2nd Cycle Brand Manual by Ashley Sudney



 



e ,, WHEN I SEE AN ADULT

on a bicycle,

U I DO NOT DESPAIR V

FOR THE FUTURE OF THE HUMAN RACE. — H.G. WELLS

 Contents MIS SION........................ 7 Pe o p l e Products V I S U A L I D E N T I T Y .. . . . . . . . 1 3 Primar y Icon Secondar y Te r t i a r y Colors Tr e a t m e n t Sizing Spacing Ty p e f a c e Imager y S TAT ION ERY................. 35 Letterhead Envelop e Business Card E N V I R O N M E N T A L.. . . . . . . . 4 5 Shop Layout Adver tising A P P L ICAT IONS............. 57 Brochure P r o d u c t Ta g s Pa cka ging Other Items We b sit e Social Net work M o bil e A p p. PROCES S....................... 75 Research Naming Mood Boards Bike Study Logo development Brand Development

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LLI A NT!

We l o v e b ike s, a n d w a n t t o p ro m o t e bike culture and the benefits of owning and riding a bike. Volunteer operated, we reward our hard workers with bike parts, or even a bike with our Earn-a-Bike program. Bike events, races, vintage bike shows, if it’s about bikes we sponsor it. Being located in an art district, we also sell bike art and anything bike-related we may come across.

m e s , s , b es, ou t h r t a nt r e o k l l ai e e n bi n b -w k ik h e b i k es, es e , w l e e s , k id e’ d b v s b ll ta i k e i n t i k e ke s , a g s , th b l e em u e al l!

2nd Cycle is a non-profit bicycle resale shop. Donated bikes are fixed up, or broken down for parts, and re -sold in order to purchase more parts. We then teach bike maintenance and safety classes so people can repair their bikes and ride responsibly.

OUR PEOPLE | 8

OUR PEOPLE Our clients are anyone and everyone. From the young to the old, the rich to the poor, we have something to of fer ever yone and work as a community center in our city. Come hang out and read a book, talk bike stuff, or just have a cup of coffee. Cyclists will feel right at home, learning more about their beloved mode of transportation and teaching others their passion. The commuter will be interested in learning of a cheaper and healthier way to get around. We b elieve itâ&#x20AC;&#x2122;s imp or tant to keep our youth learning and working towards a goal. Our Earn-A-Bike program gives kids, and our older volunteers, an opportunity to better there communit y, learn a craf t, and earn a bike in the process. We also sponsor community events whenever possible to get people outside, talking, and active; with bikes!

†

We are known to some a s ¢

Bike People T H E ROA DS CA L L OU R NA M E S, PAV E D OR NAT U R A L , W E SH A L L NOT STOP T I L L W E ' V E R I DDE N T H E M A L L .

% Fixie

FOR W E COME IN M A N Y ST Y L E S

10 SPEED

MOUNTAIN

- Penny-Farthing BUT DEEP DOWN WE ARE ALL THE SAME.

PRODUCTS | 11

PRE-LOVED BIK ES A dog may be man's best friend, but a bike is man's sexy, supportive significant other who is always there when you need them. Seriously though, bikes have a lot to offer man kind and we're here to insure people realize this. We sell pre-loved bikes that are well rested and ready to hit the road again. We also sell scrap bike parts that still have life left in them and teach people to properly care for their means of transportation; because lets face it, gas is expensive and we could all stand to lose a couple inches along the waste line. We also love the arts and will sell any piece of bike related art. From bike-spoke bracelets, to the dining room table and chair set made from scrapped bikes we'll sell it all. It's our way of supporting the arts and spreading around the love of bikes.

 RESPECT

THE BIKE

 M Y SON, A ND

THE BIKE WILL IN TURN

RESPECT

¶ YOU ¶



VISUA L

Our look is based of f of 19th cent u r y bike p o st e rs an d t y p o grap hy. T his is a t im e w h e n t hin g s we re f ixe d w h e n broke, and of a high quality. Since we’re located in an arts district, we also put a high emphasis on bike ar t and st yle. We wish to rid any negative associations that may come with a "used" bike shop, such as low qualit y, and f unc tion as a community center where people can come learn, teach, and be amongst friends. Our look is classic, artistic, of excellence, and is a visual representation of the deep passion we hold for bikes and bike culture in South Western Michigan.

