By Chris [Stockport] - Fri Dec 12, 2014 6:11 pm
- Fri Dec 12, 2014 6:11 pm
#4497
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.
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.
