Eros was created as an aspirational cycling brand that targets the high-end market of BMX racing. While many brands exist now, many focus on paying to have their bikes put on the race ads, while Eros looks to create a more exclusive feeling product. While the product and accompanying apparel do not come at a premium price, the brand plays to the emotional aspect of purchasing rather than the logical side. Muted colors with just a pop of purple combined with minimalistic styling were used throughout the brand identity to give a luxurious feel and guide the customer into a more emotional purchasing decision.
Eros is the Greek god of love and one of the most important aspects of BMX racing is having the passion and love for the grind it takes to be the best. The tagline derives from passion and helps assist you on to the "Pursuit of Perfection". The icon was a combination of the Greek letter "sia" as well as mimicking the greek symbol for Eros and tieing in the bow and arrow so commonly associated with the God Eros. This iconography was brought into the pattern used throughout the brand identity as a way to some motion to an otherwise stiff wordmark. The wordmark being constructed from geometrical shapes plays to the idea of luxury brands while defying the norm for cycling brands to include motion in their logo.
Eros is the Greek god of love and one of the most important aspects of BMX racing is having the passion and love for the grind it takes to be the best. The tagline derives from passion and helps assist you on to the "Pursuit of Perfection". The icon was a combination of the Greek letter "sia" as well as mimicking the greek symbol for Eros and tieing in the bow and arrow so commonly associated with the God Eros. This iconography was brought into the pattern used throughout the brand identity as a way to some motion to an otherwise stiff wordmark. The wordmark being constructed from geometrical shapes plays to the idea of luxury brands while defying the norm for cycling brands to include motion in their logo.
