Pedal MN: PEDAL MN LOGO

Credits & Description:

Category: Logo Design

Advertiser: PEDAL MN

Product/Service: BICYCLE TOURISM ADVOCACY

Agency: COLLE + McVOY

Executive Creative Director: Mike Caguin (Colle+McVoy)

Designer: Chad Hancock (Colle+McVoy)

Media placement: Logo - Corporate And Advertising Communication - 3 November 2011



Describe the brief from the client

With more bike commuters per capita, thousands of miles of trails and the largest bike sharing programme in America, the state of Minnesota wanted to rightfully declare its love for bicycling—and in doing so, advocate even more bicycle use and attract more tourists.



Describe the challenges and key objectives

As much as we wanted it to visually communicate biking, we also sought to avoid the usual government-issued logo treatment that depicts an outline of a state (in other words, the shape of Minnesota made from a bicycle chain). This identity helped position Minnesota as the ‘Bike Friendly State’ and unite bikers of all kinds, from hard-core messengers to family recreationalists. All while uniting 6 state agencies, such as The Department of Health and the Department of Transportation. Never an easy task; but if one thing can do it, it is a bicycle.



Describe how you arrived at the final design

The design of the ‘Pedal MN’ logo was inspired by logos like ‘I LOVE NY’ and ‘AirTrain’. Marks that deliver a message through great simplicity. Knowing that the possibilities of where the Pedal MN logo would show up were practically unlimited (from trail pavement, to license plates, to traffic signs and key chains), the simplicity of the logo was a key element.

It also had to be a logo that communicated to men, women, children and adults. To do this we chose a colour of orange that communicates cheer, an emotion that that is not age or gender specific.



Give some indication of how successful the outcome was in the market

This identity helped position Minnesota as the 'Bike Friendly State' and unite bikers of all kinds.