Leroy Tremblot brands the Total Direct Energie cycling team for the next Tour de France
As the agency defined the codes for the cycling team of Direct Energie—which was bought by Total in 2018—when it joined the peloton in 2016, Leroy Tremblot was tasked with rebranding the team for its participation in July’s Tour de France. The main constraint was to work on the cyclists’ outfits with the logo as the only reference, as the corporate environment was being developed at the same time.
The concept was therefore to capitalize on the color palette of the Total Group by highlighting the logo’s two shades of blue enlivened with bright red. The Total Direct Energie logo features on a white background on the strategic parts of the outfit to accentuate it in the corporate color codes. The fleet of vehicles was then created based on the outfit: riders’ bus, sport director’s car, mobile workshop, etc.
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Drawing inspiration from the past to create a new future
