Empyr Cycling
Team branding for a Utah based Domestic Elite Criterium Team
A Cycling Empyr In the Wasatch
EMPYR Cycling is a competitive cycling team based in Salt Lake City, Utah, composed entirely of local riders and personnel. The team was founded with a mission to represent Utah on the national racing stage while helping grow the sport of cycling within the state. The name “EMPYR” reflects Salt Lake City’s geographic isolation from other major cycling hubs, emphasizing the team’s identity as a community built from within.
The goal of the project was to develop a distinctive brand identity that could stand alongside professional sports teams while remaining authentic to the cycling culture of Utah. The resulting system was designed to be bold, recognizable, and adaptable across race kits, merchandise, digital media, and event environments as the team competes in events such as the American Criterium Cup.
@_joshuawstrong
The Concept
EMPYR Cycling wanted an identity that carried the presence of a professional sports franchise. The challenge was to create a symbol that felt distinctive and meaningful while remaining connected to the cycling community and avoiding common visual clichés. The crown was developed as an abstract reference to the helmets worn by riders, symbolizing the team lining up together and competing as one.
Kit & Apparel Design
Race kits were designed to maximize visibility and reinforce the team identity within the peloton. The crown icon and bold typography create a strong visual presence while maintaining a clean and professional aesthetic. The kit system was developed to ensure the team could be easily recognized during competition and in event photography. A statement to fans, royalty is in here.
@mitchtigram
Brand Applications
The EMPYR identity was developed as a complete brand system capable of extending beyond race kits into marketing and promotional materials. The visual language was designed to remain consistent across merchandise, social media, sponsorship materials, and event graphics, allowing the team to present a unified and professional presence both on and off the bike.
The result is a flexible identity that reflects the strength of Utah’s cycling community while positioning EMPYR Cycling alongside other competitive teams on the American Criterium Cup circuit.
@_joshuawstrong
@wattsofsnacks
