identity are sophisticated instruments capitalising on the emotions of the public and making communications more intense. The presentation of the cycling team was modernised, and new norms were introduced for the design whereby the ‘experience’ of Team Gerolsteiner had clearly grown. The success of Gerolsteiner proves that their involvement with cycling, in combination with the strong positioning of the brand, was a very valuable investment for the company.
The central assignment was the further consistent elaboration of a recognisable and unique corporate design for the cycling team, which expresses the identity of the Gerolsteiner brand. It is precisely by sponsoring sports that a brand also acquires sentimental value. Design and an integrated corporate 215
Ultimately, in September 2007, Gerolsteiner opted not to continue its engagement with cycling because of the explicit connection of the ‘health brand’ with the image of a pure and honest sport, Gerolsteiner has a great interest in openness, in combating the use of drugs and the rehabilitation of international cycling. The recent events in relation to doping are not the only reason for Gerolsteiner’s decision. However, they have partly contributed to the fact that cycling has temporarily fallen in value as a platform for communication.
Corporate design The reference point for the design was that the individual cyclists would be clearly recognisable within the team. A new colour scheme was derived from the presentation of the Gerolsteiner Brunnen brand: several subtle shades of light blue. The striking appearance of the cyclists has been gratefully used for the marketing since 2004 (and the relaunch in 2007). The cyclists’ jerseys won a public award and, in the year in which it came onto the market, was the top-selling jersey. The readers of the German cycling magazine ‘ProCycling’ voted Team Gerolsteiner the most popular team of the year in 2005.
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From the very beginning, Gerolsteiner implemented an anti-doping policy that was strictly complied with by the team and which has turned out to be the only correct way. More than ever, it is required throughout cycling that the cyclists always and everywhere can provide a credible explanation for their honestly earned performances.