Pulse cycles is a brave new brand that makes robust, reliable and affordable mountain bikes with the best available components in the market. With a compact set of models they’ve managed to cover most of the mountain bike disciplines. One of their competitive advantages is the price. Pulse are able to significantly reduce the price of their bikes because no intermediaries and shops are used, but only direct sales. The biggest challenge in this project was – how to turn the slightly overused brand name into a distinctive logo mark without being trite? The answer came with the intelligent use of negative space.