The Bike Fitters are on a mission to redefine the unregulated world of bike fitting. With world-class expertise and a clear, performance-led philosophy, they set out to become the global gold standard in the industry.

But despite the depth of their knowledge and their elite-level offering, the brand lacked the visual authority to back it up. It didn’t reflect the seriousness of their service or resonate with the high-performance athletes and discerning riders they were attracting. They needed an identity that felt expert, refined, and genuinely premium—built to stand apart from the noise of fitness fads and lifestyle brands.

I worked directly with the founding team to build a brand that captures their precision, clarity, and leadership in the space. Every element was guided by their core promise: Comfort. Performance. Safety.

The logo is clean, geometric, and confident—designed for clarity and versatility across all applications, from workshop signage and product packaging to digital content and technical guides. The wider identity system was crafted with the same level of restraint and control they bring to their fitting process—minimal, refined, and focused.

Typography choices bring a sense of structure and quiet authority, while the colour palette remains muted and utilitarian, giving the brand a grounded, serious tone. It’s a look and feel that communicates depth, trust, and attention to detail.

The result is a brand that reflects their expertise and elevates their presence—positioning The Bike Fitters not just as service providers, but as the benchmark for bike fitting worldwide.

Art Direction
Brand Identity
Logo Design
Brand Guidelines