I want to start off by saying that this logo is, thankfully, outdated as of the writing of this blog. Whether it was a work-in-progress, the official mark of the company got changed, or someone just decided to upload a very bad recreation of Finish Line's logo to Brands Of The World, I don't know. All I know is, I'm glad that someone, somewhere along the proverbial foodchain, looked at the logo on the left and said "Oh HELL no."
Aside from the relatively bad craftsmanship displayed, I'm honestly not quite sure where to begin. The typography around the edge is pretty generic, but the text in the center -the actual company name- is in major competition with a less-than-spectacularly rendered flag. The flag, with all the little pockets of trapped white-space, is really the only thing generating any actual visual interest. And frankly, nothing here really says 'bicycle' to me. Auto mechanic, maybe. Car and general supplies, maybe. Racing company, perhaps. But not really bicycle, unless the generic and unmemorable ring in the background is meant to be a very out-of-shape bike wheel.
To be totally honest, the Ciari Parts logo doesn't say 'bicycle' to me, either, at least not immediately or obviously. The symbol does call to mind a wrench making a mechanical adjustment, but that could apply to any kind of mechanical supply. It does a good job of sending across its intended meaning in a way that's likely to be readable in all languages, the text is clear, and doesn't compete with the graphic, and it has a good hierarchy besides, drawing attention to the company name. It's compact, reproduces well at small sizes and without color. There are probably auto-supply and repair outlets that have similar symbols, but the C-wrench is still going to be memorable and recognizable. The trapped white-area creates interest without pinning the eye down, and it's easy to see this having many uses.
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