MATTA logo in yellow
PTO logo in white

T100 Brand


Blue background graphic showing the new T100 logo with the text TRIATHLON WORLD TOUR in white with cyan lines at the top and bottom

the brief

The PTO came to us with the aim of redefining triathlon – by creating a new brand for its flagship 100km event.

We developed a brand strategy that would showcase the athletes as heroes pushing the limits of human sporting performance – the planet’s ultimate athletes – and so the new name, T100, highlights the unique and epic distance of the race.

Mock up of the T100 rebrand across merchandise - water bottle, sports bra, swimming cap and goggles, swimsuit

Swim, bike, run

At the heart of the brand’s new visual identity is a graphic inspired by the heart rate of an athlete during a triathlon, made up of three sets of 100 individual lines, referencing the sport’s three disciplines (swim, bike, run).
Phone mock up of a social media feed showing the T100 rebrand as a social post
Athlete running in a race runs past T100 branded barriers and printed assets
Athlete holding up a T100 branded banner at a race
T100 rebrand shown in situ during a race
T100 rebrand shown in situ at a race finish line
T100 rebrand shown in situ on banners and printed collateral at a race
T100 rebrand shown in-situ on banners during a race

a global brand fit for iconic locations

The 2024 season will see 8 races taking place in iconic locations around the world, with the sport’s top 20 male and female athletes competing to become the inaugural T100 World Champion. In growing the sport they hope to make these athletes household names.
T100 logo breakdown with blue guides

Images courtesy of PTO

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