About the company
Bike-mailorder (BMO) is one of the largest online bike shops in Germany, located in Berlin. They specialize in selling a wide variety of bikes, bike parts, accessories, and cycling clothing. With over 20 years of experience, Bike-mailorder offers high-quality bikes from well-known manufacturers. The company also has a physical concept store called New Order. Bike-mailorder is a subsidiary of Hoco-online GmbH.
Challenge
I used to work as an in-house visual designer at BMO where I faced a unique challenge of recreating the corporate identity of their online shop with a specific focus on a new logo. The previous logo was outdated, had too many intricate details, and didn't truly represent the company's identity as it was only focused on mountain bike users. The new design had to encompass all biking styles in a simple yet captivating logo that conveys clarity and power.
This project was particularly challenging due to the company’s fear of losing its identity by implementing a design that was too different. In order to reach a compromise, the team chose to maintain a similar typography and black-and-white contrast, while incorporating a touch of neon yellow. The logo features a pedal icon, which represents all types of bikes and cyclists. Its simplicity and flat colors have given a modern look to the company's image and website.
The new logo was also used to produce various print materials, including onboarding materials, merchandising, tents and beach flags for events & more.
