SALT LAKE CITY, UTAH – The Larry H. Miller Tour of Utah, one of four top-rated, international professional cycling stage races in North America, will sport a new look in 2012 for its eighth year of competition. Organizers of the Tour of Utah, set for August 7-12, 2012, unveiled the new brand identity today, in collaboration with marketing partner TWIO Brand.
From the time of its inception in 2004 as a regional stage race, the Tour of Utah has attracted the top names in the world of professional cycling. The Larry H. Miller Group of Companies purchased the event after its third year and formed the Utah Cycling Partnership, which has operated the race ever since. TWIO Brand, based in Salt Lake City, has worked for the past four months developing a new visual and verbal identity for the Tour of Utah, as well as directing brand and event marketing strategies to facilitate local and national efforts.
“In just a few short years, the Tour of Utah has achieved world-class status and has developed into an incomparable spectator experience,” said Steve Miller, president of the Utah Cycling Partnership, which owns the Tour of Utah. “It is as challenging and entertaining as the Grand Tours in Europe. We wanted to embody our claim of ‘America’s Toughest Stage Race’ into a clear and powerful picture with a new logo, and TWIO Brand did just that.”
The new graphic symbol showcases the steep and scenic mountain peaks of the western Rocky Mountains, known in Utah as the Wasatch Front. Leading into the mountains is a paved road, which proves to provide the ultimate test of endurance and strength for the 120-plus professional cyclists. Together the mountains, the elevation and the scenic roads define “America’s Toughest Stage Race”. The finishing touch of the logo is a bicycle chain ring. This doubles to define the horizon and natural beauty of Utah.
There will be four primary colors used with the new brand this year – sky blue, meadow green, copper and silver. This will be better defined on the Tour’s new web site, planned to launch February 1 by Saxton l Horne of Salt Lake City. The new web site and social media channels will be updated to coincide with the announcement of the 2012 official host cities and venues for the 400-mile stage race.
In just seven years, the race has gone from a three-day race for individuals and regional teams to a six-day race–one of only four UCI-sanctioned, multi-day stage races in North America. The Tour of Utah features national television coverage and live webcasting for a worldwide audience. The 2011 edition of the Tour of Utah set an attendance record with an estimated 225,000 spectators across the six days of competition. The Larry H. Miller Tour of Utah continues to be free to all spectators, making professional cycling one of the most unique pro sports in the world today. More information about the Tour of Utah and its partners can be found by visiting www.tourofutah.com, with updates on Facebook, Twitter, and YouTube.