Specialized Corporate Identity

Client

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 that we were hoping for.