• Sarah Sturm

A Visual Identity For Team Segment 28

Durango, Colorado has a deep mountain bike legacy. Starting in 1990, when Durango hosted the first Mountain Bike World Championship and their very own Ned Overand won. Additionally, Fort Lewis College, the small, liberal arts college, has a long line of mountain bike national titles and omnium championships hanging on their HQ walls. FLC cycling has continued and started the careers of countless professional cyclists in addition to the local youth cycling program, Durango Devo. Since cross country mountain biking was introduced to the Olympics in 1994, Durango has had athletes in almost every Olympic selection.

Fast Forward to 2021, Rotem Ishay, a Fort Lewis College alumni, felt a need for a race team that helped riders in the Durango Community compete at the highest level possible. Whether they aspire to race on the World Cup circuit or a 350 Mile gravel race, Team segment 28 wanted to help the local race community to reach their goals. Rotem approached us at Oso Creative, to create a visual look to help the Segment 28 Team stand out among on the professional mountain bike circuit.

In this post, we will be interviewing senior designer Henry Nadell and Team Segment 28 Athlete Keiran Eagen.


Why the name Team Segment 28?


Keiran: We decided to name the team "Team Segment 28" for a handful of reasons. We wanted a name that represents where we are from and sparks questions at races. Segment 28 is the final section of the Colorado Trail that finishes in Durango. So the name is an homage to our hometown and the trails that we ride within it. The name is interesting too. People ask all the time, "what's segment 28?" Just like that, there is interest in the Team giving us opportunities to talk about our mission and the awesome people supporting us this year.


Why is the visual identity of a team important?


Henry: A team lacking a visual identity cannot be recognized as a team in my eyes. The Segment 28 visual identity enables the team to brand and market themselves. It also creates brand recognition on social channels and at events, two important aspects of a professional team.

Beyond racing, what are your goals with the Team?


Keiran: We want to develop riders not only into great racers but great leaders and ambassadors within the Durango community. One of the big criteria for the Team is being a good representative of the values of the Durango cycling community. Racers are responsible for helping make the Team happen along with the ambassadors. That's not usually the case in race teams of our caliber, but it's important to provide learning opportunities for the racers to understand what goes on behind the scenes and learn how to do those things themselves.


What was your creative process for this project?


Henry: My creative process began with the team's logo. Segment 28 is represented by the line between the two circles. In addition, the line alludes to the racers' heartbeats as they push the pedals. The yellow circle is inspired by sunny Colorado and draws on the team's mission to be lively members of the local cycling community. After I developed the logo the rest of the identity followed with the design of the team kits.


What was the inspiration for the Kit?


Henry: My inspiration was to create a kit that could represent Durango and Segment 28 of the Colorado Trail. The colors of the identity are pulled from photos I took on Segment 28. The topographic lines we incorporated on the kit are traced from the trail map, more specifically Kennec Pass where Segment 28 starts.

How do you feel about the design of the kit?


Keiran: The design of the kit is great! It's eye-catching, and that's what's important at this stage in the Team's life. We don't look like every other kit out there, so we have an opportunity to create traction and interest for the Team before someone even has a chance to talk to us.


What was the inspiration for the Kit design?


Henry: My inspiration was to create a kit that could represent Durango and Segment 28 of the Colorado Trail. The colors of the identity are pulled from photos I took on Segment 28. The topographic lines we incorporated on the kit are traced from the trail map, more specifically Kennec Pass where Segment 28 starts.


How does this help Team Segment 28 stand out?


Henry: Segment 28 standouts with their clean yet unique brand. Cycling events are filled with jerseys with far too many sponsors and visuals competing for space. The Segment 28 identity is also backed by a cool brand story. Anyone who meets one of the riders is curious why it's called Segment 28, the brand draws people in, creating a connection.

What is your favorite trail in Durango?


Keiran: My favorite trail in Durango has to be the Colorado Trail to Gudy's Rest.


What race are you looking forward to? Or what is one race you want to do but haven't?


Keiran: A race that I want to do but haven't gotten the chance to is Downieville. It seems like an awesome race and is definitely on my list to go do someday!


Thanks Keiran and we wish you the best out at the races!










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