Harry Kooros
Smart cycling technology brand Magene has unveiled a new global brand identity, marking the next step in its growth as it continues to expand its presence in the cycling market.
Announced on 21 October, the rebrand introduces a new logo and visual identity, which will gradually roll out across the company’s products, packaging, digital platforms and retail presence over the coming year.
The new logo features a custom all-caps typeface with sharp lines and a forward-leaning design, intended to reflect the speed and movement associated with cycling. Magene has also retained its signature Energy Orange, alongside Performance Blue and a more restrained palette of grey and silver.
Founded in 2015, Magene has built a broad range of cycling technology, including GPS bike computers, smart trainers, power meters, sensors and radar tail lights. The rebrand is intended to bring those products under a more consistent global identity as the company continues to grow in international markets.
Magene’s products have also featured recently on Bicycling Australia’s website, with a review of the brand’s TEO P515 power meter set, which was also featured in a recent giveaway for our readers.
The rebrand comes as Magene strengthens its links with professional cycling. In early 2026, the brand announced a partnership with UCI WorldTour team XDS Astana, supplying GPS bike computers, smart trainers, radar tail lights and heart rate sensors, along with technical support.
According to Magene, feedback from professional riders, race data and product testing will help inform ongoing product development, with the aim of bringing lessons from competition into its wider range.
The company’s new design philosophy, Mastery of the Moment, draws on the balance cyclists need to strike between pushing harder and managing their effort as conditions change. It also reflects Magene’s broader ambition to build its reputation as a professional smart cycling brand.
The new visual identity will be introduced progressively across the business, with Magene continuing to focus on product development and the riding experience as it expands its global presence.
