Thursday, September 02, 2010

Morewood bikes launches new identity in Europe

2010 has definitely been a good year for the studio. Here's why: We took a global brand and breathed new life into it. That's the new mark for Morewood Bikes and lower down you will find the new logotype, which has also been evolved to communicate the changes going on within the business and through the product-line.

As the original designers of the Morewood identity, is was a unique opportunity to work on the evolution of the brand. With the biggest challenge undoubtedly being the mark. Morewood are a South African company, based in Pietermaritzburg, who have been making bikes and exporting them all over the world for the best part of a decade.

But there was a problem. The logotype was getting tired, and their "badge" was difficult to work with. The new brand needed to be easy to work with, memorable, edgy, unique, conceptual and fit the brand. Plus there is so much brand equity related to the logotype that any drastic departure could result in failure.

That pretty much sums up one of the trickiest design brief for sploosh in 2010. After months of design and development, this is the result.

: )

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