As Lisa and I travel through Europe I am challenging myself to design a logo in each city based on my experiences. The first stop is Amsterdam! We visited the Rijksmuseum during our stay, one exhibit I found fascinating was about the Dutch artist Dick Bruna. He created the children's book character Miffy, and countless book covers. He was inspired by Matisse, and the De Stijl movement.
The day after we went to the museum, we rented bicycles and went for a wonderful bike ride from our hotel to Ouderkerk aan de Amstel, following the Amstel River. When I explain Amsterdam to family at home, the main image I try to convey is the mother that has three kids situated all over her bike as she zips through the streets. Bicycle culture here is such a joy to see and experience.
Both of these experiences led me to create an identity for a fictional bike rental company, IHEARTBIKES.