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Peloton

This is an identity for a creative-thinking group of accountants and marketeers. The icon (based on the letter P) has been designed by Alex, inspired by a mixture of the Gestalt principles of form perception. This concept links the marque to the company ethos — the idea of the whole being greater than the sum of it’s parts.

“While each of the individual parts have meaning on their own, taken together, the meaning may change”…

“Our perception of the piece is based on our understanding of all the bits and pieces working in unison.” The Gestalt Principle.