Skid is the unique organization which contains bicycle workshop and coffee house. Here you can stop to repair your bike and drink coffee while waiting. In this space, you can have a great time with people with similar interests. Skid focuses on the underground movement of Fixed Gear cyclists. They are distinguished by the audacity of driving on the road. However, in my humble opinion, one of the most important purposes of Skid is popularisation of the whole bicycle culture, embedding this element in people’s lives.
It was necessary to convey the same audacity and desire for freedom in the identity. These values are transmitted by the Fixed Gear culture. The main metaphor is an elongated road marking that sweeps in front of cyclists. Signs can stretch and distort at any angle. Typography becomes elastic, like road signs and boldly changes in format. I used Helvetica in titles. Grotesk Tera supports experiments with typography and creates a pleasant contrast.
Moreover, I created a 3D space with interesting interior details. Skid is the bike-friendly place. It means that there are parking and bike racks. Skid uses old bicycle elements for tables, lamps and chairs. I had the task to divide my place into zones of a coffee shop and a workshop. I tried to find interior solutions for this, so that the space remains spacious. As a result, I made a place in the loft style. This meets the mood of Fixed Gear and the interests of young people. This project was done as a student project in HSE Art and Design School in 2021, curated by Evgeny Kashirin.
- Agency/Creative: Tatyana Lebedeva
- Article Title: Bicycle Space Skid Student Branding Concept by Tatyana Lebedeva
- Organisation/Entity: Student
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Russia
- Agency/Creative City: Moscow
- Market Region: Europe
- Project Deliverables: 2D Design, 3D Modelling, 3D Motion, Animation, Brand Identity
- Industry: Entertainment
- Keywords: bicycle food coffee fixed gear
Designer: Tatyana Lebedeva
Curator: Evgeny Kashirin