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New year – New kit – New logo

Updated: 3 hours ago

During 2023 Southend Wheelers will be celebrating its centenary and what better way to do so than with a new kit and logo design to take the club through to its next centenary.


Our current (now old) kit has been around since the start of the millennium, so it was time for a change. The new kit produced by Bioracer, whilst contemporary in its design, contains several design elements which reflect our rich historical past, the club roundel (badge) and horizontal banding.


A golden yellow band wrapping around the chest first appeared in the 1930’s, on a black top, with the club roundel appearing on the left breast pocket. By the 1950’s the black top had changed to white, with the roundel removed. The golden yellow band remained though, with two thinner black bands appearing above and below the yellow band, separated with white banding.


Fast forward to 2023. The roundel, in its 2023 configuration is back along with a new bespoke logo/wordmark* making its appearance on the left breast pocket, whilst the horizontal banding returns, transposing the yellow band for a black band wrap, with two outer white bands, whilst our famous golden yellow acts as the holding background. The banding configuration also appears on the collar and cuffs combined with the white sleeves creating a fresh new look for 2023 and beyond.


You will start to see this kit in events and out of the road from March onwards as we roll towards our 100th birthday in May.


Southend Wheelers – 100 years of cycling on sea



*The new bespoke logo wordmark, specially designed for the club, contains several features relating to the sport of cycling with curved corners on the vertical strokes and circular lettering, representing ‘wheels’ and circular pedal motion, whilst a cut-out ‘R’ provides direction and speed. An equal word length also provides maximum impact.



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