KURB - Brand Creative Process

3

BELIEVE IT OR NOT THERE IS A PROCESS

TO THE CRAZINESS OF KURB

4

LOGO 61

Colour Study 64

Quarters 1 69

Quarters 2 73

Type Study 2 79

Semi Finals 85

Final 89

Specs 93

Type 98

Colour 99

POSTERS 101

Images 103

First Stage 109

Final Posters 113

PARTS 121

Images 123

Drawings 127

Labels 131

WEBSITE 135

Page Design 137

Page Layout 143

Functionality 147

BRAND BOOK 153

Page Design 155

Layouts 159

LASTLY 167

Final Thoughts 169

IDEATION 5

Why this is needed 6

First Abstract 7

Thesis Plan 8

Types of Bikes 9

Final Abstract 10

NAMING 13

Case Study - Drinks 14

Case Study - X-Games 15

Bike Logo 16

Bike Imagery 17

Word Association 18

Naming Ideas 19

IDENTITY 21 First Stage 24

Type Study 1 31

Second Stage 39

5 // Contents

TABLE OF CONTENTS

IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION

IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEA

IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION

IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEATION IDEA

IDEATION

8

My passion is biking. I ride two different kinds of bikes on an almost professional level and have ridden all different kinds of bikes my whole life: mountain bikes, downhill, bmx freestyle, dirt jumpers,

trials & road bikes. I know the challenges of trying to build and

maintain them. This led me to try and find a guide to understand the exact workings of each bike

and/or details, tips and tricks that would help me cross between the different styles of biking. I have found threads online and blogs that only really deal with very specific issues but nothing that is a one-stop website. I found some pages

Ideaion \\

WHY THIS IS NEEDED

online that are extremely detailed which give little meaning to the newer riders and I found some really simple images that don’t give any context or meaning to advanced riders.

9

This project will be based around a website that will give information on all parts and components of all types of biking. It will be geared towards all skills levels of riders looking for in-depth information on specific frames, components and accessories; their sizes, dimensions and results of performance.

There is no concise website or documents of all this information on one place nor is it in-depth enough to understand and/or make decisions on without going to many other sources. There are many subtle differences in how components are made that many people do not understand therefore there is a definite need for this information. Many people that ride one type of bike will explore other types of biking. Parents getting their children into a type of biking already having some knowledge and want more info. Riders wanting to upgrade parts or components need this site. It can also just simply be an easy way to learn about what a new style of biking might offer.

Branding- Create a Brand Identity (Logo & Wordmark)

Information Graphics (bike components) - Photo & Illustration graphic of each bike component. Ex: handle bars, forks, frame, etc - Labeling of all parts & explanations in a systematic & readable graphic & text based form. Website Design- Creative website that will be coherent in its form with the Information Graphics & Logo.

Print Ads- Print Ads in the form of Posters, Stickers, Pamphlets & online banners & ads

BIKE COMPONENT GUIDEFIRST ABSTRACT DELIVERABLE

// Ideation

FIRST ABSTRACT

This website would be the perfect place bike manufacturing companies to have ad space, communicate with potential consumers and showcase their knowledge and products to buyers and keep up with other companies’ progress. It would also help newer “indie” technology companies get known and share their findings. This would keep the market in the buyers favour because business would remain competitive and the consumer will have current, full knowledge and buying power.

10 Ideation \\

THESIS PLAN

Yearly Plan • Fourth Year • BRADY CARPENTER • Overview

Guide to Bikes & Components

Thesis

brady carpenter Oct•6 plan <

Week 1Sept 8 Sept 15 Sept 22 Sept 29 Oct 6 Oct 13 Oct 20 Oct 27 Nov 3 Nov 10 Nov 17 Nov 24 Dec 1 Dec 8

Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14

1 2WEEK 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

Show Booth, Complete Website,Print Ads, Visual Aids & Process

Complete Website

Print Ads & Merchandise

Component Write Ups

Complete Brand Identity

Research on Bikes, Components, Market, Demographic. Study of what Brands are out there now as a style.

Exploration of what type of website will be best suited.

Ongoing Research of Web Design. Case Studies of sites that have a system

or style that is similar to what I need.)

Ongoing Research of Web Design. Ongoing research on Components.

Ongoing research of Web flow & Design

Ongoing Research of Web Design. Ongoing research on Components.

Ongoing research of Web flow & Design

Studies & 20 Logo Ideas

Bike & Component MapList of components &

How they link together

Full Write Up of All Components and Models. (This will be organized within a hierarchal map)

5 Semifinals with Colour

5-10 Semifinals of Secondary

Finished Logo & Word Mark

Finished Secondary Elements with examples of use.

