Virtue Bicycles Rebrand

Giving a new face to embody a classic feel of the accessible Euro-style bike company Virtue Cycles.


Steve Watson

Virtue’s current look doesn’t live up to the soft, accessible, easy going feel of their bikes. 

The new brand isn’t about the bikes as much as it’s about why you ride one. The brand takes a backseat by as a simple logotype used as a signature with the pop of color to add the fun accessible feeling of lifestyle biking. The Virtue brand becomes a personified support for getting you everywhere you want to be, however you want to get there. 

The following is the booklet of brand guidelines prepared for Virtue Cycles.

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@Bellingham, WA