Momentum is the product
ímpetu /ˈim.pe.tu/ · lat. impetus
The force that carries you forward once you've committed. You don't brake at the lip. You go.
Relentless
Every line leans forward. The brand never stands still, in type, in layout or in tone.
Engineered
Precision underneath the attitude. Clean geometry, exact specs, zero decoration without purpose.
Raw
Dust, grain and hard light. Photography shows effort, never a showroom.
Voice
Short. Imperative. Uppercase when it matters. "Drop in." "Send it." "Ride the impulse."
A letter I, split at full speed
The symbol is an italic "I" cut by a blade-shaped diagonal. The two halves read as forward chevrons and as the push-pull of a pedal stroke. Red carries the rider, black carries the machine.
Clear space
Keep a margin equal to the height of the center blade (x) on every side.
Minimum size
16 mm tall in print, 24 px on screen. Below that, use the one-color version.
Never
Mirror it, stretch it, recolor it, or put the black half on a dark ground. The mark always leans right.
Drag to compare
- Explore. Four logo directions and one vector symbol generated in Magnific from a written brief.
- Select. The split-I symbol chosen for its read at small sizes and its forward lean.
- Rebuild. Wobbly AI edges traced into 6 clean polygons with straight cuts and exact brand colors.
- Systemize. Lockups, color variants, clear space and misuse rules defined by hand.
AI rawRefined vector
Carbon, lit by one flame
Ignition is the only loud color and it is used like a brake light: rarely, and always where the eye should go first. Tap a swatch to copy its HEX.
Wide, heavy, leaning in
Built around a 160 mm travel carbon frame, the IMPETU V1 climbs like a trail bike and descends like it has somewhere to be.
Travel 160/170 mm
Head angle 63.5°
Weight 14.8 kg
H1 · 96Send itH2 · 56Drop in hardH3 · 24Engineered for gravityBody · 18Short sentences. Verbs first. No filler.Speed cuts
Every graphic device borrows the blade angle from the symbol (about 28°). Use it for stripes on frames and kits, for image crops, and for the band that carries headlines.
impulseHeadline band
In the wild
Product, campaign, apparel and social pieces generated in Magnific with the refined symbol as a visual reference, then curated for brand consistency.
