Schwinn bikes used to be the brand to ride. Solid, dependable, and with more than 125 years in business, Schwinn was the brand that people trusted. But, in the present day, that status was missing: the company was not competing well against newer brands or box store brands, mainly because its identity had gotten watered down by its own multiple product and logo designs over time.
The design team at Manual made it their goal to restore that consumer trust. They winnowed down a wide range of company logos that had been used on various models to just three core elements:
A bold uppercase wordmark already in use was tidied up;
The red Schwinn compass star is now the hero and central symbol; and
A continuous-line wordmark has been brought back from the 1960s to represent Schwinn’s classic products. Its bent tubular steel look speaks of both an era and the product design.
