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Alegro is a new performance cycling store in Toronto, built by a founder who's half Filipino, half Italian. He came to us with three or four name options, mostly Tagalog. The names weren't there yet. We rewrote the brief instead.
We settled on Alegro, which is Tagalog for lively. It shares roots with the Italian musical term for tempo and pace. For the identity, the brief had three jobs to land at once: performance cycling, community, and Filipino heritage. The solution was a single mark that does all three. Performance brand, community space, heritage signal. All in a single logomark that scales from storefront to jersey.
