Teal color adds a sense of energy and movement
Represents speed and
forward motion
forward motion
Angled lines show direction and momentum
Minimal design ensures clarity at any size
Parallel form creates balance and stability
Ballance
Brand Refresh What I have to Complete?
Brand Refresh What I have to Complete?
Refresh the Ballance brand identity to better express motion, progress, and balance reflecting the energy of modern riders while staying grounded in quality and community values.
Objective
Ballance is a neighbourhood bike brand rooted in honest repairs, craftsmanship, and community. As the brand evolves, there is a need to modernize its visual identity while preserving its trust, approachability, and rider-first mindset.
Background
Urban and community-focused cyclists who value quality, sustainability, and connection. Riders who see cycling as purposeful movement—not just speed.
Target Audience
Existing identity lacked energy and forward motion
Brand needed a more modern, confident expression
Maintain simplicity while introducing movement
Ensure the identity feels active without losing trust Challenge
Brand needed a more modern, confident expression
Maintain simplicity while introducing movement
Ensure the identity feels active without losing trust Challenge
Cycling is about balance—between motion and control, speed and care, progress and responsibility. A brand that visually captures motion while staying grounded builds stronger emotional trust with riders.
Key Insights
4 Weeks
Week 1 — Brand Review: Audit existing identity and define refreshed direction.
Week 2 — Visual Direction: Develop motion-led logo, typography, and colour system.
Week 3 — Brand System: Finalize identity and test across applications.
Week 4 — Final Delivery: Refine, document, and deliver brand assets. Timeline
Week 1 — Brand Review: Audit existing identity and define refreshed direction.
Week 2 — Visual Direction: Develop motion-led logo, typography, and colour system.
Week 3 — Brand System: Finalize identity and test across applications.
Week 4 — Final Delivery: Refine, document, and deliver brand assets. Timeline
- Refreshed logo system
- Updated typography hierarchy
- Refined color palette
- Cohesive visual identity system
A modern, motion-driven brand identity that reflects Ballance’s commitment to community, craftsmanship, and purposeful riding.
Success criteria
Attributes: Community-driven, energetic, simple,
motion-focused
Tone: Confident, approachable, progressive Brand Direction
motion-focused
Tone: Confident, approachable, progressive Brand Direction
No Excuse, Just Run.
Key Message
1. Ad-free listening, unlimited skips, offline downloads.
2. Personalized playlists that grow with you. Support points
2. Personalized playlists that grow with you. Support points
Spotify sits high on the Lovemark axis with Wrapped, playlists, and its reputation as the most personalized music platform. Its story: built around the listener, not just the music
Brand equity
Client Brief
Execution Summary
Logo
Guidelines
Guidelines
Spotify sits high on the Lovemark axis with Wrapped, playlists, and its reputation as the most personalized music platform. Its story: built around the listener, not just the music
1. Motion Stripes (//)
Placing the motion stripes at the center of the wordmark creates visual balance, tying both sides of the logo together. This reflects stability, control, and the harmony between rider and bike.
4. Central Alignment
The teal stripes introduce energy and freshness, contrasting with the bold typography to highlight the brand’s modern, active, movement-focused identity.
5. Color Choice
The bold, clean typography ensures strength, clarity, and modern simplicity. The forward-leaning design supports the idea of motion and aligns visually with the angled stripes.
3. Wordmark Structure
The inverted “A” introduces a unique visual twist, symbolizing a shift in perspective and the balance riders maintain while in motion. It adds personality and reinforces the dynamic nature of cycling.
2.Flipped “A”
Primary Wordmark
Approved
Main brand identifier; strong, clear, and used across all brand touch points.
Description
Print materials, website, social media headers, signage, stationery, merchandise, advertising.
Approved Uses:
Do not alter spacing, colours, angle, proportions, or typography. Maintain clear space around the logo.
Restrictions:
Logo guidlines
Icon mark
Approved
A simplified mark representing motion and direction; ideal for compact spaces.
Description
Social media avatars, favicon, app icon, stickers, stamps, patterns, small-scale applications.
Approved Uses:
Do not alter spacing, colors, angle, proportions, or typography. Maintain clear space around the logo.
Restrictions:
Logo guidlines
Combined mark
Rejected
The icon and word mark are not designed to function as one lockup or combined identity.
Description
None. This version must not be used in any context.
Approved Uses:
Do not overlap, merge, stack, attach, or pair the icon with the word-mark as a single logo. Never use together in one lockup.
Restrictions:
Logo guidlines
C: 76 M: 0 Y: 58 K:0
R: 15 G:181 B:143
Hex: #0fb58f Motionmint (Cyan)
R: 15 G:181 B:143
Hex: #0fb58f Motionmint (Cyan)
C:83 M:69 Y:61 K:79
R: 8 G:21 B: 27
Hex: #08151b MidnightMotion (Black)
R: 8 G:21 B: 27
Hex: #08151b MidnightMotion (Black)
C:0 M:42 Y:100 K:0
R :220 G:160 B:27
Hex #faa21b SpeedpunchOrange
R :220 G:160 B:27
Hex #faa21b SpeedpunchOrange