When the most legendary names in mountain biking decided to open the Marin Museum of Bicycling in Fairfax, California, we were asked to develop a branding system that would both showcase a history of bicycle innovation and act as a hub for community events.
We created a brand system around the wheel logo that brought the Museum to life by helping illustrate cycling history through the lense of contemporary design. We didn’t reinvent the wheel, but we did reinterpret it, and in doing so we created a symbol that honors the history of bicycling while hinting at its future.
As we began the design process, we naturally began to develop ideas around the bicycle wheel. A strong visual symbol, the wheel conveys what the Museum is all about: beauty, engineering, efficiency and innovation. We wanted to honor the one shape that has remained constant throughout the history of bicycling. The final mark is a modern approach to a timeless form.
The new logo visually represents the Museum and what it’s about, in both the literal and more figurative sense. While cycling has an old and storied history, each exhibit creates a new narrative with innovative design. We aimed to create a mark that was inherently familiar to cyclists while hinting at the future of a beloved past time. And keeping in mind the many ways museums utilize their marks, the logo is sharp and clear across different media, from the Museum’s main entrance to canvas tote bags.