Building bicycles since the 19th century, Schwinn is a brand with a long history. They currently produce a wide variety of affordable bicycles that are sold mostly at big box stores such as Walmart, Target, and Dick’s.

 

They’ve used various logos throughout their lifetime, and now they appear to use multiple logos, which makes their identity inconsistent. My goal was to redesign their logo so that they could improve their brand consistency and appeal to a younger audience.

Brand continuity was kept by using a similar bright red with black and an uppercase, slightly oblique typeface. The “s” shape within the oval alludes to biking along a winding path. The slant of the oval gives the symbol some forward motion.