PRIM A RY | 14

OUR PRIM A RY LOGO Weâ&#x20AC;&#x2122; d like to view our logo as a work of ar t. It calls back to the 19th centur y when the bike was first invented, and leaves the viewer with a feeling of class and sophistication. Our font is Bodoni, a t ype that reflects its time period. Its detail reflects the same ornate details found on a bike, and at tempts to elevate the qualit y assumptions one might have about used bikes. Our logo is a sign of our passion for bikes and homage to the art of making a bike; along with the great culture theyâ&#x20AC;&#x2122;ve inspired. We aren't just a used bike store, we are a culture, a time period, a classroom, an idea, and a community.

ICON | 15

OUR ICON Like our logo, our icon eludes to sophistication and finer y (even from the second-hand shop ). The wheel is ornate like a Victorian frame and portrays the wheel as a work of art. It shows the finer y of bikes while calling back to their origin. Our icon helps us to stand out from other used bike shops and presents us as more than we seem. The icon can be used for decorate purposes as patterns or an embossment.

SECONDA RY | 16

MIC

PRELOVED BIKES

SECONDA RY Our secondary logo is a combination of our name in Bodoni script with our Icon. Its appearance is more suited as a seal, and when both icon and logo type are called for. This is the only way in which the logo and icon can appear together.

ITIES IN C

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2Cycle H

PRELOVED BIKES

ITIES IN C

2Cycle H

TERTI A RY | 17

TERTIA RY This tertiar y logos can be used whenever small size, or a more horizontal design is necessar y. The left side of the second option must full bleed off a page and can only appear in our black or navy color.

COLORS | 18

PRIM A RY COLORS

B I KER B LU E

Our colors are inspired by bikes and old bike posters. The navy blue and black at 95% bring a classy look to our logo and are our primary colors, while the secondary colors add the fun and excitement of biking.

HEX: # 3F5666

PANTONE: 3F5666 RGB: 04 17 27 CMYK: 82 67 54 82 N EARLY B L ACK PANTONE: BLACK 3 U HEX: # 333132 RGB: 40 40 41 CMYK: 0

0 95

COLOR | 19

SECONDA RY COLORS

VI CTO RIAN SKY

Our secondary colors were inspired by old bike posters and popular bike colors. They may be used to add a bit of excitement to everything we do.

HEX: # 4C808F

PANTONE: 7688U RGB: 76 128 143 CMYK: 73 38 36 05 SU N PERFECTA PANTONE: 113U HEX: # FFE15E RGB: 255 217 74 CMYK: 01 13 82 0 AN D MY BI K E PANTONE: 7597U HEX: # D66756 RGB: 202 59 67 CMYK: 15 87 84 04

TRE ATMENT | 20

TREATMENT Proper treatment of our logo, like proper treatment of a bike, will yield amazing results. It comes in many different styles to fit a plethora of situations but there's still some places it should avoid. Respect the logo, respect the brand, and it will do great things for you.

TRE ATMENT | 21

FRANKENSTEIN Oh come on, we gave you four different logo styles to work with! Please don't attempt to make your own version.

ADDITIONS Thank you, but we don't really need to add anything to our logo, that's like adding handlebar tassels to a mountain bike.

COLOR We love our secondary colors too, but the logo should only appear in our primary colors.

Woah, what happened here? The icon is pretty stable how it is, so please don't rotate it or distort it in any way.

ROTATION IN

TIE

Our logo doesn't work well over images and so shouldn't appear over them. Besides, that isn't even a picture of a bike, that's an Asian Open-bill Stork. Come on.

ndycle

2C PR

OVER IMAGE

MICHIGA

BIK

SIZING | 22

1.25 inches

PRIMARY MARK

ICON

SIZING To ensure that everyone can see our logo in all its glory a size restriction has been placed on our mark. Since the banner of the tertiary logo can be expanded, the minimum size is based off of the text.

