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Arts and Culture
Identity
.
Experience
.
Product

Maintain the balance for the future

Maintain the balance for the future
Category
Arts and Culture
Product
Brand Identity
Client
Retour

Retour is a new sustainable brand in Scandinavia with a mission of building new bicycles out of an abandoned, broken bicycle. The bicycles are manually refurbished, painted, and complemented with hand-picked quality parts. Retour create inclusive jobs by employing and educating passionate youth, that for reason are outside the job market or studies.

Fig 1.

Inspirational image: Bike stunts at Keith's Union Square Theatre 1902 

Fig 2.

Inspirational image: Pierre Lallement modern pedal bicycle 1866

Fig 3.

The American Velocipede, 1868

Fig 4.

Sketch for the identity. For people, to people. Inspired by the round shape, and developed into a simpler a retour type.

Purpose and Need

To create an environmental project through social entrepreneurship and meaningful work has always been the main purpose of Retour. They come up with the idea of recycling the abandoned bicycle and create a new bicycle from it. Retour offer inclusive jobs—training youth as a mechanics. Retour needed a profile that reflected the name and the concept of their project.

Fig 5.
Fig 6.
Fig 5.
Fig 6.
<p>Photo: Svein G. Kjøde</p>
Fig 5.

Photo: Svein G. Kjøde

Retour gives broken bikes new life through social and meaningful work.
Implementation Method—Animated profile

The name Retour is a tribute to the ‘tours’ of the cycle sports. It’s also a metaphor for the bikes, given another tour, and re-activation of the younger generation. Our design solution provides Retour to have an animated profile that reflected that idea. The infinitive animated profile represents Retour as a re-cycling that always moving forward.

Fig 7.

Sketch Ideas for animation

Fig 8.

Second experimentation using the logo and tweaking the speed and removing the easing of the animation.

Fig 9.

Final choosen animation simulating the wheel of a bycicle with a better speed and orientation of the letters

Result

We constructed a custom typeface for the logo. The letter “O” has a playful visual, that represent a broken tire. We would like to create a simple, yet a distinct visual that communicate Retour in both static and dynamic implementation.

“As a result, Bleed managed to create a very good profile that fits with the concept, easy to implement, recognize-able yet unique and different.”—Runa Klock, co founder of Retour.
<p>Photo: Svein G. Kjøde </p>
Fig 10.

Photo: Svein G. Kjøde

<p>Photo: Sebastian Dahl</p>
Fig 11.

Photo: Sebastian Dahl

<p>Photo: Sebastian Dahl</p>
Fig 12.

Photo: Sebastian Dahl

Fig 13.

Photo: Svein G. Kjøde

Fig 14.

Retour

Fig 15.

Retour symbol

Fig 16.

Photo: Svein G. Kjøde

Fig 17.

Photo: Svein G. Kjøde

Effect
“Retour is a new and social responsible bike workshop that not only creates wonderful steel frames on wheels but also creates jobs and meaning for young people.” —elementa.no

After their launched, Retour has succeeded in creating a unique and recognizable product with a clear identity. Their short film has made the project stronger and has been played over 95K through social media. Retour has created a beautiful workshop and jobs opportunity for young people. Retour has created a new life for bikes, and hope to save more abandoned bikes!

Fig 18. Videographer: Andreas J. Riiser
<p>Photography: Linda Wiken</p>
Fig 19.

Photography: Linda Wiken

<p>Photo: Svein G. Kjøde</p>
Fig 20.

Photo: Svein G. Kjøde

<p>Photography: Linda Wiken</p>
Fig 19.

Photography: Linda Wiken

<p>Photography: Linda Wiken</p>
Fig 20.

Photography: Linda Wiken

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