Logo design for Velusso, a cycling holiday company that combines elements of professional cycling with luxurious accommodation in stunning locations. Velusso is a lovely word to say, it flows beautifully off the tongue thanks to the two ‘S’es. I started looking at how I could utilise the two ‘S’es in a way that reflects the qualities of the business. I noticed that when two ‘S’es are placed on top of each other (with one flipped horizontally) they produce a number 8. Once rotated 90 degrees the ‘8’ resembles the infinity symbol, a brilliant visual identity for Velusso for a number of reasons. With this in mind, I crafted a new infinity symbol, removing 2 sections to achieve a feeling of movement whilst resembling a letter ‘S’ (a nod to the concept’s origins). The infinity symbol represents empowerment, movement, completeness and integrity. I also felt it symbolises a round-trip or a cycle route whilst also representing (as James of Velusso put it) ‘the whole customer journey’ which Velusso handle. I also like to think of it as the customers returning for future cycling experiences with Velusso and therefore the idea of repeat custom. Further more the symbol ties in nicely with the idea of inspiring memories as these too last forever. The possibilities are endless.