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Brand

Perno

One mark, one grid, one type family, four paints. Everything on the site and on the bike comes from here.

The idea

The pivot is the part every piece of a bicycle turns on, and the fixed point of a working day: the twenty minutes that never change. The brand takes the discipline of a technical drawing — true circles, constant stems, a dot at the centre — and gives it an Italian name.

The fixed point of your day.

On the frame

On the frame

The down-tube decal, 42 mm, drawn from the same curves as the mark. Light or dark ink follows the paint’s luminance.

Three territories, one chosen

  • A — Corsia

    The lane, the kerb, the signage: a brand that looks like civic equipment.

    runner-up (alt-b, “Passo”)

  • B — Perno

    The geometry of the object: axes, bearings, a technical drawing on paper.

    chosen

  • C — Sera

    The ride home, low sun on the canal: the brand sells the hour, not the hardware.

    runner-up (alt-c, “Ambra”)

The name

Perno: two syllables, five letters, read the same way in Italian, German and English. Scored 33 of 35 against 28 for Passo and 28 for Ambra.

UNVERIFIED — needs EUIPO, DPMA and UIBM searches (classes 12 and 35, possibly 9) and a domain check.

Built on a grid: cap 100, stem 16, gap 15. The O is a true circle carrying the pivot. No traced typeface: the same curves draw the decal on the frame.

horizontal lockup
stacked
mono negative
30 mm head badge
  • horizontal lockup
  • wordmark
  • symbol
  • mono positive
  • mono negative
  • 30 mm head badge
  • favicon

Colour

Bone, paper, graphite, steel and one blueprint blue. Every text/ground pair passes WCAG AA, measured.

surface
#EFEBE4
surface-raised
#F8F6F2
ink
#232A31
ink-muted
#525D68
line
#CFC8BC
accent
#1F4BA8

The four paints

They are also the catalogue variants. All the boldness lives here; around it, the store stays calm.

  • Fog Grey

    #B7BCC0 · decal dark

  • Night Blue

    #1B2A44 · decal light

  • Sand

    #C6B291 · decal dark

  • Oxide Red

    #8E3B24 · decal light

Type

One family, Archivo Variable: an engineered grotesque with tabular figures. Prices and specifications line up in columns.

Perno clamp(2.75rem, 1.6rem + 4.2vw, 5.25rem)
Perno h1clamp(2rem, 1.35rem + 2.4vw, 3.25rem)
Perno h2clamp(1.5rem, 1.15rem + 1.2vw, 2.125rem)
Perno h31.25rem
Perno body1rem
Perno small0.875rem
Perno micro0.75rem

Voice

  1. 1

    The figure, then the sentence.

  2. 2

    The button says what it does.

  3. 3

    One claim, once.

  4. 4

    Name the limit.

  5. 5

    Active, present, sentence case.

Taglines · IT
Il punto fisso della giornata.
Taglines · DE
Der feste Punkt im Tag.
Taglines · EN
The fixed point of your day.

The two runner-ups

Carried to concept depth: tokens and a primary mark. They show what the direction was chosen against.

Passo

Passo

A — Corsia

Ambra

Ambra

C — Sera