A WHOLE NEW LOOK!
ONE OF THE WORLD’S MOST ICONIC CYCLING BRANDS HAS A NEW LOOK – AND A REVAMPED RANGE OF BIKES, GUARANTEED TO SUIT EVERY RIDING STYLE.
Cannondale is undergoing a complete overhaul in 2019 and 2020, including a new wordmark, new platforms (five of which have been released in South Africa in the last 12 months), new colours and graphics, new athletes and ambassadors, and new content.
The company’s new identity breathes life into its personality. It’s a whole new Cannondale, reaching more riders with its message and product. We recently attended the launch of their 2020 bikes – here’s the back story to Cannondale’s brand-new look.
It’s been a journey that began almost three years ago, and it started with a simple principle: “Our product is your ride.”
Cannondale have made a massive investment in innovation, resulting in 14 new platforms across the range, and including no fewer than seven new e-bikes. While not all of these are available in South Africa, Omnico – the guys responsible for importing the Cannondale brand, here in South Africa – feel that the current dealer offerings are the most comprehensive that have ever been available to local Cannondale dealers.
Though Cannondale thrive on innovation, they are also focused on building lasting connections with consumers, making the customer a part of their story.
While historically the brand has targeted the spandex-wearing enthusiast, Cannondale’s transformation aims to break down those barriers. The company knows that today’s consumers have multiple interests and hobbies, and seldom refer to themselves as just ‘cyclists’ anymore.
Cannondale want everyone to be a part of their story – while also being part of the stories their riders tell.
WORDMARK
The wordmark has intentionally been simplified, to feel more inviting. The Cannondale wordmark is the bastion of the brand – combining Cannondale’s unique provenance and contemporary aesthetics, the wordmark is immediately recognisable, setting the tone for the brand and tying together the elements of the new brand identity.
COLOURS
Cannondale’s colours and graphics have been designed around what sets Cannondale apart – frame and fork design – and placing their iconic silhouette first. The graphics, logo and colours all followed on from that theme.
WEBSITE
A new website will bring Cannondale’s rebranding full circle, moving away from focusing on tech and speaking directly to the enthusiast; and so, appealing to a bigger, broader audience. Newbies, shredders, adventure riders, racers – Cannondale’s hope is to engage with and inspire every new consumer. The website is more engaging, sexier and more welcoming; it’s a great combination of product and user experience. Quite simply, it’s easier to use, for any type of rider on any digital platform.
TEAMS, ATHLETES & AMBASSADORS
There’s also a shift in the athletes who represent the Cannondale brand. Members of pro team EF Education First Pro Cycling are representing Cannondale at alternative cycling races such as the Dirty Kanza gravel epic and off-road events such as the Leadville Trail 100 MTB, both in the US. The Waves crew – with Josh ‘Ratboy’ Bryceland at the helm – have been travelling the world, creating engaging content for the brand; and Cannondale’s Factory Racing team continue to land podiums all over the XC circuit.
Cannondale is breaking down the barriers and becoming more inclusive of everyone, from the enthusiasts to new riders and everyone in between. They’re pushing limits, and squashing stereotypes. After all, Cannondale believes: “Our product is your ride.”