Since 1892, Gazelle has built high-quality, comfortable and lightweight bicycles in the Netherlands, home to one of the world’s strongest cycling cultures. The products were as strong as ever, but the brand no longer reflected the expertise behind them or connected with younger riders.

With the concept ‘For the Love of the Ride’, we set out to bring new energy to Gazelle. The idea started with the most basic part of any bike: the wheel and its circular movement.

We refreshed the identity and created a brand film, from concept and art direction through to production. The wheel became the starting point for the logo, which we simplified while keeping the gazelle symbol at its centre. Its movement and circular shape also became recurring elements throughout the identity, carried across graphics, film, imagery and motion.

A new typeface, refreshed colour palette and more people-focused imagery complete the identity, while Gazelle’s iconic dark blue remains as a link to its heritage.

Since the rebrand, we have continued our close partnership with Gazelle, developing ongoing campaigns, photography, film and content across the brand.