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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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ABCDEFGHIJKLMNOPQ RSTUVWXYZ

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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

Profile for francobicycles

Franco Bicycles Brand Book 2018 / Creators are Heroes  

francobicycles.com #francobikes #creatorsareheroes

Franco Bicycles Brand Book 2018 / Creators are Heroes  

francobicycles.com #francobikes #creatorsareheroes

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