Brand Design


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Hardio is a cycling club in Kyiv that organises group races in different parts of the world. In addition, it offers a functional training gym with cycling simulators. The main idea behind the development of the logo was to visually represent movement. The symbol, which is in the shape of an arrow, is reminiscent of a cyclist’s movement and also captures the contour of the letter “H”. In advertising media, the blue line complements the brand design as a graphic element and a metaphor for the finishing line of cycle races. The branded jersey and helmet feature black speckles that symbolise water and mud splashes from the bike, expressing the feeling of freedom.

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