By: Michael McAleer

Longbow Cycles makes high-end, women-specific steel bikes for enthusiastic or competitive cyclists. The company’s bikes are made by women for women. The identity should reflect their expertise, and refrain from condescending to customers with overt use of sexuality, as is common industry-wide. The name Longbow was chosen to evoke thoughts of precision and gracefulness, and the logo was designed to reflect the craft of experienced frame-builders. The overall aesthetic conveys the company’s personality and earnest passion for their work, but avoids frivolity. The catalog’s copy was carefully considered to lend a clear voice to the brand’s unique philosophy.