Avoid cliches of skulls with beards, flames, cross-bones/cross-pistons etc, we're not hipsters. Do not make the logo look like an MC patch (Think Sons of Anarchy) as in the real world of motorcycling, this is not actually acceptable.
This brand is about building custom motorcycles. Not mass produced. We craft one-off pieces with personality. Our branding needs to reflect that.
It’s about individuality.
The final logo mark needs to work at all scales. From small badges placed on our bikes, to merchandise (t-shirts, iron-on patches etc)
Colour is secondary. The logo needs to work as black on white and white on black. Add colour accents as an option to show potential.
Take inspiration from retro, hand-painted signage and screen-print style illustrations.
Flexibility is also key. A well executed text-lock up will allow any future illustrations to be placed alongside the logo. Whereas a logo which relies too heavily on a single illustrative element will limit its reach.
Emphasis should be placed on the DDM part of the logo, with the additional slogan being secondary.
Companies we think have done it right:
- Deus Ex Machina
- House of Machines
- Death Machines of London