Freds is a community focused bicycle shop in Des Moines, Iowa. A "fred" is a slang term for a cyclist not wearing lycra, a casual biker. Owned by a husband and wife team, Freds is an inclusive and welcoming environment for experienced and new cyclists alike.
PROCESS
I developed the logo, identity and website for the new company, Freds. The identity needed to emphasize approachability to cycling and the cycling community, but also support an image of quality workmanship. The Logo mark drew reference from the typographic style of one of the most bicycle-friendly city, Amsterdam.
