mjr wrote:So ten out of 30? A third guessing the purpose seems quite good to me for such an unpromoted brand!
I'm guessing the other 20 said "Isn't that the Rotary Club or something?"
Would you like to bet on a third of people guessing that the white-C-on-orange that CUK now uses as a logo (below, linked from the live website) is anything to do with cycling?
That's not the logo. The only place you'll find the "C" is appearing as the "favicon" for the website - that's the tiny icon that appears in the web browesr tab. The favicon space is so small that there's no way you can sensibly fit a complex logo in, so they're often designed to give just a tiny hint of the website's logo. The clue is in the name of the image you found: apple-touch-icon-180x180.png.
The logo and its use are laid out in the Cycling UK guidelines - the whole "We are Cycling UK" logo must always be used, though "the cyclists' champion" straplione is optional.
Of course, the immediately-previous logo (the blue/yellow bike one) would probably be the best, but that seemed to be hated and it did look dated. Probably an updated version would have been best, but that doesn't show the CEO's power to rebrand.
I agree with that. I liked the yellow-and-blue bike. It's the only one of the logos that really said "cycling".