After some in-depth discussions with the client, we agreed the best approach for this project would be to create a strong typographic identity alongside a website. Using clear messages with an informative tone, gives the products a higher-end, secure feel.

The logo is built by taking a basic pedal shape (T) and creating a clamp around it which turns to create the ‘ED’. This is then joined with the rest of the logotype, set in a strong condensed typeface with a system of key lines and colour bars to inform structure within designs.

The logo and brand language work across both digital and print, and has enabled Pedlock to start successfully selling units.