Timbuk2 truly represents the essence of the bike — freedom, energy and the exhilaration that can only be completely felt in an urban environment. Our challenge was to unite the brand across current and future collections — allowing each to express themselves, while remaining true to their beginnings.
While there was history in the original mark, the typography and lock up told the story of the gritty San Francisco bike messenger culture of the 90s. It became clear the logo was polarizing—preventing many from embracing the brand, and competing with the diverse focus of both current and future collections. To allow all of the products to reach their potential, a simplified word mark liberated of the swirl icon was deemed necessary.
The challenge was to design a flexible system that would adapt to the ever-changing line of products while still remaining genuine to the core of the brand.
The resulting brand mark is custom enough to rise above the crowd. Its simplicity allows easy application across a varied group of products, without overshadowing the unique design of the bag itself. The logo has been applied to every imaginable material. Its reductive nature works equally well etched in metal or sewn on a patch.
The logo wasn’t the only piece that underwent an evolution. The entire system of colors, photography, typography and graphics were redesigned to be part of a logical toolkit of parts.
In order to fully develop a cohesive and considered visual system, sample materials were designed including ads, website pages, packaging, in-store displays, signage and more. A photographic style was established to match each product line.
To finalize the rebrand, an extensive style guide was created detailing everything from visual elements to product branding rules to typography and color. This provided Timbuk2’s internal design team with everything they could need right at their fingertips.
Corporate Identity, Typographic Style, Pattern & Color Development, Graphic Standards Document
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San Francisco, California, 94110
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