CREATORS ARE HEROES FRANCO BICYCLES / BRAND BOOK / 2018
CONTENTS 03 05 07 09 11 13 15 17
CREATOR
CREATORS ARE HEROES
OUR WHY
OUR VISION
OUR VALUES
HISTORY
THE FRANCO TEAM
WHAT WE DO
21 25 27 29 31 33 37
VISUAL LANGUAGE
DESIGN ELEMENTS
LOGO
COLORS
TYPOGRAPHY
PRODUCT GRAPHICS
PHOTOGRAPHY GUIDE
CREATOR
k re ’a de r
a person or thing that brings something into existence.
CREATOR
04
CREATORS ARE HEROES
We celebrate those who create. They are the visionaries who bring people together, rallying them behind something they can believe in. They are the explorers who constantly push forward and always find a way. They are the risk-takers who put themselves out there to be judged. They are the innovators who turn an idea into something tangible–a product, an experience, a movement. To us, they bring society forward. To us, creators are heroes. CREATORS ARE HEROES
06
OUR WHY
We are inspired by the creator’s spark that exists in all of us. It’s this inspiration that drives us to create products and experiences that bring joy and fulfillment on two wheels.
OUR WHY
08
OUR VISION
Our vision is to create a purpose-driven business that:
Celebrates the creator mindset. Gets more cyclists on bicycles created just for them. Furthers the sport of cycling. Promotes thoughtful design. Provides a work environment for people to thrive in.
OUR VISION
10
OUR VALUES
PEOPLE COME FIRST. We win as a team. start quickLY, refine OFTEN. Work hard, make cool things. CARE ABOUT WHAT YOU DO. Succeed while being good people. Keep pedaling. OUR VALUES
12
FRANCO BICYCLES HISTORY
2007
TODAY
Two cousins, two cities, one bicycle, a disruptive business model
Eleven years later, Franco is a collection of people brought
and a dream. Franco’s journey began with the Balcom, a race-
together by a passion for bicycles. The customer-focused
inspired carbon road bike accompanied by a built-to-order,
approach remains and the built-to-order process is now amplified
customer-focused approach to retail. The first years brought on
by the launch of our Latigo custom carbon models. More
new road and triathlon models and many amazing relationships
importantly, we still wake up every morning, excited to put a leg
with partners, customers, and new friends.
over the bike and are thankful we build bicycles for a living.
HISTORY
14
THE FRANCO TEAM
We are a team of builders and designers, product people and number crunchers, cat people and dog lovers, coffee shop riders and crit racers, craft beer enthusiasts and whiskey fanatics, and self-proclaimed experts of rock & roll and hip-hop. Our common bonds are the bicycle and our passion to get more people on two wheels.
THE FRANCO TEAM
16
WHAT WE DO
Every Franco begins with a conversation. To truly build something special you start with the rider’s end goal in mind. We love getting to know the motivation behind our client’s choices to better serve them. It’s this level of understanding that helps us create the best bike experience.
Every Franco is a unique creation. Every bicycle that leaves our showroom is a result of the rider’s vision and needs, combined with our craft. The result is always unique. It’s this level of versatility that helps us create the best bike experience.
Every Franco is backed by expertise. Our focus on the premium road and gravel disciplines has given us a deep understanding of what matters most when creating a tailored bike. It’s this level of knowledge that helps us create the best bike experience.
WHAT WE DO
18
“ “Design is a plan for arranging elements in such a way as best to accomplish a particular purpose.” - Charles Eames -
VISUAL LANGUAGE
Franco Bicycles is a story currently being written. It’s a collection of personalities dedicating themselves to the writing of this story. It’s chapters of rides attempted, mountains conquered, and descents enjoyed. The following is our attempt at illustrating this story through a visual language.
VISUAL LANGUAGE
22
BOLD
Make a statement with confidence, impact, and strength.
HUMAN Behind the premium bicycles are real people who care.
PURPOSEFUL Everything is considered. Everything has a reason for being.
PERFORMANCE No gimmicks. Focused on what makes a difference.
DESIGN ELEMENTS
The Speed Shape At the core of the Franco visual language is the Speed Shape. This parallelogram is consistently moving forward, with confidence, always implying momentum. These Speed Shapes first appeared as racing stripes on our first Balcom and have adorned our bike models ever since.
Versatility The essence of the Speed Shape is anchored in the feeling of momentum it inspires. It is a highly versatile and modular shape, only constrained by two pairs of parallel sides. Proportions are open to different implementations and design layouts are free to explore a wide range of applications.
DESIGN ELEMENTS
26
LOGO
Preferred Two-Color Logo Black Pantone Process Cyan
Spacing and Boundaries
Preferred Icon Black
Franco Racing Logo Pantone 3255 Pantone 1375 Pantone 178
One Color Logo Black
Franco Racing Icon Pantone 3255 Pantone 1375 Pantone 178
Reverse Logo White
LOGO
28
COLORS PRIMARY COLORS
Franco Blue Pantone Process Cyan C100 M0 Y0 K0 R0 G174 B239 #00AEEF
Franco Black Pantone Black C0 M0 Y0 K100 R0 G0 B0 #000000
FRANCO RACING COLORS
FFR Blue Pantone 534 C95 M74 Y7 K44 R27 G54 B93 #1B365D
FFR Green Pantone 3255 C48 M0 Y25 K0 R44 G213 B196 #2CD5C4
FFR Red Pantone 178 C0 M70 Y58 K0 R255 G88 B93 #FF585D
FFR Orange Pantone 1375 C0 M45 Y94 K0 R255 G158 B27 #FF9E1B
COLORS
30
Typography Headlines Alternate Gothic No.3 All-Caps
Sub-Headlines Alternate Gothic No.3
Copy Gothic Book
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TYPOGRAPHY
32
PRODUCT GRAPHICS
PRODUCT GRAPHICS
34
PRODUCT GRAPHICS
PRODUCT GRAPHICS
36
PHOTOGRAPHY GUIDE
Movement
Authentic
Compelling
PHOTOGRAPHY GUIDE
38
Dynamic
Inspiring
PHOTOGRAPHY GUIDE
40
“After climbing a great hill, one only finds that there are many more hills to climb.� - Nelson Mandela
FRANCOBICYCLES.COM #FRANCOBIKES #CREATORSAREHEROES
Created by Creators & Heroes
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hey@creatorsandheroes.com
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Photography by Daniel Locascio, Samson Hatae, Ricardo Aceves, Mission Cycling