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Brand Identity
Community Moto
A Saskatoon motorcycle dealership selling BMW, Triumph and Ducati to a city that trusts a neighbour further than it trusts head office. Identity, apparel and guidelines, on a tight deadline.
An exclusive three-marque dealership that had to read as the local shop it is, not as a franchise.
Deliverables
- Brand identity design
- Logo variations
- Apparel design
- Brand guidelines
Overview
Community Moto is an exclusive BMW, Triumph and Ducati shop in Saskatoon, and its real advantage is the parts and service bench behind the showroom rather than the badges on the floor.
Saskatoon rewards the personable over the corporate. It is an agricultural city with traditional family values, and brands that turn up looking like head office tend to struggle there. So the identity had to carry three premium marques while still reading as somewhere you would be recognised on the second visit.
Logo design
They arrived with a concept of their own to refine rather than a blank page. The work was in the combinations: setting the two words against each other until one arrangement was strong, legible and recognisable at every size a dealership actually uses, from a tank badge to a service invoice to the back of a hoodie.
The explorations below are the range that got there. Two survived: a stacked badge with the handlebars over the name, which is the one that goes on signage and a hoodie back, and a circular Prairie Driven lockup for anywhere the badge is too tall.
Apparel
A brand booklet covering the logo and the first apparel concepts was signed off before any garment was designed, so the clothing started from an agreed direction rather than a guess.
The range went into production and sold in store, which is the part that decides whether an identity of this kind works: a customer has to want to wear the shop.
