Canyon Bicycles: "CANYON BRAND BOOK" Design & Branding by Kms Team

Type of Entry: Graphic Design & Design Crafts
Category: Publications & Business Communications
Advertiser/Client: CANYON BICYCLES
Product/Service: PREMIUM BICYCLES
Entrant Company: KMS TEAM Munich, GERMANY
Design/Advertising Agency: KMS TEAM Munich, GERMANY

Managing Partner, Design: Knut Maierhofer (KMS TEAM)
Team Manager, Design: Patrick Märki (KMS TEAM)
Senior Designer: Bettina Otto (KMS TEAM)
Designer: Daniel Perraudin (KMS TEAM)
Text: Daniel Bittmann (KMS TEAM)
Client Manager: Simon Betsch (KMS TEAM)
Project Manager: Manuela Liebertz (KMS TEAM)
Production: Christina Baur (KMS TEAM)
Prepress: Angela Keesman (KMS TEAM)

Brief Explanation:
Every employee should be able to identify with Canyon’s principles and orientation. The objective was to provide employees and select clients with an opportunity to experience the source of the central brand values and the contribution of every employee in the manufacture of Canyon products.
Describe the brief from the client:
The task was to develop a brand book for Canyon Bicycles, a manufacturer of premium sports bicycles headquartered in Koblenz, whose bicycles are sold exclusively by direct marketing.
Description of how you arrived at the final design:
The brand book is animated by its guiding idea, namely, the focus on the pure riding experience, which is also expressed in Canyon’s “Pure Cycling” slogan: The jacket of the brand book is made from original sections of a Canyon shipping box and thus corresponds to Canyon’s concept of “purity”. The shipping box additionally embodies the idea of direct marketing. The brand book combines photographs and text, which take up various aspects and scenes from the fascinating world of cycling. The photographs show the numerous facets of the sport and have a suitable aesthetic quality. The pictorial concept takes up the idea of “Pure Cycling” in that it emphasizes the authenticity of the subjects.