SIZING | 23

1.25 inches

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1.75 inches

2Cycle H

PRELOVED BIKES

SECONDARY

TERTIARY

SPACING | 24

SPACING Spacing is essential to ensure that our logo isn't too crowded. Nothing should enter the clear space specified for the logo. The space is made up of the x-height of the type. As the logo gets bigger, the clear space grows with it. Spacing rules can only be broken when making advertisement blocks, when clut ter is essential in establishing the 19th centur y st yle. This will be explained later and is the only exception to the spacing rule.

SPACING | 25

x–height

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PRELOVED BIKES

2Cycle H

x–height

T Y PEFACE | 26

Bodoni Bold

Bodoni Book

ABCDEFGHIJK LM NOPQRSTU V W X YZ abcdefghijklmnopqrstuv w x yz 1234567890

A BCDEFGHIJK LMNOPQRSTU V W X YZ abcdefghijk lmnopqrstuv w x yz 1234567890

OUR TYPEFACE The t ypefaces we use for body text is Futura Light 8pt. over 12 leading, 50 tracking, and .125 in space after. Our name and all headings appear in Bodoni, all caps, with 60 tracking. No other typefaces should be used when representing the brand except when using advertisement typefaces which are explained in the next section.

T Y PEFACE | 27

Futura Bold

Futura Book

ABCDEFGHIJK LM NOPQRSTU V W X YZ abcdefghijklmnopqrstuv w x yz 1234567890

A BCDEFGHIJK LMNOPQRSTU V W X YZ abcdefghijk lmnopqrstuv w x yz 1234567890

Futura Book Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12 3456789 0

Futura Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123 4 5 6 7 8 9 0

Futura Light Oblique

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123 4 5 678 9 0

ď&#x201A;ť

T Y PEFACE | 28

N E E D A BI K E?

WE HAVE BIKES pr e -love d

BROKEN BIKE?

t a ke one of ou r bi ke cla sses and

LEA R N TO FI X IT!

HAVE A BIKE? Donate it to us

19TH CENTURY TYPE To complement our 19th century style, these typefaces can be used when creating advertisements and other imagery for our company. These t ypefaces best work when placed together in a hodgepodge and with little white space. They may only be used for advertising and as an image, they should never take the place of body tex t in a document and should be used only for aesthetic purposes.

T Y PFACE | 29

Rockwell Extra Bold

ABCDEFGHIJK LM NOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Clarendon

ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Onyx

LHF Boston Truckstyle

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHI J KLMNOPQR S T

UV WXY

ab c d e fg h ijk l m no p q r s tuvwxyz

1234567890

Century

Didot

Rosewood

ABCDEFGHIJK LMNOPQRSTU V W X YZ abcdefghijklmnopqrstuvwxyz 1234567890

A BCDEFGHIJ K LM NOPQRSTU V W XYZ abcdefghijklmnopqrstuv w xyz 123456789 0

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

IM AGERY | 30

Wilfred

Angie

Wilfred is a simple man of simple pleasures. One time he did a sick back flip on a fixie.

Sugar, spice, and everything bike; Angie's poison is a 10-speed KMC X-10, 9m carbon frame with Custom Formula R1 S hydraulics.

BIK E PEOPLE 2nd Cycle has an outstanding cast of woodcut people who help adver tise and bring some humor to our brand. There uses are endless and their personalities are flexible, so have fun and give our brand a lit tle more character.

IM AGERY | 31

Mr. Gentleman

Leonard

Brilliance, brains, and an impeccable sense of style all on 53-inch wheels. Mr. Gentleman never lets a good bike part go to waste.

Leonard is a wildly successful down-hill penny-farthing racer. Speed, style, and a bit of insanity, there's no hill too high.

