2nd Cycle Brand Manual

Designed By Ashley Sudney 2012

WHEN I SEE AN ADULT

o n a b i c y c l e ,

U I DO NOT DESPA IR VFOR THE FUTURE

OF T H E H U M A N R ACE . —H.G. WELLS

,,e@ @

C o n t e n t sM I S S ION . . . . . . . . . . . . . . . . . . . . . . . 7

Pe op l eP ro du c t s

V I S UA L I DE N T I T Y . . . . . . . . 1 3

P r ima r yI c o nS e conda r yTe r t i a r yCo l o r sTre a tmen tS i z i ngSp ac ingTyp e fa ceImage r y

S TAT ION E R Y . . . . . . . . . . . . . . . . 3 5

L e t t e r h e adEnve l op eBu s i n e s s Ca rd

E N V I R ON M E N TA L . . . . . . . . 4 5

Shop La yo u tAd ve r t i s i ng

A P P L ICAT ION S . . . . . . . . . . . . . 5 7

B ro chu reP ro du c t Tag sPac kag ingO t h e r I t em sWeb s i t eS o c ia l N e t wo r kM ob i l e App.

P R O C E S S . . . . . . . . . . . . . . . . . . . . . . 75

Re s e a rc hN amingM o o d B o a rd sB i ke S t u d yLogo deve l opmen tB rand Deve l opmen t

BIKES!

PRE-LOVED

Fast bikes, slow bikes, b

ig bikes, tall b

ikes, kids bikes,

mens b i kes , ye l lo

w b i kes , broken b i kes , v

i n t a ge

bikes, two-w

heeled bikes, three-w

heeled bikes, blue

bikes, fi xed sp

eed bikes, mountain bikes, w

e’ll take th

em all!

��

��

��

��

��

��

��

��

��

�

��

��

��

��

��

��

��

��

��

Bike B

roken?

Well t

hen

FIX I

T

at ou

r plac

e!

bikes a

re sexy!

BREAKING N

EWS:

If you do

n’t have

a bike, co

me on dow

n

WE H

AVE BIK

ES

(Duh)

and we want yo

u to have one to

o!

WOW

!

PN O G

AS

NEEDED!

These babies r

un

off of p

ure fat

! Just

think of the m

oney

you wi l l

have t o

buy new

clothes

for

your h

ot biker

bod!

Oh la la

! Your e

x is

going to

be miss

ing

you! B

ut you won’t

even care

becau

se

you have buns of

steel

now thanks t

o

the grea

test in

ven-

tion known to

man.

� e

Bicyc

le

j

BRILLIANT!

FREE B

IKES

...for our volunteers who dedicate th

eir

precious time and effo

rt to help our c

ause.

✁

REDEEM AT: 300 12th

str

eet

Bento

n H

arbo

r

MI ,

49 0 2 2FF

Think of bicycles a

s rideable art

that can just a

bout save th

e world.

-Grant

Pete

rso

n

“

”

WE

BIK

ES

❤

I WANT TO RIDE MY BICYCLE. I W

ANT TO RIDE MY BIKE.

©

BIKES!

PRE-LOVED


ig bikes, tall b

ikes, kids bikes,



i n t a ge

bikes, two-w


heeled bikes, blue

bikes, fi xed sp


e’ll take th

em all!

��

��

��

��

��

��

��

��

��

�

��

��

��

��

��

��

��

��

��

Bike B

roken?

Well t

hen

FIX I

T

at ou

r plac

e!

bikes a

re sexy!

BREAKING N

EWS:

If you do

n’t have

a bike, co

me on dow

n

WE H

AVE BIK

ES

(Duh)

and we want yo

u to have one to

o!

WOW

!

PN O G

AS

NEEDED!

These babies r

un

off of p

ure fat

! Just

think of the m

oney

you wi l l

have t o

buy new

clothes

for

your h

ot biker

bod!

Oh la la

! Your e

x is

going to

be miss

ing

you! B

ut you won’t

even care

becau

se

you have buns of

steel

now thanks t

o

the grea

test in

ven-

tion known to

man.

� e

Bicyc

le

j

BRILLIANT!

FREE B

IKES


eir


rt to help our c

ause.

✁

REDEEM AT: 300 12th

str

eet

Bento

n H

arbo

r

MI ,

49 0 2 2FF

Think of bicycles a

s rideable art

that can just a

bout save th

e world.

