Velo Branding
Complete brand identity for a bicycle accessories and repair company
Project Overview
Velo is a bicycle repair and accessories store created for young adults ages 21 to 35. The brand is built around movement, terrain, and the energy that defines the cycling community. For this project, I developed a complete identity system that includes logo standards, a color and typography framework, a custom pattern suite, photography guidelines, and a range of branded applications.
Logo Development
I referenced expressive 19th and 20th-century bicycle poster typography, reworking those forms through iterative sketches to build a wordmark that captures motion with clarity and intention.
Pattern System
My research into both informal and formal cycling organizations underscored how deeply terrain defines the riding experience. I translated those insights into a pattern suite built from line work, texture, and geometric forms, reminiscent of topographic lines, geographic textures, and wheel tracks.
Brand Guidelines
Once the core assets were developed, I expanded them into a comprehensive brand system with clear guidelines for logo usage, pattern application, typography, color, and photography. View full PDF here
