Crescent Story Telling

Crescent comes from the Latin “crescere”, meaning “to increase”. In English, Crescent refers to the shape of the new moon.

Crescent originates in the United States, where bicycles were sold under this name for the first time around the 1890s by Western Wheel Works, a Chicago-based company. US-made bicycles, including Crescent, were considered to be of a high technical standard and maintained an excellent reputation in Europe. This was the crucial reason why the Swede, August Lindblad, started importing Crescents to Sweden, where he sold them from his base in Stockholm’s Old Town.

In the mid-1950s, bicycle racing was very popular in Sweden, and because cyclists riding Crescents scored major successes, the brand came to be associated with sport and racing. Crescent received the nickname, the “world champion bike”.

From the beginning, Crescent had a strong connection between quality and innovation in the mind of the public, a reputation that Crescent has retained for an entire century and into the 21st century.

Crescent is owned by Cycleurope which is a part of Grimaldi Industri. Cycleurope is a consolidation of several companies and consists of well-established local and strong bicycle brands.

In the beginning Cycleurope had a Scandinavian presence. Since then Cycleurope has evolved to be a global actor with its main market in Europe.

Cycleurope is a reliable partner for retailers, and helps people feel better by offering an opportunity to be more active in their daily life.

Crescent Brand Statement

Vision

To be the bicycle brand of choice
We want Crescent to be the spontaneous and natural brand of choice for those looking to buy a bicycle; the bicycle brand that is preferred and bought by the wider public.

Mission

To offer a healthier, environmentally friendly lifestyle
Crescent offers a healthier, more environmentally friendly alternative means of transportation through its wide range of bicycles for varying needs.

Crescent Brand Profile

Brand Essence

Crescent is about pride and the joy of living
The joy of living because Crescent enables activity, freedom and adventure.
Pride because Crescent is prestigious and attractive.

Visual Identity

Crescent’s Visual Identity is the logotype and the figure seen below.