IM AGERY | 32

pattern_06

image_pattern_01â&#x20AC;&#x201D;05

IM AGERY We here are 2nd Cycle are inspired by bike imager y. Because of this, we have a stock of bike woodcut vector graphics that can be used to spice up our brand. These images can be used anywhere appropriate and work best when paired with some 19th century typography to make compelling advertisements. Since our icon is so awesome, it can also be used as a pattern. In addition to these images, any sort of decorative fleuron can be used.

IM AGERY | 33

image_leonard

image_wilfred

image_mrgentlman

image_angie

image_bike_01

image_bike_02

fleuron_01

image_bike_03

image_bike_04

fleuron_02

KEEP CALM AN D

PEDAL ON

: STATIONERY Sometimes our stationer y is the first, and o n l y t hin g p e o p l e s e e a b o u t o u r c o m pany. In order to set a good impression Our business system is an elegant repre sentation of our brand. We give them a peek at who we are on paper and hope they come back for more.

STATIONERY | 36

N OV. 2 , 2 011 Stacey Thomas 3386 Song Bird Ln. Benton Harbor, MI M rs. Thomas, We here at 2nd Cycle love bikes and are excited that you do to o ! Itâ&#x20AC;&#x2122;s thanks to volunteers like you that our non-profit is ab le to continue restoring bikes and promoting bike culture in the Benton Harbor area. As an organization we strive to ke ep bikes out of dumpster and get them back into the hands of people who can still get some life out of them. We also promote bike maintenance and safet y by offering classes, completely ran by volunteers. It isnâ&#x20AC;&#x2122;t of ten we get such a generous donation and so we would like to thank you. Your contribution of both time and money to our cause will help us stock our shelves with new par ts so we can restore bikes that donated to us to be resold. We would also like to thank you for th e priceless knowledge you shar ed at our programs and with our staff. So thank you for believing in us, and keep riding ! Sincerely,

M ar y Smith Vice President

300 12th Street Be nton Har b or

MI, 49022

269.985.3509

w w w. 2 n d c y c l e .c o m

STATIONERY | 37

300 12th Street Benton Harbor MI, 49022

Nathan Smith 3321 Summer Rd. St. Joseph MI, 49085

LETTERHE A D | 38

.7in

2.2in

3in

.8in

N OV. 2 , 2 011 Stacey Thomas 3386 Song Bird Ln. Benton Harbor, M I M rs. Thomas, We here at 2nd Cycle love bikes and are excited that you do to o ! It’s thanks to volunteers like you that our non-profit is ab le to continue restoring bikes and promoting bike culture in the Benton Harbor area. As an organization we strive to ke ep bikes out of dumpster and get them back into the hands of people who can still get some life out of them. We also promote bike maintenance and safet y by offering classes, completely ran by volunteers. It isn’t of ten we get such a generous donation and so we would like to thank you. Your contribution of both time and money to our cause will help us stock our shelves with new par ts so we can restore bikes that donated to us to be resold. We would also like to thank you for the priceless knowledge you shar ed at our programs and with our staff. So thank you for believing in us, and keep riding ! Sincerely,

M ar y Smith Vice President

300 12th Street Be nton Har b or

MI, 49022

269.985.3509

w w w. 2 n d c y c l e .c o m

2.5in

LETTERHE A D Our letterhead is simple and elegant. A call out to a simpler time of splendor and pride in the things we owned and work we did. Our address appears as a type block in the lower left–hand corner, with our p rim ar y l o g o a b o v e t h a t. T h e b a c k is our Biker Blue, with a famous bike quote in our 19th centur y t ype st yle. Paper: Neehan Classic Crest 80lb Text Classic Natural White, Smooth Typeface: Futura Light 8/13 +80 Tracking Graphics: letterhead_addressblock logo_primary quoteblock_01— 04

