Boulder, Colorado based Gear Movement is an online reseller of used and overstocked outdoor gear. With “movement” in the name, keeping it kinetic was key and we chose successive arches reminiscent of the dotted lines in cartoons that illustrate hopping and imply waves and bumps — the kind of terrain outdoor gear is made for. We chose a typeface that fit their generally younger demographic and their modern aesthetic. The colors give a nod to americana and pop on light or dark backgrounds.