Rebranding effort for venerable bicycle race "Race Across America" known as "RAAM." Described as the world's toughest endurance bicycle race, the Race Across America team approached me to update their logo in 2007. At the time, they had a logo in place that could best be described as heavily reminiscent of the YMCA/Olympic pictogram solutions that were popularized in the 1980's. As the designer, I had to be sensitive to the fact that people who had raced the event had an affinity for the old logo. Some even had it tattooed on their body to represent completion of the arduous coast-to-coast bike race. I worked with RAAM to develop a cyclist image that would hopefully prove timeless over the years even as the finicky bicycle industry changed frame shapes and helmet designs. Note the lack of bike frame to represent a "oneness" between athlete and technology. The new logo has proven to be a popular upgrade. The solo cyclist form works alone and as part of a duo to represent the newer team events added to RAAM. As well, in reference to the early years of the event where cyclists would wear a patch to denote progress throughout the course, the logo has a patch shaped border to pay homage to the race's roots.