This year Leeds, Yorkshire was chosen to host Le Grand Départ of the Tour de France and local studio Passport was selected to ‘develop a visual identity for the city dressing to help Leeds make a bold statement’. Passport came up with a humorous linguistic solution that translated the rather distinctive dialect of northern England to French. In the studio’s own words this ‘light-hearted tone was intended to show Yorkshire’s typical sense of humour.’

Visually the identity was defined by the use of simple symbols and typography to ensure everything from full-scale building wraps to flags would standout in very busy public environments, while staying true to the original intent.

More images after the jump!