Grip Unlimited is an innovative bag designer that makes bags that attach to your bike frame. It also offers apparel and they wanted the logo to have an skateboardish lifestyle look to it.

Since the logo is going to be print in a very small size on bags it was crucial that the logo is clean and straightforward.

The target audience is men and women who rides bikes 18-45; daily commuters, weekend riders, and everyone in between and will also most likely live and or work in a city environment. Therefore the color choice was clear to me. Black and white resembles an urban lifestyle.

The custom type swash of the R is supposed to reflect the bike bags which are attached to the bike frame.