Wilderness Trail Bikes, colloquially referred to as WTB, was established in 1982 in the shadows of Mt. Tamalpais in Marin County California, the birthplace of the mountain bike industry. As part of an extensive branding study, we firmly established the well-known WTB "nick name" as the formal brand expression along with a re-design of the "WT" monogram / wolf head icon. These identity elements and an expanded visual language was implemented across all product and communications media.