With the client's interest always in sight, the objective was to stay on track and not steer away from those requirements. Balancing this along with good design was a task, but the result of which would be a potent, practical and own-able scheme. The locus of effective design solutions, as with any project, is in exploring concepts based on the provided brief.

A couple of sketches later, I jumped into Adobe Illustrator to further explore digitally. The initial explorations revolved around a monogram, as that is what I had envisaged. Having mulled it over, my approach pivoted towards a logo type, given that the character length was ideal for with a visually appealing logo. Using Gotham as a base font, minor tweaks were make to suit the mood of the logo. After some fine-tuning, a couple of selected variants were presented to the client.

The client's thoughts were more inclined to a monogram style logo with a word mark. And although that is what I too had started off with, my inclination was toward a logo type with the added advantage of being able to extract a secondary icon from it. This would help them use the icon on space restricted applications. There was a difference in opinion, but laying down the vision and sharing the reasons for the change from a monogram to a logo type put things in perspective for the client. This insight led to him agreeing to go ahead with the the originally proposed concept.

The colour palette revolves around a muted dark blue and white as the primary colours, with sparse pops of red and muted khaki to add an element of contrast and a visual appeal.

Gotham was originally used as the font for the primary logotype which was then used as the body font for the brand's identity collaterals.

This avant-garde brand, as specific with its client persona as can be, was given a face with its new identity.

Although relatively fresh to the apparel industry, their new brand reverberated the company's message of authenticity, which quickly gave them eminence amongst competitors. This has successfully increased the overall value of the company by reinforcing their position in the market place, attracting better quality customers with higher retention rates, and raising the perceived value of the product.

As an added perk, it is also serving to be common ground for like-driven automotive aficionados to share their enthusiasm and ardor; a platform for automotive enthusiasts, united by a common passion.