SIDI renueva su imagen: un nuevo logotipo para una nueva era

At CDC Sport, we believe in supporting brands that evolve without losing their essence. And that’s exactly what SIDI has done. The iconic Italian cycling shoe brand —a true benchmark in the pro peloton and among thousands of cyclists around the world— unveils a new logo that marks the beginning of an exciting new chapter. More than just a visual change, it’s a bold statement: a brand ready for the future.

An “S” with a dual soul: road and off-road

SIDI’s new logo, officially presented at the MotoGP Grand Prix in Mugello, captures in a single design the duality that defines its DNA: the technological, aerodynamic and precise spirit of road cycling; and the grit, energy and boldness of MTB and off-road.

As the brand explains, the upper part of the symbol represents the clean and minimalist line of the road. The lower part, more rugged and dynamic, evokes the traction, strength and movement of rough terrain. It’s an “S” in perfect balance between tradition and innovation, design and performance.

More than just a logo

This redesign goes beyond the visual aspect. Starting in September, all new SIDI cycling collections will feature a refreshed aesthetic: new colours, cutting-edge materials and a strong focus on detail. A fresher, more dynamic and contemporary image, designed to resonate with new generations of cyclists, while staying true to the values that made the brand great since 1960.

A brand in motion

“This rebranding stems from the need for consistency between who we have been and who we want to continue to be”, said Davide Rossetti, CEO of SIDI, during the brand’s launch event for the new SS26 collection held this past May in Bergamo (Italy), which we had the privilege of attending. Rubén Martínez and Toni Palanca, Brand Manager and Marketing Director at CDC Sport, were there to discover first-hand the brand’s new image and its future implementation in upcoming products.

At CDC Sport, we couldn’t agree more with Davide’s vision: brands that move forward, that listen to the market and adapt without forgetting where they come from. With this redesign, SIDI takes a leap forward and reinforces its position as a leading brand. And we can confidently say: the best is yet to come.

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