Early sketches show a broad range of concepts for Veloimperia.
Veloimperia, which means bicycle empire, was founded in 1999 and is the oldest online bicycle store in Russia. It’s also one of the most popular, ranking in the top ten online stores. The design firm 01D, based in Minsk, Belarus, was hired to redesign and modernize the logo to make it more appealing to its intended audience. Designer Dmitry Ulasen says, “The old logo was old-style and completely incomprehensible to consumers.”
The design team studied the characteristics of Veloimperia to help guide them in the logo design. These attributes include honest service, fair prices, delivery to anywhere in Russia and partnerships with qualified sellers. Veloimperia is also the exclusive retailer for some Russian bicycle brands, so the designers had to consider that the new mark would need to work with these different logos on the website.
Within the frame of the project, 01D sketched several designs focused on bicycles, crowns, wings and gears. However, they quickly discovered that some of their concepts were already in use by competitive bike companies. “We liked the crown and bicycle chain concept, but it was confusingly similar to already existing logos,” explains Ulasen.
Another concept, an eagle with gear-like wings, was determined to be too severe and aggressive. The designers also explored simple concepts based on different sporting categories such as off-road use, trail riding and city travel.
Ultimately, the client favored the design of the king riding a bicycle, firmly placing Veloimperia at the head of the online bike category in Russia. “It successfully plays on the store name and the goods it sells,” Ulasen says.
Early sketches show a broad range of concepts for Veloimperia.
These concepts were presented, but ultimately the client either didn’t like them or they too closely resembled competitive logos with the same characteristics.
The king logo concept eventually won the day. 01D created several variants, and the client is still considering which one to use as of this printing.
This is a charter flight company that organizes flights on business jets for VIP clients. Their wealthy clients expect top-notch service and amenities when using this service, so it was important that the logo reflect these values.
Ulasen and the team at 01D did a lot of conceptual sketches that included logotypes with the company’s initials, jets within stars, businessmen and several jets that appear to be flying. It was necessary to develop a logo containing a stylized aircraft or its parts. The final logo is sleek and sophisticated and elevates the brand in its category.
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