Planetary Gear
& Bikes
Principles of Branding · Summer 2025
The problem
Most bike shops fall into one of two traps: either they're intimidating gear-obsessed showrooms that make casual riders feel unwelcome, or they're so low-key they feel unreliable.
Planetary Gear and Bikes, a mechanic-only repair shop in Grand Rapids, needed a brand that said something different: that great service can be community-rooted, sustainable, and genuinely approachable without sacrificing craft or personality.
Most bike shops fall into one of two traps: either they're intimidating gear-obsessed showrooms that make casual riders feel unwelcome, or they're so low-key they feel unreliable.
Planetary Gear and Bikes, a mechanic-only repair shop in Grand Rapids, needed a brand that said something different: that great service can be community-rooted, sustainable, and genuinely approachable without sacrificing craft or personality.
The Audience
Shawn. 36, west side Grand Rapids, rides year-round on a “Franken-bike” built from six different decades of components. He doesn't want a shiny showroom or the newest carbon frame.
He wants a shop that respects his knowledge, doesn't flinch when he rolls in with a 1970s derailleur and a dream, and feels like somewhere he actually belongs.
Shawn. 36, west side Grand Rapids, rides year-round on a “Franken-bike” built from six different decades of components. He doesn't want a shiny showroom or the newest carbon frame.
He wants a shop that respects his knowledge, doesn't flinch when he rolls in with a 1970s derailleur and a dream, and feels like somewhere he actually belongs.
The Solution
The name "Planetary Gear" unlocked the identity. A planetary gear system is mechanical, precise, and interconnected: but the word planetary also carries something bigger, more expansive.
That tension between grit and vision became the brand's entire personality. The logotype leans into the hand-drawn energy of the name while the color palette keeps it grounded and confident.
The name "Planetary Gear" unlocked the identity. A planetary gear system is mechanical, precise, and interconnected: but the word planetary also carries something bigger, more expansive.
That tension between grit and vision became the brand's entire personality. The logotype leans into the hand-drawn energy of the name while the color palette keeps it grounded and confident.
What I Learned
Designing for a real person's real business changes everything.
Every decision had to hold up against "would Shawn actually trust this?" — which turned out to be a much better brief than any creative brief I've written for myself.
Designing for a real person's real business changes everything.
Every decision had to hold up against "would Shawn actually trust this?" — which turned out to be a much better brief than any creative brief I've written for myself.
Early thinking
Explored directions ranging from utilitarian and stripped-back to more expressive and handmade before landing on something that felt like both.
System
IBM Plex Serif Semi Bold Italic for display: editorial, slightly quirky, warm.
IBM Plex Mono for body: technical, honest, no-nonsense.
IBM Plex Mono for body: technical, honest, no-nonsense.
Teal-green as the primary brand color, orange as the accent, black to anchor everything.
The stripe motif runs through every touchpoint as a subtle nod to mechanical movement.
Final Work