BIKOLOGY - Concept development and rethink

The concept of the shop name is a combination of the words BIKE and BIOLOGY. This was the original concept to the brief and it informed all of my design decisions. I still want to incorporate the idea of bike biology into the concept and use print methods and finishes to explore this.

With the new logo I've decided to emboss it without any print apart from the structure of the bike which will act as a spot colour. The idea is that it's highlighting the biology of the bike vector within the 3d texture of the embossed logo.

All the deliverables will be on a heavy stock to get a really prominent emboss and make the logo stand out more.