As riders themselves, the whole Boardman team understands first hand a rider’s need for both the personal challenge and the camaraderie that comes in riding with like-minded people. They wanted to prove they are out there too. Out there, supporting riders through every curve, every climb and every downhill dash; out there as a reassuring team presence by their side. A team that’s constantly in the saddle: testing, re-imagining and applying their out-there thinking to make the ride the best it can be. We introduced the strapline ‘Out there with you’ as a constant reinforcement of this belief.
This reassuring team presence also comes through in the new B symbol, which is inspired by the Peloton – the main pack of riders in a cycle race, who ride close together to save energy and support each other. Alongside the B symbol, and following a legal requirement to retain C Boardman in the name, we created the Boardman word marque and concealed the C inside the B, to mirror how customers describe the brand – Boardman Bikes.
With every single element of the brand designed to bring ‘Out there with you’ to life – from the daylight-inspired colour palette and the hues that surround you when you’re out there, no matter what time of day you ride, to the tone of voice. This is now a brand with a clear sense of belief and purpose. A brand you can get behind, and will always be out there with you, whatever you’ve set out to achieve.