Specialized Corporate Identity


Specialized Bicycle Components

Project overview

Our Specialized S was originally designed to go on narrow bike headtubes so the shape needed to be vertical. We envisioned a surf-like, lightning bolt with an S shape. Patrick grabbed a marker and a hundred attempts later had a stroke that summed up the energy he wanted. He sent this sample to Georgia Deaver, a San Francisco calligrapher, to refine. One of the brushstrokes she returned absolutely captured the power and attitude we were hoping for.

It's not often an agency's client grows at such an exponential rate. But thanks to owner Mike Sinyard's leadership, Specialized has grown to a become a global giant with annual sales over a billion dollars. Yep, that's with a "B".