Dale Holmes is one of Britain’s fastest exports. In a league of his own from the start, Dale has won countless world titles throughout his professional BMX racing career. He now resides in California where he is still racing (and winning) alongside coaching the new generation.
Having raced for many sponsors in the past, Dale wanted a brand that he could call his own. He needed a name, a logo and ethos. Taking inspiration from Dale’s achievements on the track and relocation from England to California, we created a brand as unique as Dale - We called it Dvide.
A DIY aesthetic and mentality that goes against the grain of neon jerseys and full factory gloss. The wordmark displays a split giving a sense of speed but also underlines the notion of forging your own path and not following the crowd (an important skill when navigating a race track). The optional container extends the split and enables the logo to sit in different locations, from a sleeve print to a baseball cap.
We then developed a race frame ready to hit the track utilising an unique split finish, letting the wordmark standout. A laser cut headtube badge upfront gives the frame a heritage feel, while using a premium chromoly steel pays homage to Dale’s early roots in the sport, mixed with a modern disc brake mount to keep up with current technology.
