Embracing Our Viking Heritage with a New Brand
As of April 2026, Jorvik Tricycles entered a new chapter in our story, and we unveiled an exciting rebrand. For us, it marked the culmination of months of hard work and a chance to create a brand that matched who we’ve become and how we want to continue to evolve.
This meant not just changing our logo and redesigning our website but completely changing our adult tricycle product range and brand identity. Most importantly, as we spread the Jorvik Tricycles brand across the UK, we wanted to ensure that we tie ourselves to our roots in the city of York.
Drawing on our heritage
Our refreshed identity heavily draws on the Viking heritage of York. The city was conquered by the Vikings in 866 AD and renamed Jorvik. For those familiar with York, many of the street names end with ‘gate’, coming from the Old Norse ‘gata’ to mean ‘street’.
We used Old Norse as the inspiration behind our new tricycle naming conventions, carefully selecting words that describe the real essence behind each model. You can find out more in our article all about our new naming conventions. We also used historic runes, an ancient Germanic alphabet, to form the distinctive J in our new logo.
New categories, easier decisions
As part of the rebrand, it felt like the perfect time to introduce different categories – Everyday, Mountain, Explore and Mobility. The idea behind this was to make it easier for customers to find the electric tricycle that meets their specific needs, from daily commuters to weekend adventurers.
We’ve trimmed down our range of products too, ensuring that each tricycle in the range has its own unique purpose. You can find out more about each tricycle and use our interactive tool and buying guide to help you find the right one.
New models for a new era
With the new brand we also launched three brand new models. RIDA+, RIDA X and Vandra+ are the latest in our lineup, all designed to fill certain gaps in our range and ensure we really do have a tricycle for every need.
RIDA+ keeps the simple, everyday sensibilities of the RIDA with upgraded components, RIDA X is your entry to off-road exploration with suspension, 4” tyres and a rear differential, while the Vandra+ is our most compact tricycle ever.
A note from our founder
James Walker, our founder and managing director, says: “This rebrand marks an exciting new chapter for Jorvik Tricycles. Over the past decade we’ve built a loyal community of riders and established ourselves as a trusted name in electric tricycles, and this next phase is about taking that even further.
“Our goal remains focused on growing Jorvik into a recognised national brand while staying true to our Yorkshire roots and the values that have shaped the business from day one. By evolving the brand, expanding our range, and introducing more accessible models like the RIDA, we hope to make it easier for more people across the UK to experience the freedom and joy of cycling.”
A bright future for Jorvik Tricycles and our community
The most important part of all this has been listening to our customers – the community of tens of thousands of tricycle riders who are passionate about what we do. Sharing the joy of three wheels is a great honour for us and we’re keen to have our community along with us for the ride.
If you’re not already a tricycle owner, there’s no better time than now to start! You can try a tricycle at one of our UK showrooms six days a week, either book your free one-to-one session online or pop in to see us. Alternatively, you can give one of our tricycle experts a call and they’ll help talk you through your options.