Manual
Schwinn
Schwinn
Schwinn
Can you relive your glory years without getting stuck in the past?
When it comes to U.S. bike manufacturers, there’s one that stands above the rest...Schwinn. For decades it wasn’t just one of the most beloved American brands, it was an icon of American culture. Fast-forward a few decades. Schwinn had been relegated to the cluttered shelves of big-box retailers. The brand had stored 125 years of history and heritage in the attic and was competing solely on price. Realizing the opportunity to reinvigorate the brand, Schwinn's leadership decided it was time to reinvest in product development and capitalize on what was still the most widely trusted and recognized name in the industry. Even to someone who had never owned a Schwinn, the brand still evoked feelings of leisure, innocence, nostalgia, and joy. We needed to rediscover and tap into a lost identity—a delicate exercise requiring us not only to connect past and present, but also engage an entirely new audience turned on to cycling by a pandemic fueled bike craze.
From Audrey Hepburn and Elvis Presley, to Stranger Things. For over 125 years, riding a Schwinn has always occupied a special place in American pop culture.
Our approach:
Honor the past, don’t repeat it.
As with any American icon there is the temptation to create a retro look and feel. Drawing inspiration from nostalgic design elements—rather than leaning on them—allows us to carry forward the spirit of the brand rather than the spirit of the past.
Clean up the clutter.
A brand with this much history and heritage accumulates a lot of visual assets. By carefully assessing, simplifying, and paring back, we bring greater clarity to the brand and make it better suited for the digital age.
Think beyond the spandex warrior.
The bike industry is both highly technical and highly specialized, not to mention intimidating to the casual rider. It’s time to make cycling more inclusive, welcome all experience levels, and invite a more diverse crowd to come join the ride.
Make it fun.
Often we forget bikes aren’t just about transportation, fitness, or competition. They’re about the thrill of pedaling fast. Yes, cycling is undoubtedly a sport, but it’s important to remind people it’s also a lifestyle—one that brings everyday joy.
The redrawn wordmark features confident, extended typography to present a bold, timeless, and sporty visual expression that works across a wide range of products.
The iconic Schwinn star is reconceptualized and simplified. While the mark aims to maintain the 'compass-like' quality of its predecessor, the new spoke-like form of the star allows for greater flexibility through single color application and results in a more unique expression. Its use is elevated as a core brand signifier, now paired alongside the logotype and used as a standalone mark of quality.
The introduction of two distinct typefaces helps draw connections to Schwinn’s heritage while modernizing the brand. A warm serif with a nod to the 1970’s is paired with a bold and characterful sans serif.
A vibrant color palette is derived from Schwinn’s vast library of 1950s, 60s, and 70s advertising. The wide array of hues allows the brand to oscillate between joyful/carefree and sophisticated/sporty as needed.
The Schwinn palette is a distinct counterpoint to the often dark, monochromatic, and masculine colors seen throughout the cycling industry.
Schwinn’s classic 1950’s cursive wordmark has been redrawn and modernized while maintaining the same quirky character. This allows all classic replica products to have a distinct personality while carrying the heritage forward.
An array of whimsical illustration styles coupled with playful copy introduces an element of levity to the brand, reminding us cycling is open to all people and all skill levels, because at the end of the day, it’s about enjoying the ride.
A new e-commerce experience guides customers through the process of finding the perfect bike, all the while educating, informing, and delighting along the way.
Hand-drawn iconography introduces a human touch, making the brand feel less technical.
We’ve been honored to work with such an iconic brand, and help reimagine new ways to inspire people to hop on, pedal fast, and enjoy the ride.