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 to explore how the logo should behave when animated. The form of logo is abstracted from a front wheel. To make that the leading factor in the animation as well seemed most appropriate. Honoring the minimal design, the animation was restricted to only position and rotation. This ensured no new shapes were added to the design. By playing with rotation and contra-rotation, a simple but elegant motion system was created. Variation within this system is possible without losing character.