La Bicyclette
Job:12-84823 Title:RP-Graphic Design That Works (LDW)
175# Dtp:120/163 Page:64
Text (DS)
Client
La Bicyclette is a French cafe
and bakery located in Manhattan.
DESIGNER
Felix Sockwell
FIRM
Felix Sockwell Creative
Process
In developing a logo for a new French cafe, designer Felix Sockwell began with a
series of pencil sketches of different types of bicycles in a variety of drawing styles.
Of these, he deemed the designs composed out of the bare minimum of lines the
most successful, feeling they best reflected the simple charm of the neighborhood
cafe. As he further reworked the design, a concept emerged: by replacing parts of the
bicycle’s outline with a knife, fork, and a spoon, the mark instantly conveyed the fact
that La Bicylclette was a food establishment. He then refined the drawing in
Illustrator and added the client’s name set in Akzidenz Grotesk Bold in a horizontal
line beneath the symbol to suggest a street. And though he experimented with
color—blue and red to suggest the French flag, and red and yellow to convey a
sense of warmth—he ultimately opted for the simplicity of black and white.
What Works
While the mark’s imagery, a bicycle composed of two plates and a knife, fork, and
spoon, conveys the fact that La Bicyclette is a food establishment, the logo’s simple,
playful style projects a company identity of friendliness and warmth.
NYC
Graphic Design That Works
64
040-069 84823 10/12/05 2:05 PM Page 64
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