New Logo

We reveal a fresh new brand identity including new logos, slogan, typeface and colour. The updated look and feel reflects our position as a modern performance sportswear brand who place innovation at the heart of our development.

This short film explains why it was important for us to refresh our logo and identity. As cyclists, we all have our own rituals. Some of them, such as repetitive hill intervals, may have a clear and direct impact on our performance on the bike. Other aspects of our own personal routines, like our pre-ride caffeine hit, or post-ride shoe cleaning, might have less obvious performance benefits, but certainly, make us as individuals feel better. What works for one may make no sense at all for others. 

Our new logo may not necessarily make you and your kit perform better. It stands, however, as a symbol of how we place passion and innovation at the heart of all we do. The care and attention that has gone into updating our identity is representative of how we approach every unique order of custom kit. We exist to help you celebrate your individuality and express your creativity through your own unique style.

Original Logo

New Logo

The original Kalas logo was registered in May 1996 and has been trademarked in over twenty countries. Since then over four million products have carried this logo. Although much loved for its genuine authenticity the original logo had become impractical in the modern digital age, with no clear solution for a portrait version and being difficult to read online when used as an avatar.

“This is a big moment in our history because until now we have only ever used the same logo and after 23 years it has become very familiar. The feeling around our company is as if we are saying goodbye to an old friend. So this is a big change, but we are absolutely delighted with the new look and are confident it will help us stand out in a very crowded market place.”

Josef Filip, CEO

“We wished to develop a modern and versatile identity that reflected the brand’s ambitions. One aspect we focused closely on was the development of a distinctive symbol that is effective as an icon or avatar, for use in social media. The new “K” symbol is strikingly different and in time will become instantly recognisable as Kalas. But the new logo is only one part of the story. In creating a new identity we have also selected a new title typeface which is very distinctive."

Jakub Věncek, Global Sales Director

As well as new logos, and typeface there is a vibrant new red colour that we will be using in future, switching over from the old "fire engine red" the new "Kalas red-orange".

The images above demonstrate the versatility of the new logos. For the first time, you are now able to select from both landscape and portrait style logos for application to jerseys, bibs and other items of kit. Here you can see the landscape version shown in white on the hem of the right leg of the women's shorts. The portrait version of the new logo is seen in white on both the women's and men's jersey. 

Our new slogan “Ride on. Stand Out.” is designed to communicate our position as both a technical brand aimed at professional and semi-professional cyclists and also specialists in custom design. We give teams, clubs, companies and individuals the opportunity to express their own creativity and embody their passion through their own unique design, brought to life in professional quality products that are tested and worn by numerous world champion bike riders.

We're also launching our new hashtag. Look out for it in our new campaigns on social media and join in by tagging your own images of your KALAS kit with #MYKALAS.