Cycle Trade

Branding, editorial and marketing design for the B2B cycle trade

2015-2016

In 2015, Swink Media launched a sister monthly publication for the cycling industry, CYCLE TRADE magazine. This was produced by the same team and reused some of the same principles in terms of design and content as GOLF RETAILING, again I led on the design.

The branding was designed to be much bolder to reflect the younger, less conservative audience of cycling, with a bolder colour palette to evoke the colour of cycling team jerseys, and have a slightly European feel. A range of bright blues was used primarily, with a contrasting orange as an occasional accent colour.

At the time another publisher had a near monopoly of the cycling industry, so the brand was designed to be loud and brash to gain attention from a magazine that had perhaps become a little too comfortable and safe.

Alongside the simple logo type, a cycling based logo mark was created to be used as a design element throughout the publication and associated marketing material.

Right: to accompany this bold new look, high quality sales material was produced to make a strong impression with potential advertisers.

Below: A range of print and online adverts produced for the launch of the magazine. The general theme was that change was needed and that new competition for advertising and readers would overall improve the quality of coverage for the industry as a whole.