News – New brand identity for Raleigh

2014_April_Raleigh_Banner

New Raleigh logo refresh symbolises premium approach for UK’s most recognised cycle company

RST Cycle Clothing & Trigon Bikes

News – New brand identity for Raleigh

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Company Press Release
How do you use your heritage whilst still remaining relevant? What stays in the past and what do you take with you on your journey? These questions and more were posed to Raleigh’s design team in the quest to continually push the brand forwards.

2014_RALEIGH_logo

Raleigh’s new identity – the logo and the Heron icon – takes on a cleaner, more sophisticated look, in line with the direction of its premium range of bicycles and accessories.

Raleigh 2014 logo

A new Bike Parts logo has also been created. This will distinguish Raleigh’s bicycle brand from its distribution arm and will chiefly be used in business-to-business or accessories distribution environments.

2014_RALEIGH_logoParts

The new identity will be rolled out across Raleigh’s online channels first, followed by in-store graphics and point of sale items in the coming months. Geoff Giddings, Raleigh Marketing Director, explains why the change was necessary: “We felt there was a disconnect between our current bike range and how we presented ourselves. We are moving forwards with the best bikes we have ever produced and we wanted to focus our efforts firmly on the future. We wanted to change the conversation, whilst still allowing Raleigh to retain it’s status as a prestigious, desirable and quality bicycle brand to own, a reputation that’s been crafted over many decades.”

“The simplified colour scheme is now more versatile and the red elements echo the top of the range bikes used in Raleigh’s performance, endurance and cyclocross categories.”

In terms of knowing what to change and what should stay, that can often be controversial with older brands, especially those that have well loved icons. “It’s a question of identifying those elements your consumers resonate with,” said Giddings, “and those that aren’t working, and adjusting them to suit your brand direction.”

Raleigh head badges
The Heron’s head that adorns millions of Raleighs has been modernised for print but its traditional form will remain true to its roots on the head tubes of Raleigh’s 2015 bicycle range. “We are confident that, together with our wider marketing efforts, this change will align people’s perceptions about Raleigh as a quality and prestigious brand, from pre school bikes right up to pro Peleton race winners.”

2014_RALEIGH_Baqdges

 

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