Working with local Phoenix jack-of-all-trades, Chris Petroff, was a pleasure! I first met Chris when we worked on a project together for Phoenix entrepreneur hub, Seedspot, and we kept in touch through his work in the city and local community. Being the bicycle enthusiast I am, I jumped at the chance to work with Chris on Jack + Lucy, a company he started to fuel his bike building passion.
He wanted a vintage yet forward thinking logo that could work on the web, in print, and as a metal centerpiece on his customized vintage bikes. We landed on this logo, a simple and clean brand identity with a classic color palette. The font is reminiscent of Chris’ designs with a vintage lugged steel frame and the mark and lettering can shift to make fitting patterns for each focus of the business – recycles, new cycles, and kids.