The Pro’s Closet Rebrands as TPC

Tightening your belt because of the economy? You’re not alone: The Pro’s Closet are extending the lifespans of their keyboards by rebranding to TPC. One name was fairly self-explanatory, the other is just three letters. Golf stuff comes up when you Google it. But you have to keep your branding guys busy.

The online retailer has announced a new look, logo, and brand identity, “embracing and codifying the TPC acronym.” The rebrand includes a new logo, color palette, and digital experience. In other words, what we do with Cyclry every month because we believe in the transience of digital metadualities.

“Cycling is constantly evolving,” said General Manager, Paul Calandrella. “From our early years on eBay to our work pioneering the industry’s first Certified Pre-Owned program, TPC has always been at the forefront of changing the way that cyclists buy and sell bikes. Our logo might be changing, but our commitment to leading the way for a circular bike economy is as strong as ever.”

Here’s a quote by the guys who got paid to type the letters TPC into the computer and call it a redesign: “The biking community is highly particular and a discerning audience. We needed to walk a fine line, demonstrating authority, quality, and expertise, while ensuring the identity was welcoming and accessible to all cyclists.” We stopped reading after the words “biking community,” so we apologize if there was something offensive in there.