New Look Ibis: Birds Are Real

by 51

Somewhere in a marketing department far far away, it is a time of drinks trollies and beanbags. Rival agencies vie to win the latest contract. The bearded young Peregrine sips a cocktail as Allegra stands poised at the whiteboard. Octavius and Bunty shower a glass wall with Post-Its. Brad scratches his balls in the ball pool. Across the street in a converted warehouse, Blake plays (craft) beer pong while Walker plucks at a banjo. Hopper records their thought bombs on the chalk wall.

At least, that’s how we imagine this press release, from Ibis, came into being:

On Tuesday, September 27th, Ibis will have a radically different look. We are introducing a new logo, word mark, color palette, and typeface that shines a spotlight on the values of our brand.

When founder Scot Nicol was naming his newly hatched bicycle company in 1981, he decided to evoke the thrill of flight by choosing a bird. He liked that birds are light and can fly, which are both positive traits to associate with a bicycle. Strong, elegant, and fast, our new identity instantly evokes the connection between the bird and the brand.

By embracing the bird, we are strengthening the connection between the brand and its core values for a new generation of enthusiasts. Our iconic oval was created in 1993. That was a different time in the bike world and the world in general. We didn’t yet have a website (that came in 1997) and the tubes on our bikes were round, skinny, and made of Moron (more on the end) steel.

Our new visual identity pays homage to that hand-crafted past, while looking forward. The new Ibis bird projects strength as it takes flight, while the arced beak is reminiscent of the care we take with the surfaces in our designs.

We also implemented an uppercase IBIS to remind people visually that our company is no longer the soft “i” of interesting, but a proud and strong “I” that embodies the spirit of us as humans. These visuals are better adapted to the complex surfacing of our frames. They look stable and modern, like our bikes.

Since our humble beginnings, this blend of craft, elegance, and irreverence has been a mainstay of the Ibis ethos. Our new brand identity reflects this past, while welcoming a whole new era of riders to the flock.

Ibis press release, 27 September

Can you imagine being in the meeting where they came up with all that? And is it just us that thinks ‘…so…no metal headbadge, decals instead…?’. Don’t worry though, it’s not all new paint and fluffy words.

The Ibis Ripmo and Ripley now feature a UDH rear derailleur. To help differentiate them from current models, we’re using the names Ripley V4S and Ripmo V2S. The S stands for swingarm.

Both models receive a new UDH swingarm for maximum future compatibility, and move to a 55mm chainline. They also receive enhanced frame stay protection and upgraded clevis bushings. 

The 55mm chainline, which is 3mm wider than the previous standard, allows for a wider and stiffer chainstay. The clevis pivot bushings have more consistent sealing to keep out the grime in even the wettest conditions. Because of these changes the new parts are not backwards compatible.

You can visually identify the new swingarms by the new hanger, as well as the derailleur cable exit port, which has been moved to the top of the stay. The new routing boosts heel clearance and offers improved shifting feel, as it provides a smoother passage to the derailleur.

Our new chainstay protector features thick raised sections to help dampen chain slap noise. It also extends downwards, wrapping under the chainstay. This protects from heel rub and eliminates the metal chainsuck plate.

We’re also replacing our bolt on polycarbonate downtube protector with a new thick rubber guard. It covers a larger area and the increased thickness and softer material better absorbs impacts.

Ibis Ripley AF in ‘Mustard Stain’

After all the branding waffle, count us disappointed that the new swingarm just adds an S to the names. Surely there is some sort of Galapagos Island finch with wider beak that it could have been named after? Anyway, there you go. Info on the latest from Ibis. We’ll probably not be offered a test ride after this level of cheek…but we’re open to writing marketing material, and Amanda has her crayons at the ready for any rebrands…

Ripmo V2S
Author Profile Picture
Hannah Dobson

Managing Editor

I came to Singletrack having decided there must be more to life than meetings. I like all bikes, but especially unusual ones. More than bikes, I like what bikes do. I think that they link people and places; that cycling creates a connection between us and our environment; bikes create communities; deliver freedom; bring joy; and improve fitness. They're environmentally friendly and create friendly environments. I try to write about all these things in the hope that others might discover the joy of bikes too.

More posts from Hannah

Viewing 11 posts - 41 through 51 (of 51 total)
  • New Look Ibis: Birds Are Real
  • eyestwice
    Free Member

    The 55mm chainline, which is 3mm wider than the previous standard, allows for a wider and stiffer chainstay.

    But. Does it really? REALLY? Will anyone notice the extra width and stiffness offered by 3mm.


    If a reviewer can genuinely feel the difference, I’ll eat one of my (cycling) helmets.

    Free Member

    Rebranding is the hallmark of someone who has run out f ideas.

    Name a bike brand who have rebranded & then not lost status in the market.

    Full Member

    Nice one @rocketdog
    Some of those badges are awesome even at $100, nice way to customise the bike, particularly like the sheep and Death Star one

    Full Member

    I had to google what a “word mark” was. It’s pretty poor showing off your new (much worse) headtube badge underneath bars using your previous “word mark”.

    Full Member

    Just trying to remember if the expensive bike I’ve had for last 4 years has a head badge or not…no, I have no idea, will have to have a look next time

    Full Member

    What utter bollyx – no wonder they are so over-priced when they piish away time and money to come up with this gash.
    It looks shiiite too – something more suited to a catalogue bike costing £149 inc. Pedals and reflectors.

    My Shand has a proper nice metal head tube badge. 😎

    Sorry to hear folks have got broken Ibis. But somehow I never get surprised by that fact.

    Full Member

    I love the reactions to re-brands. I’ve worked on them with agencies and in-house teams and the first reaction I have is usually kept to myself as it’s often wrong or too personal and later I see it differently. So much depends on who the brand is targeting and it can be hard to detach and see it from a different pov.

    There’s a general homogenisation of logos, car design, bikes, everything. We buy products because of what others think, to a greater extent than most of us realise or would admit to. So the greater the market size a brand aims at, over time and greater exposure the more same-y most logos or designs become. Ibis are doing what so many brands have done already.

    There’s also some first-class waffle in that press release.

    Full Member



    Full Member

    But. Does it really? REALLY? Will anyone notice the extra width and stiffness offered by 3mm.


    If a reviewer can genuinely feel the difference, I’ll eat one of my (cycling) helmets.

    can be interpreted in different ways. if they mean specifically the chainstay, then increasing the available space (with suitable clearances) between tyre and chainring could be significant, say from 10mm to 13mm.

    As the stiffness of a thin walled tube is proportional to the cube of its diameter, going from 10 to 13mm, all else being equal, has mre than doubled its stiffness.

    But what this does to the overall rear end stiffness, ie what a rider can feel, is anyones guess and determined by the entire system, not just a stiffer chainstay.

    Full Member

    Ibis was once one of the only irreverent and genuinely humorous brands in this sport, which really is like golf at this point. Look up their infamous Xmas cards in the 90s if you’ve never seen. Maybe the immense success of the AF bikes has made the marketing staff very powerful. What a complete load of shxte that press release is, and the new graphics, ugh.

    Full Member

    From the folk that brought us moron tubing and the famous hand job, we now like to pressent you bored and blant, what next beige bikes ?

Viewing 11 posts - 41 through 51 (of 51 total)

You must be logged in to reply to this topic.