Workhorse:
"a person or machine that dependably performs hard work over a long period of time."
The client requested a brand identity for a local bike shop, they also needed a name. The owner was specialising in commuting and cargo bikes, so we wanted the brand to feel utilitarian, inclusive and of course - fun!
Through a simple ideation process and researching the brand’s target audience we came up with “Workhorse”, a pet name given to unflashy, trusty bikes. A focus group made up of cycling enthusiasts and bicycle commuters showed the name to be memorable, meaningful and full of personality.
With a name in the back pocket, the studio set about working on a design system that invoked the sheer joy of riding bikes. Inspired by the wonky letter designs of Braulio Amado*, the final wordmark is dynamic, irreverent and welcoming.
*Founder of Bad Studio, who recently designed the cover of the new André 3000 record, check out his work
Though the main logo was designed to be as versatile as possible, it’s important to provide alternatives so the logo can be squeezed into any nook and cranny possible. For this case, Wizardry provided a horizontal alternative plus just the “W” for social media icons. The two “O’s” were extracted form the logo to create a graphic asset resembling a pair of eyes designed to bring attention to new products and services*. Finally, every new business needs a bit of luck on their side so we provided a lucky horseshoe** as a secondary logo to ensure their success!
*Similar to the 👀 emoji **Originating from the cult of Hippomancy in which horses were seen as an intermediary between Man, Nature, and the gods
Everyone loves a tote bag, but musettes are cooler, a potent image of grand tour cycling, when riders were real beasts of burden, carrying their food, drink, equipment, spare tubes etc on their person*. Wizardry designed a musette bag alongside other cycling related items to show off the brand among cyclists.
*Originally, Tour de France riders were permitted to go on “drink raids”, looting shops on route demanding red wine, champagne and beer!
The Workhorse team had a lease on an old betting shop in Cardiff, and with it had inherited some beautiful red-lined window and door frames. This was the shade of of red selected to be the primary colour of the brand. Wizardry provided a suite of saturated colours to compliment it, inspired by the colours of the rainbow jersey, worn by the cycling world champion*.
*A little history of the Rainbow Jersey, an honour or a curse?
To be as flexible and versatile as possible, a variable typeface was chosen for Workhorse, in this case Roc Grotesk. Designed in 2012 by a father and son studio in Serbia, Roc Grotesk is a clean and modern san-serif, with smooth curves and sharp edges to align with the logo’s feeling of fun and confidence (especially when used in it’s wiiiide form).
Finally, a photography style guide was provided to the brand which emphasized the joy of riding bikes, and presenting a friendly, supportive community of bike riders*. Wizardry studio continue to work with Workhorse and are looking forward to an exciting future of collaboration**.
*A big inspiration here was the Los Angeles bike scene, centred around community bike shops like Golden Saddle Cyclery (now sadly closed) **Here’s a link to the Workhorse website
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