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GHOST VELO
Give Space, Save Lives
Brand Identity for a cycling safety initiative, inspired by those who never made it home
Ghost Velo is a concept-driven brand created to raise awareness about cyclist safety and to honor those who have lost their lives while riding on the road. Named after ghost bikes — white-painted bicycles placed at crash sites as memorials — the brand serves as a powerful reminder that every rider deserves space, visibility, and respect. Through minimal, impactful design and advocacy-focused merchandise, Ghost Velo brings light to a sobering reality: too many people are killed or injured each year simply for choosing to ride.
Ghost Velo needed a identity system that could visually communicate the gravity of its mission while remaining wearable, shareable, and action-oriented. The brand needed to resonate with a wide audience including hardcore cyclists, daily commuters, families, and weekend riders. At its core, the message needed to emphasize one critical point: drivers must give at least 3 feet of space when passing cyclists.
To bring this to life, ODC developed a clean and symbolic logo that combines the silhouette of a cyclist with the number “3,” turning the legal passing distance into a recognizable mark of awareness. The brand system includes a monochrome palette with high-contrast applications, advocacy-focused typography, and a merch line designed to increase visibility and spark conversation. With this identity, Ghost Velo transforms from a quiet memorial into an active movement, turning every product into a message that says: Give Space. Save Lives.
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