A Global Bike Brand Takes Back its Lead


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

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


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.

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.