-Grant

Pete

rso

n

“

”

WE

BIK

ES

❤



©

BIKES!

PRE-LOVED


ig bikes, tall b

ikes, kids bikes,



i n t a ge

bikes, two-w


heeled bikes, blue

bikes, fi xed sp


e’ll take th

em all!

��

��

��

��

��

��

��

��

��

�

��

��

��

��

��

��

��

��

��

Bike B

roken?

Well t

hen

FIX I

T

at ou

r plac

e!

bikes a

re sexy!

BREAKING N

EWS:

If you do

n’t have

a bike, co

me on dow

n

WE H

AVE BIK

ES

(Duh)

and we want yo

u to have one to

o!

WOW

!

PN O G

AS

NEEDED!

These babies r

un

off of p

ure fat

! Just

think of the m

oney

you wi l l

have t o

buy new

clothes

for

your h

ot biker

bod!

Oh la la

! Your e

x is

going to

be miss

ing

you! B

ut you won’t

even care

becau

se

you have buns of

steel

now thanks t

o

the grea

test in

ven-

tion known to

man.

� e

Bicyc

le

j

BRILLIANT!

FREE B

IKES


eir


rt to help our c

ause.

✁

REDEEM AT: 300 12th

str

eet

Bento

n H

arbo

r

MI ,

49 0 2 2FF

Think of bicycles a

s rideable art

that can just a

bout save th

e world.

-Grant

Pete

rso

n

“

”

WE

BIK

ES

❤



©

OU R M ISSION2nd Cycle is a non-profit bicycle resale shop. Donated bikes are fixed up, or bro-ken down for par ts, 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.

We love b ikes, and want to p romote 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 ar t district, we also sell bike art and anything bike-related we may come across.

BIKES!

PRE-LOVED


ig bikes, tall b

ikes, kids bikes,



i n t a ge

bikes, two-w


heeled bikes, blue

bikes, fi xed sp


e’ll take th

em all!

��

��

��

��

��

��

��

��

��

�

��

��

��

��

��

��

��

��

��

Bike B

roken?

Well t

hen

FIX I

T

at ou

r plac

e!

bikes a

re sexy!

BREAKING N

EWS:

If you do

n’t have

a bike, co

me on dow

n

WE H

AVE BIK

ES

(Duh)

and we want yo

u to have one to

o!

WOW

!

PN O G

AS

NEEDED!

These babies r

un

off of p

ure fat

! Just

think of the m

oney

you wi l l

have t o

buy new

clothes

for

your h

ot biker

bod!

Oh la la

! Your e

x is

going to

be miss

ing

you! B

ut you won’t

even care

becau

se

you have buns of

steel

now thanks t

o

the grea

test in

ven-

tion known to

man.

� e

Bicyc

le

j

BRILLIANT!

FREE B

IKES


eir


rt to help our c

ause.

✁

REDEEM AT: 300 12th

str

eet

Bento

n H

arbo

r

MI ,

49 0 2 2FF

Think of bicycles a

s rideable art

that can just a

bout save th

e world.

-Grant

Pete

rso

n

“

”

WE

BIK

ES

❤



©

OUR PEOPLE | 8

OUR PEOPLEOur clients are anyone and everyone. From the young to the old, the rich to the poor, we have something to of fer every -one 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 believe i t ’s impor 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 PeopleTHE ROADS CALL OUR NAMES, PAVED OR NATUR AL, WE SHALL NOT STOP TILL WE'VE RIDDEN THEM ALL.

FOR WE COME IN MANY STYLES

Fixie10SPEED%

$

-

MOUNTAINPenny-Farthing-

BUT DEEP DOWN WE ARE ALL THE SAME.

PRODUCTS | 11

PRE-LOV ED BIK ESA 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 of fer 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 lef t 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.

RESPECTTHE BIKEM Y S ON , A N D

THE BIKEW IL L IN T UR N

RESPECTYOU

¶ ¶

V ISUA LOur look is based of f of 19th centur y bike pos te rs and t ypography. This is a t ime when things were f ixed when 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 y le.

We wish to rid any negative associations that may come with a "used" bike shop, such as low quali t y, and funct ion 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.

