Cycle - Brand Identity & Web Design
Cycle hired The Design Laboratory to develop its brand strategy, identity, communications, and website design. The goal of Cycle's identity is to project professionalism while remaining bold and assertive in its visual style. The visual identity emphasizes simplicity and quality to foster trust in the brand by eliminating unnecessary visual clutter. A crucial element of their offering, this identity conveys the tangible strength of the brand's products, setting it apart from current and future competitors. Cycle's identity draws inspiration from urban environments, which is reflected in a striking logo that symbolizes the streets traversed by riders delivering goods. The logo features a mix of rigid lettering and soft, rounded corners, representing the flexible and nimble nature of biking. The custom logotype uses a square module as its base to create a bold letter weight, with some corners rounded to enhance approachability and evoke the circular shapes of bike paths. The iconography was crafted by distilling basic geometries from the logo, resulting in three sets of bold, inviting, and memorable symbols that align with the brand. Cycle is committed to enhancing its audience’s experiences with enthusiasm and care, communicating with an uplifting and engaging tone that empowers its audience.