Certini Cycle Co is our local bike store but just like Shred they are a small store with big ambitions. The owners took the bold move to open some new stores as concessions in House of Fraser stores, initially in Plymouth but then reaching up to Cardiff later.

We’ve always fancied ourselves as pseudo bike shop owners so it was pretty easy for us to conjure up some ideas for the kind of store we had in mind for House of Fraser. It involved Paul Smith and Rapha, Brompton and Condor. Expensive clothing with beautiful displays and large inspirational images of cycling. A place for bored blokes to burn their cash on a Saturday afternoon whilst drinking coffee and watching reruns of the Tour De France on a big screen.

Needless to say the client opted for the safer option of 100 square metres of slat wall and packed it to bursting with fluro yellow jackets and Specialized bikes whilst ghostlike shoppers now migrate their way around the chrome bike racks whilst looking for the 30% off swing tag. I guess that’s high street retail in 2012.

The logo is all the remains of our original designs, a classic mix of old meets new – conjuring up the open road and adventure but also elements of the history of cycling. It looks good on pretty much everything it’s been stuck on – even the slat wall!