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T-Lab Bikes: brand system architecture for a titanium bike maker

Full brand system architecture for a Montréal-based manufacturer of premium titanium gravel and road bikes. A decade of craft, made visible.

Client
T-Lab Bikes
Sector
Premium titanium bicycles
Scope
Brand system architecture

The brief

T-Lab builds titanium frames by hand in Montréal and sells them to riders who know exactly what they are paying for. The product had earned its reputation; the brand had not kept pace.

The brief was to make a decade of engineering and craft visible, with a system strong enough to sit on a head tube, a website and a race-day banner with equal authority.

The approach

The logotype was rebuilt through a series of explorations, then paired with a compact T monogram developed from sketch to a precise, badge-ready form.

The monogram was set into a shield for frame badges and small applications, and tested across colourways drawn from the product line.

Typography and a defined colour palette tie the system together, carried through product photography, campaign layouts, social templates and merchandise.

Deliverables

  • Logotype explorations and final logotype
  • Monogram development
  • Shield badge and colourways
  • Typography system
  • Colour palette
  • Campaign and advertising layouts
  • Social media templates
  • Merchandise
Grid of T-Lab logotype explorations
01 Logotype explorations
The final T-Lab logotype in blue on white
02 Logotype
T-Lab logotype reversed on navy and on sky blue
03 Logotype on dark and colour backgrounds
Pencil sketches of the T-Lab T monogram
04 Monogram sketches
Three stages of the T-Lab monogram refinement
05 Monogram development
T-Lab shield badge in four colourways
06 Shield badge colourways
T-Lab typography specimen
07 Typography
T-Lab colour palette blocks in sky blue, navy, coral and grey
08 Colour palette
Close-up of the T-Lab badge on a brushed titanium frame
09 Frame detail
T-Lab titanium gravel bike photographed in studio
10 Titanium gravel bike
T-Lab advertising and campaign layouts
11 Campaign layouts
T-Lab social media post templates
12 Social media templates
Navy cap with the T-Lab shield badge
13 Branded cap
T-Lab identity system overview
14 Identity overview

Investing in long-term brand equity? Begin with identity.

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