Ask: Create a logo and brand identity for a cycling community that conveys “a fresh perspective on cycling.”

Insight: The cycling industry is steeped in tradition that keeps it stuck in the past. To break free of that you need to create something different and new— with a bit of mystery to attract curiosity.

Idea: As Far as I’m Concerned (AFAIC) is about breaking away from traditional cycling culture and defining your own way of riding. The logo elements hold traditional meanings by themselves, however, when placed together mean something totally new.

The branding and art direction behind AFAIC is dark, gritty, and inspired heavily by skate culture and magazines. It shows a side of cycling that is far different from its clean, luxurious, Euro-centered heritage. The base color palette is monochromatic and is designed to take on colors as brand campaigns arise.

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