GRVL Series

Rebranding

GRVL is an international gravel cycling event series known for its strong community spirit and growing global reach. As the series expanded across regions, seasons, and formats, its visual identity required a clearer and more scalable foundation. This project proposes a redesigned brand system built to grow with the series, creating a recognizable and flexible identity for a growing global gravel culture.

Product	Scalable brand Identity for GRVL Series
Role	Brand Identity Designer
Key Skills	Brand strategy Logo & identity design Typography systems Color systems Modular visual systems Brand scalability Merchandise design
Team	Anna Saar
Client	GRVL Series

Challenge — Scaling a brand across events, regions, and formats

GRVL has grown into a global event series with a strong and inclusive community. While the spirit of the events was clear, the visual identity lacked a consistent and scalable foundation across different locations and touchpoints. The challenge was to create a system that could:

remain recognizable across all events
adapt to local character and context
scale across formats, seasons, and media

Project Roadmap

1

Brand Audit

Understanding what already resonated within the community and where consistency broke across events

2

Core Identity

Developing a distinctive wordmark and logo system that works across scales and applications

3

System Definition

Establishing typography, color logic, and modular rules to enable flexible compositions

4

Real-world Validation

Applying the system across realistic touchpoints such as merchandise, signage, and event communication

Solution — A modular identity built for flexibility and recognition

The resulting identity is built around a strong, recognizable core that expands into a flexible visual system. At its center is a playful and scalable logo, designed to reflect the openness and energy of the GRVL community. Around it, a modular system of typography, color, and graphic elements allows each event to express its own character while staying part of a unified series. The system enables:

consistent branding across all events
flexible adaptation to local contexts
clear recognition across digital and physical touchpoints

Logomark— Scaling across small applications

The Events— Recognition and Distinction

System — Building blocks of the identity

Color System

#0E543C — Forest Green

A warm, foresty green that echoes the lush, blooming nature of summer in Steamboat Springs, Colorado.

#3e4cb4 — Lake Blue

A saturated blue inspired by the Finnish flag and the brilliant waters of Lahti’s Vesijärvi.

#771c5e — Deep Ruby

A rich purplish-red, a nod to the renowned vineyards of McLaren Vale and the bold hues of ripe grapes.

Typography

Visual System

Documentation

Impact — A foundation for growth, community, and consistency

The new identity establishes a scalable foundation for the future of the GRVL Series. It supports:

expansion into new regions and event formats
consistent communication across all touchpoints
stronger brand recognition across the global cycling community
new opportunities for merchandise and event-driven revenue

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