Thoughts on Rebranding
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- mg33
I don't necessarily know if this should be called "rebranding," but that's the first word that comes to mind.
One of my friends has recently purchased the trademark/copyright/etc. on a now-defunct bicycle company that was pretty popular from the 1920s - 1960s.
He is working to open a motorcycle shop under this name and eventually start building custom bikes under that name. I'm really excited to be working with him on most of the design work - logo updates, overall style guides, web site, overall marketing, etc.
My question is mostly about how to - if at all - carry on any reference to the original bicycle company since it's easily found out there on the web. I think one of the big goals once he's building bikes in the future is to carry on some of the physical aspects of the bicycles. People seem to have a soft spot in their heart for these bikes, there are quite a few sites out there on the web discussing them, info from collectors, etc.
So essentially, he's turning this into a new brand. Anyone been involved in something similar? We'll be using the exact same logo as the bicycles used, and using some of those branding elements.
- brandelec0
that's awesome. sounds exciting
- duckofrubber0
Use the old brand as a jump off reference point. Imagine that the brand hibernated in a cocoon for the last 50 years, and has emerged as an updated, shiny new version of it's past glory.
Haha. Or something like that.
- Gordy220
Can't help but such a cool project.
Envious.
- DoubleKing0
since your friend went through the effort to purchase an existing name then it is incumbent on you to make some reference to the original product (otherwise, just start fresh and save yourself the lawyers and outlay of cash.) There are plenty of cataloged examples of brand development over time, eg. any branding book. Specifically you'll want to look at transportation, and there are a number of good collections of how automobiles have evolved their marks over the year... often updating marks every five years or so.
Sounds like a great project to be involved in. You'll be the envy of your fellow designers and who doesn't like a sharp discount on bikes and motorcycles?
- hans_glib0
something like this?
- ********0
if the logo is good, you might want to think about keeping it the same and running with the vintage feel. This sounds like a good project, I would talk to your friend to see what he images his bikes looking like. Try to see if he wants the brand to remain in its past as vintage/ collectable or if he wants his bikes to represent where the brand is going in the future.
- mg330
Sort of what I'm thinking duckofrubber. I'm hoping that we basically pay homage to the old brand by talking about the inspiration from it. Many of the bicycles lend very well to some of the newer vintage looking motorcycles out there, and I think that's his goal once they're building bikes. I need to do a ton of research with him, but from what I gather there's not many motorcycles out there really tapping into an older style like this.
The only catch is, they'll be starting the store/shop first and building familiarity from there with events, group rides, etc. Even better, the location they'll be opening the store is where nothing like this exists (Ft. Worth, TX). The only real motorcycle shops there are Harley dealerships.
- linearch0
authenticity is not something that can be faked. if this is an established, loved brand, then you are sitting on gold....i'd use the history as much as possible.
- ********0
- mg330
On a side note, check out the bike my friend has right now:
That's built by a company called Exile. The bike he has is the actual bike built on Discovery's "World Bike Build Off" in 2004. The only different is that the flames have a checkered flag pattern.
That bike above goes for $65,000... that's just insane to me. I don't ride motorcycles but really love them. Went the Harley museum in Milwaukee over Labor day and that place blew me away.
- johndiggity0
certainly not the best, even good, execution, but you could look at how cadillac evolved their branding esp with the simplified crest and new design language in '99. just make sure you are in sync with your friend or whoever is designing/engineering the bikes so you can carry the major elements through the entire company.
