Here we go... My submission in response to the cycle rental brief. I'm not going to lie; I got close to knocking this one on the head. Unlike previous briefs I've answered, I found this one quite hard to respond to through a series of short sessions.
I wanted to develop something that was clean and modern but with a nod to bygone days of cycling. I tried to subtly include a cycling component as part of the design and failed on a few occasions (crankset, chainlinks and even a bell), but it felt forced. At the eleventh hour, I bashed out an old-school hand cycle pump in about three minutes and boom.
The other challenge I had was selecting a typeface. I started out intent with a script style but soon ran into difficulties when applied to my chosen merch; a keyring.
Here's the result. Please don't hold back on the comments.