Trail & Fitness Bikes
Brand Identity / Apparel Design / Environmental Graphics
A trail can take you somewhere new. Sometimes it can also show you where to begin.
Trail & Fitness was a Nashville bicycle shop with an identity developed from the ground up. The opportunity grew out of longstanding relationships within the local cycling community, where years of riding and work with Swiftwick had created connections across the city's independent shops.
The identity began with a simple combination of two letters. The T+F came together in a mark that suggested both a compass arrow and a trail marker, giving the business a recognizable symbol rooted in the experience of exploring the outdoors.
The system was designed to feel contemporary and adventurous while remaining practical across a variety of surfaces.
Sometimes the best direction is already hiding in the name.
2017
