Folding bicycle pioneers Brompton are marking their 50th anniversary with a global brand refresh centred around the concept of Life Unfolded. Developed by London-based agency Studio Blackburn, the new expression aims to capture Brompton’s distinctive spirit while providing a toolkit to support its growth at home and abroad.

The milestone arrives at a challenging time for Brompton. In January, the company reported a dramatic fall in annual profits – from £10.7m to just £4,600 – as they grappled with an industry-wide downturn. Since experiencing a boom period during the pandemic, the cycling sector has seen demand plummet, while Brompton has further suffered due to supply chain issues. Against this backdrop, Life Unfolded feels like both a celebration and a necessary gear shift.

And the picture elsewhere looks a lot more promising – especially in Asia, where Brompton bikes are seen as a status symbol. As such, it was important that the new positioning reflected both the brand’s British heritage and its international ambitions. “We needed a refreshed branding system that could unify Brompton worldwide whilst offering enough flexibility to reflect local nuances,” says Dimitri Hon, senior creative at Brompton.

Motion sits at the heart of the new expression. Inspired by the bike’s design, Studio Blackburn has built a dynamic identity system where assets can be easily adapted across digital, film and retail – from subtle two-speed transitions to more energetic 12-speed variations. Additional layers comprise geometric icons drawn from bike components, passport-style stamps and playful shapes intended to reinforce the sense of urban freedom embodied by the brand.

The new logo system mirrors the bike’s unique folding action, expanding from a simple box into multiple forms. A bespoke typeface, extrapolated from Brompton’s eight-letter logotype, extends the brand voice across every channel. And at its core sits an eye-catching custom Klein blue – chosen as a singular, ownable accent colour.

“Brompton is more than a bike, it’s a lifestyle and a community,” says Paul Blackburn, founder of Studio Blackburn. “But at its heart, it’s a moving product, so it needed a moving brand. We set out to design an identity that’s as intelligent, flexible and dynamic as the bike itself.”

It’s a confident statement of intent for a brand that has long been synonymous with ingenuity, style and portability. As Brompton looks to bounce back from its post-Covid slump and expand into new markets, Life Unfolded signals a renewed effort to ensure the brand remains as agile as the iconic bikes that built it.

studioblackburn.com; brompton.com