Image Designed with Norwegian conditions in mind
Image 2012 Feather MTN – Entry-level Carbon Bike featuring the complete Shimano system
Image Logo lock-up
Image Gekko 2011 carbon frame detail
Image Graphic details
Image 2012 Firm STR – Raw polished aluminum with top-tube logo
Image Gekko 2012 bike line-up matrix
Image 2012 Flow STR – Sturdy aluminum frame with reflective artwork details for riding in dark or foggy conditions
Image 2012 Firm+ MTN – Lightweight aluminum frame featuring the complete Shimano XT system
Image Gekko 2012 Feather, carbon frame with complete Shimano XT system
Designed with Norwegian conditions in mind
2012 Feather MTN – Entry-level Carbon Bike featuring the complete Shimano system
Logo lock-up
Gekko 2011 carbon frame detail
Graphic details
2012 Firm STR – Raw polished aluminum with top-tube logo
Gekko 2012 bike line-up matrix
2012 Flow STR – Sturdy aluminum frame with reflective artwork details for riding in dark or foggy conditions
2012 Firm+ MTN – Lightweight aluminum frame featuring the complete Shimano XT system
Gekko 2012 Feather, carbon frame with complete Shimano XT system

Bike passion

Project name
Gekko Bicycles
Year
2012

Gekko is a series of bikes that came out of Sykkeldelisk, a local bike shop in Oslo, founded and run by a bunch of dedicated friends. They spent their time on bikes rather than brand strategy, and developed the bikes to match the high standards they themselves appreciated.

Input

Gekko wanted a visual concept that matched the quality of their bikes, an honest but proud representation of the high level of detail and craftsmanship they put into their product. They actually asked if we could "make the bikes look like a million dollars."

Output

We quickly made the strategic choice not to compete on price, since this would mean picking cheaper parts that were not as reliable. The Gekko target audience buys bikes for training and working out, not just for getting from A to B. They are dedicated, interested and demanding.

There had been no previous differentiation between the bikes in the line-up, so our first step was to create a brand matrix similar to that of a car company. We divided their bikes into models – Flow (flexible frames), Firm (rigid frames) and Feather (super-light carbon frames). We also divided the models into four self-explanatory classes based on their usage: Base, Street, Mountain and Race.

We made the decision of keeping the front-to-end Shimano groupings to not compromise quality, as most brands tend to mix and match parts for a more competitive price. We also confirmed with Shimano that their systems are intended to be used together, and perform better this way with little wear. We developed a sub-brand, Anatomy, for secondary parts like wheels, seats, handlebars and stems. These allowed for user customization while preserving the bike’s color scheme and style which were part of the brand.

We developed the overall identity and the visual design of each bike to clearly show the Gekko brand. After seven years, the concept is still very vital, and every year we design the new bikes using the same timeless expression and brand framework.

Outcome

The Gekko brand was to sold to Sport1 in 2006, where they achieved broader distribution and greater customer awareness. The brand-building has mainly taken place through the design, in-store presentations and word of mouth. Over time, they’ve created a loyal following of their own, as people now come in to get their third and fourth Gekko bike. We are currently working with the Gekko team on next season’s models.

Responsibilities

Brand Strategy, Visual Identity, Logo, Bike Line-up, Bike Naming, Bike Spec Assistance, Product Graphics

Process

Image Initial logo idea
Image Logo construction
Image
Image Illustrator sketch development
Image Workshop with Stephan
Image Factory visit
Image Handmade
Image Factory visit
Image Packaging