ANAHEIM, Calif. (BRAIN) — Box Components is introducing a new logo and branding as it transitions from being a BMX parts supplier to being a full-line components brand.
Box, owned by CGI, has an updated icon and word mark that will be used products, websites/catalogs, tradeshow booths and consumer communications and marketing.
"As huge fans of motorsports, particularly motocross, we have been watching the evolution of branding and graphic design become more clean and modern in the recent months. With the coming launch of our mountain bike components, now is a good time to update our logo and image," said Toby Henderson, CGI's founder and president.
Changes to Box packaging and product graphics will be done in stages over the next several months.
In addition to the new brand identity, Box will gradually introduce a range of new products at varying price points organized in a hierarchy under the names Box One, Box Two, Box Three, Box Four and Box Five. One represents the top-of-the-line price point, with Five as the value-oriented line. Most existing Box components will fall under the Box One designation. For example, the Vector cranks will be renamed Box One cranks.
"As we move toward becoming a full-line component supplier, we will add new components under one of the five product line names when it makes sense. In BMX, we probably won't make five different V-brakes brakes, but eventually we will have five complete mountain bike groups," Henderson said.
A sixth level, to be called Hex Lab, will be offered, as well. The Hex Lab moniker will be reserved for the most innovative and high-priced Box components, as well as halo items developed exclusively for the BMX and mountain bike racing teams to use.
The new branding will make its debut on the Factory Box team jerseys at the USA BMX Grand Nationals on Nov. 27, where original Factory Box pro Marc Willers will compete in his last race.
