Logo Design Process

I worked a lot on a “ tire treaded dirt road” and rugged, texturized concept. We worked through many avenues until arriving to the larger logo above to the left. Once there it was clear we were on the right track from the client’s feedback and then went into cleaning the concept up. The final logo introduces a unique road marking while also calling back to the ‘community building’ the company is heavily based on, looking like abstract hands laying on-top of one another. This also channels back to the tracks of wheels on an open road.