When two different local cycling shops, both with an established brand changed hands, the new owners approached the studio with the need to combine both under a common visual.
This mark seen here is the most graphic and direct of the extensive set getting a fresh visual treatment. Spaceboy of Wilmington, who silkscreens for this client, needed a version that could replicate the gradient tones used in the print and web versions of marks.
Variations can be seen on the identity development page of this site and the graphic process to each end.
Digital design makes variety possible. So does riding many, many miles on a bike. The amount of chains I've cleaned and lubed gave me a special appreciation for getting the links to look right. Almost as much as finding, and using a good, strong slab font that "spoke" well.