Responses by Paul Blackburn, founder, Studio Blackburn.
Background: Our brief was to create a refreshed bold expression for bicycle brand Brompton that reflects its evolution while staying true to the brand’s iconic identity. Speaking to a global audience, with adaptations for different markets such as urban convenience in the United Kingdom and lifestyle status in Asia, we sought to communicate both the functional and emotional aspects of Brompton bikes, highlighting flexibility, motion and lifestyle appeal.
Design thinking: Our approach was to translate Brompton’s ambition into a bold new expression centered around the phrase “Life Unfolded.” Motion became the heart of the brand, with the bike’s unfolding action inspiring a broader motion language across digital, film and retail.
The refreshed logo unfolds from a simple box into multiple variations, while a bespoke typeface expands the original logotype into a full alphabet. A single, custom Klein blue unifies the identity, complemented by icons and geometric elements derived from the bike, reinforcing authenticity, urban freedom and global community.
Challenges: Our biggest challenge was balancing Brompton’s strong heritage with the need to evolve for a new phase of global growth. The brand is iconic and deeply rooted in London craft, yet it also needed to connect with audiences worldwide—many of who, might not value its heritage in the same way. Brompton is a brand that belongs to the people, so any brand building must be handled with care.
Equally important is recognizing that what you choose not to do can be as crucial as what you do. Holding your ground is brave and can feel counterintuitive for creatives driven to experiment, but it is a vital discipline—deciding what to preserve and what to evolve. Our challenge was to tread this line carefully and provide Brompton with enough distinctive brand ingredients to serve it well into the future with a variety of audiences.
Favorite details: Extending the font from the original seven letters in the word Brompton to a full slab serif called Brompton Slab. This font can now be used in headlines across a multitude of touchpoints. It’s a simple, effective move that feels extremely Brompton as an engineered British design.
New lessons: Sometimes, a color can say more than words.
Blue just felt inherently right for this project. Whether we refer to it as Yves Klein Blue, British Blue or even London Underground Blue, the hue seemed to capture the spirit we were aiming for. As Yves Klein famously said, “Blue has no dimensions; it is beyond dimensions.” That sentiment resonated deeply with us, and it reflected the freedom and limitless possibilities of owning a Brompton.
Specific project demands: Without wanting to embarrass him too much, this project was made much easier by the relationship we have with Chris Willingham, Brompton’s chief marketing officer. He brings a wealth of expertise to the brand and was able to “plug us in” at the appropriate point in the process, briefing us on the things he was certain about and those he wasn’t. He showed a lot of faith in us, and I think the result bears witness to the value of a good brief, followed by respectful discussion and decisive decision-making.
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