The challenge
When the Palmetto Cycling Coalition became Palmetto Walk Bike, the name was only the start. The organization needed an identity that matched a much bigger idea of how people move through South Carolina. It had to speak to walking, biking, accessibility, community and place, and still feel unmistakably South Carolina.
Exploring the possibilities
I worked through several concepts that mixed pedestrians, cyclists, accessibility symbols, the state silhouette and the palmetto tree. Not every idea made the cut, and that was the point. The explorations showed me what the identity needed to say and, just as important, what it could leave out.
The new identity
The final mark brings the South Carolina silhouette and the palmetto tree together with people in motion. One graphic that ties the state, its people and movement together, and stays simple enough to work anywhere.
Building a visual system
A logo alone doesn't make a brand. The system includes linear and stacked versions plus supporting marks. Deep teal and leaf green lead the palette, with vibrant orange and golden yellow as accents. Futura handles everyday, approachable communication and Bebas Neue Pro carries the bold advocacy messages.
Putting the brand to work
The identity rolled out across merchandise, social graphics, stickers, signage and even a South Carolina license plate concept. The result is a visual system that works on everyday touchpoints and on the front lines of advocacy.
