Cycling star Mark Cavendish launches new brand

British cycling star Mark Cavendish is launching new brand CVNDSH, which will feature collaborations with his current partners, who include Oakley, Specialized and Nike.

The new CVNDSH identity
The new CVNDSH identity

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.

Mark Cavendish at the CVNDSH brand launch
Mark Cavendish at the CVNDSH brand launch

The new identity also features Cavendish’s full name, and the strapline ‘fst as fck’ can be used.

'Fst as fck' print material
‘Fst as fck’ print material

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 CVNDSH identity
The new CVNDSH identity

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.’

The CVNDSH identity on Specialized's bike
The CVNDSH identity on Specialized’s bike

Cavendish will be competing in this year’s Tour de France, which starts on 29 June.

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