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.
19 November 2020
Absolutely fabulous and precise video.
Pedal on guys.
18 November 2020
Not exactly eye catching, prefer the previous logo!🤗
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
18 November 2020
The problem I have is that now everyone is going to realise just how old my GE gear is!
18 November 2020
Great video. Simple, yet gripping. Loved it. Keep doing the doing.
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…
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
18 November 2020
Agree with Julie J. In Comment 1.
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.
18 November 2020
Looks great, fresh and fun. Keep up the good work!
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.
.
18 November 2020
Love the video and the new logo. Very smart work.
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???
18 November 2020
Really like he new logo- good thought put behind it and it is thoroughly modern and eyecatching . LOVE the Video. Congratualtions !
Join our UnderGround newsletter for regular updates from our blog, new product releases and hot deals.
Join our UnderGround newsletter for regular updates from our blog, new product releases and hot deals.
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.