For the mark adjustments, we softened down the sharp edges to communicate safe cargo transport. We also shifted the axis of forward and upward momentum to a symmetrical stance, suggesting the stability Bikeflights is known for in their industry. The seal itself was given more negative space for more uniform adjustments when scaled. Finally, the type is a customization based off of Montserrat, with letterforms kerned, corners softened, and the arm of the ‘G’ extended.

Some major problems we resolved were:

(1) LEGIBILITY / ACCESS

With so many cyclists and shops booking shipments mid-ride, we needed a mark that would work more legibly scaled down for mobile (web + socials), and scaled up for events (races, trade shows, sponsorship banners) — all while retaining the widespread brand recognition Bikeflights had earned with a captive and loyal audience.

(2) BRAND MESSAGING

We brought in the incredibly talented Jake Woodruff, fellow cyclist and superfan of the brand, to help construct, distill, refine, and clarify brand messaging.

(3) CONSISTENCY

With a team of riders so passionate about…well, riding, it can be difficult to keep everyone on the same team. With variation in products, platforms, and people, we wanted a comprehensive go-to guide where anyone interacting with the brand could quickly source answers and assets.