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Wiggle launches new brand identity

Cycle retailer Wiggle is launching a new brand identity as it eyes global expansion.

GENERAL MERCHANDISE

Wiggle launches new brand identity

Cycle retailer Wiggle is launching a new brand identity as it eyes global expansion.

As part of the redesign, the firm's design agency BrandOpus also addressed the brand architecture to make the full spectrum of the Wiggle offering clearer to consumers.

Rachel Moffat, marketing director at Wiggle, said: “We will introduce the new identity from late February across our online retail site, apparel, equipment, accessories & nutrition brands as well across the wider company portfolio including events, services and the Wiggle Honda pro cycling team.”

BrandOpus executive creative director Paul Taylor added: "Wiggle is passionate about people experiencing the joy of taking part in sport. Symbols speak louder than words, so we have introduced a mark that evokes the moment of personal sporting achievement. The new identity refreshes the logotype and colour palette for a more sophisticated look whilst achieving far greater consistency across the wide range of Wiggle products and services."

Wiggle will also launch a new communication and advertising campaign in the spring.

 

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