What's Cool In Road Cycling

Giro100, Amore Infinito

In 2017, the Giro d’Italia celebrates 100 editions. A special logo has been created for this significant moment in the Corsa Rosa’s history.

The presentation of the new logo will be the first of a series of initiatives that will accompany the Giro d’Italia 2017, a special edition – the hundredth. The birth of a new logo designed for this occasion follows the Presentation of the Big Start from Sardinia.

The Trofeo Senza Fine merges with the rider, graphically creating its racing profile. The Infinite symbol creates the wheels of the bicycle.

In its 99 editions, the Giro d’Italia has come a long way. The Giro d’Italia 100 not only represents the finish line of a legendary story, made up of men and their exploits and effort, but also the marks the start of new emotions and passions. An never-ending adventure that, since 1909, has been warming the hearts of the fans with amore infinito.

The Trofeo Senza Fine (Never-ending Trophy), a symbol of victory, transforms itself to celebrate the 100 editions in a special edition with rose and gold colours, and finds its rightful place in the Giro d’Italia brand.

With the Giro 100 we enter in the legend and everyone wants to be there. The Maglia Rosa cycles along the never ending story of the Giro on a infinite bicycle. The victory of the 100th edition will be than a triumph, it will be history.

The logo is the result of the new marketing strategy of the Giro d’Italia and RCS Sport, in collaboration with the zampediverse agency.

Roberto Salamini, Head of Marketing and Communications – RCS Sport said: “For the 100th edition of the Giro d’Italia we have begun a new marketing strategy; the new logo is an important first step that begins the celebrations of the Corsa Rosa 2017. To complement the logo, the new event slogan – ‘Amore Infinito’ – will guide our marketing initiatives and communications, and will remain untranslated in Italian to underline the ‘Made in Italy’ heart of the event”.

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