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Built on a passion for cycling, Zwift is a company of dedicated cyclists and fitness enthusiasts that also happen to be experienced video game developers. Combining that passion and deep understanding of the cycling world, Zwift is the first company to use massive multiplayer gaming technology to bring the outdoor cycling experience indoors. Entering into their third year as a company, Zwift’s scale and ambitions had grown way beyond their original brand. An extending suite of products and entry into new sport sectors meant that Zwift’s current strategy and identity were not only dated but didn’t signal their unique platform or business landscape.
The Zwift team commissioned FutureBrand to create a bold visual identity that clearly communicates what makes their brand unique – both in the gaming community and to sports enthusiasts of every level, all around the world. They needed a simple yet enduring visual expression that would resonate with a community of like-minded athletes united in the pursuit of a better indoor training experience regardless of their skill level or sport of choice.
We developed a creative idea to drive the evolution of the visual identity. The creative idea was built on the belief that Zwift is far more than a workout. It’s a “window into another world” that inspires and encourages every “body” to turn their goals into lasting achievements. To support this idea we created a proprietary graphic element built around the distinct shape of the logo’s Big Z symbol. This shape serves as a dynamic window into all that Zwift empowers. It can be filled with a variety of colors, textures and graphics — all cuing fitness, health and the environments in which people everywhere pursue their goals.
The refreshed brand was launched in October 2017 and continues to support subscription growth three-fold year on year, now with 250,000 subscribers in 155 countries. Our goal of creating a bold, iconic, simple and enduring expression is being played out across new product offerings and group rides globally.