ßß

PR IM A RY | 14

OUR PRIM A RY LOGOWe’d like to view our logo as a work of ar t. I t 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 ref lects its t ime period. I ts detail ref lects 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 they’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 ICONLike our logo, our icon eludes to sophist ication 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 ar t. It shows the finery of bikes while calling back to their origin. Our icon helps us to stand out f rom 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

SECONDA RYOur 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.

Cyclend

PRELOVED BIKES

THE TWIN CITIES MICHIGAN

2 Cyclend

PRELOVED BIKES


2

TERTI A RY | 17

TERTI A RY This ter tiary logos can be used whenever small size, or a more horizontal design is necessary. The left side of the sec-ond option must full bleed off a page and can only appear in our black or navy color.

COLORS | 18

PRIM A RY COLORSOur 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.

BIKER BLUE

PANTONE: 3F5666

HEX: # 3F5666

RGB: 04 17 27

CMYK: 82 67 54 82

NEARLY BLACK

PANTONE: BLACK 3 U

HEX: # 333132

RGB: 40 40 41

CMYK: 0 0 0 95

COLOR | 19

SECONDA RY COLORSOur 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.

AND MY BIKE

PANTONE: 7597U

HEX: # D66756

RGB: 202 59 67

CMYK: 15 87 84 04

SUN PERFECTA

PANTONE: 113U

HEX: # FFE15E

RGB: 255 217 74

CMYK: 01 13 82 0

VICTORIAN SKY

PANTONE: 7688U

HEX: # 4C808F

RGB: 76 128 143

CMYK: 73 38 36 05

TR E ATMENT | 20

TRE ATMENTProper treatment of our logo, like proper treatment of a bike, will yield amazing results. It comes in many dif ferent 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.

TR E ATMENT | 21

FRANKENSTEIN

Oh come on, we gave you four dif ferent logo styles to work with! Please don't at tempt 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.

ROTATION

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

OVER IMAGE

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.

Cyclend

PRELOVED BIKES

THE TW

IN CITIES MICHIGAN

2

SIZI NG | 22

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

1.25 inches 1.25 inches

PRIMARY MARK ICON

SIZI NG | 23

SECONDARY TERTIARY

1.75 inches

1.25 inches

Cyclend

PRELOVED BIKES


2

SPACI NG | 24

SPACINGSpacing is essential to ensure that our logo isn't too crowd-ed. 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 advertise-ment blocks, when clut ter is essential in establishing the 19th century st yle. This will be explained later and is the only exception to the spacing rule.

SPACI NG | 25

x–height

x–heightCyclend

PRELOVED BIKES


2

T Y PEFACE | 26

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0


Bodoni Bold

Bodoni Book

OUR T Y PEFACEThe typefaces we use for body text is Futura Light 8pt. over 12 leading, 50 tracking, and .125 in space af ter. Our name and all headings appear in Bodoni, all caps, with 60 track-ing. 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 Book

Futura Light

Futura Book Oblique

Futura Light Oblique

Futura Bold

T Y PEFACE | 28

19TH CENTURY T Y PETo complement our 19th century style, these typefaces can be used when creating advertisements and other imagery for our company. These typefaces best work when placed together in a hodgepodge and with lit tle 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.

N E E D A BI K E ?WE HAVE BIKES

pre-loved

BR OK E N BI K E ?t a ke on e of ou r bi ke c l a s s e s a n d

LEARN TO FIX IT!

HAVE A BIKE?Donate it to us

T Y PFACE | 29

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

1 2 3 4 5 6 7 8 9 0

A B C D E F G H I J K L M N O P Q R S T U V W XY Za b c d e f g h i j k l m n o p q r s t u v w x y z1 2 3 4 5 6 7 8 9 0




A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

1 2 3 4 5 6 7 8 9 0


Clarendon

LHF Boston Truckstyle

Onyx

Century

Didot

Rosewood

Rockwell Extra Bold

IM AGERY | 30

BIK E PEOPLE2nd Cycle has an outstanding cast of woodcut people who help adver t ise and bring some humor to our brand. There uses are endless and their personalit ies are f lexible, so have fun and give our brand a lit t le more character.