Research

Component Map & Write Up

Secondary Images/ Elements

Logo/ Word Mark

I created this plan to help me visualize the scope of this year’s project. This would help me see what I would have time for and help me narrow the research and scope of the project. When I created this plan I had some preliminary research done of the bikes I wanted to cover and already was feeling overwhelmed with the amount of work I had assumed I could do. I would only be able to create the website and minor print ads

but more importantly, I would need to only cover specific bikes or cover many in a general fashion.

11 // Ideation

TYPES OF BIKES

Utility, Country, Urban, Messenger

Mountain, Downhill, Uphill, Freestyle, Cross Country, Long Distance

Racing, Time Trials, Track, Road, Touring, Cruiser, Tandem, Recumbent

BMX, Dirt Jumping, Flat Land, Street, Racing

Trials, Mod, Stock

There are components common to each bike type. Where the problem lies is that only about 50% of these parts stay the same with each variant of bike. So one can see how these parts and specialty parts can add up exponentially if I were to cover each bike type.

13

FINAL ABSTRACT

I’m creating a detailed web-based guide of all components for the 3 types of extreme biking:

mountain, bmx & trials.This guide will showcase how you can tailor a

bike’s feel with a diverse component range to create your perfect riding style.

NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING

NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAM

NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING

NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAMING NAM

NAMING

16 Naming \\

CASE STUDY - DRINKS

Through demographic research I noticed a few things about the culture of males from ages 10-24. Many of them like video games, other extreme sports (snowboarding, surfing, etc), shows and contests that showcase the sports, energy drinks and fashion.

• Many Use Bright Colours• Bold Images & Logo• Powerful words•Type is outlined or layered many times to suggest energy• Short, to the point names (short attention span)• They clearly have something working within the identity because they sell & relate to the age group.

17 // Naming

CASE STUDY - XGAMES

The X Games is another important determinant that has gained popularity with this group over the past 16 years. It has grown from a competition that only allowed long board skate boarders and racing BMX-ers to a week-long competition that is covered by ESPN and most major broadcasters like ABC. It has also gone from those two specific sports to including almost all variants of the major extreme sports.

• BMX - street, dirt jump, flat land, race, big air• Mountain Bike - Free style, downhill, big air• Skate board - street, vert, big air, mega ramp• Snowboard - slope style, big air, boarder cross• Ski - slope style, big air, skier cross• Motocross - slope style, big air, motocross• Snowmobile - slope style, big air, snow cross• Surf - style, time trial & many others

18

BIKE LOGOS

• Bold in nature • Logo & Word mark • Mainly horizontal • Modern sans serif• Heavy & bold• Mix of weights• Usually 1 colour • Usually red or warm/ energetic colours

Naming \\

19

BIKE IMAGERY

I spent a small amount of time looking at bicycle imagery to find out what the common shapes are and how people perceive the forms. Through this I have developed an understanding of how to make the imagery abstract and simplified i.e., how far you can remove details and still have it recognizable.

• Circle is the most common shape. • Wheel, chain & cog (chainwheel) are the most easily recognizable shapes to a bike because they are very specific. • Can’t use specific components• Less recognizable when its not in a profile view• When using the whole bike it seems you can remove; spokes, cranks & pedals, and in some cases even the frame as long as the wheels and person form is there.

// Naming

20

WORD ASSOCIATION

These are some of the word maps and Ideation for thinking of a name. I was trying to link bikes to information and understanding.

Naming \\

INFORMATION

teacherfigure outfigure out

delivery new

medium

mediumincite

communicate

content

explore

gaining understanding

learningintelligence

experience

BIKE

BICYCLE

CYCLE

MOUNTAINTRIALS

BMX

dirtconcretewood track

strongjump

pedalsride

sweatroll

handlegears

openheartpumpflowroadfun

waterwind

blowingjoy

energyintense

efficientenvironmentconscience

hopstancetrack

brakesterrainpark air

fastsuspension

freewheelno seatfat tire

20” & 26”trails dirt

north shore

grindgyropegsspinair

combo

techpump

20racetrickbig

INFORMATION

people

applications

publishing

communication

thoughts

library

resources

services

ideas

architecture people

media

speechbooks

internet

21

NAMING IDEAS

INFOCYCLEBIKESPLORATIONBICICLEINFOCYCLEKNOW YOUR BIKEKYBKURBRIDE INDEXGET PERFECTBIKE BUILDCYCLE BUILDBIKE INCITEBINDEXBEFRIEND YOUR BIKEBIKE DETAILSCYCLE DEETSLEARN YOUR BIKECREATIVE BIKE

