INSIGHT CYCLES
Brand Identity
Client Type
Consulting with Open Wide
Project Duties
Creative Director:
Brand Identity
A new start up based in Bristol’s Stoke Hill area, Insight Cycles were born of it’s founders passion for cycling, and his expertise form years of running one of London’s premier bike shops, Cloud Nine.
He wanted something premium, something understated, but with energy and confidence
A minimalist colour palette, a thick bold typeface and a brand new logo were at the core of the visual identity but I also created a simple, budget friendly but highly effective website using Squarespace. I collaborated with Open Wide Founder Jamie on the copy and photography to build a highly visual brand that spoke to its various bicycle users, both young and old.
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I formed the main structure of the logo by flipping the initials of the brand “I” and “C” onto their sides, so they read like a bicycle tire rolling on the ground. From there, I refined that shape into a crucible or trophy silhouette giving a feeling of success and high performance.
Nestled inside the wheel shape is the all-seeing eye, symbolizing the vision, oversight, and insider knowledge that Insight Cycles brings to every bike and rider.
Finally, I added thick double key lines as a retro racetrack flourish, giving the logo a subtle speedy, vintage vibe.
It’s a simple, no-nonsense mark that ties together a tire on the road or trail, a nod to championship-level performance, and the sharp-eyed expertise of the workshop.
