distribution partner of Craft, adds, "The company's expertise comes largely from a long and fruitful cooperation with elite sportsmen and women from all over the world. These athlete's stringent demands on function and comfort drive the continued development of design, technology and quality. Based on their feedback, the company designs garments for all levels of participants in their chosen sport.

"Not only will the brand be available in South Africa for the first time, it will also supply the race with clothing for its crew, as well as branded duffle bags, hoodies and entry and finisher t-shirts for all participants. It will further supply custom apparel for all the associate sponsor teams in next year's race.

Ideal Christmas gift for all the race's fanatics

"We're also very excited about the newly designed brand of on- and off-the-bike clothing ranges, which will be available for the very first time from leading cycling retailers from the beginning of December this year. This will make the ideal Christmas gift for all the race's fanatics and those preparing for their next event."

Other products, which will be given to all participants in next year's Absa Cape Epic, include an Osprey backpack, a SKS Tom 18 multi-tool and a Cratoni helmet bag. These will also be distributed through The Bicycle Company, distribution partner to the Absa Cape Epic.

"It was a natural progression for the company to become involved in this world-renowned event, as we believe the race, with its history of champions, is the perfect match for the brand," concludes Linder.

Vermaak adds, "For the first time in its history, the event will have a merchandise range available through retail outlets, such as Cyclelab. Initially, the merchandise, including replica leader jerseys, will be available at retailers in South Africa and in future will also be included in the international Craft catalogue. Previously, we only sold merchandise through our online store and at the event. This is a big step in our brand building strategy and one that we look forward to with enthusiasm."