Hercules Cycles Identity Redesign
Designing the look and feel for one of india's largest bicycle company
Graduation project done at Lopez Design India with Anthony Lopez as the mentor.
Hercules Cycles approached Lopez Design to redesign their existing identity in order to stand apart from other cycle brands in India and gain popularity with the existing target audience.
The approach was to be different, and stand tall as the number one producer of quality bicycles and accessories in India.
We came up with an identity system that was unique and different from any other cycle manufacturers in India. It makes Hercules' feet strong as the contemporary brand that truly understands what is required for the evolving target audience who has grown up with technology.
STRONG AND POWERFUL - HERCULES
The face of Hercules signifies strength, power, and stability: all the defining features of Hercules, the character.
The logo itself is contemporary, with its roots firmly in history. The use of colours, and typography give it a defining characteristic.
We wanted the identity to be as dynamic, and flexible as possible. In a lot of places, the primary logo might not be a great fit everywhere. Therefore, we created a secondary logo which has a unique character compared to the primary logo's logotype. It will e used on communications that already scream Hercules (the brand).
After about 500+ digital explorations over the course of a month we zeroed in on on the final version of the "H" mark. We had many other options that ranged from using the form of a lion to weapons that Hercules (the myth) used according to historic imagery.
q: HOW DO WE RECONNECT THE BRAND TO THE MYTH AND MAKE IT EXCITING AT THE SAME TIME?
A: HERCULEAN BRAND POSITIONING.
Creating a contemporary hercules
Traits of Hercules (the myth) along with the characteristics we wanted the final identity to have. It needed to be powerful, independent, and communicate strength, at the same time look contemporary in its visual design.
We designed the mindmap to come up with the characteristics we wanted the identity to have. The words highlighted in black are some of the more relevant keywords, and others are the keywords that the identity needs.
We wanted the identity to have be strong and therefore wanted to be connected to the myth of Hercules. To communicate that in simple words was a challenge in itself.
Be Powerful. with a period added and hyphenation in "powerful" brings forth the strength aspect in a simple and concise manner.
Colour Palette and Typography - Moodboard
This was an important step in the creation of the brand language because this is the where we could truly make Hercules stand out.
Therefore, we created a moodboard to help us communicate this in the most efficient, and powerful way.
The colours help us reach, and appeal to the target demographic who are pre and early teenagers.
Identity Pathways - Teaser communication
There will be a series of online and offline communication prior to the new identity launch. We went with Something powerful is coming. as the main and only copy on the page along with zoomed in versions of the symbol itself to highlight the fact.
The clean and simple visual design makes it stand apart from the rest of the Indian brands who tend to favour busy layouts with a mixture of imagery, text, and graphic elements.