Off Course Bike Shop, formerly Commuter Cycles, has introduced a new brand identity focusing on adventure, exploration, and community. Located in Melbourne, the shop specializes in bikes for commuting, touring, and adventure cycling, offering models from brands like Surly, Kona, and Salsa. Alter’s new branding brings a playful, approachable tone that appeals to a diverse range of cyclists, from seasoned riders to first-time bike campers.
The new logo marks a clear departure from the previous design, which used a rounded monospace font that didn’t capture the shop’s adventurous spirit. The old logo, with its straightforward single-line text, lacked visual energy. The redesign addresses this by embracing the name “Off Course,” evoking a sense of exploration and encouraging riders to venture off the beaten path.
The new design is distinct and engaging, featuring a wavy, whimsical typeface. The letters appear to drift off their intended path, symbolizing the detours and adventures cyclists might encounter. The rounded edges give the logo a friendly, inclusive feel, welcoming all riders, whether commuting or embarking on a bike-packing adventure.
The bold color scheme, particularly the deep green in the text, reflects the natural beauty often explored by adventure riders. This choice reinforces the shop’s connection to nature and cycling as a journey, not just a destination.
A key strength of the rebrand is how well it aligns with the shop’s broader mission. The visual identity is inviting, making the shop feel like a welcoming space for anyone seeking advice, bike repairs, or simply wanting to chat about cycling routes. The fluidity of the logo mirrors the cycling experience—sometimes smooth, sometimes challenging, but always an adventure.
Small illustrations incorporated into the branding add charm and enhance the logo’s playful tone. While some design choices, like the stipple texture shadow on the illustrations, may feel less fitting in certain contexts, the overall design works cohesively across print and digital platforms.
The updated branding reflects the shop’s passion for cycling, making it a go-to destination for riders who enjoy taking the scenic route and embracing the adventure of the ride.
