Montréal, Tuesday, April 7, 2026 - Vélo Québec is proud to unveil its brand-new image, developed in collaboration with LG2, a major overhaul that reflects the organization's evolution and reinforces its central role in the Quebec cycling ecosystem.
Designed to be unifying, inclusive, mobilizing and friendly, the new visual identity aims to strengthen Vélo Québec's coherence and scope, while more clearly asserting its mission.
«The new brand image reflects the evolution and values of Vélo Québec. It echoes the energy and dynamism of the Quebec cycling community,» says Jean-François Rheault, President and CEO of Vélo Québec.
A redesigned brand architecture for greater consistency
At the heart of this transformation is a clear desire to strengthen Vélo Québec's visibility and better unite all its initiatives.
Over the years, the diversity of visual identities for programs and events has made it more difficult to associate them with Vélo Québec. This new image corrects this situation by proposing a coherent, unified brand architecture.
All of Vélo Québec's programs, services and events are now part of a unified graphic system, designed to reinforce the legibility and scope of its action.
In addition to its flagship events, the new identity highlights the full scope of Vélo Québec's commitment across the province, from educational programs such as Cycliste averti and Toutes à vélo, to the expertise in sustainable mobility deployed by its consulting teams, not to mention the certifications it has earned. Velosympathetic and Bienvenue cyclistes!, who accompany living environments and organizations in their transformation.
Events from Go vélo Montréal Festival to the Petite Aventure and Grand Tour, which introduces a new region each year, are also part of this common signature. Linked by a coherent visual language, these initiatives express the full diversity of Vélo Québec's actions, united around the same ambition: to grow bicycle culture, throughout Quebec.
«This new identity will enable us to tell a better story about who we are, and to promote all our actions under a strong common signature. It makes our offering easier to understand and amplifies our impact,» explains Claire Pouly, Vice-President, Marketing Communications and Partnerships.
«The challenge was to create a strong signature capable of uniting the organization's entire ecosystem under a single banner. By modernizing the logo, taking inspiration from different bicycle frames and injecting a more modern green and color palette, we gave Vélo Québec a flexible visual identity. It's a simplified brand architecture where each sub-brand can now proudly carry the organization's DNA,» explains Max Jenniss, Creative Director at LG2.
A clarified and expanded mission
While the essence of Vélo Québec's mission remains unchanged, the new image expresses it more forcefully and clearly.
It further highlights cycling as a means of bringing communities together, and confirms Vélo Québec's role as a key player in the development of cycling in Quebec.
«We wanted to create a simple, recognizable visual system that would allow each initiative to fully exist, while reinforcing its belonging to Vélo Québec,» says Odile Lareau, graphic designer at Vélo Québec.
Driven by the energy of its teams and partners, this new image paves the way for the next phase of development: that of an organization that is ever more united, committed and focused on the future of cycling culture in Quebec.
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About Vélo Québec
Since 1967, Vélo Québec's mission has been to develop cycling culture for everyone, everywhere in Quebec.
www.velo.qc.ca
Information
Vélo Québec
Public relations and communications
[email protected]
514 942-0743