Ronald’s Cycle Center is a used powersports and service dealership in Lewisburg, Tennessee that’s been operating over 20 years under local ownership. The current owner, Matthew, contacted me to create a new logo for his business that broke away from the original logo, which relied heavily on plain type and randomly placed powerports silhouettes, and stepped forward into a more modern, clean-cut representation.

There were a few key branding voice elements that needed to be present — acknowledgement of the old roots of the shop, a bold, gritty art style that called to the shop’s client group, and imagery that encompassed all powersports and not just motorcycles. This last one is the one I struggled with the most. I knew I wanted to create a wordmark logo, because of the importance of the name and the original owners, and I knew I wanted to incorporate some type of imagery. I thought about using tires, motorcycle jackets, powersports silhouettes, helmets, and more abstract nods to powersports. I played around with embellishing fonts in a vintage style. I finally settled on using an exhaust pipe to extend the leg of the capital “R”, along with customizing the Streetwear Regular font to create that sleek, forward-moving feeling.

I created a logo, two submarks, a favicon, a logo style guide, a Wix website, and a set of service icons.