Hitchcocks Forum

One of the areas that needed a deeper understanding at the commencement of visual identity, was the quality and character of craftsmanship that the brand genuinely owned. This was critical as it guided decisions at both strategic and drawing-board levels for the visual identity.

One of the key insights, that the brand’s view craftsmanship is human, led to the overall identity family’s openness in embracing diversity and quirks. The resultant family of assets, was not oversimplified or brought under a strictly uniform mould. Instead, a consistency of richness and restraint, of beautiful functionality and purposeful craft, binds it together.
provided text
New Logo and Identity for Royal Enfield by Codesign
Logo detail, stacked version.
The new Royal Enfield logotype is an evolutionary step forward from its predecessor, inspired by the commanding presence of the design of the motorcycles, and drawn for higher recall and finer translation into both 2D & 3D renditions. From the selection of a drawing direction that best represented the enduring legacy of the brand, close to 100 iterations of detailed drawing variations were created and refined to arrive at the final form, taking into account the nuances of provenance, power and craftsmanship.

I thought I had a reasonable understanding of the English language. Apparently not. Perhaps it's some sort of code.

I think they are saying there will be a new transfer on the tank!!

Sounds like it's an Indian translation..from Chinese......via Korea......and "Der Management"...Have a read of this >>>>>>>>>>>>>>>>> http://www.spirae.com/products/blue-fin ... tegration/

Chris [Stockport] is there any chance of you translating that into English please?

Very impressive media-speak but after all that guff, the new logo is truly carp* and looks like it was done by the 5 year old remedial art class! REgards, Mark (*=anagram!)

Nobody recognise the writings of an art critic on LSD?



seemed pretty clear to me.

oh, ... plus it's bollocks!

Do they really believe that what amounts to a change of typeface will make any difference?
I wonder what the overall cost comes to.

As a writer/novelist and teacher of English to foreigners, I'd like to know if this was written by a native English speaker, trying (and failing miserably) to impress, a foreigner trying (and failing miserably) to impress, or maybe there is a Royal Enfield factory on some as yet undiscovered planet out there....... Sh one t. Love from Sheila X