Art Direction/Design: Chris Young
The Pivotal identity came about because of the need to differentiate a new product in the BMX seat (aka ‘saddle’) marketplace. This new concept for affixing a seat and seat post was new, and needed to be defined not just as a new technology, but also as it’s own brand.
Invented by Darcy Saccucci and Jay Miron of MacNeil Bikes (who also own the patent on the concept), Pivotal needed to start licensing out the technology, as it needed to be moved out from under the umbrella of the MacNeil brand, and transformed into its own entity. As BMX companies worldwide were all reducing the weight of every product, the Pivotal concept came at the perfect time, as it was a no-brainer solution to dropping serious weight on a product that up to that time hadn’t changed much in decades.
A complete family of logos needed to be established for marketing of this new technology, and so the “featuring patented Pivotal technology” and “Pivotal Compatible” logos were created alongside each other to appear on products and packaging so that the end-user would know that they were buying a Pivotal compatible seat or seat post. In addition to this, a complete step-by-step ‘how to create your own seat’ package was created, including a concept for a company might want to handle the rubber seat patch that covers the bolt hole on the top of the seat.
As part of the patent agreement, all licensees of Pivotal seat technology must have the the Pivotal logo appear on the top of the seat – and thus, this logo appears on the top of 95% of BMX seats worldwide since 2007. The technology is also gaining huge traction in mountain bike and other cycling disciplines.
You can learn more about the patented Pivotal technology and it’s advantages here: www.macneilbmx.com/products/seats/pivotal_concept/pivotal_concept.html
Sample seats appear from MacNeil Bikes, Odyssey, United and Hoffman Bikes, all trademarks of their respective companies.
See all projects tagged with ‘Pivotal’.
