BRAND USAGE GUIDELINES TOUR-INSPIRED MARKETING WITHOUT CROSSING THE LINE BRAND USAGE GUIDELINES
The Tour de France is one of the world’s most recognisable sporting brands, with its name, visuals and assets carefully protected.
The guidance on this page is designed to help hotels and visitor attractions reference the event confidently and creatively, while avoiding any implication of official affiliation or misuse of brand assets. Feel free to use this guide for your own inspiration in which you’ll see there’s no use of the official logo or devices and trademarks such as “Le Tour” and “Grand Départ’ are used only in descriptive text rather than headlines.
• Refer to the event in descriptive text only Promote cycling-friendly facilities • Create direct-only packages using place-led language • Use cycling-inspired imagery and the Lancastrian landscape • Reference the event factually in guides and FAQs • Create themed experiences inspired by cycling culture • Focus on place, experience and atmosphere
• Use Tour de France or Grand Départ as package or product names • Display official logos, jerseys or typography • Create or gift Tour-branded merchandise • Use Tour-style visuals • Present experiences as “official” or endorsed • Use official route maps or branded signage • Sell or display merchandise featuring Tour logos or marks • Recreate recognisable Tour visual assets
DO
DON’T
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