Primovelo
Based in San Francisco, Primovelo is the meeting place of form and function. A bike shop, clubhouse and coffee stop, this new establishment is the place where discerning cyclists can discover the finest selection of carefully curated brands. Pairing the deep heritage of classic Italian racing cycling with a fresh, contemporary spirit, we created a brand identity for the store that spoke of passion, expertise and style.
The identity is a tribute to the geometry that is the very foundation of cycling. Inspired by the simple triangles that form a bike and the angles that persist throughout a cycling journey—a dissecting line across byways and country lanes, the precise and unique make up each frame, the rhythm of spokes in a wheel.
A vibrant red forms the basis of the brands simple colour palette, a nod to classic motor racing and European panache. Supporting the logo, we introduced a badge that echoes the makers mark; a symbol of pride, craft and heritage. The seal of approval on every build.
The bold and confident logo is underpinned with considered typography—creating an elegant and sophisticated identity that can be both reserved and flamboyant. The combination of a direct sans, a tasteful serif and an no-nonsense mono all work together to provide a range of voices. The brand can shout proudly at races and events, or speak in a calmness and clarity when consulting on custom builds.
The logo’s strong, geometric form is designed to be utilised as both sign off and supergraphic, with the angled lines occurring as a recurring motif throughout the identity.
As with many of our startup clients, we helped Primovelo to open their business efficiently and without significant investment. The power of the identity is shown when applied to a simple Shopify based website that allows the business to establish an initial online presence, collect email sign ups and make bookings in the workshop and fitting room.
