The logo features a stylised 'M' that brings to mind two bicycle wheels going forward - but without the rims, hubs and spokes, of course.

Madison reveals new logo

The new corporate ID will "rolled out over the next few months," said Madison’s Will Fripp.

Madison is the main cycle trade sponsor of the Tour of Britain, the route of which is revealed at a posh launch do on Monday at Lancaster House in London.

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