Approaching their one year anniversary, BFF Bikes—a woman’s specific bike shop in Chicago— first sought to audit all of their existing brand elements and explore what is working and what is not working for the brand. The work included refreshing the logo to maximize legibility, selecting a color palette to be used consistently across all brand materials, selecting typefaces to better reflect the brand voice, and creating a consistent and strong brand presence across all materials. Second, BFF Bikes sought to refresh their logo and logotype.
A review of all existing brand materials is crucial when refreshing a brand. What is working and what is not working? Creating an inventory of typefaces, color palettes, icons, web styles, social presence, in-store graphics, email templates, sub-brand logos, textures, and any additional items. Check for consistency. Rating items on a scale system is sometimes used.
A redesign of the website was in order after the brand refresh. The goal of the website was to create something simple and easily updatable for the staff, and make the visitor feel as though they are inside the shop itself.