La FDJ a une nouvelle identité visuelle pour son équipe cycliste

Pour cette nouvelle saison, la Française des Jeux souhaite affirmer sa présence dans l’univers du cyclisme français et opère des changements en ce sens. La marque dévoile une nouvelle identité visuelle et une nouvelle appellation pour son équipe. En 2013, le nom officiel était « équipe cycliste », la marque avait fait ce choix pour développer sa présence et notoriété digitale. En 2015, le .fr disparait et le nom officiel est désormais « équipe cycliste FDJ ». Ce changement est un choix qui permet d’harmoniser la communication de la Française des Jeux autour des tous ses partenariats sportifs dont le cyclisme. Pour rappel, la FDJ est partenaire de la LFP, FFHB, FFBB, FFR, FFVB, du CNOSF et de l’EURO 2016.

La FDJ dévoile un nouveau maillot dissymétrique aux couleurs du drapeau français : bleu, blanc, rouge. Le trèfle à 4 feuilles, symbole de chance et de la FDJ, est l’élément mis en avant, pour être très visible, il a été placé dans le dos des coureurs. Quand on compare ce nouvel équipement à ceux des éditions précédentes, on constate le changement radical surtout au niveau des couleurs. Jusqu’en 2013, le blanc était la couleur dominante, l’année dernière la tenue était principalement bleue et cette année la FDJ capitalise sur un trio de couleurs. Cette nouvelle tenue allie design et technique afin d’offrir le plus grand confort aux sportifs. B’twin et l’agence Leroy Tremblot ont travaillé en collaboration avec la FDJ pour proposer ce nouveau produit.


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