BRANDS


A NEW IDENTITY


Daniel Blackham speaks to Hugo Davidson and Monty from Knog about the brand’s new visual identity and the process behind creating it


A


ustralian light brand Knog has held a consistent presence in the cycling industry since it was founded in Melbourne in 2002.


But after two decades, the brand is entering a new phase – with a new visual identity.


While still pushing forward with innovations in the light, safety and security market, Knog has switched out the well- known speech bubble for a sharper logo and adopted the new tagline of “ Technically UnKonventional”. “I’d been thinking for a while ‘this [branding] is a bit conservative, could we maybe turn the volume up a bit more?’ as we used to be quite edgy,” explains Hugo Davidson, Knog’s global CEO and co-founder following the unveiling at Eurobike.


42 | August 2024 “I’m now a middle-aged bloke, but I don’t want


to consider myself middle-aged. “On a long trip to Europe, some of our partners said we had lost our mojo a bit. The products are good and everyone likes them, but the brand just felt a bit tired. “So I wrote out a bit of a manifesto about what I thought it needed to be.” To spearhead this, Knog and Davidson appointed a new head of global brand and marketing, Monty, who’s experience spans across the retail and cultural marketing landscape having worked in an executive capacity for brands including Leica, Calvin Klein, Adidas and various emerging start-ups


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