In short
The “Gouden Spaak” (“The Golden Spoke”) is a celebration of cycling culture in Ghent. For the 2024 edition, Supermachine was tasked with creating a striking new visual identity that positioned the awards as both prestigious and approachable. From an ornamental logo inspired by the golden era of cycling to vibrant graphics that reflect the energy of the Fietsambassade, we ensured that De Gouden Spaak turned heads for all the right reasons.
The challenge
How do you design a visual identity that feels high-end while staying true to the approachable, community-driven ethos of the Fietsambassade? The challenge was finding the perfect balance between class and relatability, all while ensuring the design felt timeless enough to carry across future editions.
The insight
Cycling is a lifestyle in Ghent. One that’s practical, sustainable, and celebrated. By anchoring the design in cycling heritage while modernizing it with vibrant, versatile elements, we could capture both the prestige of the award and the inclusivity of the Fietsambassade.
The outcome
Supermachine created a brand identity that hit the sweet spot between style and substance. A timeless, golden-spoked logo became the centerpiece, accompanied by a versatile visual toolkit that ensured De Gouden Spaak could shine across both digital and print formats.
