The lovely folks at 4Play Cycles were looking for a new logo which made their overall marketing message much more cohesive. The owner, Adam, and his partner Hilary were really keen to have something that reflected the landscape and had a bit more depth to it. 4Play Cycles is a fantastic independent bike shop based in Cockermouth, and passion for the sport oozes in every detail of the shop and way that the team communicates with customers old and young. We needed to develop a logo that wouldn’t alienate a particular age group and came across as both fun and professional; quite a task in itself.
There was so many directions we could have gone with that we provided 10 initial concepts rather than the standard 6 for the client’s initial reactions. Adam wanted to have the ‘4’ as a prominent feature and not have any people in the logo. 4Play also later decided to use the strapline ‘One Life, Two Wheels.’
2 concepts were chosen to take forward and developed into a suite of logos that could then be used in any situation with maximum impact. The logo that was chosen was illustration based and was designed with the idea of the shop being split in 2: road and mountain biking. The logo can therefore be split in two to reflect the two aspects of the shop and the local landscape. This will be particularly effective when used on the business van where the image will be able to be split in two. Location is prominent within the logo as the Lake District landscape is the perfect playground for cycling, and the signage within also points to Cockermouth. As with all our logos, we design in monochrome first, to keep the variables as small as possible, and also to ensure it works well within black and white (as all logos should!) See below for some further development work.
Once we had a better understanding of how the logo would work in different layouts, we moved onto colour. This needed to include colour variations as the stickers to go on the bikes would need to be various colours to be able to work with the bike sold. 4Play Cycles were also constrained by their outer shop colour so this was something that had to be taken into consideration.
The colours had to be defined for both the main logo and then sub logos. We provided various options for coloration including completely tonal logos, etc, but a colour pop on the logo name was chosen to be the main defining factor. A sky was added for the final colour logos and the final logo suite was born! We really enjoyed working on this project and with such lovely people and if you fancy getting on your bike – pop through to Cockermouth!