HOP GRIND AIRINFLOWINFO CHAINTECH PARTSARE YOU SPONSOREDFREEWHEELFREE YOUR BIKEGET EFFICIENTMAKE IT BUTTERYSIMPLY CYCLEWHAT’S WITH YOUR BIKEFIT YOUR BIKEBINDEX CYCLEBIKE MIXBIKEDEXFRESH BIKEBIKE BINDSIMPLE BIKE

BIKE WISDOMCYCLE HOUSESIZE MY BIKEBYCYCLERIDE INDEXBINDEXCYCLEUNITE CYCLEBICYCLE FUSEDATA CYCLEBIKE BRAINLEARN CYCLECYCLEDEXBIKE PARTS INDEXBPIBIKE COMPONENT GUIDEBGCTWEAK MY BIKEBIKE ADJUSTER

Know Your Bike (KURB) was the name that stood out to me best because that brand will be communicating with a range of people that know very little about bikes and people who know a lot. This name will not offend or talk down to people with less knowledge because it is about getting to know your bike and what is available to the consumer. On the other hand, someone with more knowledge of bikes will want to become one with their bike by tweaking parts and customizing their bike to their style.

// Naming

IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY

IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY ID

IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY

IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY IDENTITY ID

IDENTITY

FIRST STAGE

26

FIRST STAGE

Identity \\

The preliminary sketches are where I turned the research into graphic solutions.

27

FIRST STAGE

// Identity

These square wheels are how I wanted to convey someone not knowing a bike.

28

FIRST STAGE

Identity \\

29

FIRST STAGE

// Identity

30

FIRST STAGE

Identity \\

31

FIRST STAGE

// Identity

TYPE STUDY 1

34

TYPE STUDY 1

Identity \\

I initially wanted the type to be geometric and rigid to play off the square wheel ideas.

35

TYPE STUDY 1

KURB KNOW YOUR BIKE

// Identity

36 Identity \\

TYPE STUDY 1

KURB KNOW YOUR BIKE

37

TYPE STUDY 1

KURB KNOW YOUR BIKE

KURB KNOW YOUR BIKEKURB KNOW YOUR BIKE

// Identity

38 Identity \\

TYPE STUDY 1

39

TYPE STUDY 1

// Identity

SECOND STAGES

42 Identity \\

SECOND STAGES

I needed to go back to the basics to become more essential to bike form. Circles are the biggest key in all bike parts.

43

SECOND STAGES

// Identity

44 Identity \\

SECOND STAGES

45

SECOND STAGES

// Identity

46 Identity \\

SECOND STAGES

47

SECOND STAGES

// Identity

48 Identity \\

SECOND STAGES

49

SECOND STAGES

// Identity

50 Identity \\

SECOND STAGES

51

SECOND STAGES

// Identity

Many bike companies have distressed logos to add more energy so I thought this might be the route to go.

52 Identity \\

SECOND STAGES

The next design was to replicate the spokes, another key feature only related to bikes.

53

SECOND STAGES

// Identity

54 Identity \\

SECOND STAGES

55

SECOND STAGES

// Identity

56 Identity \\

SECOND STAGES

The icon is based on a link of a bike chain. This chain link is the perfect representation of a bike because it is a key part of its form. It is a very curvilinear yet strong form in itself. Since KURB is about understanding all the components of bikes and being able to link them together to build your perfect ride then the physical job of the bike chain link is a perfect comparison. The placement of the three links are important as well because they symbolise the 3 types of extreme bikes and the unity of having a perfect bike.

57

SECOND STAGES

// Identity

58 Identity \\

SECOND STAGES

59

SECOND STAGES

// Identity

60 Identity \\

SECOND STAGES

61 // Identity

SECOND STAGES

LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO

LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LO

LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO

LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LOGO LO

LOGO

COLOUR STUDY

66 Logo \\

COLOUR STUDY

The red is more powerful, energetic and assertive.

67 // Logo

COLOUR STUDY

68 Logo \\

COLOUR STUDY

Red is the most evocatively powerful colour. It is the symbol for love, passion, danger and energy.While being the most visible colour red is also the most emotionally intense colour evoking many powerful feelings.

69 // Logo

COLOUR STUDY

QUARTER FINALS 1

72 Logo \\

QUARTER FINALS 1

The horizontal movement of this layout works best without becoming too busy.

