The article discusses a logo redesign by Andrej & Andrej, influenced by cycling peloton dynamics. The new logo uses custom type that reflects energy conservation techniques seen in cycling formations, merging letterforms that evoke motion and fluidity. This design aims for versatility in various applications while maintaining legibility. The accompanying color palette and styling draw from nature to further represent the minimalist ethos of the brand, emphasizing authenticity and connection to the cycling experience. Overall, the redesign aims for a coherent visual identity that resonates with the brand's values.
"Upon the existing logo a new idea was applied, inspired by the cycling peloton," says Andrej. As a way of conserving energy, cyclists in pelotons use 'drafting', by which they keep pace with each other by mimic one another's ride and keeping the same spacing.
This principle of equal energy, pace and space distribution was applied as a metaphor to the whole visual identity, whether it comes to the custom characters or the headline typeface.
Unlike the previous logo with a 'brush-like slightly handcrafted character', the new logo features custom type, with individually set letters.
We aimed for the colours to evoke the raw, authentic experience of the ride, showcasing cyclists in action, connected to nature," concludes Andrej.
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