A Fresh New Look
You might have noticed we’ve made some changes to the way we look.
A brand new logo, new font and even some bright new colours.
We’re still enthusiastic and knowledgeable about all things bike.
We’re still ambitious. We still love our community. We still want cyclists
all over the world to think of ‘Chain Reaction’ when they think bikes.
So that’s why our ambition is to build an experience and a brand rooted in the joy of buying for bikes. We want to recognise, celebrate and even create more of that joy across all of our channels. It’s why we’ve put a tiny Emoji of a bicycle at the end of this line. 🚵♀️🚲😃
We May Look Different, But We Are The Same Company.
Welcome to the new Chain Reaction. #NextChapter
Changing it up.
Everything you need to know about our new look.
Our New Brand Values
From Chain Reaction Cycles to Chain Reaction
The name has become a victim of our own success. Customers say CRC or Chain Reaction.
NOBODY says Chain Reaction Cycles anymore as EVERYONE knows who we are.
Just like no-one says Premier League Football. Everyone says: The Premier League.
We don’t need .com because we’re a website.
We don’t need cycles because everyone knows we’re a cycling brand AND we have CHAIN in our title.
If we reduce the words the logo is easier to understand and more modern.
We’ve reimagined our colour palette…
Red Hat is our brand new font.
…and A New Logo!
Adding some Joy
So why the new look?
Why not keep the old logo everyone recognises after all of these years?
We strive to be the best. To bring joy to every shopping experience.
So we felt we should put some more joy and excitement into our look and feel.
We feel it on the inside. So why not show it on the outside?
A brand isn’t just a logo
It’s created and delivered in everything we do and how we all behave.
From the boxes we deliver in, to the customer service we give, to how easy it is to find what you need on our site.
This logo helps to define who we are, why we do what we do, how we behave, how we look and how we talk.