soul cycles sluggo head tube badge
Soul Cycles commissioned me to design the head tube badge for their new Sluggo freeride/downhill hardtail. The previous badge was cool and all, but Soul wanted something bigger and tougher to crown their new onepointfive dual top tube monster. With that in mind, I explored various machine aesthetics before landing on this design. It combines a militaristic stencil typeface and chunky slugged design with highly-polished steel and glossy enamel to create a eye-catching juxtaposition. It looks both factory-fresh and battle-ready—exactly what Soul was looking for.