Dawes has tapped into the trend for heritage branding a revamped retro badge.
The badge is a modern, slightly tweaked, version of the ‘50s head badge and is being used throughout its 2014 range. The logo was first outed on the packaging of Dawes’ Heritage accessory brand last year, where it was well received and gave Dawes the confidence to launch it company-wide.
Bike dealers and press got to see the new head badge in person at a recent round of road shows.
We've got a fuller report of the shows, which launched a new childrens bike line, in our impending February edition of BikeBiz (arriving at the end of this week).
In the meantime, take a look at our Facebook gallery of the Dawes Cycles 2014 roadshow here.