The idea – company ethos and USP
- A range of bright (but not ‘hurt your eyes’ bright), distinctive colours that everyone will associate with safe cycling.
- On shirts it may be possible to use a reflective element for the logo.
- A selection of witty, pithy, poignant, safety conscious or clever words will be on the back of each one.
- A key part of the brand will be building better relationships between cyclists and drivers - a sense of all sharing roads together.
Since this site/company is going to be focused on selling cycle shirts initially, developing a distinctive and striking shirt design that incorporates the logo and website address is key. The guidelines/requirements are therefore as follows:
1. Cycle shirts, general – cycle shirts follow a fairly well established set of patterns:
- Front, either half zip or full zip
- Back, three elasticated pockets
- Short sleeve and long sleeve options
- Colours and visibility – there should be a high emphasis on being highly visible – both in the day and at night – colourful and reflective elements (probably the logo) should be considered and included
2. Distinctiveness – initially we would want a single ‘safe as cycling’ design which can be overprinted easily (see below) – that has a distinctive style and will look great in the eyes of all cyclists
3. Classy and light-hearted – appropriate for people who take their cycling (and their safety) seriously, but don’t take themselves too seriously – happy to embrace the fact that they are wearing branded clothes, not because they are aligned to the brand, but because they like what the brand stands for (safety and a ‘we all share the road’ ethos)
4. The design needs to leave space for areas that can be personalised:
- Most of the back needs to be available for writing, so the majority of the ‘design’ should be across the shoulder, the top of the back, sides and bottom part of the back (where the pockets are)
- The front needs to have space for club logos where required – and optionally, space for additional wording