• Ben Mottershead

Hup Hup Hup was founded to mark one of the high points in British cycling, the Yorkshire held, UCI Road World Championships. Nine leading designers & artists from around the world were asked to create their own flag. Interpreting their passion for cycling in their own distinctive way. The flags were then exhibited from 21st – 29th September, at the North Bar, Harrogate, Yorkshire during the Championships. We were asked to propose an identity solution for the festival and took the opportunity to create a logotype which utilised kinetic type experiments as a starting point. Within the animations, we incorporated the 1:1 ratio movement of cyclists when peddling, and the fabric of a flag in breeze, and also looked to maintain the aesthetics of a mechanical system. We then developed a static logotype from these tests which was adapted and applied to an array of print and digital formats. View the full case study at