The scheduled race for 2017 was canceled due to poor weather conditions; therefore, the team opted to use the 2017 design for their ride in 2018.
The challenge: update the team’s jersey for the annual ride.
This year the team’s captain asked for a less colorful design; specifically he requested the sleeves be the same color. An expected request from an engineer. 😉
I used both light and dark blue variations from BASF’s corporate colors to achieve a more toned down overall design. I also updated the background image with BASF’s official connected pattern, which became available as the new brand evolved. Here the image still signifies how connected BASF employees are with their community, often volunteering for several events throughout the year. The gradient treatment of the two blue colors melting into one another has become part of the riders’ brand for this event. The BASF jersey has become known for its look, and I did not want to take away that recognition that has come over the years. As of 2018, a somewhat modified corporate brand has started to take shape. I would have loved to utilize the new look for 2018. However, the riders did not get to sport the 2017 design as that year’s race was canceled due to unsafe weather conditions. Because the 2017 design did not see the day of light last year, the team decided to use it for the 2018 event. I’m looking forward to this year’s race in 2019 to update the jersey with the modified corporate brand!