JAYDEN JONES

More than a bicycle. The identity of an electric bike brand for the city, and the clothes to ride it.

Brand: JAYDEN JONES
Year: 2026
Scope: Identity, brand manual, apparel, product manual
Base: Buenos Aires

JAYDEN JONES ad on a bus shelter, Design to move · [YURINEHUEN]

The logo

A crest drawn
by hand.

Hand-drawn letters inside a crest: the brand reads like a badge on a frame, a patch or a key ring. The logotype carries the name wherever the crest does not fit.

JAYDEN JONES crest · [YURINEHUEN] — The crest

JAYDEN JONES crest in green · [YURINEHUEN] — The crest, in green

The logotype

Color and type

Olive, black
and steel.

Jayden green leads, black and steel grey hold it, and a warm white gives it air. Neue Haas Grotesk sets every word, in Medium and Bold.

PANTONE^®5773 C
Jayden green#858961
PANTONE^®Black 6 CBlack 6
Jayden black#0A0A0A
PANTONE^®Cool Gray 11 CCool Gray 11
Steel grey#4A4A4A
PANTONE^®11-0601 TCXBright White
Brand white#FCFBF5

JAYDEN JONES typography: Neue Haas Grotesk · [YURINEHUEN] — Neue Haas Grotesk, Medium and Bold

Pattern and applications

The brand,
where you ride.

The crest repeats into a pattern for wraps and packaging, and goes on the frame, the cap, the key ring and the wall of the store.

JAYDEN JONES pattern, green on white · [YURINEHUEN] — Pattern, on white

JAYDEN JONES pattern, white on green · [YURINEHUEN] — Pattern, on green

JAYDEN JONES crest on a bike frame · [YURINEHUEN] — Frame

JAYDEN JONES embroidered cap · [YURINEHUEN] — Cap

JAYDEN JONES key ring · [YURINEHUEN] — Key ring

JAYDEN JONES crest painted on a wall · [YURINEHUEN] — Store wall

JAYDEN JONES stickers · [YURINEHUEN] — Stickers

The collection

Street Riders
Division.

Tees, track jackets and hoodies for the people who ride the bikes: the engineering drawing of the frame, the rider, the crest in tone on tone and the brand manifesto on the back.