Life In The Saddle

I have long had an ambition to design a logo for Life In The Saddle—an emblem that stands for adventure, travel, freedom, and life on two wheels. During the 2020 lockdown, I found the time to work with a good friend of mine to bring this insignia to life... The classic roundel design of the logo takes inspiration from brevet badges found on historic audax rides and endurance challenges—it alludes to my passion for long distance riding and the heritage of cycling. It is a nod to inspiring events such as Paris-Brest-Paris and The Trafalgar Way . The central image on the logo is a silhouette of a photo taken of me, on a bikepacking ride on the Isle of Wight. I was riding my Kona Private Jake with lightweight bikepacking luggage and 40c off-road tyres; a set-up that is typical for many of my cycling adventures ridden to date. The out-of-the-saddle stance and gradient of the terrain seen in the silhouette typifies my favourite kind of riding—in search of mountains and summit viewpoints...