Ground Effect Logo Reboot

1 min read


As with most start ups, at Ground Effect’s inception back in 1994 a lot of energy and anguish was invested in developing a logo that we hoped would convey important messages about our new brand.

We settled on a textural hand written logo type as a literal connection between ‘Ground’ and the dirt we ride on, as well as an eco-conscious undertone - the Ground ‘Effect’. A stylised rider swooped, unweighted, over a rise to capture the freedom and exhilaration of cycling. Our first catalogue was printed on recycled, slightly oatmeal coloured stock. Silky woven labels were lovingly stitched onto each garment.

Over the past 25 years the Ground Effect logo has evolved through several iterations with refined, sharper typefaces, plus a variety of stretched, stacked oblong, mirrored and circular formats.

A simmering desire for a more significant reboot came to a head during lock down. Liam wrestled with the challenge and churned out a torrent of concepts before all eventually led to this latest incarnation of the Ground Effect logo.

The obvious difference is the device - the arcing rider replaced with the symbolic flats, rolling hills and mountains - along with the orange dot representing the rider-bike-wheel. We liked the breadth of terrain and implied variety of bicycle mode, plus the connection with adventures in the backcountry. The typeface retains round wheel-like forms with the individual letters nudging and nestling against one another.

Pedal on.


15 Responses

Johnny D
Johnny D

20 November 2020

I’ve been with you guys since the beginning and love your gear, but I’m sooooo glad you’ve finally rebooted your logo! Many years ago a mate commented that your logo looked like a blokes tackle, and ever since I’ve heard those words whenever I’ve grabbed your gear from my drawer. The way your gear lasts, I’ll be stuck with this curse for at least another decade, but at least my future Ground Effect buys will be tackle free.

Dennis
Dennis

19 November 2020

Absolutely fabulous and precise video.
Pedal on guys.

Bernard Silvey
Bernard Silvey

18 November 2020

Not exactly eye catching, prefer the previous logo!🤗

Mike Edge
Mike Edge

18 November 2020

GE, you continue to impress and innovate, great new graphic and a story told simply, one that matches your history and huge pedigree. Fantastic, keep doing what you do best

Kerry
Kerry

18 November 2020

The problem I have is that now everyone is going to realise just how old my GE gear is!

Rob McMahon
Rob McMahon

18 November 2020

Great video. Simple, yet gripping. Loved it. Keep doing the doing.

John
John

18 November 2020

Loved the old logo and I like the new one.
The video is good – particularly inspired is the sound of an old fashioned retro cash register as your sales increase…

Malcolm Duffield
Malcolm Duffield

18 November 2020

I like the new logo – Crisp and Bold and Energetic too. Love the video – shows that cycling takes many forms – all fun

Josephine Olsen
Josephine Olsen

18 November 2020

Agree with Julie J. In Comment 1.

Julie James
Julie James

18 November 2020

Nice but I like the old simple
‘Cycling over’ logo which stands out better with colours, than the low key ‘blend in’ almost unseen new option.

Brett leyden
Brett leyden

18 November 2020

Looks great, fresh and fun. Keep up the good work!

chris Ingram
chris Ingram

18 November 2020

that’s really smart – concept and matching lettering.
And such a fun video all done with lines and a circle…..and the whizzing by colourful Peleton.
thanks guys.
Chris.
.

Julian
Julian

18 November 2020

Love the video and the new logo. Very smart work.

Leonie de Groen
Leonie de Groen

18 November 2020

totally agree with Judith – it is a wonderful advert, fantastic video, & I plan to forward to other friends (kiwis).
On a t-shirt? When available to purchase???

Judith Wesley
Judith Wesley

18 November 2020

Really like he new logo- good thought put behind it and it is thoroughly modern and eyecatching . LOVE the Video. Congratualtions !

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