West Coast Descent is an exciting new start-up offering a mountain bike shuttle service in Western Australia.

We were commissioned to design a logo for them, based on some initial parameters supplied by the proprietor, Josh Furnance. These included a circular bounding element, mountain skyline and the acronym WCD for the business name. We were specifically restricted to a black and white only palette.

The final result appears here with some of the also-ran ideas shown beneath, showing how we explored variations on the theme, including 3D sloping typography, different mountain shapes and even the incorporation of a bike wheel as the bounding element.

The process involved suggestions from the client which were incorporated in the final design. We're both happy with the discintive and effective result.