Columbia Bicycles
This rebranding of Columbia Bicycles moved the brand out of the bicycle commodities market, and into the growing specialty markets and niche culture that today’s urban bicyclist inhabit. The new brand strategy focused not on the obvious environmental or health benefits of the bicycle, but instead on the craftsmanship and aesthetic beauty inherent in its form.
This rebranding of Columbia Bicycles moved the brand out of the bicycle commodities market, and into the growing specialty markets and niche culture that today’s urban bicyclist inhabit. The new brand strategy focused not on the obvious environmental or health benefits of the bicycle, but instead on the craftsmanship and aesthetic beauty inherent in its form.
Notes
Date: December, 2008
Type: Academic
Media: Identity, Print, Packaging
Photography: Z. Rosen, J. Choe
Illustration: C. Bender
Date: December, 2008
Type: Academic
Media: Identity, Print, Packaging
Photography: Z. Rosen, J. Choe
Illustration: C. Bender
