Isle of Man-born Cavendish rose to prominence following a series of sprint wins at the Tour de France and other Grand Tours. Known for his powerful sprint finish, he styles himself ‘the fastest man on two wheels’.
The new identity has been developed by Harrogate-based consultancy The Lift Agency, and features a green flash, a reference to the Green Tour de France sprinter’s jersey won by Cavendish in 2011.
The new identity also features Cavendish’s full name, and the strapline ‘fst as fck’ can be used.
Sam Hodgson, creative director at The Lift Agency, says, ’Removing the vowels from the identity is like removing parts of the bike – streamlining it as much as possible but making sure it still works. We wanted to create something that looked really pure.’
The new brand launches this week and is used in Cavendish’s Specialized Venge bike. A spokesman for Cavendish says, ‘Moving forward you will see collaborations with Mark’s current partners as we look to grow the CVNDSH brand.’
Cavendish will be competing in this year’s Tour de France, which starts on 29 June.