Logo Design: Liv Cycling

Sketches centred around core aspects of the brand: the name (Liv), the products (bikes), the audience (women), and their existing logo. The existing wordmark logo contained a parallelogram with two rounded corners, a shape which I copied and repeated throughout the sketches.

With input from my professor and peers, I narrowed down to the two most promising sketches. These sketches are simple shapes and don't have thin lines. They use the existing parallelogram shape, and they both provide a sense of speed.

I created vector versions based on the sketches:

I considered how each potential logo would work in combination with the original logo, and factored in how they would look when scaled down.

Findings

An inherent part of the E2 logo is the overlap of shapes. This posed a challenge because the intersecting blocks of colour caused optical illusions which cause the shapes to look permanently misaligned.

The E2 logo also has much thinner lines, which look cluttered when the logo is scaled down.

The G3 logo fits nicer against the existing logo because it leaves much less negative space. It also stays clean and clear when viewed at a small size.

A combination logo which serves as an identifier for the company and offers more lockup flexibility than the previous wordmark logo.

With the added logo, Liv Cycling has the freedom to include the full logo lockup where it fits, and to use the abstract portion of the logo for small cases or when I single shape is more appropriate.