EN V ELOPE | 39

4in

.3in .3in 300 12th Street Benton Harbor MI, 49022

Nathan Smith 3321 Summer Rd. St. Joseph MI, 49085

ENVELOPE Our envelop starts the vintage feeling right of f the bat with an old-fashion mail design using our colors. A vintage stamp will help complete this fe el. The inside of the envelop is then patterned with our icon repeating. Paper: Neehan Classic Crest 80lb Text Classic Natural White, Smooth Typeface: Futura Light 8/13 +80 Tracking Graphics: logo_tetrarybanner image_pattern_01â&#x20AC;&#x201D;03

.3in

.3in business_horizontal_01

BUSINESS CA RD Like the bike s we re ceive, our b usine s s cards are unique and can ser ve many p u r p o s e s. T h e re a re f i v e d e si g n s t o choose from that come in both horizontal and vertical layouts. Some have just our icon or logo and are good for people who live in the area, or already know about us. The others are in the 19th Century type style and serve as advertisements of what our business does for those not as familiar and for when we're outside of the Twin Cities. All the cards can come in any of our colors. Paper: Neehan Classic Crest 100lb Cover Classic Natural White, Smooth Smart Papers Carnaval Vellum 100lb Cover Deep Blue, Red or Yellow Typeface: Futura Light 8/10 +100 Tracking Bodoni 9/13 Caps +100 Tracking

BUSINESS CARD | 41

business_horizontal_02

business_vertical_02

ITIES IN C

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2ndCycle H

PRELOVED BIKES

A L E X SL E V E N 330 12th Street Benton Harbor, MI 49022 269.985.3509

business_vertical_01

business_vertical_03

WHAT GOES

around COMES

around

THA NK YOU CA RD Thank you cards are always in order when you have customers and volunteers as awesome as ours. Our Thank You cards are hand made with stamps on whatever paper we can find. They're then hand written, because hey, we appreciate people who go out of their way to make our shop a great place Paper: Found Size : 5 x 3 Graphics: Stamp set

THA NK YOU W E T H I N K YOU'R E PR E T T Y GR E AT

TH A NK YOU | 43

2 St re et I, 49 0 2 12 th rM 30 0 ar bo on H Be nt

SPECTACULAR CYCLES Never walk again! No gas required!

UP HILL OV E R under

or around

HILL

OUR PRE-LOVED BIKES ARE UP FOR THE TOUGH ROAD AHEAD

ENVIRONMENT We call the Twin Cities of Benton Harbor and St. Joseph our home. Beautiful lake beaches, plentiful bike trails, rich art, quaint shopping districts; we have it all here. Being a member of the arts d i s t r i c t w e a l s o h a v e q u i t e t h e re p u t a tion to uphold. Due to this, we keep our b ran d s hinin g b right w h e n it ap p e ars around our home, and present our store as the hang out spot for the communit y. Come in, relax, talk bike, listen to a class, vo lunt e e r yo ur tim e, o r ju st s a y hi; o u r s t o re f u n c t i o n s a s a m u l t i - p u r p o s e h o t s p o t f o r t h e p e o p l e o f t h e Tw in Ci t i e s and beyond. We live where we work.

90 Feet

45 Feet

SHOP L AYOUT | 47

SHOP L AYOUT We don't just sell used bikes, we help repair them; and we don't just teach about bikes, we establish community and promote bike culture. Because of our multiple uses our shop must follow suit and have the set up for multiple tasks. Our shop is comprised of three parts. The front door section is divided into a common are a and sp ace for bike s to b e sold. It's important that people have a place to establish a communit y, therefore a comfortable area up front will be furnished for socializing and as a gathering spot for classes. Our bikes for sale will take center stage by the front window to show what we have to offer. Various shelves up front will contain other products for sale and bike literature. The back area will serve as the repair portion of the store. All the spare parts will find home here and tables will be equip with the tools necessary to fix any bike.

SHOP L AYOUT| 49

W INDOW DISPL AY A well de signe d window disp la y will help at trac t the costumer and advertise our ever changing line of bikes. Window cling messages speak to those who pass-by and create interest. The other window of the shop will be devoted to the meeting space to show the friendly and comfortable atmosphere inside the shop, while allowing a scenic view for those in the shop. Apart from just a store, classroom, and repair shop; 2nd Cycle is a gathering place for the community and a place for fellow cyclists to share their passion.

