Jadyn Chen

Jones Precision Wheels

Brand Identity

I was approached by local wheelbuilder John Jones at the start of 2015 to help reimagine his brand, Jones Precision Wheels.

In business since 1986, the primary challenge of this project was to create a recognizable brand that demonstrated the reliability, skill, and quality that came from John’s wheels, but with a modern twist. Primary key words of focus were movement, fluidity and quality. Through some development, we landed on inspiration from the cross section of classic bicycle rims, which eventually led to a simplified pattern and icon. 

Photography by Gabe Fox.