Wilfred

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

Angie

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

IM AGERY | 31

Mr. Gentleman

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

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

IM AGERYWe here are 2nd Cycle are inspired by bike imagery. 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.

image_pattern_01—05

pattern_06

IM AGERY | 33

image_leonard

image_bike_01

image_bike_03 image_bike_04

image_mrgentlman

image_wilfred

image_angie

image_bike_02

fleuron_01

fleuron_02

KEEPCALM

AND

PEDALON

STATIONERYSometimes our stationery is the first, and on l y t h ing peop le see abou t our com -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 O V. 2 , 2 011Stacey Thomas

3386 Song Bird Ln.

Benton Harbor, MI

Mrs. Thomas,

We here at 2nd Cycle love bikes and are excited that you do too! I t ’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 str ive to keep bikes out of dumpster and get them

back into the hands of people who can sti l l get some life out of them. We also promote bike

maintenance and safet y by of fering classes, completely ran by volunteers.

I t isn’t of ten we get such a generous donation and so we would like to thank you. Your contri -

but ion of both t ime and money to our cause wil l 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 shared at our programs and with our staf f.

So thank you for believing in us, and keep riding!

Sincerely,

Mary Smith

Vice President

300 12th StreetBenton Harbor

M I , 4 9 0 2 2269.985.3509w w w . 2 n d c y c l e . c o m

STATIONERY | 37

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

300 12th Street Benton Harbor MI, 49022

N O V. 2 , 2 011Stacey Thomas

3386 Song Bird Ln.

Benton Harbor, MI

Mrs. Thomas,

We here at 2nd Cycle love bikes and are excited that you do too! I t ’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 str ive to keep bikes out of dumpster and get them

back into the hands of people who can sti l l get some life out of them. We also promote bike

maintenance and safet y by of fering classes, completely ran by volunteers.

I t isn’t of ten we get such a generous donation and so we would like to thank you. Your contri -

but ion of both t ime and money to our cause wil l 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 shared at our programs and with our staf f.

So thank you for believing in us, and keep riding!

Sincerely,

Mary Smith

Vice President

300 12th StreetBenton Harbor

M I , 4 9 0 2 2269.985.3509w w w . 2 n d c y c l e . c o m

LETTERHE A DOur let terhead 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 lef t–hand corner, with our pr imar y l ogo above t ha t. The back is our Biker Blue, with a famous bike quote in our 19th century t ype st yle.

Paper: Neehan Classic Crest 80lb Text Classic Natural White, Smooth Typeface: Futura Light 8/13 +80 Tracking Graphics: let terhead_addressblock logo_primary quoteblock_01 —04

.7in 2.2in

2.5in

.8in

3in

LETTER HE A D | 38

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

300 12th Street Benton Harbor MI, 49022

EN V ELOPE | 39

EN V ELOPEOur envelop star ts the vintage feeling right of f the bat with an old-fashion mail design using our colors. A vintage stamp wil l help complete this feel. The inside of the envelop is then pat terned 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_01—03

.3in 4in

.3in

BUSINESS CA RDL ike the bikes we receive, our business cards are unique and can serve many purposes. The re are f i ve designs to 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

.3in

.3in

business_horizontal_01

BUSINESS CARD | 41

business_vertical_01

business_horizontal_02



Cyclend

PRELOVED BIKES


2

A L E X SL E V E N

330 12th Street Benton Harbor, MI 49022 269.985.3509

WHAT GOESaround

COMESaround T H A N K YO U

W E T H I N K Y O U ' R E P R E T T Y G R E A T

TH A NK YOU CA RDThank you cards are always in order when you have custom-ers 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

TH A NK YOU | 43

300 12th Street

Benton Harbor MI, 49022

SPECTACULAR CYCLESNever walk again! No gas required!

UP HILL OVER H I L Lunder

or aroundOUR PRE-LOVED BIKES ARE UP FOR THE TOUGH ROAD AHEAD

V V

EN V IRONMENTWe call the Twin Cities of Benton Har-bor and St. Joseph our home. Beautiful lake beaches, plentiful bike trails, rich ar t, quaint shopping districts; we have it all here. Being a member of the ar ts dis t r ic t we a l so have qui te t he repu ta -tion to uphold. Due to this, we keep our brand shining br ight when i t appears 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 lunteer your t ime, or jus t say hi; our s to re f unc t ions as a mu l t i - pu rpose ho t spo t fo r t he peop le o f t he Twin Ci t ie s and beyond. We live where we work.

