Performance Bikes gets new identity

Graphic design consultant Robinson & Associates has designed a new identity for motorbike enthusiast magazine Performance Bikes.

Commissioned by The Bauer Publishing Group in early June, the project was completed three weeks ago. The logo is fully redesigned, in accordance with a brief to reclaim the sentimental attachment that readers once had with the title.

Designer James Robinson says, ‘They went down the acronym route before, like GQ or FHM, but the title is what the reader relates to. The PB was lost on the shelf.’

The September issue of the magazine will be the first to display the new design, which will extend across a range of Performance Bikes products.

‘It will be on biker stickers and banners for special event days and the website will be revamped in due course,’ he says.

The main challenge was to convince Bauer that a simple design should be used. ‘Initially the team thought dropping in a rev counter might be too obvious, but they wanted something memorable,’ he says.

Bauer is to relaunch its Top Santé and More titles, though it is not believed to be using external design consultants.

In a statement, issued to Design Week, Sarah Ewing, director of communications at Bauer, says, ‘Bauer Media occasionally uses design consultants, but it’s not a common practice across the portfolio.’