Responsive Branding Design, Illustration, Lettering & Print Design
BIKES ARE CHILL.
A small, locally owned bike shop focused on the enjoyment of the ride, not the skill of the rider.
Casey from Grist and I sat down for coffee in early 2018 looking for a way to bring a fresh new look to the bike shop while being unique and infusing a little bit more personality into the shop. Casey has a mild obsession with old Norse legends/fables, all rooted in an extinct runic language called “Elder Futhark”. It’s odd, hard to read, and there’s really not much info on it. We thought it had a ton of personality and really suited the “wild, free spirited” personality Casey wanted to instill into the brand. So I took it and ran with it.
Casey’s fellow cyclists know that there’s no place he’d rather be than venturing outside on his bike. I wanted to capture the free-spirit, wild, adventure-chasing attitude. Thus, the main mark, “the numbskull,” was born. Neither human, nor animal – a spirit afraid of nothing and ready for any adventure.
Inspired by Elder Futhark, the logotypes’ letters are drawn with historic accuracy while remaining legible in English. I wanted to make sure that the mark had some tie in to the bike shop, so the tops of the letters are designed to subtly resemble handlebars. This took a lot of experimenting with different letter forms and referencing a ton of weird, old rune charts for Futhark.