Client: Good Racks

Profile: Good Racks is a student startup that carves high-quality ski and snowboard wall display racks from North American black cherry hardwood. The ski industry is wealthy but hip and design-oriented so they wanted the logo to target that niche.

Briefing: The wood and elegance of Good Racks‘ product are its main selling points. The logo will be milled onto the racks with a 3/62” engraving bit (the rack is 2.5” tall), so that limits how fine of detail the engraving can be. The logo must be a single colour. Serif and Sans-Serif fonts are fine. Pictorial, letterform, wordmark, abstract logos, and combos are good. Emblems and character logos are not desired.

Style preferences: Masculine, Luxurious, Geometric, Abstract

Colour preferences: Black and red/dark red. The logo will be engraved/printed on wood in addition to traditional media (web, print, etc.)

Concept/ Execution: For Good Racks, we created a modern, strong logo that inspires firmness and security. The surrounding shape is inspired by the boards their product will host/ work with: skis and snowboards. We have selected black, white and dark mustard #a7681f as the brand‘s colours, with the latter giving it the extra distinctive touch of elegance and luxury.