ABOUT

The challenge
Chris Boardman, MBE, is a highly decorated former British cycling champion who has won Olympic gold medals, and also broken the world hour record three times. Furthermore, he has won three stages of the Tour de France and worn the yellow jersey on three separate occasions. Our challenge was to reposition and rebrand his range of cycles and accessories through a distinct point of view.

The insight
As riders themselves the whole Boardman team understand first hand a riders need for the personal challenge and the comradery in riding with like minded people. They wanted to prove they are out there too. Out there, supporting riders through every curve, every climb and every downhill dash and being a reassuring team presence by their side. A team that’s constantly in the saddle: testing, reimagining and applying their out-there thinking to ensure the ride is the best it can be. We created the line ‘Out there with you’ as a constant promise to continue this belief.

The Peloton is the main pack of riders in a cycle race who ride close together to save energy to support each other and offered the perfect metaphor to suggest a reassuring team presence and is the basis for the B symbol. The B symbol is supported by the Boardman wordmarque with it’s hidden C and the two are used as both a core lock up and as separate elements in order to be flexible enough to work on the challenging faces of a high end road bike.