Cycle Superstore logo refresh

As an daily cyclist I was delighted to be contacted by Ireland's largest cycling retailer with a project to redesign their logo. Their previous logo (https://bit.ly/2lYkKNa) was a badge for everything that a logo shouldn't be: unscalable, murky colours and gradients, too many fonts and they had collected dozens of iterations of this logo across it's lifespan. My diagnosis was to design a clear and memorable logo that still retained an essence of their previous logo while giving them a much needed upgrade into 21st century branding. This included a stand alone symbol that could act as a rebus for their brand over time but also a strong and adaptive logotype.