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 (http://www NULL.macneil­bmx NULL.com) (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 (http://www NULL.macneil­bmx NULL.com/products/seats/pivotal_concept/pivotal_concept NULL.html)

Sample seats appear from MacNeil Bikes, Odyssey, United and Hoffman Bikes, all trade­marks of their respect­ive companies.

See all pro­jects tagged with ‘Pivotal’.

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