22

90 Feet

45 Feet

SHOP L AYOUT | 47

SHOP L AYOUTWe don't just sell used bikes, we help repair them; and we don't just teach about bikes, we establish community and pro-mote 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 area and space for bikes to be sold. I t 's important that people have a place to establish a communit y, therefore a comfor table 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 AYA wel l designed window disp lay wil l help at t rac t the costumer and adver tise 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 commu-nity and a place for fellow cyclists to share their passion.

A DV ERTISI NG | 51

A DV ERTISINGWhen we advertise we try to speak to three dif ferent clients. The Bike people, who have a passion for bikes and may donate, or volunteer to teach classes at our shop. The com-muter, 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 t isements, and lamp post banners that line the routes bikers take. Community notice boards will play a big par t in adver t ising classes when we have them. General merchandise like shir ts, tote bags, and tool kits will help keep our brand fresh in our consumers mind.

BIKES!PRE-LOVED

Fast bikes, slow bi kes, big bikes, ta ll bikes, kids bikes, m e n s b i k e s , y e l l o w b i k e s , b r o k e n b i k e s , v i n t a g ebi kes, t wo -wheeled bi kes, t h ree-wheeled bi kes, blue bikes, fi xed speed bikes, mountain bikes, we’ll take them all!

��

��

��

Bike Broken?Well then

FIX ITat our place!

bik

es

ar

e s

ex

y!

BR

EA

KIN

G N

EW

S:

If you don’t have a bike, come on down WE HAVE BIKES

(Duh)and we want you to have one too!

WO

W!

P

N O G A SNEEDED!These babies r un off of pure fat! Just think of the money y o u w i l l h a v e t o buy new clothes for your hot biker bod! Oh la la! Your ex is going to be missing you! But you won’t even care because you have buns of steel now thanks to the greatest inven-tion known to man.

� eBicycle

j BRILLIAN

T!

FREE BIKES...for ou r volu nteers who ded icate t hei r precious time and effort to help our cause.

✁

REDEEM AT:

300 12th streetBenton Harbor

M I , 4 9 0 2 2

F FThink of bicycles as rideable art that can just about save the world.-Grant Peterson

“ ”WE

BIKES❤

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

©

Once 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 t o l a s t d e c a d e s , a n d w e r e w e l l c r a f t e d . W h a t h a p p e n e d ? 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 h e n t h e y br e a k . B r o k e n b i k e? C o m e o n d ow n a n d ou r f r i e n d l y volu nt e e r s w i l l t e a c h you t o f i x you r bi k e a n d b e t t e r c a r e for i t , b e c a u s e b i k e s a r e m a n’s r e a l b e s t f r i e n d .

M I L E S P ER GA L L ON: infinite

What goes aroundcomes around

WE

SE

LL

PR

E-L

OV

ED

BIK

ES

!

❤

A smart fellow does not throw a w a y p e r fe c t l y g o o d i t e m s 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 ecyc l i ng !

THIS

IS A

SMA

RT F

ELLO

W!

Ceci n est pas une bike

% %

This is a... weight- loss device, so lu t ion to gas, bes t f r iend, means of transport, chick-mag-net, space ship, and a cure.(We could go on but you get it)

300 12th streetBenton Harbor

M I , 4 9 0 2 22 6 9 . 9 8 5 . 3 5 0 9w w w . 2 n d c y c l e . c o m

DID YOU KNOW:The term “bicycle” originated

i n F r a n c e i n 18 6 0 .

q

BIKE BROKEN?

Need a bike?

L e a r n t o f i x i t a t o u r s h o p !

We g i ve b i k e s t o vo l u n t e e r s !

c

Ê

A DV ERTISI NG | 54

A DV ERTISINGNow 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 ERTISI NG | 55

NEED A BIKE? NEED A B

IKE

? NE

ED

A B

IKE

? N

EE

D A

BIK

E?

NE

ED

A B

IKE? NEED A BIKE? NEED A BIKE?

NEED

A

BIK

E?

N

EE

D A

BIK

E?

NE

ED

A B

IKE

?

N

EE

D A

B

IKE?

NEED A BIKE?

BROKEN BIKE? BROKEN BIKE? BROK

EN B

IKE? B

RO

KEN

BIK

E? BR

OK

EN BIK

E? BROKEN BIKE? BROKEN BIKE? BROKEN BIKE? B

ROKEN B

IKE?

B

RO

KEN

BIK

E?

B

RO

KEN

BIK

E?

B

ROKE

N B

IKE?

BROKEN BIKE?

