The Association of Cycle Traders (ACT) is rebranding following a broadening of its business.
Launched at the London Bike Show and Core Bike trade event in January, the new branding has come about following a widening of the ACT’s membership and business.
The organisation said that it remains IBD-focused, but its membership now includes consumer-facing and supply businesses. Through its relationship with The Experts, it is increasingly engaging with consumer promotion, driving custom to its member base.
“ACT is now a different business and accordingly warrants a new identity,” director Jonathan Harrison told BikeBiz. “An identity that better reflects its width of interests and wider engagement with cyclists and potential cyclists throughout the UK.”
The new branding, which was tested during Q4 and selected by the ACT board, reflects the different business types, consumer age groups and genders that ACT is encouraging into cycling and the IBD. A new mini website can be found at www.theact.org.uk
Harrison commented: “The ACT operates with ActSmart to develop its business support activities and the new logo was developed to clearly differentiate the two entities whilst recognising the on-going partnership.
“ActSmart is a small business support organisation dedicated to the development of speciality retailing, which actively works with Government business agencies and was an active participant in the Mary Portas High Street Review.
“ActSmart has plans to progress into its fifth and sixth partner markets during 2012 and retains its branding and commitment to the specialist retail community,” Harrison added.