BRANDS
New logo
and award-winning agencies. “When I gave the brief to Monty, she laughed,” says
Davidson. “At the top I’d written ‘suffering from middle-aged lethargy and we need to breathe some more life into it’.” In approaching the rebrand, Monty tried to capture a combination of Knog’s heritage, while still looking ahead to the future. “To Hugo’s credit, he did capture the zeitgeist of the time and throughout the first 15 years,” she says. “But then there was a gap that happened. It got a bit corporatised and it felt a bit too clean. “The key for the business is that it is a luxury product but still has that gritty edge. I said to Hugo that I am trying to capture 20 years behind and 20 years ahead at the exact same time – 2004 to 2040 essentially. “We had to try and take that nostalgia, but put it in
Previous logo
a future mode. That’s where I thought ‘oh this brief is exciting.” Taking a brand and giving it a refresh may not be a new phenomenon, but how it’s approached is where gains are to be had.
Many businesses look to refine their logos, up their game on imagery, and develop marketing promotions. In the cycling trade it’s easy to fall into old habits and focus solely on the performance of a brand and its products. Here is where Monty’s experience of other industries has helped Knog succeed in its refresh. “There’s a lot of stuff you can buy, but if something makes you feel a bit more yourself and functionally does something really good then that’s a great thing,” she says. This where the new tagline of Technically UnKonventional comes in. “We’re not for everyone, and that’s cool,” she says.
www.bikebiz.com
August 2024 | 433
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