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BOX Components Introduces New Brand Identity, Logo

CGI, the parent company of BOX Components, is thrilled to announce the introduction of a new brand identity.

Key to the new brand identity is a redesigned logo that represents BOX’s ongoing transition from innovative BMX parts supplier to full-line cycling component provider. Like the original logo, the updated icon and word mark underscore BOX’s commitment to innovation, quality and good design, as well as reflect the sense of fun inherent in cycling.

The new branding will be used across BOX’s entire visual landscape, from component identification and websites/catalogs to tradeshow booths and consumer communications and marketing.

“As huge fans of motorsports, particularly motocross, we have been watching the evolution of branding and graphic design become more clean and modern in the recent months. With the coming launch of our mountain bike components, now is a good time to update our logo and image,” said Toby Henderson, CGI’s founder and president.

Changes to BOX packaging and product graphics will be done in stages over the next several months.

In addition to the new brand identity, BOX will gradually introduce a range of new products at varying price points organized in a hierarchy under the names Box One, BOX Two, BOX Three, BOX Four and BOX Five. One represents the top-of-the-line price point, with Five as the value-oriented line. Most existing BOX components will fall under the BOX One designation. For example, the Vector cranks will be renamed BOX One cranks.

“As we move toward becoming a full-line component supplier, we will add new components under one of the five product line names when it makes sense. In BMX, we probably won’t make five different V-brakes brakes, but eventually we will have five complete mountain bike groups,” Henderson said.

A sixth level, to be called Hex Lab, will be offered, as well. The Hex Lab moniker will be reserved for the most innovative and high-priced BOX components, as well as halo items developed exclusively for the BMX and mountain bike racing teams to use.

The new branding will make its debut on the Factory BOX team jerseys at the USA BMX Grand Nationals Nov. 27, where original Factory BOX pro Marc Willers will compete in his last race.

Race Team News

BOX Signs Thrill as New Frame Sponsor, Adds Jones & Gaian

Starting at the USA BMX Winter Nationals in February, Jared Garcia and his new BOX Factory pro teammates Trent Jones and Sean Gaian will race for the first time on Thrill BMX frames. Thrill recently signed a multi-year deal to sponsor the team.

Virtually unknown in North America, Thrill frames have been sold in Europe and Asia for several years. Currently negotiating with distributors, Thrill plans to offer its frames to the U.S. market starting in 2016.

“We are very excited to add this sponsorship to our deepening relationship with Thrill. BOX and Thrill share a desire to innovate and push the envelope on product design. We look forward to collaborating with them and helping Thrill establish a foothold in the US market over the next few years,” said Toby Henderson, BOX’s president and founder.

Thrill frames feature 20-mil dropouts, PF30 bottom bracket shells and tapered headtubes, which are compatible with BOX hubs, cranks and the forthcoming X5 forks. Thrill has been an OE customer, spec’ing BOX components on its BMX bikes.

Joining Jared Garcia on the team for 2016 are Trent Jones (23), New Zealand’s  top-ranked elite man and along-time #BOXRider and Sean Gaian (19), a former Junior World Champion, top-ranked A-Pro and developing Elite racer. Garcia and Jones both have strong shots at representing their countries in Rio at the 2016 Olympic Games.

Marc Willers, BOX’s original factory rider, will race his last Elite race at the USA BMX Nationals, Nov. 27-29 in Tulsa, Oklahoma. Willers will continue to ride for and represent BOX as brand ambassador.

BOX also is adding Harry Leary and Danica Anderson to the team. Both will race on Thrill frames, too. Leary and Rich Anderson, Danica’s father, are both early BMX legends and have known Toby for more than 40 years.

Other co-sponsors of the team include Fly Racing, KMC and Maxis Tires.

Product News

Vector Cranks Now Fit All Standard BMX Bottom Bracket Sizes

We are really excited to announce the new Vector M30-P cranks, which fit all standard BMX race frame bottom bracket sizes.

The Vector M30-P cranks have a super-stiff, cold-forged, 30-millimeter, 7075 aluminium alloy, Praxis M30 spindle that fits frames with European bottom brackets, paired with the exact same oversize hollow-forged arms and 104 BCD spider as the M35 Vector cranks.

The M30-Ps include a Praxis external, BSA bottom bracket that fits frames with European bottom bracket shells. Compatible Praxis BB86/92 and BB30/PF30 bottom brackets are sold separately and available though Praxix and its dealers.

An independent test lab compared a wide range of cranks to the Vector M35 and the Vector M30-P cranks. Both proved to be stiffer than anything on the market, with the M35s about 10 percent stronger than the M30-Ps.

“At BOX, we believe the Vector M35s with the Praxis, M35, 35-millimeter spindle is the way to go for any serious BMX racer, and we try to push anyone in that direction. But we recognize that not everyone has a BB30/PF30 frame, so we developed the M30-Ps. While the M35 Vectors are the ultimate BMX race crank, the M30-Ps are still stiffer than anything else out there,” said Michael Gamstetter, BOX’s design director.

M30-Ps have been tested and ridden by 2015 World Champion Stefany Hernandez, Trent Jones, Matt Cameron, Sylvain Andre, Felicia Stancil, Cole Tesar, Walker Finch and Spencer Cole.

Like the original M-35 cranks, the M30-Ps come in matte black with laser-etched graphics and come in 172.5, 175, 177.5 and 180 lengths.

Suggested retail price is $399.

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