I felt that this retail concept, while forward thinking and new, was a sort of "back to basics" direction. In addition to using the Hub's bikes as recreation, we wanted to heavily promote transportation and velo-utilitarianism. I started to see a 50's and 60's blue-collar, industrial feel that I thought accentuate the Hub's message perfectly. What it also would do is separate itself from all the same-same eco, green, alt-transpo logos in use out there.
Out of all the different thumbs I produced, the shield and the squared logos were the strongest. The shields recall trade business logos, and the squares were channeling the old painted signs you'd find adorning sides of buildings.