Branding 113 Kilometers of Freedom and Culture
The Velo Apuseni project represents one of the most important investments in Romania’s cycling infrastructure. In this current phase, the project aims to develop 113 kilometers of cycling trails that will cross and connect the spectacular landscapes in the heart of the Apuseni Mountains.
An essential and highly attractive dimension of this project is its cultural and touristic component. The proposed route offers more than just a nature experience; it overlaps with major historical and heritage landmarks, including the reconstruction of the Praetoria Gate at the Bologa Roman Castrum, the Bologa Fortress, and the Țara Călatei Gastronomic Route. Furthermore, a unique and exciting initiative ensures the continuity of the cycling route across Lake Beliș-Fântânele: the connection between the villages of Râșca and Smida will be seamlessly made via a dedicated boat. Upon completion, the route will become part of the national network and will be integrated into the European EuroVelo network.
The field of cycle tourism and green infrastructure is characterised by dynamism, harmonious integration with nature, and the absolute need for clear orientation. In this context, a mountain trail network of such magnitude requires more than just a simple map; it needs an image that instantly inspires adventure, safety, and a sense of belonging to a European circuit. The project was developed together with K&K Studio, one of the most highly regarded architecture firms.
Our main challenge was to create a visual identity with strong impact that functions flawlessly in both the digital and the physical, outdoor environment of the Apuseni Mountains. To solve this challenge, we didn’t stop at aesthetics; instead, we provided a complete, integrated branding package grounded in a well-defined strategic foundation.
For the visual identity, a strong, memorable, and simple central symbol was developed. In a vast natural environment, the logo must be easy to reproduce on various materials (from wooden or metal signs to sports equipment) without losing legibility.
The Brand Standards Manual is essential to any branding project. To ensure the design effort remains viable, especially when implemented across such a vast geographical area, a strict set of rules and standards for the brand’s visual expression was drafted. The identity manual ensures that the fonts, colours, proportions, and messages of Velo Apuseni remain consistent, regardless of the road section or advertising medium used.
The wayfinding system across the 113 kilometers of mountain trails, the branding of information panels, milestones, and directional markers represents the main vector of image and safety in such an outdoor initiative.
The Velo Apuseni project is an example of successful destination branding for the tourism and infrastructure sector. Through a holistic approach, we have equipped the route with a complete visual experience that can sustain the promise of a cycle tourism and cultural experience at European standards.
Details
Cycle Tourism Infrastructure
Brand Identity, Wayfinding System, Brand Standards Manual
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