Rebranding a top-tier global HR recruiter
Brand
Digital
A new brand identity for a new app that would appeal to Motor Cycle enthusiasts.
Problem
Moto Guru is an app for motor racing enthusiasts. It tracks lap times, bike performance and much more. In a crowded marketplace MG needed something memorable that stood out and appealed directly the the modern motorsport racing enthusiast.
Solution
A dynamic logo based around elements in the motorcycle racing world. The M is a reference to tight bends like chicanes, subtle squares are a reference to both a chequered flag and digital data, there’s the speedo graphic, the zero used as a O to also represent lap times and data. The oblique, slated text and the red to hot pink gradient complete the racing look.
RATIONALE
Taking key aspects of a Motorcycle race and integrating them into a bespoke logotype created a striking and memorable logo. The stylised M represented typical tight corners on a track like a chicane, the chequered flag was represented by subtle squares in the logo, speed was represented by the angled typography and speedo graphic and race times were symbolised by a stylised O to look like a zero.
