Switchback exterior sign and interior wall sign Switchback clothing, shirt, hat, hoodie Switchback logo in black on white wall Switchback Facebook account on tablet Switchback logo system Switchback tags and business cards Switchback logo in window

Switchback Cyclery Brand Expression

Located in Toronto’s evolving Riverside neighbourhood, Switchback Cyclery offers a wide selection of bikes and accessories. But Switchback isn’t just another bike store. Switchback seeks to create real jobs and opportunities for street-involved people, giving them a hand up.


The brand platform needed to be honest and authentic to both the community of people who work there as well as their customers. The brand position “Propelling Community” communicates Switchback’s dual mission – to help get people off the street through meaningful employment and to get people out of their cars and onto a bike.


To do the big job of a retail brand, the visual identity needed to be much more than a logo. Building off the core icon of a traditional bike medallion, a complete system of identity elements was created, from symbols to word marks. The solution helps to convey Switchback’s desire to deliver a traditional offering in a contemporary urban environment.


Brand Activation, Brand Articulation, Brand Auditing