Swift Cycling is a fictional cycling shop that sell, repairs and maintains bicycles of all sorts whether it's mountain, road, you name it. They sell it, they fix it. Went for a more energetic, sharp and bold look as that would visually communicate repair and high quality bikes. Lined up the Italic type with the icon on top to make it look like it's following the cyclist up top to represent quickness and speed as that's an important factor when it comes to repair.