Estética disruptiva capaz de generar una nueva mirada del ciclismo en Colombia

Abstract

This research analyzes the aesthetics of Colombian cycling managed in the past and at present, establishing significant differences to have a solid basis on what has been implemented by this sport in terms of aesthetics, which will identify aspects such as color, photography, uniforms, advertising, sponsors and competitors. This information is relevant for the presentation of a new proposal for a disruptive graphic identity capable of catching a target audience in which there has been a decreasing level of interest in recent years, that is why this research seeks to significantly transform the visual expression and experience of this sport through a new striking and innovative aesthetic, having as a value proposition for such aesthetics, cycling as an activity that can unite people and create a sense of shared belonging, thus raising awareness among an existing audience about the value of physical and mental effort that must be made for this sport.