Jarah Emerson of Gear Collective came to me with a very defined concept in mind. Her idea was a text based logo in a layout similar to what you see. Since I couldn't find a typeface that suited my needs I developed some bold lowercase, sans-serif type. I also thought the addition of a bicycle element was important to the brand, so I created the hex-button. In the context of the type treatment it adds balance but I think it's much more powerful on its own.
