The theme brief specified that they were looking for hand lettering, a creafted logo that would reflect bike’s classic British laid-back attitude. Beautifully crafted, the new Speedmaster delivers a host of unique premium touches, hence its logo had to reflect that crafted look while displaing a bit of attitude.
The main challenge with this project was to keep a good balance between craft, premium look and the attitude. It took me numerous amount of attempts to finally finish with the current logo. Along the way name for the bike changed, which meant further adjustments had to be made to the logo. Finally, in October 2017 bike was launched with the new logo.
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