Springetts put bikes in focus

Springetts has created a contemporary identity for On Your Bike, a bicycle retail chain based in London and Birmingham. The chain aims to broaden its appeal to include younger, trendier shoppers without alienating older consumers.

The new identity features a deliberately out-of-focus, club-inspired font for the company name, with a hallucinogenic, pared-down bicycle icon in red and turquoise.

This logo is repeated in various guises across corporate stationery, interior signage and point-of-sale material, including carrier bags, tags and business cards.

“We wanted to achieve clarity and stand out in-store, and reflect the informal but professional approach of the staff,” says Roger Bannister, Springetts deputy managing director.

On Your Bike’s London shop, located at London Bridge, is incorporating the design in September following a refurbishment and it will be rolled out in Birmingham later in the year.