Ad creative was approached by representative from Velotec to develop their brand identity and corporate style. Velotec is a new company specialising in retail selling of high end bicycles. The company is based in Germany, but provides coverage of western Europe as well.

Identity design brief
The management of  Velotec wanted a sign that conveys technology, innovation and reliability. Velotec is positioned as a company that delivers high quality durable bicycles for above average market prices. The logo will be reproduced on company’s stationery, product catalogues, products (branding on the frame of the bicycles) and other sales material. The logo should be colour independent and ready for one colour reproduction.

Key words for the logo design were: technology, innovation, quality, peace of mind, lux, hi tech, easy to use, simple.

Mind mapping and initial sketches
The most important part of the design flow at our company is the initial brainstorming of sketches. At this stage we create a number of rough concepts and discuss them with our client via video conference, emails, meetings. We also want to know what is the competition of our client’s business and since most of our clients are from abroad (we are currently based in Bulgaria) we want to know are there any specific country requirements. We are well aware that audiences differ from country to country. You can see some of the concepts we came up with for velotec logo design.