GO TO: 2ND CYCLE 300 12th S

TR

EE

T G

O T

O: 2N

D CYCLE 3

00

12th S

TR

EE

T GO TO: 2ND CYCLE 300 12th STREET G

O TO

: 2ND C

YCLE 3

00

12

th S

TR

EE

T

G

O T

O:

2ND CYCLE 3

00 12th STREET

A PPLICATIONOur brand is awesome. We apply it to anything and every thing we can. Shir ts, pins, cof fee mugs, toaster ovens... Hey, when you're this s t y l ish they sky is the 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 were k idding abou t t he toas te r oven thing, but ser iously a bike would look hot on a toaster oven don't you think? )

BROCHUR E | 59

19 in

12 in

BROCHUREOur brochure is a giant bike poster that labels out the major par ts of a bike. Hang it in the garage, the bedroom, your locker, wherever! The reverse side is filled with facts, quotes, and lit tle 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

BRAND:

FRAME SIZE:

WHEELS:

2 N D C Y C L E

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

PACK AGI NG | 63

TAGS/PACK AGINGPrice 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 pil low 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.

HOME

ABOUT

GET INVOLVED

BIKE REPAIRS

CL ASSES

DISCUSS

JUST IN

Twit ter

Mission Statement

Volunteers

Bike Trails

New Bikes

Repair Classes

Class Times

What We Do

Bike Donations

Repair Help

New Parts

Repair Space

Teach a Class

Safety ClassesRepair ClassesKid Classes

Location

Part Donations

Bike Happenings

New Art

Spare Parts

Hours of Operation

Bike Art

For Sale

New Products

Contact Us

Volunteer Hours

Collectors

Pictures

Earn a Bike

General Discussion

News

Donate

Newslet ter Sign up

Facebook

Flicker

Upcoming Events

W EBSITE | 65

W EBSITEOur 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 weal th of bike knowledge. From how to f ix something, to what kind of bike to buy, and where the best trails are, our exper ts and the rest of the bike communit y will be con-nected and talking. Twit ter, Facebook, and Flicker will also help keep our social network 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

SOCI A L NET WORK INGSocial Networking is essential to keep our customer relations strong. Facebook and Twit ter 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

MOBILE A PPThe 2nd Cycle mobile application is the icing on your bike cake. The first part, Quick Fix, is a step—by—step guide to some easy fixes and par t replacement on your bike. Next the Calendar, shows all 2nd Cycle classes and other bike related events in and around the Twin Cities. I t also shows locations, gives descriptions, and will easily add any event se lec ted to t he main ca lendar on your phone. The f inal part of our app, the Street Safe portion, helps protect our cus-tomer 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.

Home Page

MOBILE A PP | 71

QUICK FIX A ND CA LENDA RThe 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 calen-dar. This calendar keeps track of all 2nd Cycle classes and bike-related happenings in the Twin City area. Never miss anything ever again!

Quick Fix: Changing a Tire Calendar: Month view

MOBILE A PP | 72

STREET SA FEIt 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 summary of Michigan laws per taining to biking. Finally, bikers will be educated with hand signals and how to use them to better protect themselves.

Accident Report: Home

MOBILE A PP| 73

Accident Report Page

Michigan Cyclists Rights

Accident Report Page: Notice

Cyclist Hand Signals: Turn Right

PROCESS | 75

PROCESSThe following is the research, planning, and development of the 2nd Cycle brand. As stated throughout the book, I drew my influence heavily from 19th century 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 ben-efits of a bike. Everyone knows biking is good for you, and everyone understands the benefits of recycling; instead I wanted to create a unique at t i tude for the shop, giving i t the same professionalism 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.

^ ^

R ESE A RCH| 76

R ESE A RCH | 77

CYCLE-RE-CYCLE2nd Cycle is based off of the real life used bike store Cycle-Re-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 MI NG | 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

STOR E | 89

BROCHUR E | 90

A PPLIC ATIONS | 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.

See more..

THE NEW STUFF




aute pre et quo voles et etusciis et ma say.

See more..

THE NEW STUFF

Lorenimin nes pres essit,

cusam nem ad que et la

culpa pario.

See more..

THE NEW STUFF



culpa pario.

See more..

THE NEW STUFF



culpa pario.

See more..

THE NEW STUFF




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




THE NEW STUFF




MOBILE A PP. | 93

Documents

2nd Cycle Brand Manual