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    About

    LOGO DEVELOPMENT
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This is a logo I designed for one of norco’s proprietarybrands “axiom”. Axiom supplies the basics you need for riding a bike. See www.axiomgear.comOriginally this logo was meant to be a reflective safety symbol, but is hasbecome an icon for the brand. Keep your eyes on bike lanes and you will seethis logo in may places from Vancouver streets to the Russian tundra, or thebike paths of Beijing.
These icons were designed by me for Axiom. We were trying to integrate a very complicated German saddle program (SQ lab) into the axiom brand. The German version included the brand doing intensive PK’s with there shops. I developed this color-coding system/ body position to indicate the proper saddle for the type of riding being done. The system didn’t catch on with Axiom, but Specialized “body geometry” and Topeak “Allay” programs adopted parts of the concepts to use the same technology in there ergonomic saddle lines.These icons were designed by me for Axiom. We were trying to integrate a very complicated German saddle program (SQ lab) into the axiom brand. The German version included the brand doing intensive PK’s with there shops. I developed this color-coding system/ body position to indicate the proper saddle for the type of riding being done. The system didn’t catch on with Axiom, but Specialized “body geometry” and Topeak “Allay” programs adopted parts of the concepts to use the same technology in there ergonomic saddle lines.
For iduns logos I really wanted to put meaning behind the marks. The main icons for the brand became the monkey and the maze. The maze contains may numerological elements plus my love for the design of Stonehenge. The monkey came from me being bore in year of the monkey and the elements that connect us to the animal world. The restricted sign on the outside of the old x-rated movie theaters inspired the monkey logo’s look. This idea of putting so much meaning into logos seemed to translate to the market. To this day people still react to the idun logos.
original first drawing of oronge word mark