Vélo
A wordmark for cycle couriers, built to survive a bag, a cup, and a building sign.
A wordmark for the food-delivery and courier-logistics industry, built around cycle couriers. One that doesn’t lean on a literal bike icon to prove it’s about cycling, and that survives a courier bag, a coffee cup, and a dark-store sign as easily as a splash screen.
Solo.
Key decisions
- 01The "l" doubles as a handlebar and seat post, the "o" closes as a wheel: the reference is built into the letters themselves, not bolted on next to them.
- 02Orange instead of the eco-green every delivery brand reaches for by default, closer to a hazard vest than a leaf.
- 03A geometric sans so it reads at a glance on a moving bag, not just a stationary app icon.
Monochrome bags, hot cup, cold cup: the wordmark holding its shape across four different surfaces.
A wordmark that only works on a splash screen isn’t finished. It’s a logo waiting to fail somewhere. Every application here forced a real decision: the reversed mark on the black bag had to hold up at reading distance from across a street, the cup lockup had to survive being gripped and tilted, and the building sign had to work lit from below at night. None of that shows up when a mark only exists in a brand deck.
Packaging pouch, flat and held, the smallest surface the mark has to work on.
Orange over the eco-green every delivery brand defaults to was the decision I’d defend hardest here, closer to a hazard vest than a leaf, and the reason this mark doesn’t disappear into a field of green delivery logos.
