Brand Identity for Tyto
The following represents a branding system for Tyto, a prospective motorcycle gear store located in Merriam, Kansas. Tyto would be a provider of quality, stylish motorcycle gear for the modern rider. They would be committed to provided the safest, best looking, quality gear available. There are few dedicated gear stores in the Kansas City area and Tyto would seek to fill that niche.
You may view the process and presentation here.
Gear is part of an active lifestyle. Whether that’s riding to work or school, meeting up for coffee, getting dinner with friends, or taking the long way to anywhere, gear shouldn’t hold you back. Our riders want convenience and integration with their daily routine. They are the cool kids on the block, riding while their classmates or coworkers drive to work every day.
The System
The logotype chosen to represent Tyto draws on 1960s – 70s typography, and industrial vibes as a callback to the "classic street" style of bike popular with the primary demographic of Tyto. Header text is Clarendon URW while body copy is Futura PT. These were chosen because they support the retro callback of the brand's marks. Images mostly should mostly be high-contrast, black and white photos. They should feel serious, and edgy. Color images should help make the brand feel more lively in certain contexts. The color palette is largely a charcoal and mist accented by pops of British Racing Green.
The Business System
While we live in a digital world that offers instantaneous correspondance, phsyical artifacts can offer something more tangeable that can be appreciated. Note the reserved usage of green, including the interior of the envelope. The brandmark is embossed into the bottom of the letterhead.
Jacket
While Tyto’s main line of gear would not be of their own manufacture, there is a potential to modify existing articles. One tradition in cycling is the painting of leather jackets. Traditionally paintings could be quite illustrative. In this case the logotype is applied almost as a subversion of that tradition. A potential avenue of community integration could be the use of local artists to produce such jackets.
Price Tags
Every retail establishment needs price tags. In this case, they echo the business cards on the front and on the price and item side they have space for handwritten prices. The logo and a bit of green tie it all in.
Garment Box
This is the garment box for carrying items sold. It reuses elements of the letterhead for consistency, and includes the location, as well as the tagline. It is very difficult to photograph white things in the sun when they’re on a darkish background.
The Book!
