Driving back from Interbike, Chris, the Gnome and Ryan recognized it was time for a tag line/way of life to be included in our shameless media campaigns, emails. t-shirts and the like. Exhausting many ideas, somewhere near Barstow we recognized the best stories of a bike ride (and life) are more about what was unpredicted rather than what was expected. Recognizing we generally drive the business differently than the others, we realized “UnPredict Your Journey.” summed it up nicely. Then we needed it to look nice and finding a font from the Mac didn’t seem right. Thanks to Dave (someone who is always there to Hang/w in his garage), we found the fonts and for UnPredict Your Journey. Dave saved old type settings from being re-purposed (melted down) at a Foundry for Surly Bikes. Anyway, we created our new logo. 15 years in the making, we finally have a simple and stylish way to explain TCB. (We are officially retiring the old temporary tag line (nobody really cared about, anyway) “Friendly Service, Convenient Location” which we used because Chris read that those are the two most important things to people in choosing a bike shop when surveyed. Something is fun about creating a logo old school analog type. After we rolled it on a piece of paper, Eric turned it digital and kept the nuances of the rolling. Nice touch from Eric, keeps it real. We made it Royal blue to match blue jerseys. Now, it makes you wonder if fancy ad agencies would look at this process and think we are goofballs, or is the dirty secret this is how it all gets done.