Machinery Row Bicycles
Rebranding
For this project, I was asked to develop a unique and cohesive visual identity for a chosen brand or event. The goal was to establish a distinct, memorable style through original illustrations, photography, and typography. After selecting Machinery Row Bicycles, I chose to delve into a skate aesthetic with grainy image treatment in order to capture the grudge aesthetic of their location.
I created a new logo, inspired by the curves of a bike rack outside my apartment, to form an M and R. Knowing their close relationship with the community, I created a versatile logo that provides Machinery Row Bicycles with a solid, contemporary visual image for their branding. I revised their existing branding and visuals to combine structural and modern aesthetics.
I created a new logo, inspired by the curves of a bike rack outside my apartment, to form an M and R. Knowing their close relationship with the community, I created a versatile logo that provides Machinery Row Bicycles with a solid, contemporary visual image for their branding. I revised their existing branding and visuals to combine structural and modern aesthetics.
Process
Machinery Row Bicycles is a local bike shop based in Madison, Wisconsin. Renovated from a historic distributing warehouse, the shop embraces brick architecture and factory aesthetics. Because of this historic space, their shop remains committed to the local bike community, one that Madison is well-known for.
Idea statement
Sketches
Early logo's
