Building a grown up brand for little kids’ bikes

Based in the San Francisco Bay Area, Cleary Bikes has been peddling unique children’s bicycles since 2014. The company was born out of the frustrating search for a product that simply did not exist: a well-built bicycle at a decent price, designed specifically for children. Unfortunately, most of the industry is saturated with national brands creating sub-par products, because children’s bicycles are perceived as disposable play things.

Brand

Inspired by the care and craftsmanship that goes into each Cleary bike, we drew a custom all caps typeface to create their primary logomark. We aimed for solid geometric forms mirroring the structure of a custom-built bike frame.

On the opposite end of the spectrum, we wanted to give credence to the brand’s playfulness and energy. Looking to street wear and skate brands, we created dozens of additional custom Cleary marks we printed on stickers and created a range of fun bike-riding related phrases to round out our sticker sets.