Focused on both a quick and friendly repair service, and performance bikes for track racing, Omnium Bike Shop was looking for a strong brand identity that would appeal to a wide audience and set them apart from other bike shops in the crowded Twin Cities market.
Before the shop opening, I met with the owners to gain an understanding of their business, and help them develop an approach for brand strategy. The store, nestled in a bustling neighborhood in St. Paul, was created for seasoned riders and families alike – so the identity had to be both welcoming, and aspirational. To craft a mark, three initial concepts were presented to zero-in on the perfect overall tone.
After review, we decided on a strong, bold logo with an iconic feel. The “O” references the name Ominum and the shape of a racing track with the diagonal lines giving the impression of speed and accuracy. The openess and simplicity of the “O” appeals to new and experienced riders alike. Since the logo and name would be used so widely across a variety of mediums, it was important that it was bold and recognizable at a glance.
After the logo was established, I worked on developing a color pallatte and icons to be used in-store for the five main types of bikes (city, track, cross, trail and road). Icons were to be used on tags and signs throughout the shop to the category each product fell under. From there, we expanded the brand across various mediums from retail signage to business cards to store merchandise to online.