Urban Trails is a small, local mountain biking company that specializes in tours in San Francisco. I was asked to come up with a logo and a basic visual language to help differentiate their brand. This included a logo, itinerary and a website. Urban Trails really wanted a brand identity that looked local, while also appearing sophisticated enough to blend into a design-oriented city like San Francisco. I created a logo that fused both the small, “mom and shop” bike-lover aesthetic with a slick, polished look.