Pas Normal Studios is a brand of contemporary, technical, cycling clothing. PNS produces high-end clothing with textiles and methods at the same level as demanded by professional riders. The company is co-founded by Karl-Oskar Olsen from Danish fashion brand Wood Wood.

The identity is inspired by the great traditions of cycling clothing, but is above all committed to the patterns and colors that define state of the art fashion today. The identity consists of 26 statements in positive and negative. Every statement is a logotype. They are implemented on the clothing in various sizes, orientations and placements, inspired by sponsor logos of professional tour kits. The look of the identity is kept minimal, to allow the materials and colors of the clothing to speak its own clean language.

The typeface is called Plain and is made by
the Swiss type foundry Optimo. Plain is a modern and simple sans serif. The typeface is only used in bold, that to create a distinctive and strong identity.

Pas Normal Studios can now be found through out Europe, parts of Asia and the United States.

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