New branding, a vintage poster programme and anniversary trade-only parties are part of Sugoi's 20th Anniversary Celebrations.
Sugoi's new logo - which includes a one-off font - was created with the help of Vancouver agency Rethink Communications.
"The new logo reflects the brand's forward momentum," says David Murphy, Sugoi's director of marketing, "Supported by the custom word mark, the new brand embodies the energy, power, quality and technical innovation found in Sugoi products."
Sugoi has also commissioned a series of retro posters for instore and consumer distribution. The three posters contain both the original Sugoi 'Bolt' logo and new branding.
Sugoi will be throwing parties at Eurobike and Interbike.
"We promise that the parties are going to be worth a visit," says Murphy.
The word Sugoi is a Japanese term for 'incredible.'