Zephyr Performance is an elite oriented cycling brand.
Focused on researching and developing groundbreaking technologies in speed and weight reduction. They take an unconventional approach to sacrificing comfort to achieve the maximal threshold of performance.
*Student Project*
The logo needed to capture Zephyr Performance's never ending drive to push the limits of cycling as a sport and the technology used.
The logo began as a gritty icon of the letter Z, and later evolved into a sleeker more refined shape which would soon resemble the infinite sign. The final logo was refined further to create a slimmer, more aerodynamic aesthetic that coincides with the bikes.
Trying to translate innovation and progress into imagery is quite challenging.
Through playing with geometry, and how angles collide, we were able to convey a sense of movement. However, the chaotic nature of this geometry didn't convey aerodynamics. Thus came the idea to contain the chaotic geometry within a clipping mask.
This allows the design to convey movement while remaining sleek and aerodynamic.
When creating posters, we wanted to incorporate the Zephyr slogan, Lighter Than Air.
So that we can begin the process of building a brand and creating awareness around what Zephyr stands for. We tried to continue this imagery into the website by keeping everything clean.
