Minute Cycles is the brainchild of Elian Veltman, pioneering mobility engineer. They are mini commuters that last a lifetime. Born out of love for cycling and the result of a quest for the ultimate city ride.
The brand identity was designed by Joachim Baan of Another Company. I had the pleasure of exploring how the logo could behave in motion. The logo is abstracted from a front wheel, so naturally that was leading factor in the animation as well. Honoring the strong minimal design, I restricted the animation to only position and rotation. By varying with the rotation, counter-rotation and context the logo comes alive and evolves into a motion system.
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