Specialized: I Am Specialized

In this new buff book campaign, which marks the partnership between Specialized and Belgian bike team QuickStep-Innergetic, riders Tom Boonen, Paolo Bettini and Peter Van Petegem make rather clutterbusting interpretations of the Specialized logo. Yes

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In this new buff book campaign, which marks the partnership between Specialized and Belgian bike team QuickStep-Innergetic, riders Tom Boonen, Paolo Bettini and Peter Van Petegem make rather clutterbusting interpretations of the Specialized logo. Yes, that's the Specialized "S," so if it strikes you as the most obscene hand gesture you've ever seen that didn't involve a middle finger, you've probably got a dirty mind and you're not the target. Goodby, Silverstein & Partners senior AD Frank Aldorf says, "After I had this idea, I went straight to the copy machine next door and tried it with my own hands," and the rest is manual history. "All hand signs have an attitude to them, and I definitely wanted something that shows that," he explains. But at the same time, "it's a simple statement." He has no doubt that "to serious bike riders and many weekend warriors, this symbol is quickly recognizable as the Specialized logo." Photography by Jens Boldt, Jens-Boldt.com.
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About

Credits
Date
Mar 01, 2007
Creative Director:
Rich Silverstein
Creative Director:
Steve Simpson
Senior Art Director:
Frank Aldorf
Producer:
Renata Robinson
Photographer:
Jens Boldt
Client:
Specialized
Agency:
Goodby Silverstein & Partners
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