Norco Bike Company, a leading name in the cycling world for over half a century, has announced a comprehensive brand refresh – the first in its impressive 57-year history. This significant evolution encompasses a completely reimagined visual identity, updated logo marks, a refined corporate color palette, and a refreshed tone of voice. These changes are designed to accurately reflect Norco’s current standing in the global marketplace, marking its remarkable journey from a cornerstone of the Canadian cycling scene to a prominent force in international mountain biking.
“Norco has undergone incredible growth and transformation throughout the years, yet our core values remain constant: the pure excitement of dirt riding, the profound influence of our British Columbia roots, and the freedom to innovate in the unique Norco way. These elements are the bedrock of our identity, and we aimed to bring them even more sharply into focus,” stated Peter Falk, VP of Marketing at Norco.
The revitalized branding of Norco Bike Company deeply embraces the intrinsic connection every rider shares with the ride itself. It employs a visual and emotional language intended to resonate universally with anyone who has experienced the thrill of cycling off-road. This rebranding initiative underscores Norco’s commitment to the heart of mountain biking and its dedication to fostering a deeper connection with its community.
To launch this exciting new chapter, Norco Bike Company has released “No Other Way,” a brand video that sets the stage for an ongoing content series. This series is crafted to emphasize the shared emotional bond between riders and their passion. Through video edits, compelling stories, and authentic moments created both by Norco and the Norco community, the campaign invites and empowers everyone to explore and articulate their personal “No Other Way” of riding.
The fresh brand identity is immediately visible on the completely redesigned norco.com website. Furthermore, it will be consistently integrated across all future media projects, new product lines, on-bike applications, in-store materials, and all interactions with industry partners and consumers. This cohesive approach ensures that every touchpoint reflects the evolved Norco Bike Company.
“This brand refresh elevates Norco to truly embody the spirit of innovative engineering and the profound passion for riding that defines our bikes. It sets a clear direction for the future of mountain biking, both in British Columbia and across the globe,” Falk added. He emphasized, “This isn’t a New Norco; it’s the truest, most authentic expression of who we are, and we are thrilled to share it with the world today!”
The rebranding process for Norco Bike Company involved meticulous attention to detail and collaborative effort. When questioned about the logo design revisions, Norco clarified that they explored three distinct versions of both the word mark and icon mark, each driven by unique brand concepts. After settling on a core brand concept, they refined the word mark and icon through a further two to three iterations to achieve perfection. The selection of the final design was a blend of collaborative input and decisive leadership. The initial brand concept was chosen through input from a group of 15 individuals across various company departments. The subsequent logo refinement process was managed by a smaller team, with a key decision-maker ultimately guiding the final selection.
Norco Bike Company acknowledges the value of familiarity in brand evolution. While aiming for a fresh look, they recognized the importance of retaining recognizable elements from their previous logo. They believe the evolved marks maintain the unique characteristics of past versions while incorporating modern aesthetics, reflecting the same precision and care that goes into engineering their high-performance bikes.
The new brand identity extends beyond just logos and colors. Norco Bike Company confirms that the rebrand will influence bike aesthetics. They emphasize that at Norco, “we let the ride do the talking,” meaning that bike design considers not just performance but also visual communication through industrial design, colors, graphics, and the new word and icon marks. Cyclists can anticipate seeing these refreshed aesthetics reflected in upcoming Norco bike models.
About Norco Bike Company:
Established in 1964, Norco Bike Company is one of Canada’s most iconic and enduring mountain bike brands. Deeply inspired by the challenging and breathtaking mountain landscapes of British Columbia, Norco’s “Dirt First” philosophy is central to their design process. This philosophy ensures that every Norco bike is born from the demanding terrain of their backyard and is a product of an unwavering commitment to continuous improvement. From groundbreaking suspension systems and innovative frame designs to leading advancements in electric bike technology, Norco Bike Company is composed of passionate riders dedicated to pouring their expertise and enthusiasm into creating the best bikes for the riding experiences they cherish.
There’s No Other Way.
