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Muto branding

Contributed by Mark Fleming on Jun 9th, 2021. Artwork published in
March 2021
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    Muto branding 1
    Source: https://rosieleecreative.com License: All Rights Reserved.

    We’ve been working with the team at Muto, to launch their new e-bike brand in the Netherlands. One that offers a much more flexible e-bike solution, aiming to encourage more people to get the most out of life.

    The team needed a full 360° identity that would best represent the versatility of their product. We created a unified set of typographic styles that offered a flexible and adaptable approach, imbued with a very human quality to use at every touchpoint.

    For the typography we selected Whyte Inktrap for its sophisticated lightweight forms, which felt quick and dynamic, along with its squared descenders providing a subtle electronic feel. The chiseled ink traps also perfectly alluded to Muto’s easy snap-on-snap-off accessory system.

    Read and see more on our portfolio website.

    Muto branding 2
    Source: https://rosieleecreative.com License: All Rights Reserved.
    Muto branding 3
    Source: https://rosieleecreative.com License: All Rights Reserved.
    Muto branding 4
    Source: https://rosieleecreative.com License: All Rights Reserved.
    Muto branding 5
    Source: https://rosieleecreative.com License: All Rights Reserved.
    Muto branding 6
    Source: https://rosieleecreative.com License: All Rights Reserved.
    Muto branding 7
    Source: https://rosieleecreative.com License: All Rights Reserved.

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    • Whyte Inktrap
    • Whyte

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    1 Comment on “Muto branding”

    1. The muto.bike website currently doesn’t use Whyte Inktrap, but rather several weights of (plain) Whyte. Will a version with White Inktrap be launched later, or did the client decide to go without ink traps?

      Screenshots of the About page on muto.bike as seen in June 2021, using three weights of Whyte.

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