The world’s largest online market for modern bicycles has changed its appearance. Sporting goods, accessories, specialized apparel, and equipment, including running, triathlon, and cyclocross equipment, are available in the Chain Reaction online store. The brand has earned universal love and popularity across all corners of the globe through its dedication to its beloved work, corporate values, and attention to and respect for customers.
As before, the brand has a positive attitude, looks to the future with hope, and continues to love its micro-world, a community of sports and outdoor enthusiasts. Several bright colors, a new font, and a change in the logo’s overall shape formed the basis of the brand’s redesign.
The idea of uniting bicycle lovers into a “chain” resonates very strongly with consumers. The fact is that representatives of sports culture and seekers of adrenaline adventures always unite in groups of enthusiasts to conquer peaks, cover long distances, and compete in exciting races. When there is a like-minded person, it’s good to have a team supervisor. When some support not just individual athletes and lovers of active leisure but also whole teams, aerobatics, this is valuable; it is encouraging.
A chain reaction occurs, triggering the domino principle. In psychology, this effect is possibly partly explained by the principle of “infection.” When one person is dominated by positive emotion, they spread positive vibes, and those around them feel this joyful atmosphere and are unconsciously drawn into a positive mood.
Sport, undoubtedly, can become a lever for “turning on” pleasant emotions, for experiencing new expectations, and for being a “sponsor” of events, acquaintances, and life plans.
The Chain Reaction brand maintains ongoing contact with numerous partners and engages with various sports organizations. This maintains the company’s authority and helps expand and strengthen the business. Now, when the question of rebranding arises, professional designers immediately pick up the task and confidently implement it.
Starting from the description with color, it is worth emphasizing that the current logo has become brighter and, if I may say so, has a more “burning” bright and juicy blue tint. It is close to a blue-blue hue, while the old logo has a muted, dark, hazy color.
The concept of a massive part, a mechanism, no longer looks so innovative and simple. The tendency towards minimalism forced the initiators of the redesign to reconsider how ideas were translated. Therefore, the old chain element has sunk into oblivion, and the font has changed completely, preserving no elements. The title emphasizes the interconnectedness of all elements in the sports system; therefore, the inscription was previously inscribed in the graphic element. The simplest soft, elongated font won’t be the hallmark of a cool modern store. The designers followed a modern trend in innovation, simplifying the new logo to make it a standout feature. Today, it is connected to a bicycle body, and the font is rounded to match the symbol. The location of the brand name in two rows is also characteristic and stepwise when one part is presented at the top of the detail, and the second is below.
The logo unambiguously conveys the brand’s philosophy of chain reactions, interconnections, and involvement in sports life. The audience enthusiastically receives an excellent selection of fonts and graphic elements, which increases interest and demand for the brand’s products.