73 // Logo

QUARTER FINALS 1

QUARTER FINALS 2

76 Logo \\

QUARTER FINALS 2

77 // Logo

QUARTER FINALS 2

Days typeface works the best because of its strong looking stability and it’s curvy nature make it friendly.

78 Logo \\

QUARTER FINALS 2

79 // Logo

QUARTER FINALS 2

This particular layout is optically spaced so it links well and is clearly identifiable.

TYPE STUDY 2

82 Logo \\

TYPE STUDY 2

83 // Logo

TYPE STUDY 2

The stretched version seems to have a better flow through the word than the compressed version.

84 Logo \\

TYPE STUDY 2

85 // Logo

TYPE STUDY 2

Cuts on both the “U” & “B” give enough character to this word mark that it could stand on its own.

SEMI FINALS

88 Logo \\

SEMI FINALS

89 // Logo

SEMI FINALS

FINAL

92

FINAL

Logo \\

93

ITERATIONS

// Logo

SPECS

96

WORDMARK SPECS

Logo \\

28

LOGO

LOGO SPECS

The full logo is scaled based on the white circle in the icon. Each character is

the same width as the diameter of the circle. On the Horizontal line the spacing

around the circle to the outer edges is .25 units wide as well as the space between

the icon & wordmark. The letters are kerned to optical perfection using the left

over .25 unit. The same applies to the vertical nature of the three circles & the

remaining space of the icon.

1 Unit

3 Units 4.25 Units

8 Units

1 Unit

4 Units

97

ICON SPECS

// Logo

29

LOGO

ICON SPECS

The icon is based on a link of a bike chain. This chain link is the perfect representation of bikes because it is

of its perfect form. It is a very curvilinear yet strong form in itself. Since KURB is about understanding all the

components of bikes & being able to link them together to build your perfect ride then the physical job of

the bike chain link is a perfect comparison. The placement of the three links are important as well because

they symbolise the 3 types of extreme bikes and the unity of having a perfect bike.

This is the reformed verson of the linking chain. This is an exact likeness of bike chain links.

TYPE & COLOUR

100

TYPE

Logo \\

18

TYPOGRAPHY

DAYS TYPEFACE

Days is a great free based typeface found on Behance. It’s a real treasure for headlines.

It’s clean, rounded, modern & is full of character. Although there is a strong geometric

feel it is very friendly & sturdy. These are perfect characteristics for the KURB Brand’s

logo & identity.

Days typeface is a display font meant for use in large sizes & works effectively in capitalized letters. It was

designed by Aleksey Maslov, Ivan Gladkikh, Alexandr Kalachë.

19

TYPOGRAPHY

WHY DAYS ?

Days is the perfect typeface for KURB. The wonderful

rounded corners of the strongly built characters

showcase an elegant yet bold feel. The slight slant

in such letters as the A & K suggest an energy &

strength that goes hand in hand with extreme biking.

ABC DEF GHI JKL MNO PQR STU VWX YZabc def ghi jkl mno pqr stu vwx yz

123 456 789 0!@# $%^ &*() ?

Days is a great free-based typeface found on Behance. It’s a real treasure for headlines. It’s clean, rounded, modern and is full of character. Although there is a strong geometric feel it is very friendly and sturdy. These are perfect characteristics for the KURB Brand’s logo and identity. Days typeface is a display font meant for use in large sizes and works effectively in capitalized letters. It was designed by Aleksey

Maslov, Ivan Gladkikh, Alexandr Kalachë. Days is the perfect typeface for KURB. The wonderful rounded corners of the strongly built characters showcase an elegant yet bold feel. The slight slant in such letters as the A & K suggest an energy, movement and flow strength that goes hand in hand with extreme biking.

101

COLOUR

// Logo

14

COLOUR

KURB DARK

C 15

M 100

Y 100

K 15

KURB DARK

C 100

M 100

Y 100

K 100

KURB LIGHT

C 0

M 100

Y 100

K 15

KURB LIGHT

C 0

M 0

Y 0

K 85

KURB BLACK GRADIENT

KURB GRADIENT

These two gradients are built to be used in a full colour applications in a very

careful way. The reds are chosen to be substitutable in the case of a issue with

background values with colours or greys.

The grey gradient can be used in a B&W or Colour Application.

KURB RED GRADIENT

15

COLOUR

KURB BLACK

C 0

M 0

Y 0

K 100

KURB LIGHT GREY

C 0

M 0

Y 0

K 50

KURB DARK GREY

C 0

M 0

Y 0

K 85

KURB WHITE

C 0

M 0

Y 0

K 0

KURB GREYS

As well as black & white there are 2 values of grey

(85% — Dark Grey & 50% — Light Grey) that can be used when according

background’s value is different.

