Pedal Project is a small, specialist bike shop in inner-city Wellington. It caters for a discerning clientele – from serious racers on road and trail, to daily commuters – selling and servicing iconic bikes such as Pinarello, Trek, Focus, Cervelo and Norco.
The identity seeks to align the shop with these leading brands while carving out their own identity in this popular sport and pastime.
The Pedal Project icon is a stylised letter ‘P’ that cleverly repeats itself in the counter – or negative space – of the letter, creating a distinctive ‘PP’ icon.
The PP icon is drawn in the form of a technical bike pedal – the triangular spike in the counter could be seen to clip into a matching cleat.
The icon balances on the edge of the PEDAL PROJECT type block like a dynamic cantilevered modernist structure.
The orange and grey colourway is a staple of high-end industrial design. It’s also hi-vis, and is often seen on bike frames and cycling accessories.