Lease a Bike partnered up with Team Jumbo-Visma (Winner Tour de France 2022) as a sub-sponsor, that means the Lease a Bike logo will be visible on the cycling jersey throughout 2023.
If you live or visited the Netherlands, it is highly likely you came across a bicycle related sign (the blue cycle path sign is the most common).
I got inspired by the comparison I saw between the front wheel and fork of a bicycle, and the stem and bowl of the letter b. The challenge was to find a proper way to maintain the readability of the "b" without losing the shape of the bicycle wheel.
To make the bicycle symbolism more pronounced, we revised the handlebar afterward.