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The objective was to re-design or create a logo and brand identity for a retail product and/or store as a student project, re-brand North Shore Racks (NSR), a company that builds and distributes vertical mountain bike racks. These bike racks enable mountain bike enthusiasts to fully enjoy their sport without any limitations. The unique selling positions of NSR is that they are the only two, four, and six bike vertical car racks that fit any downhill /mountain bike they also take up very little space, whether it be two bikes or six. They are ethical, locally sourced and manufactured. They’ve patented the first compact vertical six bike rack that takes up as much space as a normal two bike rack.
NSR have a strong customer base, that has grown rapidly. The product is manufactured in North Vancouver, British Columbia, Canada with its materials sourced within North America. The NSR target market can be described as individuals who are disciplined, display ambition for their sport, drive a car to popular biking destinations, and on average are between the ages 18-35. The primary objective is to inspire customers to feel passion, ambition and dedication for their sport. The second is to convince customers that NSRs’ products are professional, functional and are the top choice for professional athletes. The essence of this brand includes: pride, energy, quality, functionality, ethics, and discipline. The final objective was to encourage the customers to purchase the product ,fulfill the brand promise, and to recommend it to a friend.
It was important that the logo embody not only the brand essence but the brand’s unique selling positions. An appropriate solution was reached through exploration and conceptual thinking. The mark replicates the pattern of the stacked bikes when mounted on the rack which alludes to the “vertical“ stacking the racks allow for. The line weight is consistent and balanced, displaying quality and reliability; the yellow colour displays energy while still remaining sophisticated and professional. The mark also needed to be able to stand out among its competitors and additional accompanying brands i.e. THULE, Monster, and Fox Racing. A second visual interpretation would be that the mark also doubles as the pattern of a tire tread that represents the mountain bike community. The logo was applied to a vinyl sticker that could be placed on a customer’s car to create and strengthen the sense of community and belonging through the brand’s logo.
Photography Credit: North Shore Racks | northshoreracks.com