Oliver Uberti
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Sic Transit Cycles

Apparel and product design for a Michigan bike shop

Sic Transit Cycles

Apparel and product design

 
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Sic Transit Cycles is a speciality bike shop in Ann Arbor, Michigan. In addition to selling gear and apparel from top cycling brands, in 2016 they enlisted me to develop some products of their own. Sic Transit already had a hand-painted logotype and a nifty logomark. What they needed was “an extra design element to add flair to jerseys and water bottles.” The brief called for something “visually-striking and geometric, with some repeating elements.”

Taking inspiration from cornfields, fireflies, butterfly scales, and maps of Ann Arbor, my assistant and I developed a series of tessellating patterns that we applied to kits, caps, and bottles. From our range of options, Sic Transit chose a design we dubbed, “Sic Streets.” It used an isometric grid to create a fictional array of avenues and intersections that spells “Sic Transit” ad infinitum.

Want to add flair to your ride? You can order directly from Sic Transit Cycles here.


 “Sic Streets”

“Sic Streets”

 In this depiction of daily commutes, London shines like the Sun in the constellation of Southern England. Like all stars, it has an immense gravitational pull. Whether by car, train or tube, thousands travel into the capital each day from all directions.
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