A rebrand for Superpedestrian, a smart scooter company based in Cambridge, MA with a global presence. Previously LINK scooters, the goal was to evolve the brand to a more ownable name.

The icon evokes speed and motion, even 'flying', while the logotype was selected based on legibility for the length of the word.

A contrasting slab-serif typeface was chosen as the accompanying font for communications, collateral and marketing.