The Wheel. Re-imagined.
The New Aero wheels are developed by a small international team, including our good friend and photographer Uli Heckmann. Less Rain joined forces and created logo and identity.
The logo has been developed out of a circle, so that it can be placed onto the center hub caps of the wheels. Dubbed “the pipe” by Uli Heckmann, it consists of the overlaying letters t, n and a. Alternatively, the letters can also be drawn apart, creating a legible logo type.
Additionally, the underlying grid is used in an exploded view, creating patterns and a sense of dynamic movement.
Together, the three elements – the pipe, the logo type and the exploded grid – create a versatile construction kit for creating branded materials.