And then there’s Enduro, the typeface. The industrial grotesk was designed by Emmanuel Besse and released with Production Type in late 2020. What better typeface could there be for a brand focused on mountain biking?
That was exactly the thought of Paul Mullen, a designer from Aberdeen, when he was tasked to work on the branding of Developing Mountain Biking in Scotland, or DMBinS for short. This initiative is a strong voice for Scotland’s mountain bike community, supporting the country’s world class mountain biking to develop sustainably. As a part of Scottish Cycling, it is responsible for overseeing the delivery of the Scottish Mountain Bike Strategy.
For the new logo, Mullen went with a stylized trail through the Scottish hills, framed by a sprocket wheel with an integrated arrow, to hint at motion and progress. This symbol is paired with the initiative’s name set in Enduro. More specifically, it’s the confident Bold weight from the regular-wide subfamily. With its consistently horizontal terminals, it’s a good choice for clean logo design. And with its extralarge x-height and short extenders, Enduro makes sure that the wordmark is both impactful and compact, despite the fact that it stretches over three lines. For situations where this nevertheless is too much, Mullen provided responsive options: there’s a version with the text set on a circle, and another one with the abbreviated name, DMBinS. This way, the brand can perform well in smaller sizes, too.
The revamped identity launched in November 2021. Since June 2022, Enduro can also be seen in use for the logo of Scottish Mountain Bike Tourism. A part of the DMBinS ecosystem, this new suite of resources and tools is intended to help the Scottish tourism industry in providing a world-class welcome to visiting mountain bikers and cyclists.