Studio Ace of Spade was contracted by Pumpkinvine Cyclery to re-imagine their branding, and apply it to their printed materials and website. The website needed to be easily content managed.jump to completed project images ↓
After meeting with client several times and planning out the direction they wanted to take their identity, we began the sketching phase. After interviewing members of their target market, we discovered that most of their clients new them by name only wouldn’t necessarily recognize their logo if they saw it. We decided to pursue a direction based upon strong iconographic imagery. We also learned that their client-base was very much enthusiastic to the outdoors, as well as partaking in longer, serious road riding.
Through several revisions and additional meetings, talking with their clients, and sending our work out for review in the design community, we progressed towards a finalized product. We initially explored concepts that were similar to many of the metallic tags found on bikes from the 1950’s through the early 1980’s. As we worked our way through those ideas, we began to feel strongly that we should take inspiration from those ideas, but refocus on iconography. As soon as we did that, the idea for utilizing a gear whirled into our heads. As we pushed the concepts further, the gear became a strong focal point.
After finalizing the gear icon, we developed the final logo into a ‘stamp’, a logo that was all encompassing. We set the name into the gear, and after going through a font list with over 100 eligible fonts, the client settled upon Arvil – a clean, professional, and working-line font. After working with the client to choose colors and variants of the logo for different print and digital formats, we had finished the brand.
Upon finishing the identity work, we quickly moved on to the website in order to keep the project on track for completion in such a short amount of time. The branding dictated that we were to use only white and shades of near-black for the logo on digital and printed materials. Thus, we utilized a dark, nature themed background image for the site, allowing us to leave the logo mark outside of any containing box as the brand guidelines we developed specified.
After analyzing competitors’ sites, we identified key components that needed to be included in Pumpkinvine’s site. These were developed by talking with our client, as well as looking at what competitors did well – along with what they didn’t. This was our major hitlist for the site:
The client was thrilled, and so were we. We wrapped up the project on time and on budget, not mentioning with a beautiful brand and shiny new web presence. We learned a lot from this project, and even got to test drive a few bikes.back to top ↑