Clarence Wheelers Rebrand

Clarence Wheelers Cycling Club was founded in 1935. Cyclists would meet outside The Clarence pub in Hampton Hill, Surrey, from where the club takes its name. The club holds a special place for our director Stuart, who once raced for them, as did his father-in-law Mick Mansell pictured above. Another previous Clarence Wheeler was double world champion, Tony Doyle MBE.

Using the hand stitched lettering of race jerseys of that era as our inspiration, we created a custom typeface ‘Clarence 35’ to form the foundation of the visual identity. The typeface draws on the club’s rich heritage of the past while being focused on the future. The typeface makes a big impact without it appearing sharp or harsh.

The original mark of the club was a large, pointed edge white star on the back of the red race jerseys. The new star becomes both a pattern concept and a device that can stand alone or be used in the vertical CW35 mark. In keeping with the new identity we softened the star and rotated it to provide movement.

This is a passion project only, but from the race kit and social media to apparel and bike livery the new visual identity is ready to help the club ride again.