As ‘Le Tour’ pedals off this weekend from Holland, we're all very excited here in the office.

Our sports-mad designer loves the King of the Mountains' polka-dot jersey (very Brit-Pop); Our marketing Guru, being Irish, loves the green Stage-Leader jersey, but what associations does the famous Yellow Jersey conjour up? Champion; supreme athlete; endurance? Personally, I can't help thinking of Lance Armstrong's drugs, lies and video tapes.

Brands are driven by people and the yellow jersey itself has, for better or worse, strong associations with the competitors and their teams. Indeed, France's top sports paper L'Equipe takes its yellow masthead from Le Tour.

But it will take a while for the yellow jersey to once again symbolise all those admirable (pre-Armstrong) qualities. However, with Bradley Wiggins winning last year and Chris Froome looking good alongside a field of 'clean' competitors this year, an exceptional sporting show is promised, and perhaps the Yellow Jersey can again look to a bright future.