FutureBrand and Amaury Sport Organisation reveal new brand platform and identity for Paris-Roubaix

Amaury Sport Organisation and FutureBrand Paris add a new chapter to the Paris-Roubaix legend.

On the verge of the 115th edition of the mythical cycling race that takes place on the 9th of April 2017, the ambition for the rebrand was grand – show that the race dubbed « l’Enfer du Nord »*, that attracts 9 million viewers from around the world and makes even the greatest cyclists tremble with fear, is much more than just a race. It is an epic tale that forges modern heroes.

FutureBrand brought this epic tale to life with a new visual identity system for the brand, at the heart of which lies the prime adversary of our modern hero: the famous Paris-Roubaix cobblestone.

The unpredictable nature of the surfaces that cyclists face during the race is translated into a bespoke typography and a set of patterns, that once coupled with a vibrant colour pattern, promise an unbridled struggle for a heroic victory. Each of the 27 paved sections of the circuit becomes an open-air stage for the iconic battle of legendary champions.

Every year, over a hundred risk themselves on the Paris-Roubaix trail. Grouped together behind the starting line, they can only begin to imagine what is ahead of them: the mud, the hell of the cobblestones, the struggle to glory. But they cannot know what is coming, no one can. That is what Paris-Roubaix is, and that is what the new brand identity brings to life.

*Hell of the North