![]() ![]() Mechanical disc brakes are easy to maintain ![]() Shimano 1x7spd drivetrain offers easy shifting for casual riding Rugged aluminum frame with easy rack and fender mounting With its high-volume 27.5x2.0" tires, the Indie is designed to navigate the unexpected in urban landscapes, turning every ride into an adventure to remember. If you're looking to escape the ordinary, color a little outside the pristinely-paved lines of city riding, and take your outings a little further, this is where you want to be! Shimano GRX BR-RX400 hydraulic disc brakesĮvery ride is an adventure - and the Indie is your perfect companion! WTB ST Light i23 TCS 2.0 wheelset, tubeless ready Its external cable routing makes for quick, easy service when the opportunity arises. With Shimano thru-axle hubs, WTB ST Light i23 TCS 2.0 tubeless-ready rims and ultra-wide range Shimano GRX 20-speed gravel group, the Search XR S2 is ready to take on whatever adventure you’re up for. With generous tire clearance (45mm/42mm with fenders) rack, fender, and bottle mounts and a comfortably quick rider compartment, the Search XR S2 allows you to explore singletrack trails, tackle a gravel loop, or head out for an extended bikepacking excursion. The light, Reynolds air-hardened, back-tempered chromoly frame and mid-modulus carbon fork offer agile stability, efficient pedaling, and comfortable vertical compliance and classic style. At Norco we like to say “we let the ride do the talking”.The Search XR S2 is an adventure-seeker that blurs the lines between mountain and road, pushing the limits of what you’d expect from a drop-bar bike. WILL THE NEW BRAND IDENTITY AND LOGO CHANGE ALSO MEAN WE’LL SEE SOME CHANGES TO BIKE AESTHETICS? FOR EXAMPLE, DO YOU THINK NEW COLORS, GRAPHICS AND ACCENTS ON THE BIKES WILL COME WITH THE NEW LOGO?įor definite! The new brand identity is considered in everything we do. The evolved marks retain the unique characteristics of previous versions, while modernizing them and redrawing them with the same precision and care that goes into engineering a bike! With this guiding us, we believed that both marks had a rich history and some ownable characteristics that made them distinctive. Our goal wasn’t to reinvent the brand, rather, make it a better version of itself. DO YOU THINK THERE’S VALUE IN KEEPING SOMETHING FAMILIAR IN YOUR NEW LOGO, EVEN THOUGH YOU WANT SOMETHING NEW? WHY NOT JUST GO ALL THE WAY AND COME UP WITH SOMETHING TOTALLY DIFFERENT? WHEN EVALUATING A NEW LOGO, MANY TIMES BRANDS DIFFER VERY LITTLE FROM WHAT CAME BEFORE. The logo refinement process was left to a smaller group of individuals, with one key decision maker to make the final decision. This was done by popular opinion – a group of 15 individuals within the company in various departments with varying tenure. Landing the brand concept was a key driver in what the final design direction of our marks were going to be. HOW MANY PEOPLE ARE INVOLVED IN SELECTING THE FINAL DESIGN? IS IT A POPULAR OPINION VOTE OR IS THERE ONE KEY DECISION MAKER? Once we landed on the brand concept, we then worked through two or three more iterations of the word mark and icon marks associated to that concept to get them just right. There were 3 versions of each the word mark and icon mark we contemplated as a team – each driven by their own overall brand concept and expression. HOW MANY REVISIONS AND ATTEMPTS DID IT TAKE FOR THE NEW LOGO TO BE APPROVED? It’s the best, most honest expression of who we actually are, and we’re so excited to make it real today!” “This refreshed branding elevates the Norco brand to the level of innovative engineering and incredible passion for riding that makes our bikes what they are, setting the tone for the future of mountain biking in British Columbia and around the world,” said Falk. The new brand identity can also be experienced today on the completely revamped, and will continue to be reflected through future media projects, new product, on-bike applications, in-store collateral, and all other industry and consumer touchpoints. ![]() The series of video edits, feature stories and moments created by Norco, and by the Norco community, is designed to provide opportunity and encouragement for everyone to explore and express their own No Other Way. The No Other Way brand video kicks off the re-brand launch campaign, setting the tone for an ongoing content series that highlights the mutual emotional connection between every rider and the ride itself. ![]()
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