A bold identity direction that gives the energy of mountain biking a compact, recognisable signature.
A bicycle identity has to work on narrow tubes and small head badges, as well as in a complete wordmark. The task was to find a forceful symbol that could hold its own in these constrained spaces.
The lightning direction connects speed, power and movement with the initial of the name. It makes the brand’s energy visible in a small, direct mark.
The project explored several directions, including a crest, a mountain goat, lightning and an eagle. The lightning studies focus on angular movement and the letter R. They reveal the link between the intended character and the form of the symbol.
The October 2022 logo presentation pairs the angular R symbol with the Rush Hour name. Product studies also explore a shorter RUSH wordmark along the frame, while the compact symbol takes the head tube.
Original application studies show how the identity works across different scales, materials and situations.
The exploration began with the character of riding. Alternative symbols tested that character; the lightning route translated it into a decisive shape. Product mockups then tested the relationship between symbol, lettering and bicycle geometry.
Explore our approachOriginal logo development and product mockups from 2022. These images show design proposals and do not imply production or commercial results.
