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Q: how do you create a new retail brand with leadership qualities?

Angle: position them at the front of the pack

In cycling terms an echelon is a diagonal formation of racers that helps to reduce the energy expenditure required by the group to maintain a certain speed. The effect is created by reduced wind resistance in the leader’s slipstream.

And when you're about to open a new cycling concept store, selling one of the world’s leading bike brands, you need a name like Echelon that is meaningful and desirable to your well informed customers.

Echelon Cyclery is a new Specialzed concept store in Auckland’s North Shore. The new brand designed by Angle is sympathetic to the Specialized brand in both colour and attitude. The flexible logo adds meaning to the name Echelon by capturing a sense of momentum and streamlining.

Various logo colourways and the ability to isolate the stylised letter E, allow the logo to be used effectively on everything from signage, stationery and swing tags, to staff clothing and branded apparel for racing.