Logo redesign for ciclysts urban initiatives NGO Rivne Velosypedne, #VeloRivne (Рівне Велосипедне, #ВелоРівне), Rivne city, Ukraine.
So this was a pro bono (spoiler alert: not actually fully pro bono, I got an awesome T-shirt with my logo) project which turned out to be really nice experience. A friend of mine who is in cyclists NGO contacted me asking if I could do a logo redesign for them. Fortunately I had time and moreover am an avid cyclist myself so I was really motivated. To cut long story short, they wanted more 'polished' professionally looking logo with some slight adjustments. They wanted to keep the concept: bicycle with the city symbol in the front wheel, just instead of fixed-gear they wanted city bicycle outlines. Colour scheme was good and the name stayed the same. So I got the basic information: name, context, feel, and idea behind the logo.
At first I scrutinized the old logo. It was way unbalanced, major lines are to thin which is critical at small scale and reproducing logo with some media, too much thicks and thins both in the bicycle shape and the lettering. In general the image was sloppily built as though just hand drawn, wheel shapes were too close to the frame shape, almost touching it and merging into it, negative tower shapes in the front wheel feel quite heavy visually. Same concerns lettering, both fonts don't make the perfect combination and don't feel consistent with bicycle shape.
The aim of old logo analysis was not to criticize it but to redesign it more consistently not repeating same mistakes. Thus in the final logo version one and the same stroke weight was used for building the bicycle shape and for the logo name as well. Instead of using negative shape for the city symbol I used simple positive shape which made it much lighter and allowed for more balanced outlay.
So the next step was brainstorming and visual research mode. At this point I usually allow myself sketching, thumbnailing, drawing freely trying any possible version just to get the feel and understand which direction to move further. So the initial idea was to create some custom lettering along with the bike symbol. However the idea was abandoned after a while as custom lettering would be quite strong element on its own and would conflict with symbol which is quite strong too. But we don't need a confrontation in our design, we need cooperation and cohesion. So I decided to follow the strategy of strong symbol (main focus element in our logo) and simple lettering (supporting element in the logo).
I used one of my bike sketches as a basis and built it with vectors. Here I did a little trick, I just 'cut off' the bottom part of the wheels, so that it both doesn't look too generic just like bicycle sign, and is much easier to combine with lettering block. I don't want to be overly detailed about vectorizing part where I build logo with software as it is quite tedious process and often takes lots of time, and miner tweaks here and there. So basically the logo was almost ready. After some time I figured out dashes around small text was a distracting and not functional element, so took them away and aligned the text to the width of the upper bigger text. Also I've prepared 3 layout logo versions so that the logo can be used in different situations.
Here is my awesome T-shirt with Rivne Velosypedne logo.