Art director and designer Yuta Takahashi has created this beautiful black branding project for Guell, a roadwear brand based in Japan. The brand's objective is to create cycling attire that's different from the common sporty items, producing a more urban and modern line.
The logotype was inspired by gears, speed, muscle movement, breathing, and the light and shadows from the sun. Additionally, the jersey pays homage to Nara, where the company is based, which has been incorporated into the graphic design featuring the contours of the Nunome Lake segment of the Tour of Japan, Japan's highest level road race, with an elegant and subtle combination of black background and grey lines.
All under The Urban Roadwear slogan, to perfectly define a fantastic combination of minimal urban taste and a gentlemanly refinement.