The growing popularity of electric-assisted bicycles in the UK was the catalyst behind the creation of Ratio Cycles. They wanted to bring an affordable e-bike to the ever-expanding market. However, establishing a new brand within a highly competitive industry was never going to be an easy task. But we love a challenge!

Although the bikes were targeted at the afforable end of the scale, they didn’t want the brand to scream ‘cheap’. Quite the opposite actually, the brand needed to feel premium, slick and well-conceived. By combing the initials from the name, and a spark of electricity to nod at the battery power, we were able to create a clever logo wordmark which we’re very proud of. The rest of the brand is cohesive and sticks to the clean colour palette with simple graphic devices to tie things together.