Bike shop in NYC wants a logo that is obvious to the location but doesn't look like any other NYC bike shop logo. Other wants are simple and creative. My subway sign idea wasn't great on its own, but with a redesign of stores and website it is strong. I suggested that they (if possible) make the inside of all stores to look like the inside of a subway. Tiles on the walls, textured rubber flooring like stairwells, and the signage like my logo. Outside the stores; match the paint scheme of subway entrances, maybe even make a bike rack that resembles railings framing subway entrances. Most importantly, on their website and in store - make a bike route map that shadows a subway map with colored routes. Each route is a colored bike tread with a purpose (exercise, fun, museum tour, bar hopping). Yet to see if they want to go down this road with me. If not i don't care, I enjoyed doing this.