As part of the rebrand, for only the second time in the governing body’s 115-year history, a new logo has been designed with the rainbow stripes which are synonymous with UCI world champions a key feature.

Developed in collaboration with London-based branding agency SomeOne, the logo aims to reflect the heritage of the UCI and its various World Championship events across a variety of different cycling disciplines.

The new logo is supported by a broader communications package which includes iconography, graphics, photography and typography.

One of the key aims of the rebranding, which is being implemented across all UCI initiatives, is to increase the governing body’s visibility and strengthen its identity.

Additionally, the rebrand aims to help strengthen their relationship with their stakeholders, commercial partners and audiences, it is claimed.

 “The refreshed brand identity symbolises the UCI’s commitment to modernise and innovate while staying true to the organisation’s heritage and tradition,” said UCI President Brian Cookson.

“With the aim of maximising brand exposure in line with the UCI’s development strategy, the new logo and the wider communications package will work more effectively in collaboration with events, partners and sponsors – helping to create a stronger, more recognisable UCI brand.”

In addition to being in charge of eight disciplines – road, track, mountain bike, cyclo-cross, BMX, trials, indoor and para-cycling – as well as their World Championships, the UCI also oversee World Championships for amateur riders.

The governing body also aim to develop cycling as both a recreational activity and a means of transport.

In recent years the governing body's image has been damaged by their handling of doping cases in the sport, most notably of the shamed American cyclist Lance Armstrong.

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