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**Project:** Branding

Joe Barr is an Irish cycling legend and the current UMCA (World Ultra Cycling Assoc.) 500 Mile+ world champ. We have been working with Joe and the team in pushing their profile and hopefully in turn the profile of ultra cycling itself in Ireland. We designed the Team's new logo, a play on the theme of the infinity symbol and the Triskele (an ancient Celtic symbol representing "motion" or "energy"). The logo can also be interpreted in a more literal sense as a rider on a bike.