Logo and identity concept for an all-female mountain biking group in the highlands of Scotland.
BRIEF
The Fort William Foxes are an enthusiastic group of like-minded ladies supporting female mountain bikers of all levels. The challenge was to create a distinct logo and identity that reflected the Foxes’ fun and welcoming community while drawing on their previous logo for inspiration and including a mountain bike helmet and fox tail.
SOLUTION
The committee members have faux fox tails pinned to their helmets while out on the trails to be easily recognisable, so a logo that reflected this was very important to them. The logo and identity were rooted in research of mountain biking as a sport, with particular focus on its initial concept and other mountain bike groups in the area.
With the icon making connections to the Foxes’ previous identity, the typeface was chosen for its 1970s style, a time that is widely viewed as the beginning of mountain biking, alongside its alternate letter versions to reflect their ethos that any and all women are welcome to join the group.
Photography supplied courtesy of the Fort William Foxes.
