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LET ME TELL YOU ABOUT US:

This is a logo and graphics package for a local retail store/commerce site that will feature electric bikes, scooters and electric conversion kits to adapt regular bikes with an electrical assist. This is both an urban store for commuters who realize that electric bikes may be their answer to a lighter footprint and short commutes/errands as well as an ecommerce site that provides information and resources for those interested in electric vehicles. Brand name is "Ben Franklin's Wheels"

Our Brand Values:

Stylish (Like Apple)

Customer Centric (Like.Zappos )

Inspiring (Like NIKE)

Ahead of the Curve (LikeFourSquare)

Aspirational (Like.Prius)

HERE IS WHAT WE NEED:

The logo should be no more than two colors and be flexible enough to work for an online commerce store, physical retail store, signage, tshirts, collateral materials and accessories like water bottles.

Some brand attributes that come to mind: energy efficient, forward thinking, sustainable, clean, pragmatic, informative, service oriented and good value. (Light Green on the Green spectrum)

Some things that we are NOT: elitist, condescending, environmental zealots, (not dark green on the green spectrum)

OUR TARGET AUDIENCE IS:

The audience is:

--urban, upscale, affluent adults 18+.

--Educated, short distance commuters, hipsters, tech savvy.

They care about the environment and want to lessen their footprint. They are trendsetters. They like to bike but they don't wear lycra or worship Lance Amstrong. They exercise but don't want to arrive at work all sweaty. They want the convenience of a bike, with a little help going uphill from the power assist. While they care about the environment but this is a purchase for personal convenience first, and the planet second. This is a gender neutral brand that appeals to a wide audience from teens to aging boomers.

WE LIKE THESE DESIGNS:

Line drawings, simple font, clean lines. Could be a little more retro in the font, given the name. The store will use sustainable materials--think bamboo floors, bikes hanging on walls, aluminum fixtures. It will have an uncluttered feel, completely different from current, traditional bike stores.

We like iconic, minimalist design (think Apple, of course.. ).

Design within Reach logo: www.dwr.com

WrapNatural logo: www.wrapnatural.com

Origins Logo: www.origins.com

WE ABSOLUTELY MUST HAVE THIS IN OUR DESIGN:

Some visual reference to Ben Franklin--his face or his glasses, or a line drawing that suggests his profile or silhouette. And of course, the logo needs to work with .com suffix as well as stand alone for retail.

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