This is the logo for the new brand MACADAM, an electric skateboard with one wheel in the middle. The client looked for a logo with a handmade retro feel that conveyed the pleasure that comes with riding on the macadam board, which is best described as "surfing the streets". The skateboard glides smoothly and provides an experience similar to surfing, represented here by making the logo's C a road that turns into a wave. The skateboards are handmade by the owner and definitely has a "shop small" approach, which is why there's added texture in a handmade-looking font to reflect this. The brand colors are yellow, orange and pink which represent a sunset to ride into with the Macadam, and black stands for the color of asphalt.. The pattern represents the road being wavy to tie in with the "surfing the streets" feel.