Avanti Cycles employed Graphic Design Council to revise their brand identity and logo design penetration into the New Zealand and Australian market.
The Avanti Brand is one of New Zealand's most complete success stories.
Avanti Cycles Brand Identity Logo Design
The Problem
1992, the Avanti cycle company was struggling to find it's identity, the astute management at parent company Sheperd Industries had initiated a program to build the brand into one of New Zealand's premier and most recognised brands, but with stiff competition in the form of incumbent local brands Morrison and Raleigh, both of which were household names along with other international brands such as Cannondale.
Avanti had the services of smart local cycle designers, many who were engineers as well as passionate athletes, their designs were translated into products that were the equal if not superior to many of the competing brands but they lacked a corporate flag with which to unite the brand and make it unique as well as a quality proposition in the eyes of the cycling community.
The Solution
David Craggs (creative director at Graphic Design Council) was commissioned to produce the core brand for Avanti.
He chose a typographic theme that was modern engineering style with just a hint of serif to imply an inherent quality to the mark, strong use of circular motion in the type echoed the basic design of the cycles.
Robust in style, the typographic architecture was designed to survive all manner of treatments to allow it to transport over various mediums (the downtube on a bike is not the easiest environment to place a brand mark). The type was also designed to maintain it's character even when stretched, italicised or any manner of treatments that the individual machine applications, from sports to commuter, demanded - the recognition factor of the type is always instantly recognisable and is a testament to the original design.
The Outcome
Avanti has become one of New Zealand's most recognised brands, the mark stands for a quality product right across the price spectrum, from budget to high end - a difficult objective to achieve and it fits the general cyclists aspiration for a locally made, quality designed recreational and sporting machine - in short, the brand through it's longevity and market penetration and loyalty is a complete success story.
