Cycle & Carriage:
Exceptional Journeys
Cycle & Carriage had the regional presence of a Southeast Asian leader but the brand recognition of a local one. Despite operating across Singapore, Malaysia, and Myanmar with a diverse portfolio of automotive brands, it remained largely synonymous with Mercedes-Benz in Singapore. The rebrand rearticulated its positioning and built a new identity system to match its true scale: One consistent, confident mark that could be activated and recognised across the region.
Role: Design Director & Designer
Team: Steve Harkin, Will Taylor, Farid Leong
Studio: Interbrand
Year: 2017
Brand identity
Cycle & Carriage was first established as a
sundries trader in 1899 in Kuala Lumpur, Malaysia. It sold everything
from soaps, screwdrivers to bicycles and later motor cars.
The Cycle & Carriage logo has evolved over the years to reflect the
transformation of the company, changing taste and new technologies. With its twin wheels optimally balanced with a new premium blue paint job, Cycle & Carriage is geared for what’s ahead, carrying its heritage and widespread recognition across the SEA region. Logo with tagline shifts into a new direction
Showroom entrance