GRADIENT CC: CYCLING CLUB PROPELS FORWARD WITH NEW VISUAL IDENTITY & CUSTOMIZED KIT DESIGN.

The circular shapes in the lowercase treatment of the word suggest community, and the motion of a bike’s wheelset. Introducing the 45 degree angle to the mark suggests an incline and personal growth.

One of the cycling club’s notable and differentiating expressions of brand is its customized kit design.

The identity is also designed so it can easily translates online – Gradient has a presence on Strava and a growing Instagram feed.

Acknowledgements: Joe Nguyen; Travis Bothner – Syte Industries Inc.; Pietro Caucchioli – Ale Bike Wear, Verona, Italy.

Solution
  • Graphic Systems
  • Kit Design
  • Nomenclature
  • Social Media
  • Visual Identity
  • Website Design
Synopsis

Gradient Cycle Club is an aspiring road bike organization that required visual identity, an online presence, and cycling kit design.

Coming to the table with an advanced understanding and ability in the sport, the Client was looking to create an alternative type of club membership experience and position itself differently from a conventional top-down model that can often be bureaucratic and administratively time consuming. While still providing a leadership and platform, the founders wanted to enable its members more; Gradient riders all communicate openly through the club’s text feed, and they can create their own impromptu rides, outside the club’s scheduled rides.

The club has a come-as-you-are attitude and believes it’s the blend of its members that create a community; these characteristics, combined with the physically demanding nature of the sport led us to calling the club ‘Gradient’. The organization is signified with a customized, lowercase wordmark that suggests incline, belonging, and personal progression. In addition to its new visual identity and graphic system, Gradient is also equipped with a web page for membership sign-up, relevant newsfeed and the posting of rides through STRAVA social media, a comprehensive Instagram presence, and a uniquely designed riding kit.

www.gradientcycle.com

www.strava.com/clubs/gradientcc