Kestrel's Composite Handlebars
Updated Graphic Identity
Kestrel came to IDE in the spring of 2002, with ideas for a new line of components to complement their successful (IDE designed) KM40, Talon, and Edge bicycle frames. This time, Kestrel wanted to apply IDE's creativity in product branding to create an updated graphic identity for their specialty carbon-fiber racing bars.Kestrel's line of composite bicycle handlebars includes: Apollo, a 10mm 'riser' off-road bar; Mercury, which is a flat mountain bike bar for cross-country racing; and the EMS Pro/SL Road bar, a new product intended for high-performance road cycling. To coordinate the use of a new composite material with the successful line of bicycles designed for Kestrel by IDE, the handlebars needed a graphical facelift and an updated image.
Extremely stiff and lightweight, with the superior vibration damping qualities of Kestrel's all-composite construction, these bars complement Kestrel's complete line of road, triathlon, and off-road bicycles and accessories. The new handlebars share the same exterior geometry as the previous generations, but are made from a new, advanced composite fiber called 800K Carbon Aramid, set in a toughened thermoset matrix. The clear-coat finish of the bars shows off the carbon fiber weave, which IDE and Kestrel chose to accentuate through complementary graphic treatments.
Bold Treatments
Following several design iterations and reviews with Kestrel, IDE's graphic design team created a look for the Apollo and Mercury based on the graphic scheme for the Edge mountain bike - a look which would allow the bars to visually 'pop' off a showroom display. Three red slashes next to the text referenced the angular form of the Edge, and the Serpentine typeface was utilized for it's clean, bold vertical elements and ability to work well with the existing Kestrel logo. Fine lines at the center of the bar allow for centering and alignment of the bars to the stem and bicycle. A slightly muted yellow was used for pinstripes and lettering, keeping with the more subtle, earthy tones associated with off-road riding.
Top-of-the-line bicycle components are predominantly sold as performance upgrades through cycling shops or in mail-order catalogs. A distinctive graphic treatment elevates the EMS Pro/SL bars from an array of plain aluminum silver or black handlebar competitors on a catalog page or in a showroom.
Primary Colors
Primary shades of yellow and red create flame-like stripes which wrap around the bar and convey speed and strength. Corporate branding and model names are displayed at the center of the bars, and surround technical information such as the handlebar clamp diameter and width. The superior construction materials are showcased with the type reading '800 K carbon aramid' on the horizontal section of the bars to the left and right of center. At the front of the 'drops', or the end of the handlebar's curve, the Kestrel corporate logo continues the bold, yellow and red-striped artwork.
When installed, road handlebars are nearly completely covered with cork or foam tape to create a grip area for the rider. However, riders using the EMS SL/Pro bars have been noted to use less tape, in order to reveal '800 K carbon aramid' on the horizontal areas. The 'Apollo', 'Mercury', and 'Kestrel' logos are also prominently displayed on the new off-road bars, when mounted and outfitted with the brake levers and shifters typically found on mountain bikes.
