Racescene is an Italian-specialist cycling store located in Barnsley, South Yorkshire. Owner and founder Richard Maxwell approached ink in late 2017, to develop a revised and refreshed identity for the brand as it moved to bigger & better premises in early 2018.


With a long-standing reputation in the local area, staying true to the company's roots was imperative in our re-design... Richard wanted the new branding to reflect a modern, contemporary identity which reflected not only the engineering prowess and technical superiority of their stock, but also the rich heritage of Italian cycling which is a constant theme in everything they do. Bold contrast and clean lines were lacking in the existing material, something which we agreed with Richard would really inject new life into the brand.


We developed a bold identity of high-contrast visuals which not only make the storefront design stand out on the high street, but also invoke a sense of adrenaline-fuelled acceleration synonymous with the high-end cycling hardware available at Racescene. Incorporating the Italian tricolore was an essential aspect of the re-brand, as well as subtly referencing their primary specialism in Ciocc racing bikes. This was achieved by fading the iconic Ciocc motif into the background of Racescene signage, as to convey this USP to those in the circle of premium cycling gear.


Our final logo was presented with a range of variations, including solid blackout and whiteout versions as well as a corresponding 'R' social media icon.

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