The O is a volume knob, turned up. A music-gear cue and a quiet "gear" pun, built into the letters, so the name carries the brand. Black and white on purpose, so the prizes bring the colour.
On black, and on white
GEAR4YU
Primary
GEAR4YU
Reversed
The mark
The knob, on its own
Pulled out of the word, the volume knob is the compact mark for the favicon, social avatar, and merch. On screen it turns itself up.
Primary mark
On white
Favicon
In use
How it wears
GEAR4YU
The system: the logotype in the header and anywhere with room, the volume-knob mark for the favicon, avatar, and merch. Neutral black and white throughout, so the prize photography is the only colour on the page. Gear4You is the site; it supports the Ride For Music charity.