As The Ceder evolved from a ride between friends into an internationally recognised gravel race, its identity needed to evolve with it, creating a stronger, more distinctive brand without losing the raw spirit of the event. The rebrand looked to the Cederberg itself for inspiration, drawing from the hard angles of its mountains and rock formations, the treads of tyres and trail shoes, and the impressions they leave behind in gravel and soil. These elements informed the logotype and wider graphic language, while an icon set inspired by the region’s rock paintings further rooted the identity in place. The result is a bold, contemporary identity shaped by the same terrain as the race itself.