A DV ERTISING | 51

A DVERTISING When we advertise we try to speak to three different clients. The Bike p e ople, who have a p as sion for bike s and ma y donate, or volunteer to teach classes at our shop. The commuter, who relies on the bus or cars and could be introduced to a bike and educated on the benefits of riding. And finally, the youth, who may not be able to drive yet, and rely on bikes to get them around town and could use a good hobby. To reach our clients or main focus will be advertising in bike friendly places. Stickers on lamp posts and bike racks, bus stop adver tisements, and lamp post banners that line the routes bikers take. Community notice boards will play a big p ar t in adver tising clas se s when we have them. G eneral merchandise like shirts, tote bags, and tool kits will help keep our brand fresh in our consumers mind.

PR E -L OV E D

BRIL L IA ! NT

NO GAS NEEDED!

Fast bikes, slow bi kes, big bikes, tall bikes, kids bikes, m e n s b i k e s , y e l l ow bi k e s , b r o k e n b i k e s , v i n t a g e bikes, t wo -wheeled bikes, three-wheeled bikes, blue bikes, fi xed speed bikes, mountain bikes, weâ&#x20AC;&#x2122;ll take them all!

BREAKING NEWS:

T hese babies r u n off of pure fat! Just think of the money you will have to buy new clothes for your hot biker bod! Oh la la! Your ex is going to be missing you! But you wonâ&#x20AC;&#x2122;t even care because you have bu ns of steel now thanks to the greatest invention known to man.

bikes are sexy!

P BIKES!

If you donâ&#x20AC;&#x2122;t have a bike, come on down

The

WE HAVE BIKES

Bicycle

(Duh)

and we want you to have one too!

ÂŠ

Bike Broken? Well then

FIX IT at our place!

â?¤

â&#x20AC;&#x153;

Think of bicycles as rideable art that can just about save the world. - G r a nt Pe t e r s o n

BIKES

â&#x20AC;?

WOW!

I WANT TO RIDE MY BICYCLE. I WANT TO RIDE MY BIKE.

FREE BIKES

...for ou r volunteers who dedicate t heir precious time and effort to help our cause. REDEEM AT:

300 12th street

Be nto n Ha r b o r

MI, 49022

â&#x153;

O nc e upon a time . . .

Pe o p l e f i x e d t h i n g s w h e n t h e y b r o k e . T h i n g s w e r e b u i l t to last decades, a nd were wel l cra f ted. W hat happened? A t 2 N D C YC L E w e b e l i e v e i n t h e g o o d o l ’ a r t o f f i x i n g t h i n g s w hen t he y br e a k . Broken bi ke? Come on d ow n a nd ou r f r iend l y volu nt e e r s w i l l t ea ch you t o f i x you r bi ke a nd b et t e r c a r e for it , b e c au s e bi kes a r e m a n’s r e a l b e s t f r iend .

What goes around comes around

Ceci nÊe st pas une bike

This is a... weight-loss device, s o l u t i o n t o g as, b e s t f r i e n d, means of transport, chick-magnet, sp ace ship, and a cure. (We could go on but you get it)

T H I S I S A SM A RT F E L LOW !

WE SELL PRE-LOVED BIKES!

M I L E S P E R G A L L O N : inf inite ❤

DID YOU KNOW: The term “bicycle” originated i n F r a n c e i n 18 6 0 .

BIKE BROKEN?

Learn to fix it at our shop!

Need a bike?

We give bikes to volunteers!

