JUKEMO is the personal website of a cycling enthusiast in the midst of a courageous battle against cancer. In the hope of sharing his story and encouraging others, the client requested a new logo that could be used online and for branded merchandise.
In psychology, the concept of “flow” is a state of mind in which the ego falls away and there is a sense of timelessness – being fully immersed and living in the moment. In its own way, JUKEMO is the embodiment of flow and what it means to find fulfillment in the moment. Every experience leads quite naturally to the next.
The new JUKEMO logo is an interpretation of this idea. The design has been stripped down to essential elements: a simple sans serif wordmark, visually anchored by a handlebar-inspired ‘J’ that sets the composition in forward motion. Its curvature draws the eye across the letterforms, each flowing effortlessly into the next.