Designer Justin Stevenson, formerly of Raleigh and then Dawes, was hired in January to overhaul the Saracen bike range. And it's been a full-on revamp, with the new logo signalling the change to a more technical look.

Saracen revamps bike range, unveils new logo

The graphic restyling is not just a cosmetic makeover, said Saracen MD Paul Stanforth.

The change to a cleaner, more technical look (this includes the bike colours, lots of blacks and silvers) is to demonstrate not only that the bicycles have changed, the company has changed, too.

“We’re not the Saracen of five years ago,” stressed Stanforth.

“We’ve moved on and we want those IBDs who haven’t noticed we’ve changed to check us out.”

Designer Justin Stevenson trained as an engineer, he has no background in accountancy. And that’s how he approached the revamp:

“I didn’t start with a price point and spec backwards. I designed the bikes with performance in mind and then costed them.”

The bikes launched at Saracen’s house show at the beginning of September are all MTBs but Stevenson has also been working on Saracen’s leisure and road ranges, due for launch in January.

Saracen’s house show runs 5-8th September at the Warwick HQ. The company is also booked in to the Sandown and Bristol roadshows and has dealer shows in Leeds (19-20th September) and Glasgow (4th October).

Saracen also has a stand at Cycle 2004 in London, 22nd-26th September.

A fuller report on the Saracen overhaul can be found in Issue 57 of BicycleBusiness, due to be mailed on Friday.

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