12/8/2023 0 Comments Norco bicyclesThe model seen here is the Neat RR SL sporting a TQ HPR50 motor with 50Nm and a 360Wh battery. Launching this week is Mondraker’s light weight ebike, sporting a TQ motor and a rather neat Fidlock range extender. Great to see the bike in the flesh and how this collaboration spawned this race machine. Whilst it’s certainly nothing new, the Cotic stand had Neko Mulally’s spare Frameworks downhill bike on their stand, made by the fair hands of Five Land Bikes here in Scotland. There’s a fair bit of tartan about this week, with Greg Williamson’s Saracen Myst prototype coming with Clan Fraser tartan and their clan motto ‘Je Suis Prest’, or I am ready. “We’re keeping things fun and not overcomplicating it”, said Hattie’s mechanic Andy Lund. You can see Hemstreet and Wallace giving these bikes the beans this weekend. Norco’s prototype downhill bike sports a fair bit of rearward axle path thanks to its high pivot, and also comes with adjustable chainstay length, progression and reach, all isolated from each other. This Vivid (it might be called something else, we don’t know), is not yet for general sale. It’s great to see Rockshox back on the big shock wagon. Norco’s protoype downhill bike came complete with a rather large air shock that dwarfs their current largest air unit, the Super Deluxe. Here’s what we’ve spotted on our several hundred laps of the pits this week so far. At Norco we like to say “we let the ride do the talking”.As ever, Fort William pits has a myriad of different custom and prototype offerings that we’ve been keeping our peepers out for. WILL THE NEW BRAND IDENTITY AND LOGO CHANGE ALSO MEAN WE’LL SEE SOME CHANGES TO BIKE AESTHETICS? FOR EXAMPLE, DO YOU THINK NEW COLORS, GRAPHICS AND ACCENTS ON THE BIKES WILL COME WITH THE NEW LOGO?įor definite! The new brand identity is considered in everything we do. The evolved marks retain the unique characteristics of previous versions, while modernizing them and redrawing them with the same precision and care that goes into engineering a bike! With this guiding us, we believed that both marks had a rich history and some ownable characteristics that made them distinctive. Our goal wasn’t to reinvent the brand, rather, make it a better version of itself. DO YOU THINK THERE’S VALUE IN KEEPING SOMETHING FAMILIAR IN YOUR NEW LOGO, EVEN THOUGH YOU WANT SOMETHING NEW? WHY NOT JUST GO ALL THE WAY AND COME UP WITH SOMETHING TOTALLY DIFFERENT? WHEN EVALUATING A NEW LOGO, MANY TIMES BRANDS DIFFER VERY LITTLE FROM WHAT CAME BEFORE. The logo refinement process was left to a smaller group of individuals, with one key decision maker to make the final decision. This was done by popular opinion – a group of 15 individuals within the company in various departments with varying tenure. Landing the brand concept was a key driver in what the final design direction of our marks were going to be. HOW MANY PEOPLE ARE INVOLVED IN SELECTING THE FINAL DESIGN? IS IT A POPULAR OPINION VOTE OR IS THERE ONE KEY DECISION MAKER? Once we landed on the brand concept, we then worked through two or three more iterations of the word mark and icon marks associated to that concept to get them just right. There were 3 versions of each the word mark and icon mark we contemplated as a team – each driven by their own overall brand concept and expression. HOW MANY REVISIONS AND ATTEMPTS DID IT TAKE FOR THE NEW LOGO TO BE APPROVED? It’s the best, most honest expression of who we actually are, and we’re so excited to make it real today!” “This refreshed branding elevates the Norco brand to the level of innovative engineering and incredible passion for riding that makes our bikes what they are, setting the tone for the future of mountain biking in British Columbia and around the world,” said Falk. The new brand identity can also be experienced today on the completely revamped, and will continue to be reflected through future media projects, new product, on-bike applications, in-store collateral, and all other industry and consumer touchpoints. The series of video edits, feature stories and moments created by Norco, and by the Norco community, is designed to provide opportunity and encouragement for everyone to explore and express their own No Other Way. The No Other Way brand video kicks off the re-brand launch campaign, setting the tone for an ongoing content series that highlights the mutual emotional connection between every rider and the ride itself.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |