Save prototype 3 by diego rodriguez

Rethink transportation Within this book, a unique opportunity is waiting to be unleashed, one that will positively impact the way in which the American people move and communicate on a daily basis. This is the Schwinn Alternative Vehicular Systemâ&#x20AC;&#x2122;s (SAVE) way, it is a revolutionary method of transportation by means of a public bicycle borrowing system which empowers the American urban commuter to easily travel throughout the city while helping to create a healthier, sustainable and friendlier environment for all.

The intention of this book is to showcase the creative possibilities of the SAVE branding campaign. The following pages will further discuss why a system like SAVE needs to be available to the American commuter, as well as display the creative process involved in the branding campaign and creation of the SAVE design Standards.

Empower our future

1 2

Content

The Scope

1.1 1.2 1.3

Abstract

The method

2.1 2.2 2.3

SWOT

Research Creative Brief

Mood boards Logo Development

Creative Toolbox Project Assets

Collateral Membership Web Apparel Posters Billboards

3 4

3.1 3.2

The expressions

4.1 4.2 4.3 4.4 4.5 4.6

The DELIVERY

1.1

Abstract

Investing on the American Commuter: Launching Schwinn’s Alternative Vehicular Enterprise

Today, the American commuter is faced with conflict on every step of the way. Americans are suffering from chronic dependence on oil, both foreign and domestic, for their everyday commutes. Automobile traffic is has increased to the point of over saturation, causing serious environmental hazards. Along with the dangers to the environment, the commuter’s health is also affected both physically and mentally due to the

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increasing number of automobiles on the road. Traffic is a leading cause of stress in the human populations. Also, the number of obese and overweight Americans is rising every year. These are issues that can be combated with a smart means of transportation. With the American consumer in mind, the Schwinn Bicycle Company is offering a system of public transportation that provides Americans with the freedom of choice. Schwinn’s Alternative

Vehicular Enterprise (SAVE) is a system of public transportation in urban areas, it is made possible through bicycle sharing and rental stations located throughout cities in America. SAVE, provides the commuter with an alternative source of transportation that complements other public systems such as public buses or subways. SAVE offers the commuter an opportunity to be healthy and environmentally friendly through a sustainable and ethical transportation practice.

Schwinnâ&#x20AC;&#x2122;s vision of a progressive means of transportation, free of oil dependency and capable to provide efficient transportation in urban areas, will be transmitted to the consumer through different media approaches including print, billboard, interactive and grassroots campaigns. The campaigns will benefit from both local and nationwide coverage, all in the effort to motivate the consumer into making a positive change through SAVE.

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1.2

Research

Change is a compelling force that every man and woman are bound to encounter on a daily basis. Change affects everyone without preference or discrimination; its altering presence is evident on both, the individual and the community.

â&#x20AC;&#x153;When man invented the bicycle he reached the peak of his attainments. Here was a machine of precision and balance for the convenience of man. And (unlike subsequent inventions for manâ&#x20AC;&#x2122;s convenience) the more he used it, the fitter his body became. Here, for once, was a product of manâ&#x20AC;&#x2122;s brain that was entirely beneficial to those who used it, and of no harm or irritation to others. ~Elizabeth West, Hovel in the Hills For many, unable to reconcile and accept it, change may be catastrophic and negative, bringing about disorder and pain. However, compelling and powerful, change can also be a seed of opportunity, an invitation to progress.

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It provides men, women and communities a chance to evaluate what is of significance in life and how to ensure that protection is being supplied to that which is of great value. Valuable assets in life for people and communities include freedom, environment and human longevity. The American commuter now faces challenges that jeopardize these valuable assets. Transportation is heavily dependent on foreign and domestic gasoline, causing traumatic effects on the environment. Additional to American oil dependency, the increase of traffic density causes unnecessary stress to drivers and pedestrians. Due to routine constrains, accessibility to exercising programs and activities for the American commuter are limited; with transportation that involves little physical activity, the lack of fitness

awareness within the American commuter is increasingly prevalent. With the preservation of the previous assets in mind and the pressing force of change taking harbor in the area of transportation in America, progress is calling for healthy and practical transportation initiatives. The answer to the call of progress comes by a long trusted name, Schwinn bicycles. Along with its father company Dorel, the iconic American bicycle manufacturer is interested in providing the American population with an alternative to the standard methods of mass commuting. Schwinn Alternative Vehicular Enterprise, S.A.V.E. is a system of bicycle rental stations to be spread throughout urban areas with the objective of providing everyday commuters an alternative to automobile use. SAVE will serve as a means

of mass transportation that complements that of public buses or subways, empowering the commuter to travel local distances without the hassles of automobile traffic, at a higher speed and coverage than a standard pedestrian. SAVE is a key factor in the emancipation from gasoline dependence additionally building a progressive environmentally conscious mentality amongst the American commuter. SAVE also presents the American commuter the alternative to include a health and fitness opportunity into any routine. Furthermore SAVE increases human interaction promoting closer exposure to businesses in the area as well as fellow commuters. Taking advantage of public means of advertising, including Billboards, interactive media and print ads, SAVE will be

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able to reach a wide range of commuters and motivate them to make a shift to smarter public commuting. Schwinn Bicycles is a company with a long history in the American bicycle market. It was the city of Chicago where the Schwinn Bicycle Company was founded. It was a partnership between Ignaz Schwinn and Adolph Arnold, made in the year 1895 (Schwinn, 2010). Since the beginning, the Schwinn Company has had a reputation for innovation and quality in every product. Its long trajectory has witnessed many milestones along the way. In 1899, the first man to ever reach a speed of 60 miles per hour in a vehicle did so riding a Schwinn bicycle (Schwinn, 2010). In 1925, despite the pressure of the great depression in the 20’s, the company managed to stay afloat while developing highly tech nological products for the time, such as bicycle mudguards (Schwinn, 2010). Later developments include the introduction of the “fore wheel” brake in 1930, the first in-home workout machine in 1965 and the “Airdyne” stationary bike in 1978 (Schwinn, 2010). Along with its technological milestones, the company has also seen turbulent times. Having achieved an impeccable reputation throughout for quite some time, Schwinn’s management failed to recognize the longevity of the mountain bike trend that started in 1985 (Schwinn, 2010). This was a mistake that would lead the company into

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bankruptcy in the year 1993. In the same year the company changed its management and one year later it moved it’s factory from Chicago to Denver, Colorado (Schwinn, 2010). The move was purposely made in order to learn and expose the company to the mountain bike culture. Schwinn’s main focus had shifted to fitness equipment (Schwinn, 2010). In 2001, facing bankruptcy one more time, the Schwinn Bicycle brand was purchased by the Pacific Cycle Company and the change allowed Schwinn to make some structural changes, which better prepared the brand for the new millennia. The Schwinn brand had another opportunity to strengthen internally when in 2004 Dorel Industries, a Canadian company, purchased its parent company Pacific Cycle (Schwinn, 2010). Today, Schwinn is focusing its campaign efforts into promoting the bicycle as an alternative to automotive transportation. Once again Schwinn is making news headlines with development of the “Tailwind,” an electric bicycle that has won the reputation for being the fastest charging bicycle in the world. In addition to the “Tailwind,” the company was awarded the Eurobike gold award for innovative design in September for the “Vestige,” the first bicycle made from flax fiber (Schwinn, 2010). Schwinn is committed to providing products of

sustainable design and production, as part of environment friendly practices. The SAVE brand is taking a proactive initiative that invests in the future of the United States by means of a sustainable alternative to public transportation. By offering a product and service that empowers the commuter to easily include a healthy activity into his or her routine, the program directly tackles issues of overweight and obesity due to lack of exercise and unhealthy habits. Considering a study made by Gallup-Healthways Well-Being Index,

reported that in 2009, 63.1% of adults in the U.S were either overweight or obese (Hendrick, 2010). The number will most likely increase by the end of 2010. After all, the 2009 figure showed an increase from the 62.2% found in the 2008 study. The report also shows that “18.3 of young Americans are obese, compared to 27.6% between ages 30-44 and 30.6% among 45- to 64-year-olds” (Hendrick, 2010), also showing that “Men are more likely than women to be obese, 27.8% compared to 25.2%” (Hendrick, 2010). Men and women, young and old are all

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affected by the lack of exercise in their lives. SAVE is a program with a strong potential to inform and provide Americans of all ages an easily attainable source of fitness. SAVE presents other advantages concerning health, this time for both pedestrians and automobile drivers.

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Americans of all ages an easily attainable source of fitness. By reducing the number of automobiles on the road due to the implementation of SAVE stations throughout city grids, the streets will be less saturated with automobiles. Such changes will lower the stress levels on automobile drivers. According to Richard Eden of the UK’s Telegraph newspaper, “Getting stuck in a traffic jam is the biggest cause of everyday stress”(Eden, 2002). The benefit of SAVE over traffic stress extends itself from drivers to the actual road. Streets are only capable of handling so much pressure from the weight of automobiles. Areas of high traffic density suffer from heavy stress, resulting on frequent road maintenance, which can prove to be quite expensive. Steve Bauer of the News Gazette informs that city officials countrywide are proposing an increase in local gas taxes, to supply for the high cost of road maintenance (Bauer 2010). The implementation of SAVE will reduce the number of vehicles, thus increasing the durability of the roads. Additional to these benefits, the consumption of gasoline for automotive transportation will also be showing decrease. “Currently, 70 percent of the oil the US consumes goes directly into our transportation system highlighting the environmental impact America’s transportation infrastructure has, be it planes, trains or recreational vehicles” (Singh, 2010). The use of a public bicycle trans portation system is just

another way America will be dropping its voracious gas consumption habits. For SAVE to take effect as a supplementary mode of public transportation, it will need to thoroughly cover urban areas for the commuters ease. If properly supported SAVE could reduce the use of automobiles for local commuting,which will reduce the consumption of gasoline in urban areas, allowing cities and people to allocate those funds for other uses. Schwinn is an American icon. Since the companyâ&#x20AC;&#x2122;s inception in 1895; its product has been researched, developed and tested with the American commuter in mind. Such commitment has taken the company to new heights, developing products full of innovation, always caring for the riderâ&#x20AC;&#x2122;s safety and enjoyment, thus improving their quality of life. The SAVE brand will offer a service that provides Schwinn an opportunity to excel and innovate, taking the joy of bicycle riding into a platform of mass public transportation. It will be directly beneficial to all Americans in one way or another. America needs an iconic cycling company to lead the transportation industry into a future of sustainable practices that focus on human values. What could be better than a privately owned company with over a hundred years of service and experience in the bicycle industry. Change is inevitable, SAVE as well as all other international organizations of its kind, are just one of the first steps into a pro-

gressive endeavor to find efficient, responsible and ecological methods of collective and private transportation. The objectives of the SAVE brand are to provide commuters an alternative service of public transportation as well as to raise awareness of Schwinn bicycles and products in the minds of the consumer.

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1.3

Creative Brief

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The client:

Under its parent company Dorel Industries inc. the Schwinn Bicycle Company is a major manufacturer of bicycles, cycling gear and fitness equipment, reaching both national and international markets. Schwinnâ&#x20AC;&#x2122;s commitment to quality and innovation has been a company standard since its early beginnings.

Objective:

Propel the Schwinn brand to a new marketing horizon with a service that provides commuters a leading alternative service of public transportation that is innovative, safe and convenient. This campaign will focus its creative efforts in rising awareness of the Schwinn Alternative Vehicular Enterprise, SAVE in the everyday life of urban American Commuters.

Audience:

The SAVE campaign will target the American commuters of dense urban areas, such as Chicago, New York City or Miami. Appealing to both men and women, from ages 13 â&#x20AC;&#x201C; 65, people who are physically capable to safely operate a bicycle. A service like SAVE is helpful to people from all backgrounds, students and professionals. Also reaching out to people in favor of environmental responsibility, who may or may not own a car. These individuals may also communicate via social media and are capable to navigate through the internet.

Unique selling proposition: SAVE offers a revolutionary yet simple vehicle of public transportation in congested areas. Most unique point is that SAVE offers Schwinn an opportunity to expand its reach to the public transportation market, while maintaining its key product, the bicycle. Currently no other bicycle company offers a service comparable to SAVE. Besides the advantages provided to the Schwinn brand, the commuter is also positively affected by the features of the SAVE brand. SAVE provides efficient transportation without heavy traffic or parking hassles, no vehicular maintenance. Also cost and time effectiveness and of course a prime source of fitness and entertainment.

Develop an imaginative campaign that will entice and attract the commuter to use SAVE in everyday commute. Innovating from Schwinn’s current design systems, all deliverables done with the American commuter in mind. The methods of delivery include: • • • •

Print Billboards Internet Grassroots

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2.1

Opportunities:

Strengths:

SWOT

Improved bicycle design and technology Iconic brand Brandâ&#x20AC;&#x2122;s strong historic foundation in USA New and improved management team premium image through sustainable projects Wide range of bicycle models Affordable products and parts

Increasing Eco-friendly trend Developing concern for health and fitness in society Increase in focus for alternative transportation Possibility to extend project to larger scale Opportunity for multi-industry collaboration Innovative public transportation project in USA

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Not an independent company Parent company Dorel based in Canada Imported components and bicycles Need more operational personnel

Weakness:

Legislative changes Environment or weather changes Impractical service for small urban areas Older and obsolete street organization National economic crisis

Threats:

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2.2

Mood Boards

Impact Impact Caviar Dreams

Helvetica Helvetica Neue Neue 24

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Dead Kansas

Caviar Dreams

Eurostyle

Dinstik N.O.

Movement

Calibri Calibri

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M t

M t ic th

ew s

Go t

Ne ws

Century

Gothic

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Schwinn Alternative Vehicular Enterprise Company Logo:

New Logo:

Typefaces:

keywords:

Style Board #1 “The city’s fast pace”

Impact

Project Synopsis: The Schwinn Alternative Vehicular Enterprise is a new branding initiative under the Schwinn Bicycles umbrella. The S.A.V.E. initiative consists of a public bicycle rental system that seeks to inspire empower the commuters of the future, it substitutes the use of automobiles for short to mid range commuting within local areas. A service focused on sustainable practices benefiting the American commuter, SAVE presents a complementary source of transportation to other public mobilization systems, such as public bus lines and subways. The brand’s objective is to help decrease the amount of motorized vehicles, promoting the reduction of air pollutants, dependency on oil fuels and overcrowding of driveways. SAVE additionally upholds fitness and healthy activities, high exposure to community business and lower costs for local transportation while maintaining high efficiency. The branding campaign will pursue the attention of American commuters living in condensed urban areas. Targeting both men and women from ages 15 to 65, ranging from students to professionals, local citizens and tourists.

Colors: 3399cc C=73 M=26 Y=5 K=0

FFFF33 C=6 M=0 Y=89 K=0

Caviar Dreams Dead Kansas Helvetica Neue Schwinn Alternative Vehicular Enterprise

- Urban - Efficient - Transport - Everyday

- Fun - Exiting - Live - Ride -Connect

Tag line + Headline:

Riding with you get where you want, when you want

FF6666 C=0 M=75 Y=52 K=0

666666 C=60 M=51 Y=51 K=20

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Schwinn Alternative Vehicular Enterprise Company Logo:

New Logo:

Typefaces:

keywords:

Style Board #1 “Healthy and fun ”

Project Synopsis:

Hemi Head 426

The Schwinn Alternative Vehicular Enterprise is a new branding initiative under the Schwinn Bicycles umbrella. The S.A.V.E. initiative consists of a public bicycle rental system that seeks to inspire empower the commuters of the future, it substitutes the use of automobiles for short to mid range commuting within local areas. A service focused on sustainable practices benefiting the American commuter, SAVE presents a complementary source of transportation to other public mobilization systems, such as public bus lines and subways. The brand’s objective is to help decrease the amount of motorized vehicles, promoting the reduction of air pollutants, dependency on oil fuels and overcrowding of driveways. SAVE additionally upholds fitness and healthy activities, high exposure to community business and lower costs for local transportation while maintaining high efficiency. The branding campaign will pursue the attention of American commuters living in condensed urban areas. Targeting both men and women from ages 15 to 65, ranging from students to professionals, local citizens and tourists.

News Gothic MT Century Gothic

Colors: 71C8F1 C= 50 M= 3 Y= 0 K=0

CC3366 C= 16 M= 94 Y= 42 K= 1

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FFFFFF C= 0 M= 0 Y= 0 K= 0

99CC66 C= 44 M= 0 Y= 79 K= 0

Schwinn Alternative Vehicular Enterprise

- Excitement - Healthy - Active - Friends

- Fit - Tour - Action - Green - Succeed

Tag line + Headline:

To health with traffic Unleash the healthy rider in you

Schwinn Alternative Vehicular Enterprise Company Logo:

New Logo:

Typefaces:

keywords:

Dinstik Eurostile

- Change - Nature - Future - Clean

Style Board #1 “Rolling in a green city”

Colors: FDB57 C= 0 M= 28 Y= 76 K= 0 3399cc C=73 M=26 Y=5 K=0

N.O. Movement Calibri

- Responsible - Efficient - Forward - Entertaining - Engaging

Tag line + Headline: Take your world by the h a n d l e b a r s SAVE the world one pedal at a time

967F2F C= 55 M= 0 Y= 24 K= 0

66CCC C= 55 M= 0 Y= 24 K= 0

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2.3

Logo Development

Standing as the iconic face of the enterprise, the SAVE logo is a vital component of the brandâ&#x20AC;&#x2122;s design. With its pictorial elegance, the SAVE logo is composed of the illustration of a rider with a red scarf that plays with the idea of negative and positive shape. On the lower segment of the logo SAVE is written in a set of uppercase handmade lettering. It is important to point out that SAVE is an acronym for Schwinn Alternative Vehicular Enterprise.

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Schwinn Alternative Vehicular Enterprise

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3.1

Creative Toolbox Company Logo:

Project Synopsis: The Schwinn Alternative Vehicular Enterprise is a new branding initiative under the Schwinn Bicycles umbrella. The S.A.V.E. initiative consists of a public bicycle rental system that seeks to inspire empower the commuters of the future, it substitutes the use of automobiles for short to mid range commuting within local areas. A service focused on sustainable practices benefiting the American commuter, SAVE presents a complementary source of transportation to other public mobilization systems, such as public bus lines and subways. The brandâ&#x20AC;&#x2122;s objective is to help decrease the amount of motorized vehicles, promoting the reduction of air pollutants, dependency on oil fuels and overcrowding of driveways. SAVE additionally upholds fitness and healthy activities, high exposure to community business and lower costs for local transportation while maintaining high efficiency. The branding campaign will pursue the attention of American commuters living in condensed urban areas. Targeting both men and women from ages 15 to 65, ranging from students to professionals, local citizens and tourists.

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Campaign Logo:

Images:

Typeface Samples:

Textures:

Headline:

Dead kansas Tag line:

Caviar Dreams Subhead / Body / Links:

Helvetica Neue

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Key Words:

Adventure

Move with ease throughout the city. Use SAVE on the way to work, school or just to catch up with friends. SAVE helps you live your life free of traffic hassles and full of urban adventures. SAVE is committed to offering people a sustainable and efficient source of transportation.

Thrill

Friendship Sport Education Ecology fun Speed

Freedom

Body Sample:

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Economy

Style

Get where you want, when you want

Heritage

Health Time Responsibility

take your world By the handlebars Tag line Sample:

Sustainability Energy

Headline Sample:

TransportEnvironment Excitement Fitness

Commuter Ride American

Voice Tone:

Archetype: Magician

Subtypes

Magician individuals are most fulfilled when they can see a vision realized. Naturally intuitive, insightful, and inspiring, they’re able to perceive and appreciate multiple perspectives and motivate others to believe that anything is possible. They’re usually excited and challenged in times of great transformation and turmoil.

• Catalyst/change agent: Sees opportunities for change or provides impetus for innovative transformation

Magician organizations often are very successful serving as catalysts for change; turning problems into opportunities; reframing difficulties; empowering people, teams, and networks; and creating flexible, win/win solutions for all involved in a situation. Magician types need to ensure they don’t use power manipulatively, don't expect miracles to save them when things get rough, and lose patience with those who aren’t as visionary as they are.

• Envisioner: Sees possibilities and develops a clear vision of the future • Wizard: Has a talent for unexpected, serendipitous results • Intuitive: Uses synchronicities/hunches/serendipity to set a course

Whenever confronted with the task of composing a set of textual information for any creative good concerning SAVE, remember to smile, stay positive and think of exiting things. This is exactly the tone needed to approach anyone who is or will be involved with the SAVE brand. The stakeholders must perceive that SAVE is a company of positive, forward thinking. All textual information will be executed with respect to all individuals. The tone although with a upbeat and playful tone, must keep an assertive feeling, sharp and strong.

• Healer: Effects individual or group healing

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3.2

Project Assets

The riderâ&#x20AC;&#x2122;s back can be taken two ways in the character illustration it can be the blue area or the negative shape created by the encasement of the white area within the blue shapes.

The red scarf is an iconic element both the SAVE Rider Character, provides a point of interest to the rider character as well as balance to the red SAVE logotype.

Riding with the wind, equipped with a helmet and a red scarf, the SAVE rider goes throughout the day. This is the emblem that reaches and encourages all commuters to become adventurers, heroes in their community, people who take the initiative and empower Americaâ&#x20AC;&#x2122;s future. The rider and the SAVE logotype portray the energetic essence of the SAVE brand.

Schwinn Alternative Vehicular Enterprise

The lower part of the SAVE logo is the Logotype reading SAVE, the acronym for the brand. It must always go along with the blue rider on top.

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The bottom tittle is the explanation to the acronym SAVE. It is not used unless for situations that allow the font to be read properly, such as stationary.

Logo Elements:

The rider symbolizes the American people.

The red scarf stands for freedom.

The SAVE acronym is the wheels that empower the commuter toward a better future.

Colors:

Minimum Size:

25 mm

The smallest size for the save logo is 25 millimeters on each side. The explanation to the SAVE will not be included for small applications since the letters will not be easy to understand in smaller scales.

3399cc C=73 M=26 Y=5 K=0 R= 53 G= 153 B= 204

3399cc C=73 M=26 Y=5 K= 0 R= 239 G= 59 B= 57

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Alternative Logos:

Schwinn Alternative Vehicular Enterprise

The logo is to be used with full color over a white background or a light tone that will not interfere with the logoâ&#x20AC;&#x2122;s power to stand out. For less intricate applications that have limited public access, the logo may be incorporated in black over a white background. Also created as a simplified seal image, the blue and white logo was created to provide another option that is easy to read from far away. Use this one only for special cases that do not have a direct involvement with consumer products.

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Clearance:

ve Ve Schwinn Alternative Vehicular Enterprise

Surrounding the area around the logo should be nothing stronger than the logo itself. Since the SAVE logo is an element that works with the play of negative and positive space it is imperative that the background remains white if at all possible. If not able to use a light background, donâ&#x20AC;&#x2122;t worry there are options! First surround the logo with a color that is muted and as close to white as possible, when tackling an image, stay away from areas of high saturation. Try including a white gradient shape behind the logo. The second option is to use one of the alternative SAVE logos. If using the blue logo color must remain blue and with a white.

Typeface:

Caviar Dreams (bold)

Other Usage:

Schwinn Alternative Vehicular Enterprise

The character segment of the logo can be broken down into its different components. The three most important are the back, the head and the red scarf. By changing the proportions as well as the position of these in a design piece, one is able to create interesting shapes while maintaining a close relation to the SAVE brand the logo and the color palettes.

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Typefaces: Dead Kansas

ABCDEFGHIJKLMNOPQRSTUVXYZ 1 2 3 4 5 6 7 8 9 0 . , / $ @ ! ?

Caviar Dreams (Regular)

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1 2 3 4 5 6 7 8 9 0 . , / $ @ ! ?

Caviar Dreams (Bold)

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1 2 3 4 5 6 7 8 9 0 . , / $ @ ! ?

Helvetica Neue (Regular)

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1 2 3 4 5 6 7 8 9 0 . , / $ @ ! ?

Helvetica Neue (Bold)

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1 2 3 4 5 6 7 8 9 0 . , / $ @ ! ?

Tenets:

Health

Freedom

Environment

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Colors: The Color schematic for the SAVE campaigns is based on two factors. It is important for the American consumer that SAVE is a service with the American future in mind. The use of SAVE in urban areas will reduce the use of automobiles for short distance commuting thus reducing the need for gasoline fuel, specially foreign fuel. For this reason the colors Blue and red make up the primary color palette for the SAVE campaign. Such colors will help consumers to better relate to SAVEâ&#x20AC;&#x2122;s identity as an American initiative for the American populace. Also the color red is part of the color palette used for the Schwinn Bicycle company , the parent company for the SAVE brand. Additionally , the colors green and yellow make part of a complementary secondary palette created to support the main colors, red and blue.

3399cc C=73 M=26 Y=5 K=0 R= 53 G= 153 B= 204

967F2F C= 55 M= 0 Y= 24 K= 0 R= 150 G= 127 B= 47

FDB57 C= 0 M= 28 Y= 76 K= 0 R= 253 G= 190 B= 87

3399cc C=73 M=26 Y=5 K= 0 R= 239 G= 59 B= 57

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Textures: Concerning the textures used over the SAVE iterations, it is important to remember that SAVE is brand in pursuit of a sustainable community, therefore textures should reflective of this idea. Also, textures that bring the viewer the feeling of the urban terrain, bicycle parts, anything that a viewer may come in contact with while adventuring with a SAVE bike on his/her commute is encouraged.

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Photography: Photography should express a desire to commute in a bike. Models should include men and women primarily form ages 15 to 65, people that commute in cities of the United States. The mood should always be enthusiastic, with vivid colors that may incorporate those of the SAVE creative color scheme. Another aspect pertaining the imagery for the SAVE brand is the visual encouragement of other sustainable practices, such as recycling.

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4.1

Collateral Diego Rodriguez Bicycle Technician Phone 407. 733. 3140 1800 Colonial Dr. Orlando Fla. 32792

Schwinn Alternative Vehicular Enterprise

Diego Rodriguez Bicycle Technician

1800 Colonial Dr. Orlando Fla. 32792

Phone 407. 733. 3140

Schwinn Alternative Vehicular Enterprise

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Stationery items are decorated with some of the graphic elements found in the website as well, these are simple enough to grant the SAVE logo prominence in the composition.

4.2

Membership

The membership and prepaid cards have a great value as a promotional item. For this reason they are made with a stronger range of tonal intensity, making these easy to recognize in places like purses, wallets, even in store displays.

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4.3

Web Social Media:

Where

When

You How

Tell us about your adventures with SAVE, we are happy to hear your story, or simply add us to your network so you can keep up with SAVEâ&#x20AC;&#x2122;s news and upcoming events.

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Social media is the ideal platform to communicate with tentative members and investigate if they know about SAVE, the service offered, the advantages of bicycle commuting, the difference a SAVE member makes in the local as well as the global communities. Not only is this a way to see the impact SAVE will have in the market, it is a means to connect with active SAVE members and users, hear their input on concerns regarding safety, locations and service. One more benefit of social media is the ability to understand the way in which the product is being used more frequently, this way measures can be taken to provide the best service possible while protecting the SAVE brand assets.

Website map: The SAVE website is vital for the brand operations. This is the source for subscription and sales of merchandise. The website is the virtual location where members can start up and access their accounts. It is also a crucial tool for marketing research, through the site the number of users can be monitored.

Saddle up

Stations

Members

Home

Subscription

Safety

This website holds enough information to thoroughly encourage newcomers to take advantage of the services offered by SAVE. Also for active members, there is a contact area in case of emergency, safety information as well as location maps, that will be kept current as the service expands.

News

Mission

FAQ

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Website Facade:

The following ipad images display samples of the SAVE website. The website is an informative platform supported by an ensemble of textual information and photographic collages. The save logo is the point of reference in all site pages.

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The decorative items found in the website will also be found on other promotional items, this will ensure uniformity in design. Likewise, all standard colors and aspects of logo placement will apply to to the site. Certain information such as location maps will be powered by Google maps.

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4.4

Apparel

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Simplicity in color will highlight the American inspired palettes for the apparel design. White and grays present a pleasant atmosphere for the SAVE logo and the spot illustrations, when used for backgrounds these neutral colors are elegant and not conflictive

The apparel design takes advantage of the graphic edge brought by illustration components, these help the viewer create a personal interpretation (story) of the SAVE brand and its intention to reconnect the viewer with their surrounding urban environment.

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4.5

Posters

Print components for the SAVE brand are useful sources of public outreach. Posters that may be employed in printed magazines, bus stations, even digital formats, have the advantage of reaching out to the commuter and transmitting messages in both graphic and textual methods of communication. The visuals need to convey ideas of adventure, sustainable living, urban environments, speed, safety and reliance. Textual information must support the visual component while informing the public about SAVE and its advantages. Humoristic or catchy headlines are always encouraged. In the particular case of billboard design, it is important to be concise and sharp, with textual elements that are quick to read yet memorable.

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Steer away from the traffic hassles by becoming a member of the SAVE revolution. Schwinn brings you a new alternative to your everyday commuting by providing you with SAVE. An innovative bicycle rental system available 24/7, besides being environmentally friendly it saves you time and money. Become a member today and enjoy the wonders of efficient transportation without the nightmares of rush hour traffic.

Schwinn Alternative Vehicular Enterprise

By becoming a member of Schwinn’ you will invest in a better future for and yours, all by simply riding a SAV bike. SAVE is an innovative bicycle share system with rental stations located throughout the city for your convenience. Join SAVE now and sta enjoying your ride to health, fun and better environment.

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â&#x20AC;&#x2122;s SAVE, you VE Thanks to Schwinn, the way to work has never been as exiting. Join the SAVE program today and make your commute to work an energizing experience. SAVE is an innovative bicycle sharing program with bike rental stations located all over the city. SAVE allows you to move throughout your day in a healthy, efficient and exhilarating way. Become a member today and help promote sustainable transportation practices across America.

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Schwinn Alternative Vehicular Enterprise

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Schwinn Alternative Vehicular Enterprise

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References Research Paper: Angle, G. (2009). Benefits of print advertising. Suite 101.com, Retrieved from http://www.suite101.com/content/ benefits-of-print-advertising-a183932 Bauer, S. (2010). Even gas tax wouldn’t replenish funds for road maintenance in urbana . News-Gazette.com, Retrieved from http://www.news-gazette.com/news/politics-and-government/2010-07-04/even-gas-tax-wouldntreplenish-funds-road-maintenance-urbana. Billboard advertising best parctices. (2010). resources for entrepeneurs, Retrieved from http://www.gaebler.com/ Billboard-Advertising-Best-Practices.htm Bicycling quotes. (2010, October 04). Retrieved from http://www.quotegarden.com/bicycling.html Eden, R. (2002). Traffic jams are ‘biggest cause of stress’ - telegraph. Telegraph, Retrieved from http://www.telegraph.co.uk/news/uknews/1404881/Traffic-jams-are-biggest-cause-of-stress.html Hendric , B. (2010). Overweight, obese americans keep growing - weight loss and weight management information including popular diet plans . MedicineNet, Retrieved from http://www.medicinenet.com/script/main/art. asp?articlekey=113227 Singh , T. (2010). How america can reduce its oil dependency . Infrastructure News US , Retrieved from http://www. americainfra.com/news/how-america-can-reduce-its-oil-dependency/. Schwinn: schwinn vestige wins eurobike gold award with first ever flax fiber bicycle. (2010, October 11). Retrieved from http://www.schwinnbike.com/usa/eng/News/Detail/2814-Schwinn-Vestige-Wins-Eurobike-Gold-Award-WithFirst-Ever-Flax-Fiber-Bicycle Schwinn: timeline.” schwinn bicycles | road bikes, mountain bikes, bmx bikes, kids bicycles, electric bikes, classic cruisers. (2010, October 11). Retrieved from http://www.schwinnbike.com/usa/eng/timeline Who we are . (2010, October 11). Retrieved from <http://www.livestrong.org/Who-We-Are/Our-History/Milestones>. (“Schwinn: schwinn vestige,” 2010) (“Schwinn: timeline.” schwinn,” 2010)

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Archetype: http://www.herowithin.com/magician.htm

SWOT Schwinn logo: http://pul.se/Fifth-Avenue-shops-celebrate-openings-Chicago-Sun-Times-Avenue-6vLVzl6gVPtS

Photography:

Yellow Schwinn: http://schlachet.net/2009/09/

Shirts:

Kid with Schwinn: http://mediacurmudgeon.com/phoenixcycle/ battle-creek/

Man with white v neck shirt= my wardrove http://www.my-wardrobe.com/ day-birger-et-mikkelsen/white-raw-edge-v-neck-t-shirt-762430

Alexandra falling, by Corvos Pro: http://www.bicycle.net/2008/nicole-cooke-of-britain-crowned-womens-olympic-road-champion

Girl with v neck shirt = suprĂŠ.com http://www.supre.com.au/V-NECK-TSHIRT.aspx?p7392

Chicago bridge: http://www.historicbridges.org/other/el/photos4. htm

Sack pack: http://www.altrec.com/the-north-face/logo-sack

People: bike cities ÂŠ iStockphoto.com_Jim Jurical.grid-6x2.jpg: http://gottasinggottapray.blogspot.com/2009_09_01_archive. html

Billboards: Mike and molly: http://dailybillboard.blogspot.com/2010/10/mike-mollytv-billboard.html Adjustment bureau: http://dailybillboard.blogspot.com/2011/02/adjustment-bureau-movie-billboards.html Abercrombie and Fitch: http://dailybillboard.blogspot.com/2010_12_01_ archive.html Human Rights Iran: http://www.iranhumanrights.org/2009/09/mobilebillboard/

_41798970_usa416.jpg http://www.flickr.com/photos/tunasnax/3351753934/ 102495349.jpg http://image.gettyimageskorea.com/image_files/small_images/201008/IMZ/ 96614923.jpg http://www.fotobank.ru/creative/2503.html?page=3

Bus stop bench: http://walyou.com/innovative-bus-stop-concepts/

96322546.jpg http://picasaweb.google.com/lh/photo/TZEvhyYmWgX5SYJiaFJ2Lw

Posters Sideburn magazine: http://sideburnmag.blogspot.com/2010/06/boneshaker-magazine.html

105658847.jpg http://www.gettyimages.cn/newsr.php%3Ffrom%3Dbig%26sear chkey%3D16090.

I pad image: http://gizmodo.com/5720597/magazines-doomed-onceagain-as-ipad-sales-slump

104307936.jpg http://www.gettyimages.ie/detail/104307936/Stock-Image

I pad horizontal image: http://www.wired.com/gadgetlab/2010/03/preview-instapaper-pro-for-ipad/

103342965.jpg http://blogsugarfree.blogspot.com/2011/05/mitos-da-malhacao. html

I pad with hands image: http://www.cultofmac.com/which-ipad-to-buyget-the-32gb-ipad-with-wi-fi-3g-heres-why/33423

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People: 103123890.jpg http://www.gettyimages.com/detail/103123890/Flickr 100106146.jpg 92569675.jpg http://image.gettyimageskorea.com/thumbnail/200911/HG/240/ 200423216-001.jpg http://www.life.com/image/200423216-001 102754921.jpg http://image.gettyimageskorea.com/image_files/small_images/201007/CMS/ 98951806.jpg http://picasaweb.google.com/lh/photo/1TdyfOiF3MvKfIJErOwXA 88298253.jpg http://www.gettyimages.ie/detail/85681314/Image-Source 84592363.jpg http://photozou.jp/photo/show/1018437/84592363 106062194.jpg http://www.gettyimages.com.au/detail/106062194/the-AgencyCollection?language=en-US 105784102.jpg http://www.fotosearch.com/prints-posters/holding-flag.html 88298288.jpg http://www.superstock.com/preview.asp?image=1439R1109015&imagex=34&id=11246690&productType=2&pageStart= 0&pageEnd=100&pixperpage=100&hitCount=1798&filterForCat= &filterForFotog= 83356117.jpg http://www.infobarrel.com/Why_Bicycle_Commuting_Is_the_ Way_to_Go 84592363.jpg http://www.alumniunit.com/ 52da32caf12241a26cbde92f2d440c19.jpg http://www.westernclippings.com/treasures/westerntreasures_ gallery_6.shtml

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104378860.jpg http://www.hoysevamama.com/wp/?p=44 91948758.jpg http://www.inmagine.com/single-images-photos/aspireimages-bxp_single6-160. 90603974.jpg http://www.fotosearch.com/photos-images/policewoman.html 88298264.jpg http://mrpalms73.blogspot.com/2010_11_01_archive.html 83356117.jpg http://www.webstockpro.com/Stock-Photos-urban+life/ 103976176.jpg http://rio.jeremy.free.fr/ 99288437.jpg http://www.aarp.org/home-garden/transportation/info-06-2010/TransportationSecretaryShiftsPlanningGears.html 200256428-001.jpg http://www.superstock.com/stock-photography/cobblestone+walkway 94464012.jpg http://www.inetgiant.com/addetails/earn-5k-20k-mo-recession-proofproduct/1872737 88298259.jpg http://www.telegraph.co.uk/travel/destinations/europe/uk/lon don/8296100/Londons-best-city-tours.html?image=1 107217597.jpg http://www.gettyimages.cn/showmid/3916389/Image-Source 87865012.jpg http://www.trochetechniki.pl/Wszystkie-twoje-programy-pod-reka.Przetwarzanie-w-chmurze,t,1843.html 86065410.jpg http://www.gettyimages.com/Search/Search. aspx?contractUrl=2&language=en-US&family=creative&p=86065410. jpg&assetType=image

200249597-001.jpg h t t p : / / w w w. g e t t y i m a g e s . c o m / S e a rc h / S e a rc h . aspx?contractUrl=2&language=en-US&family=creative&assetTyp e=image&p=200249597-001.jpg 85755018.jpg h t t p : / / w w w. g e t t y i m a g e s . c o m / S e a rc h / S e a rc h . aspx?contractUrl=2&language=en-US&family=creative&assetTyp e=image&p=85755018.jpg 83356120.jpg h t t p : / / w w w. g e t t y i m a g e s . c o m / S e a rc h / S e a rc h . aspx?contractUrl=2&language=en-US&family=creative&assetTyp e=image&p=83356120.jpg 93912732.jpg h t t p : / / w w w. g e t t y i m a g e s . c o m / S e a rc h / S e a rc h . aspx?contractUrl=2&language=en-US&family=creative&assetTyp e=image&p=93912732.jpg 200397591-001.jpg h t t p : / / w w w. g e t t y i m a g e s . c o m / S e a rc h / S e a rc h . aspx?contractUrl=2&language=en-US&family=creative&assetTyp e=image&p=200397591-001.jpg 98199980.jpg h t t p : / / w w w. g e t t y i m a g e s . c o m / S e a rc h / S e a rc h . aspx?contractUrl=2&language=en-US&family=creative&assetTyp e=image&p=98199980.jpg 95630477.jpg h t t p : / / w w w. g e t t y i m a g e s . c o m / S e a rc h / S e a rc h . aspx?contractUrl=2&language=en-US&family=creative&assetTyp e=image&p=95630477.jpg 95569312.jpg h t t p : / / w w w. g e t t y i m a g e s . c o m / S e a rc h / S e a rc h . aspx?contractUrl=2&language=en-US&family=creative&assetTyp e=image&p=95569312.jpg 107217603.jpg http://www.inmagine.com/is098u5xs/is098ub8x-photo 106450628.jpg h t t p : / / w w w. g e t t y i m a g e s . c o m / S e a rc h / S e a rc h . aspx?contractUrl=2&language=en-US&family=creative&assetTyp e=image&p=106450628.jpg

108115532.jpg http://www.gettyimages.com/Search/Search. aspx?contractUrl=2&language=en-US&family=creative&assetType=imag e&p=108115532.jpg 103976176.jpg http://www.gettyimages.com/Search/Search. aspx?contractUrl=2&language=en-US&family=creative&assetType=imag e&p=103976176.jpg 86065429.jpg http://www.gettyimages.com/Search/Search. aspx?contractUrl=2&language=en-US&family=creative&assetType=imag e&p=86065429.jpg Handlebar 100106146.jpg http://www.gettyimages.com/Search/Search. aspx?contractUrl=2&language=en-US&family=creative&assetType=imag e&p=100106146.jpg Textures 86485355.jpg http://www.gettyimages.com/Search/Search. aspx?contractUrl=2&language=en-US&family=creative&assetType=imag e&p=86485355.jpg 93192652.jpg http://www.gettyimages.com/Search/Search. aspx?contractUrl=2&language=en-US&family=creative&assetType=imag e&p=93192652.jpg 104520263.jpg http://www.gettyimages.com/Search/Search. aspx?contractUrl=2&language=en-US&family=creative&assetType=imag e&p=104520263.jpg bike+gears.jpg http://theslaghammer.blogspot.com/2009_03_01_archive.html chicago.jpg http://www.mapquest.com/maps?city=Chicago&state=IL Miami-map.jpg http://www.kerstinullrich.de/USA-Florida/USA-Florida1.html

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Textures nysubway.gif http://www.skyscrapercity.com/showthread.php?p=37664242 DSC_0151.JPG Diego Rodriguez Corredor Photography DSC_0153.JPG Diego Rodriguez Corredor Photography DSC_0154.jpg Diego Rodriguez Corredor Photography Membership ace.jpg http://www.self-catering-breaks.com/blog/six-great-card-games/ Hand-holding-yellow-empty-business-card1730.jpg http://4freephotos.com/es/Hand_holding_tarjeta_amarilla_comerciales_vac%C3%ADos-limage-2d554c9bdfce2124bef7d6a7482f114a.html MMR_6894.JPG Mr. Maurice photography, http://www.mrmaurice.com/ MMR_6884 copy-1.jpg Mr. Maurice photography, http://www.mrmaurice.com/ Places 87223426-bike-city_14194_470x300.jpg http://www.designandenvironment.co.uk/category/communities/ 98200007.jpg h t t p : / / w w w. g e t t y i m a g e s . c o m / S e a rc h / S e a rc h . aspx?contractUrl=2&language=en-US&family=creative&assetTyp e=image&p=98200007.jpg 102390405.jpg h t t p : / / w w w. g e t t y i m a g e s . c o m / S e a rc h / S e a rc h . aspx?contractUrl=2&language=en-US&family=creative&assetTyp e=image&p=102390405.jpg 79189902.jpg h t t p : / / w w w. g e t t y i m a g e s . c o m / S e a rc h / S e a rc h . aspx?contractUrl=2&language=en-US&family=creative&assetTyp e=image&p=79189902.jpg 102874580.jpg h t t p : / / w w w. g e t t y i m a g e s . c o m / S e a rc h / S e a rc h . aspx?contractUrl=2&language=en-US&family=creative&assetTyp e=image&p=102874580.jpg

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103891011.jpg http://www.gettyimages.com/Search/Search. aspx?contractUrl=2&language=en-US&family=creative&assetType=imag e&p=103891011.jpg 104503449.jpg http://www.gettyimages.com/Search/Search. aspx?contractUrl=2&language=en-US&family=creative&assetType=imag e&p=104503449.jpg 96620970.jpg http://www.gettyimages.com/Search/Search. aspx?contractUrl=2&language=en-US&family=creative&assetType=imag e&p=96620970.jpg USA Mortgages.jpg http://www.allnewyorktours.com/cruise-water-tours/c-925?p=2 102538865.jpg http://www.gettyimages.com/Search/Search. aspx?contractUrl=2&language=en-US&family=creative&assetType=imag e&p=102538865.jpg 103406230.jpg http://www.gettyimages.com/Search/Search. aspx?contractUrl=2&language=en-US&family=creative&assetType=imag e&p=103406230.jpg 104738789.jpg http://www.gettyimages.com/Search/Search. aspx?contractUrl=2&language=en-US&family=creative&assetType=imag e&p=104738789.jpg Travel map signs American Crafts, http://americancrafts.com/ Black Friars paper 7gipsyes, www.7gypsies.com Redlight pen pattern Diego Rodriguez Illustration, www.drodric.com Bluelight pen pattern Diego Rodriguez Illustration, www.drodric.com

Redlight pen pattern Diego Rodriguez Illustration, www.drodric.com Bluelight pen pattern Diego Rodriguez Illustration, www.drodric.com

Illustration: Scarf and Wheels pen Diego Rodriguez Illustration, www.drodric.com Red Hydrant pen Diego Rodriguez Illustration, www.drodric.com Scarf Chicago pen, Diego Rodriguez Illustration, www.drodric.com Red scarf light pen Diego Rodriguez Illustration, www.drodric.com Red bench pen Diego Rodriguez Illustration, www.drodric.com Scarf light cables pen Diego Rodriguez Illustration, www.drodric.com Red scarf pen Diego Rodriguez Illustration, www.drodric.com

Thanks to all who in one way or another found themselves or their work involved in the process to generate this project book.

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Never had a bicycle when I was younger Growing up I never owned a bicycle, nor did I know how to ride one. It was in fact here, in the United States of America, the place where I would have my first try at one of these amazingly uncomplicated yet truly efficient vehicular contraptions. And for the record, I hated it. It was my brotherâ&#x20AC;&#x2122;s old purple bike, purple! (Being color blind, he was convinced it was actually blue). I was forced to use it in order to avoid walking to school and thus being late due to my slow pace. Yet, I must admit, while I was riding that old purple bike, I started enjoying the thrills of whatever speeds I could reach; the wind in my face, the sounds of the birds and the trees, the cars passing, the girls walking. Turns out it was after all an experience that stayed with me since those early teenage days and have followed me all the way to the present. These days I rather leave my car, take my not so purple road bike for a spin and be in tune with the world around me. The world is an amazing place and its wonders better explored by the edge of a handlebar. Diego RodrĂguez C. Designer & Illustrator

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Thank you.

This work is dedicated to my my sister Monika, to my family and to Daniela Maria Feliciano, my dear partner in crime. Itâ&#x20AC;&#x2122;s never too late to make things right.

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