Credits

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Subject: Transmedia, Typographic Branding

Instructor: Brad Bartlett

ArtCenter College of Design

MGx/Masters of Graphic Design

SU 2018

ADC Young Ones '19: Merit Award

Project

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The Tour de France is an annual men's multiple stage bicycle race primarily held in France, while also occasionally passing through nearby countries. It is the world's biggest annual sporting event. Nearly 200 cyclists race over 2,000 miles in just 23 days.

The goal was to develop a dynamic visual language, logotype, and graphic elements, for which I chose the Tour de France for it’s long history and influence this cycling race has had on the French, and European cultures. Through typography, my intent was to engage innovative solutions and working prototypes for traditional and merging media, applied to print, screen and spatial contexts. The micro to this entity is a travel photography exhibit, "Captured," depicting the race over the last ten years, intended to be shown at each stage during its annual event.

Identity Campaign
Typographic Posters

Macro
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There are four jerseys awarded during the course of the Tour de France each year. Most fans know about the big one: the overall race leader’s yellow jersey. But the other three—the green, polka dot, and white jerseys—also play significant roles, and winning one can not only serve as a stepping stone to greater glories for a pro rider, but can also be considered an important victory unto itself. The campaign was designed based off these four jerseys and the history that each has played in the race.

Contenders for yellow—and, therefore, the overall Tour de France title—are well-rounded cyclists and smart tacticians with skills in both climbing and time trialling. They must also show enough strength to hold the pace of the peloton, especially as rival teams work together to drop the leader at every possible opportunity.

The polka dot jersey goes to the leader of the Mountains Classification, otherwise known as King of the Mountains. Points in this contest are awarded to the first riders who reach the summit of designated climbs on each stage.

Tour de France climbs are ranked from category 1 (most difficult) to category 4 (least difficult). A fifth class, hors catégorie (“beyond category”), is reserved for the most challenging ascents. The amount of points awarded depends on the difficulty of each climb, though sometimes shorter or milder climbs will join a higher category if they come at the end of a stage. The first sponsor for the famaous hill climbs of the tour date back to 1950, of which was Chocolat Poulain, a chocolate bar with red polka wrappers.

The green jersey, or maillot vert, goes to the leader of the Points Classification. Riders can earn these points at intermediate sprints that come mid-stage, though most are won at the stage finish for the first 10-25 riders who cross. The amount of points given depends on the day’s stage profile—whether it’s flat or mountainous, for example.

The white jersey, or maillot blanc, goes to the General Classification leader who is 25 years old or younger (on January 1 in the given race year). Put simply, it goes to the best young rider with the lowest overall time. For young, ambitious all-rounders in the race, winning the white jersey is like winning yellow.
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One Off Poster
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“An amateur should think long and hard before attempting one of these stages. Two would probably necessitate a visit to a doctor, and three would require a psychiatrist, and any more and you should be checking if that person has written a will.”

—Unknown, Tour Cyclist

Website
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Phone Application
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Watch Application
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Apparel
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Micro
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Captured is a travel exhibittion showcasing photography throughout the last decade of the Tour de France and the sport of cycling's greatest achievements. This exhibit is shown throughout the first week of the tour at stage one, and within the last week at the 21st stage. Exhibited in this work is photography by Tino Pohlmann.