A Global Bike Brand Takes Back its Lead

Cervélo bike, cropped, on black

Cervélo is a professional bicycle brand founded in 1996 by Dutch and Canadian engineers Gerard Vroomen and Phil White. At that time, Cervélo bikes were radical innovations quickly setting the standard for triathlons and time trials. The company grew quickly, gained international distribution and recognition with wins in the Tour de France and on the Olympic oval.

Since that time, the sector has grown much more competitive with other companies challenging Cervélo with innovative designs. Cervélo had lost its lead. As part of a broader initiative, the company engaged Concrete to update its brand to reflect the highly-engineered quality of Cervélo’s products as well as its status as a global leader in the sector.

The challenge was made more complex with the need to create a compelling singular brand voice while appealing to Cervélo’s broad and diverse audience – Road, Track and Triathlon – all of whom had divergent sensibilities and attitudes. The entire brand was evaluated and updated – brand positioning and tagline, visual identity, product branding and segmentation, photography and brand style.

  • Brand Strategy / 
  • Visual Identity / 
  • Art Direction / 
  • Messaging / 
  • Print & Digital Guidelines
Cervelo old logotype


From the beginning, Cervélo’s logotype has been bold and distinctive. However, its construction did not match the engineering prowess their bikes exude.

Cervelo new logotype


We drew a new, highly engineered mark that communicates speed, retains the boldness of the original and is instantly recognizeable on the side of a bike.

Cervelo new and old logotype curve comparison
Cervelo close-up of new logotype in white against red background
Cervelo bike with new logotype across side
Cervelo bike with new logotype across handlebars
Cervelo Never Look Back posters on side of street
Details Matter

Engineering Character

If photography is the face of a brand, typography is the sound of their voice. Early in the rebrand it was clear an off-the-shelf font wasn’t going to live up to the level of custom engineering put into the bikes or properly communicate the tone of voice we had created. What do you do in this situation? You create something from scratch that balances engineering with a direct, authentic, human voice. The result: Cervélo Gothic in 3 widths.

Cervelo typography guidelines Cervelo typography guidelines
Cervelo gloves, parts packaging, magazine and website with new design Cervelo gloves, parts packaging, magazine and website with new design
Cervelo branded vehicle in white font across red background with bikes alongside
Cervelo apparel and bikes
Cervelo branded tent and side of bike
Cervelo bikes lined up in a row
Cervelo bikes used indoors for training and outdoors for racing