As is often the case, we had no shortage of ideas for this logo concept but one option fit the brief the best. Functionality and flexibility across digital platforms was a key requirement for this project so keeping it simple was a must. To do this we focused on using the letters E and G and seeing how we could communicate the scenic area and gravel cycling in a memorable way. Our solution was to use a stylized e and G and blend them together to create the wheels on a bicycle and an infinity shape. This core logomark was then arranged in several variations to work in various print and digital settings.