The Speed Lab

For Speed Lab, I developed the visual identity for a premium bespoke gravel and road bike workshop in Munich’s Glockenbachviertel.

The concept is built around speed, precision and high performance cycling culture. At the center of the identity is the cheetah, the fastest land animal in the world, used as a direct symbol for acceleration, agility and controlled power.

The typography was intentionally designed with a retro performance aesthetic, referencing the visual language of classic Shimano Dura Ace components, one of the most iconic and high end groupsets in road cycling. This gives the logo a distinctive connection to cycling heritage while still feeling sharp, technical and contemporary.

The result is a brand identity that positions Speed Lab not as a generic bike shop, but as a specialized destination for custom road and gravel builds. Premium, precise and deeply rooted in cycling culture.