Identity Designed is a showcase of brand identity projects from around the world.

Aro 27 Bike Café

Contributed by Marina Chevrand of São Paulo-based Serifaria.

Aro 27 identity

At the end of 2012 we were approached by a couple of entrepreneurs who asked us to develop the face of the business they were about to create — a bike café called Aro 27. We developed the logo, menu, icon set, and signage for the new café.

It’s the first place in Brasil with this concept. You can have lunch, buy a bicycle and accessories, chill out at the reading area or terrace, and also park your bicycle and have a shower before going to work.

Aro 27 identity

Aro 27 identity

Aro 27 identity
Before decorating (above) and after (below)

Aro 27 identity

Aro 27 identity

Aro 27 identity

Aro 27 identity

Aro 27 identity

Aro 27 identity

Aro 27 identity

Aro 27 identity

Art direction: Marina Chevrand / Serifaria.

View more identity design on the Serifaria website. Follow Serifaria on Twitter.

11 much appreciated comments about “Aro 27 Bike Café”

  1. I like the info icon set. Nice and clean work.

  2. Logo and icon set live in two different worlds for me. The logo has a retro (art deco, 1920-ies) touch that adds some ironic hipster flair as we all know it is not from that time, the icon set is rigid and modern with no trace of irony whatsoever. This split personality is also visible in the materials: traditional china for the cups and foil-cut icons that would never have been used in the olden days suggested by the logo. I’m left somewhat confused.

  3. I agree with Christian about the logo and icon set. That’s why I said only for your icon set.

  4. I too agree with Christian. Two different worlds out there. Good in their own space but don’t jell well together.

  5. I love the logo and the icon set and I think they look just great together! Nice work.

  6. The logo and icon set do seem to take own their own two worlds. But overall I did feel this captured what someone would picture a bike cafe to be like.

  7. @Christian (Logo and icon set live in two different worlds for me)
    I completely agree. A disconnect has crept in from somewhere during the identity creation!

  8. I totally agree with Christian.

    The logo and the icon don’t fit well with each other and represent different brands. But I love both designs, they just doesn’t fit together.

    The color choice on the bottom of the cup and the chair works really well. But again as Christian mentioned above, the traditional china and the design on the identity is totally separate. The logo and icon are clean and neat with the combination of modernization, but the shop is messy with a lot of stuff laid out on the counters and cabinets.

  9. I really like how everything looks on the inside of this place, but the icons are…eh. I do like to use varying strokes when I create illustrations and icons but I feel as though it could have been better. Having the bodies one stroke, the additional elements another and even some filled… throws me for a loop.

  10. I love the identity – very modern with a little added character. I don’t like to be negative… but those icons are dreadful! Additionally the interior design isn’t that hot. It’s a shame as the synergy between the branding just doesn’t work.

  11. Does an icon set needs to look and feel the same as the logo? Personally if that happens I think it will make the logo weaker and look generic. They are different but you can see their similarities and I think their difference is what make the brand unique.

Share a thought?

Comments may be edited or deleted if the moderator doesn't like the cut of your jib (quite unlikely).