DefyingConventions
CANYON Long before the iPhone changed the world, another visionary reimagined an entire market: Roman Arnold sold high-performance bikes online – in 2002. What sounded risky at the time became a revolution in bicycle retail. The challenge? Building trust in a digital-first brand.
Together with Canyon, we redefined what a bike brand can be and transformed an entire industry. Defying conventions became the unifying principle behind business model, product design, and branding alike.
Branding as a Strategic Growth Driver
Since 2005, we have partnered with Canyon to evolve its brand strategy and design. Canyon stands for pure performance, innovation, and passion, captured in the brand promise »We Inspire to Ride«.
The brand’s evolution has mirrored its business success. In 2020, Belgian investment group Groupe Bruxelles Lambert’s (GBL) acquired a majority stake in Canyon, a landmark deal recognising the company’s strong brand value and direct-to-consumer success. Two years later, in 2022, GBL partnered with LeBron James’ LRMR Ventures and other investors, including Tony Fadell, to support Canyon’s expansion in the US market.
Even amid the current challenges, Canyon’s strong brand foundation remains its most valuable asset and a key driver in sustaining trust, desirability, and innovation across global markets.
Leading the race:
CANYON has been writing its impressive history of success since starting its collaboration with KMS TEAM. (CANYON brand sales in euros)
Our idea back in 2006 to position the CANYON brand in opposition to all conventions was absolutely correct. It’s still obvious today.
Design that defines Identity
True to the brand’s spirit of constant innovation, we tilted the logo to the left – against the norm. This simple but radical gesture became iconic of the brand and a source of inspiration across the industry. The incline corresponds to the angle of the down tube on a bike frame, turning design into a statement of purpose.
We also developed the custom typeface CanyonText, rooted in the brand’s racing heritage and designed for seamless use across print, digital, and product. It is the typographic foundation of a distinctive and cohesive brand world.
As one of europe’s most
famous bicycle brands
today Canyon spans a
›bicycle multiverse‹.
From Digital to Physical Experience
With the opening of its new showroom in Munich’s Werksviertel, the brand once again set new standards. Together with Canyon, we developed a spatial concept that translates brand DNA into architecture. Monolithic structures, sharp angles, and bold contrasts bring the brand’s design language into three-dimensional space.
CANYON
What started in founder Roman Arnold’s garage has grown into the world’s leading direct-to-consumer bicycle manufacturer. Renowned as one of the most innovative brands in the industry, Canyon designs bikes for every discipline – from road, triathlon and gravel to mountain, city, trekking, and e-bikes.
Canyon partners with the finest athletes and teams on the planet, taking insights from the toughest race conditions to engineer bikes and components for the highest levels of the sport.
»Inspire to Ride« is the mission driving Canyon to ignite a passion for cycling around the world thanks to a streamlined direct-to-consumer model, smart digital services, and Canyon Stores and service partners offering expert advice, community experiences, and full support.