A smart fellow does not throw away per fect ly good it ems when he tires of them! Don’t throw your bike out, donate it! Chances are someone will love your bike just as much as you did. Plus, you’ll be helping out mot her ea r t h by r e c ycl i n g!

c 300 12th street

B e n t o n Ha r b o r

MI, 49022

269.985.3509 w w w. 2 n d c y c l e .c o m

A DV ERTISING | 54

A DVERTISING Now obviously, since we're a bike shop, we have to use bikes to advertise. Bike advertisements will fit between the spokes of 26 inch rim tires and create an eye -catching display when the bike is in motion. Spoke cards, stickers, and bike hangers will also be available and help spread our name all around town.

A DV ERTISING | 55

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A PPLICATION Our brand is awesome. We apply it to any thing and ever y thing we can. Shirts, pins, cof fee mugs, toaster ovens... Hey, w h e n yo u're t his st y lis h t h e y s k y is t h e limit. Like a pre-teen girl we've got it and we flaunt it all over town. What follow is our brand applied to some other objects that will be seen around the shop. (We w e re k i d d in g a b o u t t h e t o a s t e r o v e n thing, b ut seriousl y a bike would lo ok hot on a to aster oven don't you think? )

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BROCHURE | 59

19 in

12 in

BROCHURE Our brochure is a giant bike poster that labels out the major parts of a bike. Hang it in the garage, the bedroom, your locker, wherever! The reverse side is filled with facts, quotes, and little bits of information about bikes to get people excited about cycling and to inspire more bike rides than car rides. Size: Flat: 19 x 12 Folded: 4.75 x 6 Paper: Neehan Classic Crest 80lb Text Classic Natural White, Smooth Folds: Accordion fold, Right-Angle fold

2ND CYCLE

BRAND: FRAME SIZE: WHEELS:

www.2ndcycle.com

PACK AGING | 63

TAGS/PACK AGING Price tags will teach the buyer a bit about the bike they are buying including the brand, frame, and wheel size. A numbering system will help us keep track of every bike that enters and exits the shop. Since we sell more than just bikes, we do have pillow boxes for spoke bracelets and other products that may find their way into our shop to be sold. These boxes can come in any of our 4 patterns and will be completed with black ribbon, for that hint of elegance.

Mission Statement What We Do ABOUT

Location Hours of Operation Contact Us Pictures Volunteers Bike Donations

GET INVOLVED

Part Donations Bike Art Volunteer Hours Earn a Bike

Repair Classes HOME

BIKE REPAIRS

Repair Space Spare Parts

Twitter News Upcoming Events

Class Times Teach a Class C L A S S ES

Donate

Safety Classes Repair Classes Kid Classes

Newsletter Sign up Facebook Flicker

New Bikes JUST IN

New Parts New Art New Products

Bike Trails Repair Help DISCUSS

Bike Happenings For Sale Collectors General Discussion

W EBSITE | 65

W EBSITE Our website serves to connect our community when not in the shop or when bike season is over (which it never really is). Here our customers will be able to find out the basic who, what, when, where, and why but also feel connected and engaged in the bike community. Our class calendar will keep people up to date with our classes and bike happenings in the area. Our discussion boards will allow people to swap ideas, help each other problem solve, and share their great we alth of bike k nowle dge. From how to fix something, to what kind of bike to buy, and where the best trails are, our experts and the rest of the bike communit y will be connected and talking. Twit ter, Facebook, and Flicker will also help keep our social net work strong when the long winter sets in and getting people excited to go outside.

W EBSITE | 66

Home Page

W EBSITE | 67

About Page

Classes

SOCI A L | 68

SOCIA L NETWORK ING Social Networking is essential to keep our customer relations strong. Facebook and Twitter are great and easy ways to get information to our customers quick and easy while keeping up with them and meeting them on a personal basis. Your bike friends are never too far away, and even when that good ol' lake-effect snow takes over we can still keep people excited and thinking about bikes.

