The fluid movement of the arrow wrapping around the classic diamond structure of the logo brings in a variety of elements of every bike: the classic diamond frame, the spokes of the wheels, the fluidity of the arrow compared to the gliding movement of the bike itself.
I then wanted to develop a way to expand the brand so that users could represent their new gear with pride. This brought on the concept of badges or talisman, reflecting the meaning of the brand name. These badges would be collectables within the packages of Talisman gear, each with a different power element on it, from the "Passion" the user has for cycling to the "Precision" needed to ride through heavy traffic. Talisman portrays the power and stability that the hardcore cyclist hunts for.