Swerve
A high-contrast visual identity for Swerve translates the energy of riding into a wordmark, electric-green graphics and equipment applications.
A high-contrast visual identity for Swerve translates the energy of riding into a wordmark, electric-green graphics and equipment applications.
Create a recognisable visual language that carries the feeling of speed across a compact identity, riding equipment and larger campaign surfaces.
Visual identity, graphic language and brand applications.
Wordmark and symbol system, colour palette, graphic treatments, riding-equipment and apparel presentations, and outdoor campaign mockup.
Movement is carried by both the lettering and the surrounding graphics. Keeping those layers distinct gives the identity flexibility across equipment, clothing and campaign mockups without requiring every surface to be equally loud.
Design presentation by Ali Komeili. Product, interface and environmental applications are shown as presentation mockups.
What the work needed to connect
Create a recognisable visual language that carries the feeling of speed across a compact identity, riding equipment and larger campaign surfaces.
Built around the feeling of speed.
Swerve’s visual identity takes its cue from movement: a forward-leaning wordmark, sharp light trails and electric green against near-black. The design problem was to carry that energy across equipment and communication while keeping the brand name clear.
Separating the mark from the energy around it
Wordmark and symbol variations show the directional construction before light trails and palette studies. Riding equipment and apparel then place those cues on different surfaces before the outdoor scene changes the scale.
A wordmark already in motion.
The low, angled letterforms give the name a directional quality before any background is added. The compact S symbol extends that language to smaller surfaces. Wordmark variations and the limited palette establish a consistent anchor for the more expressive applications.
Light trails carry the energy.
The green trails introduce movement without relying on an animated asset. Their direction and brightness give the dark compositions a sense of acceleration. A quieter palette study isolates the colours, then the wordmark returns inside the more immersive visual treatment.
From a frame to a full ride.
On the bicycle frame, the white name follows the geometry of the product. Wider views bring the light-trail language back around the bike and scooter. These presentation mockups show the identity moving between a small branded detail and a complete equipment scene.
The same language, closer to people.
The helmet uses the wordmark and electric-green lines across a curved surface. The apparel collection carries related marks through clothing and accessories. Viewed together, the mockups show how the visual system can change scale while holding onto its dark base and directional energy.
A larger surface for the ride.
The outdoor presentation gives the bike, wordmark and green trails room to work as one composition. The name stays prominent while the product becomes the focal point. The billboard is shown as a campaign mockup, illustrating the identity at an environmental scale.
Movement holds the work together.
The presentation brings the identity, graphics and applications into one visual system. Changes in scale move the story from a wordmark to equipment and then to the campaign surface, while the restricted palette provides a consistent thread throughout.
What I take from this direction
Movement is carried by both the lettering and the surrounding graphics. Keeping those layers distinct gives the identity flexibility across equipment, clothing and campaign mockups without requiring every surface to be equally loud.