In their own words
We also needed to give Lloyds and British Cycling equal weight without it becoming a clunky sponsor lock-up.
The whole thing started with one thought: 'This is where legends are made'.
We started with the Anton typeface, which is already part of the British Cycling brand. But we didn't just use it straight from the box. We crafted and adjusted selected letters to make it feel more distinctive and ownable.
It can be used as a solid shape or as an outline, depending on what the application needs.
It's built to give these events the stature they deserve.
We were inspired by the intensity of the clinical work, the calm composure of the crews, and the deep bond between the charity and the people of London.
The new identity mixes the spirit of the original with the forward-looking nature of where the charity is headed. It brings everything together.
Brands will need to be willing to step up and walk the walk with this hyper-aware audience.
Brands must demonstrate genuine commitment to the circular economy, transparency, and social responsibility.
Articles & interviews4
- Form solves British Cycling-Lloyds logo lockup with integrated typography
London agency Form created related but distinct identities for British Cycling's National Series and National Championships, with Lloyds as headline partner. The work avoids a conventional two-logo sponsor lock-up by adapting Anton typography with forms influenced by British Cycling's Vic symbol and the Lloyds horse, creating a shared visual language across event applications.
- FORM Rebrands London's Air Ambulance to Boost Support
FORM Brands Studio has rebranded London's Air Ambulance Charity with a new identity built around the concept of 'Propelling Promise'. The design introduces a gradient inspired by helicopter blades, a vivid orange drawn from medic uniforms, and a refreshed tone of voice that balances urgency with compassion. The rebrand aims to strengthen public connection and fundraising impact while maintaining accessibility and authenticity.
- "Creatives Urged to Anticipate Gen Beta Trends"