Many brands have defined their own unique look, which runs across every product they make. This design still is often called a design language, because it’s intended to communicate the values of the brand - like precision, fun, technology or whatever. Some of the design languages you might instantly recognise are Lexus‘L-Finesse’, Mazda‘Kodo’, and Mercedes ‘Sensual Purity’, which give all their cars a broadly similar ‘family’ look.
Giant call its own unique design language ‘Tensio’, which refers to ‘flexibility of motion.’Tensio shapes range from simple to complex, but they all feature forms and colours that together create striking visual combinations with crisp metallic tonesand vivid graphics that highlight the freedom of riding a bike.
Erik Klemm
Giant Design Manager
"Our goal was to create a dynamic nature, functional purity and inclusive technology across our entire product line. Not just something you could see, but something you could feel.“