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Canyon Cycles
Category
Branding
Identity
Logo Design
Overview
Presented with the task of completely re-branding a local business, I chose to work with Canyon Cycles in Dripping Springs, TX. The re-brand was to incorporate a new logo design, user experience, and overall experience in order to broaden customer appeal and increase sales.
Canyon Cycles has a loyal following in the southwest Austin/Hill Country area. For years, cycling enthusiasts have brought their bikes to Canyon Cycles to get repaired, have them upgraded to the next level, or to have a custom bike built from the ground up. Canyon Cycles does it all. With an owner who is a former professional mountain bike cross country, and downhill racer, they are highly trusted. As part of this re-brand, it was requested that the distinctive green color of the company's current brand continue to play a role in any new design. My thanks to Canyon Cycles for allowing me to create this project around their brand.
Creative Direction
Canyon Cycles is an incredible resource for local, hard-core cyclers, however they do a remarkable job of catering to families, school-aged youth, and beginners, too. This holistic appeal to all levels of rider was the key design idea incorporated strategically throughout the re-design. All aspects of the brand were to make the shop and cycling feel like an inclusive sport.
Logo Design
The Canyon Cycles logo was remade into the shape of a bike chain link. The mark illiterates the letters 'C' from the company name which is added in the Gill Sans typeface to closely mimic the logo shape and increase overall readability.
Logo Design
The Canyon Cycles logo was remade into the shape of a bike chain link. The mark illiterates the letters 'C' from the company name which is added in the Gill Sans typeface to closely mimic the logo shape and increase overall readability.
Brand Typography
Gill Sans is a highly legible typeface and was chosen to appeal to a wide audience. Cyclists, particularly mountain bikers, often engage in their sport in large groups and at competitions. Easy readability allows for the brand name to stick out at events known for the brand saturation of innumerable sponsors. The contrast between bold and light weights was used to draw the eye and create attention to the brand name.
Color Palette
The brand's signature green color was retained but darkened slightly to reduce the contrast and black was replaced by a very dark blue as a complement to the green. A variety of secondary colors were introduced to broaden customer appeal and allow for greater branding opportunities.
Primary
Secondary
Foliage Green
#35b35b
RGB: 53 179 91
CMYK: 76 1 88 0
Nightfall Blue
#01012d
RGB: 01 01 45
CMYK: 91 85 49 69
Reflector Red
#ed1c24
RGB: 237 28 36
CMYK: 0 100 100 0
Sunset Orange
#f04e23
RGB: 240 78 35
CMYK: 0 85 100 0
Sky Blue
#52c5d5
RGB: 82 197 213
CMYK: 60 0 17 0
Asphalt Gray
#2d2d2d
RGB: 45 45 45
CMYK: 70 64 63 64
Brand Patterns
Developed from the logomark, the patterns are used across brand collateral pieces and are particularly suited to apparel applications.
Identity Elements
Mobile & Web
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