My soccer mate Claes Bergman is a master at bicycle maintenance and design. He didn't exactly ask for an identity, but I made one. Claes is Swedish, and Cykel is the Swedish word for Cykel.
Claes also does amazing quality woodworking... and that needed an identity too. The background image of light woodgrain lends a feeling of subtle warmth & sophistication. I suspect everything designed with the Swedish in mind looks brilliant.