Tour de France Grand Départ 2015

Tour de France Grand Départ 2015

City branding for the Utrecht municipality

Grand Départ 2015

Grand Départ 2015

Grand Départ 2015

Grand Départ 2015

Grand Départ 2015

grand depart tour de france

grand depart tour de france

grand depart tour de france

grand depart tour de france

grand depart tour de france

The largest annual multi-day sporting event in the world will depart from Utrecht, the Netherlands in 2015!
After years of active lobbying and preparing the the organizing body of the Tour de France ASO chose Utrecht as "Grand Départ" of the Tour de France. This creates important momentum for the city branding of the Utrecht municipality. Utrecht, the young, creative and highly educated city in the centre of The Netherlands is the ideal backdrop for the tour to start. No sport is so intimate, so approachable and so full of stories as cycling. Cycling is therefore eminently a sport that commits to both relevant cultural and social themes .

UTRECHT 2015 Makes your heart beat

Total Identity won the agency competition preceding Utrecht requesting Total Identity for a campaign and composite logo for the Grand Départ Tour de France. The underlying theme of this winning concept is 'vitality': the vitality of youth and of the students in the university city, of the creativeness of the city and of the world-leading position in Life Sciences Research that the city has. In the "UTRECHT2015 concept the city brand UTRECHT is connected to one year program of general events in which the Grand Départ forms the jewel in the crown. Thus, the social and cultural dimensions of the city are both connected to the sport event.

Composite logo, campaign and city dressing

The heart of the campaign image is formed by a red triangle which has been the central object of the coat of arms of the Utrecht municipality since the Middle Ages. It connects a yellow circle that represents the start of the Tour de France with a circle that contains a rotating Dutch / French flag in red white and blue. The campaign combines urban dynamics and pride with speed and narrative sports elements.
The composite logo consists of a powerful reinforcing combination of the Tour de France logo and the Utrecht city brand logo. Total Identity won the competition as the only agency that chose not to integrate any realistic bicycle elements at all since this won't add to the Tour de France story.

Total Identity is a partner at the Grand Départ in an event branding cross media campaign that includes an animated film with the pop band C'mon & Kypskie a campaign leverage for the Thalys train, and the branding of the event Nuit du Tour. Everything under the motto : UTRECHT 2015 Makes Your Heart Beat ! 

See also: www.tourdefranceutrecht.com

"The event identity for the Grand Départ Tour de France 2015 is young, innovative, dynamic, beautifull. It perfectly represents the image of Utrecht, it's architectonic heritage and progressive culture. Nothing would be better then this modern design programm in which the the red Utrecht bike combines in the wheels the yellow jersey and the red/white/blue flag of both the Netherlands as France."
Christian Preudhomme, CEO Tour de France

 

Contact: 
To find out more about our work for Tour de France Grand Départ 2015, please contact us directly 

Hans P Brandt

CEO
M +31 20 750 95 65