2. Slug Bicycles
Project DescriptionI developed an identity, brand, website and strategy for a primarily titanium based bicycle company based in San Francisco. The goal was to have something that is playful while maintaining a modern technical aesthetic as a way to represent the companies innovative approach to design and cycling as a whole.
ConceptBuilding off the core tagline, Speed is Relative — I developed an identity system that has a subtle but implied forward movement. Starting with the wordmark, the system has modularity in the form of a 15-degree slant. The hero color is a vibrant nod to the native Northern Californian banana slug.2024-2025Identity, Strategy, Art Direction, Web, Motion
StudioTynan Collins
Credits
Bryson Malone, Photography
Steven Keyes, Copywriting
Byron Lee, Industrial Design
Visual SystemThe foundation for the visual system being bottom-heavy and having a slight forward lean to serve as a metaphor for moving at your own pace.
Wordmark ConstructionUsing the framework above, my goal was to create a connection to the form and weight of a slug. This meant having something that appears to be bottom-heavy and grounded, but with an implied forward motion that communicates the notion of speed being relative.
Color & TypographyThe color system is a modern and vibrant nod to nature, the materiality of the frame and the banana slug native to Northern California.
The typographic system centers on using a contrasting sans-serif typeface with a similar width and x-height to the wordmark, creating a harmonious juxtaposition. A tertiary monospaced typeface expresses the technical side of the company.
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