Design agency teams up with the fastest man on two wheels

Mark Cavendish, the fastest man on two wheels, launched his new personal brand this week with help from a design consultancy in Harrogate, writes Bernard Ginns.

Mark Cavendish has launched his own brand along with a custom made Specialized bike
Mark Cavendish has launched his own brand along with a custom made Specialized bike

The Lift Agency worked with Mr Cavendish, pictured above, to develop a logo for use by sponsors including Nike, Oakley and Specialized.

The logo features a green arrow cutting through his name with the vowels missing, CVNDSH, to signify his speed.

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The use of green represents the Manx Missile’s prolific wins in the green jersey stages of the Tour de France.

Mr Cavendish, who is targeting the yellow jersey in the opening stage this weekend, unveiled his new Specialized Venge bike at an event in London.

Antony Robinson, managing director at The Lift Agency, said: “It was an honour to be asked to develop the new brand and identity for Mark Cavendish.

“His eye for design and attention to detail meant that he was a hard task master but we are both absolutely delighted with the visual outcome.

“Everyone in the agency is extremely proud of this work and in particular that our logo could be worn by the Harrogate stage winner in the Tour de France next year.”

The company, which employs 12 people, celebrates its 10th birthday in October.