The Bike Shak, established in 2010, was located on owner Tony Doll's property in a "shack" outbuilding. Tony's love for cycling and fixing bicycles led him to jump in full-time. As the business and client base grew, it was clear a retail location was needed for space and growth. The original logo mark served it's purpose, but would no longer carry The Bike Shak brand into this new venture.

The Challenge: Houck Creative interviewed the owner, existing customers, and dedicated riders who were long-time clients. Using this feedback, we created a visual mood board and tone of voice to review with the client. Once a solid direction was chosen, the logo mark, font, and colors were refined and the logo was developed. A condensed brand guide was created to help as the new brand logo would be used on everything from business cards, signage, receipts, stickers, decals, clothing, race team kits, and finally a new shop van wrap (see Photoshop mockups below).

The Result: What started as a small bike shop in a tiny shack turned into a full-service, double-retail space and one of the most well-known bicycle shops in the York and Maryland areas. One long-time team rider quote said it all: "This logo is so badass, I might just make it into a tattoo!"