These two gradients are built to be used in full colour applications in a very careful way. The reds are chosen to be substitutable in the case of an issue with background values with colours or greys. The grey gradient can be used in a B&W or Colour Application.

POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTER

POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS

POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTER

POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS POSTERS

POSTERS

IMAGERY

106

IMAGERY

Posters \\

107

IMAGERY

// Posters

108

IMAGERY

Posters \\

109

IMAGERY

// Posters

FIRST STAGE POSTERS

112

FIRST STAGE

Posters \\

113

FIRST STAGE

// Posters

Some of the logos become lost in the image unless they are scaled up.

FINAL STAGE

116

FINAL STAGE

Posters \\

Parts of the bike or environment that get used by a bike would be emphasized in some way. These iterations are done with red highlighting a certain part and the rest becoming monochrome.

117

FINAL STAGE

// Posters

118

FINAL STAGE

Posters \\

119

FINAL STAGE

// Posters

120

FINAL STAGE

Posters \\

121

FINAL STAGE

// Posters

PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS

PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PAR

PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS

PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PARTS PAR

PARTS

IMAGES

126

IMAGES

Parts \\

This is a library of bike parts that are used on trials, bmx and mtb. Many are used in more than one type or bike model.

127

IMAGES

// Parts

DRAWINGS

130

DRAWINGS

Parts \\

I wanted to draw the parts in a unified way to have them be unbiased by brands and have the emphasis on the specific part of the component.

131

DRAWINGS

// Parts

As they will go on a black background for the web they need to be a light value.

LABELS

134

LABELS

Parts \\

42

BIKE PARTS

All of the bike parts that are used with mountain bikes, trials bikes and BMX bikes are illustrated using simple consistant strokes. They are labelled with the specific name of the each component of the part itself. The labels are to be set in Days typeface and linked with red strokes. The stroked should have 90o bends with a radius of 0.125 in and ended by a .25 in radius dot.

PARTS

PEDAL THREAD

ARM

BB THREAD

FREEWHEELTHREAD

Bend

Dot

The bends and dots are all based from the logo and wordmark to keep everything unified.

135

LABELS

// Parts

43

WEBSITE

This will be displayed on the website and most applications as a white graphic on a black background with the

type in 80% grey.

ONLINE

PEDAL THREAD

ARM

BB THREAD

FREEWHEELTHREAD

WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE

WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBS

WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE

WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBSITE WEBS

WEBSITE

PAGE DESIGN

140

PAGE DESIGN

Website \\

I wanted the background to be textured and be relevant to biking culture. These are among some the many images in my collection.

141

PAGE DESIGN

// Website

142

PAGE DESIGN

Website \\

143

PAGE DESIGN

// Website

As the parts drawings need to be on a dark background I reduced the light and increased the contrast in order to create a subtle texture.

PAGE LAYOUT

146

PAGE LAYOUT

Website \\

147

PAGE LAYOUT

// Website

FUNCTIONALITY

150

FUNCTIONALITY

Website \\

151

FUNCTIONALITY

// Website

Once choosing a bike style a sub menu appears on the right for all the parts and components in that category.

152

FUNCTIONALITY

Website \\

When a part from the left bar is chosen, the labeled image appears on the right with a written description underneath in a self-contained scroll box.

If there are multiple designs of one part an arrow will appear to the right that will switch to the next variation.

153

FUNCTIONALITY

// Website

BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK B

BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK

BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK B

BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK BRAND BOOK

BRAND BOOK

PAGE DESIGN

158

GRID

Brand Book \\

These pages are taken straight from the KURB Brand Standards Book to showcase the grid, page layout and ideas of some content available in the Brand Book.

159

CHAPTER MARKERS

// Brand Book

LAYOUTS

162

LAYOUTS

Brand Book \\

163

LAYOUTS

// Brand Book

164

LAYOUTS

Brand Book \\

165

LAYOUTS

// Brand Book

166

LAYOUTS

Brand Book \\

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// Brand Book

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FINAL THOUGHTSThis thesis project challenged me in ways I had never explored before. I learned so much about

myself through research and development of the brand identity. I feel I grew as a person, a

designer and an artist. The skills I gained through

this will be a relevant part of my future endevours.

All Intellectual Property (concepts, designs & text) contained in this document of the KURB Brand Process are the property of Brady Carpenter.

Their usage without written consent is prohibited.

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A Comprehensive Guide to the KURB Logo & Identity

Created and Designed by Brady Carpenter

KURB - Brand Creative Process

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