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.”
4 of 5
5 of 5
