The project essence
Ro Bike Valley, spearheaded by Decathlon, sought to evolve their visual identity from a generic mark into a symbol of unique strength, professionalism, and community spirit. The challenge was to create a brand that resonates with Decathlon’s stature yet claims its own distinctive, compelling presence—one that embraces both social and business pillars while capturing the shared passion of cyclists.
THE CREATIVE APPROACH
The core of the design comes from the letter ‘V,’ stylized to depict cyclists’ hands gripping handlebars—a visual metaphor of unity and collaboration. This shape subtly evokes a bicycle frame, framing the heart of Ro Bike Valley’s bike production legacy. The emblem also resembles a rotating axle or the head of a screwdriver, symbolizing constant improvement, evolution, and motion.
Drawing from the communal and dynamic ethos, the logo also references the universally positive ‘victory sign,’ communicating joy, enthusiasm, and positive emotion—an ultra-modern embrace of social energy found in digital engagement.
The dual nature of the project’s business and community pillars is artistically expressed through two halves of different colors and graphic textures. Mint green signifies creativity and fresh energy within the community, while indigo stands for economic stability, trust, and calm. Accents of salmon red bring vitality, persistence, and friendliness, balanced by strategic lime highlights that add brightness without overwhelming.
The graphic language oscillates between solid and outline forms, gradients and flat colors, creating a continuous play of contrasts that balance and elevate each other. Textures are used to underline the distinct personalities of each partner project, tying communications together visually while maintaining clarity and focus.
The Creative Harvest
Tmodern, professional identity emphasizes people, cooperation, and growth—conveying transparency, simplicity, and openness. The concept invites ongoing dialogue and fosters sustainable development in both economic and social realms. Ro Bike Valley’s brand communicates a shared journey—a celebration of cycling culture and evolving opportunities, visualized with purposeful grace and communal spirit.