SOCI A L | 69

MOBILE A PP | 70

Home Page

MOBILE A PP The 2nd Cycle mobile application is the icing on your bike cake. The first part, Quick Fix, is a stepâ&#x20AC;&#x201D;byâ&#x20AC;&#x201D;step guide to some easy fixes and part replacement on your bike. Next the Calendar, shows all 2nd Cycle classes and other bike related events in and around the Twin Cities. It also shows locations, gives descriptions, and will easily add any event s e l e c t e d t o t h e m a in c a l e n d a r o n your phone. The final part of our app, the Street Safe portion, helps protect our customer when they are biking around the city, with a secton on hand signals, Michigan Biker Rights guide, and an Accident Reporter should one occure while biking.

MOBILE A PP | 71

Quick Fix: Changing a Tire

QUICK FIX A ND CA LENDA R The quick fix part of the application allows bikers to preform easy fixes on their bikes. From basic cleaning and maintains to replacing a bike chain or tire, this app has it. Along with step-by-step directions, the app also has animated images to guide the most inexperienced bikers in bike repair. Keep up to date in the cycle world with out 2nd Cycle calendar. This calendar keeps track of all 2nd Cycle classes and bike-related happenings in the Twin City area. Never miss anything ever again!

Calendar: Month view

MOBILE A PP | 72

Accident Report: Home

STREET SA FE It can be tough out there for urban bikers in the Twin Cities. The Street Safe portion of our app strives to keep our fellow bikers safe in the big city. The Accident Reporter allows the biker to document an accident, should one occur, including the ability to take pictures and space to record all essential information. Know your rights as a biker and what to do if you should be hit by a car with the Michigan Biker's Rights, which contains a summar y of Michigan laws pertaining to biking. Finally, bikers will be educated with hand signals and how to use them to better protect themselves.

MOBILE A PP| 73

Michigan Cyclists Rights

Accident Report Page

Cyclist Hand Signals: Turn Right

Accident Report Page: Notice

PROCESS | 75

^ PROCESS ^ The following is the research, planning, and development of the 2nd Cycle brand. As stated throughout the book, I drew my influence heavily from 19th centur y print ads and old bike posters. I wanted to emphasize the learning and rich bike culture the shop had, before the fact that it was a recycled bike shop. My design focus was always on the bike culture and community of the shop, versus the fact that they are a "green" company and the benefits of a bike. Ever yone knows biking is good for you, and ever yone understands the benefits of recycling; instead I wanted to create a unique at titude for the shop, giving it the same profe s sionalism and culture as a custom bike shop. 2nd Cycle is more than just a recycle bike shop, it's a classroom, a clubhouse, and a way of life.

RESE A RCH| 76

RESE A RCH | 77

CYCLE-RE-CYCLE 2nd Cycle is based off of the real life used bike store CycleRe-Cycle in Benton Harbor Michigan. The company is fairly new, only being active for about a year, and is the only used bike shop in the South-Western Michigan area. They have no real logo, or identity, but have made a big name for themselves in Benton Harbor through word of mouth, social networking, and loyal customers.

NOTES | 78

NA MING | 79

MOOD BOA R D | 80

MOOD BOA R D | 81

BIEK STUDY | 82

BIK E STUDY | 83

LOGO | 84

LOGO | 85

LOGO | 86

LOGO | 87

2nd Cycle

BUS. SYSTEM | 88

STORE | 89

BROCHURE | 90

A PPLICATIONS | 91

W EBSITE | 92

THE NEW STUFF Lorenimin nes pres essit, cusam nem ad que et la culpa pario. Loreptata enditius, eaquis enis volupta tecaectatur? Quiant assequa tiatem int aute pre et quo voles et etusciis et ma say. THE NEW STUFF Lorenimin nes pres essit, cusam nem ad que et la culpa pario. Loreptata enditius, eaquis enis volupta tecaectatur? Quiant assequa tiatem int aute pre et quo voles et etusciis et ma say. THE NEW STUFF Lorenimin nes pres essit, cusam nem ad que et la culpa pario. Loreptata enditius, eaquis enis volupta tecaectatur? Quiant assequa tiatem int aute pre et quo voles et etusciis et ma say.

THE NEW STUFF

Lorenimin nes pres essit,

cusam nem ad que et la

culpa pario.

MOBILE A PP. | 93