PUSHER BMX
BRANDING | LETTERING | APPAREL DESIGN
Pusher is a local BMX bike shop in Denver Colorado that recently also expanded into a mail-order as well. I created several rounds of designs for a logo for Pusher’s mail-order side of operations; inspired by classic bicycle headtube badges. The final design was then implemented in a variety of collateral, including stickers, shirts, jackets, and hats.
BACK-
GROUND:
RESEARCH
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After doing some moodboarding to establish an aesthetic for Pusher’s mail-order mark, I began sketching. I looked to historic precedents for bicycle logos and related images for inspiration.
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BACK-
GROUND:
LOGO ROUND 1
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The first round of designs created referenced the history of bicycles, paying homage to bicycle headtube badges of the 1920s. Sadly, shortly after these designs were created, I discovered that there were two other BMX-related companies that had designs coming out featuring globes, so it was back to the drawing board.
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FINISHED DESIGN
FIG. 001
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My final design pays homage to the rich history of mail-orders from back before the days of the internet, when the population utilized mail services as a means to stay afloat when there were limited to no stores in close proximity to many. BMX can be likened a bit to this. Given its limited audience within the bicycle industry, it feels like it is forever still in the wilderness, with very few shops catering to this demographic. As such BMX is also forever still in need of mail-order, or online services like Pusher offers.
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FIG. 002
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The design was then placed on a variety of different types of collateral, such as hats, jackets, and shirts.
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FIG. 003
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Shirt design worn by pro rider and X Games gold medal holder Dennis Enarson in the X Games Real Street Best Trick competition
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Creative Direction
Design
Lettering
Illustration
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Photography by Dylan Wilde
X Games screenshot courtesy of ESPN