Kickstarting the citybranding of Utrecht

Tour de France Grand Départ 2015
Grand Depart 2015 Utrecht

Total Design developed an event brand (and design program) for the biggest show on earth.

The Grand Départ is the festive start of the Tour de France, ‘the biggest show on earth’.

In 2015 the big sporting event departed from Utrecht. A key project for the Utrecht citybranding program. A lot is happening in the city: Utrecht is renewing it’s centre and aims to be city of ‘knowledge and creativity’.

Therefore we based the brand design on the idea of vitality.

As a partner of Le Tour Utrecht, Total Design also developed the website, event dressing for ‘Le Nuit du Tour’ and a special edition of the High Speed Train Thalys.

Global gain

With this mega event Utrecht has reached al lot of international attention for it’s own future ambition.

Besides that, for the international audience the Tour started in The Netherlands. Therefore this global event also benefitted on an national level.

"The event identity for the Grand Départ Tour de France 2015 is young, innovative, dynamic, beautiful. Nothing would be better than this modern design in which the red Utrecht bike combines the yellow jersey and the red/white/blue flag of both the Netherlands as France."

Christian Preudhomme, CEO Tour de France
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