Triumph want to build a motorcycle brand fit for the 21st Century, to evolve their offer and experience. With such strong heritage inherent in the brand, the challenge is to preserve this amazing strength whilst better representing a more modern offer to attract a wider and younger customer.
Working alongside Wolff Olins, I helped develop a refreshed logo and new brand symbol. For the logo, we redrew it slightly to make it more usable on their modern bikes whilst staying true to its original unique design and heritage.
I also helped develop a new and bolder brand symbol - this incorporates the new logo into their original 'patent triangle' with a design that creates a 'T' and celebrates their British heritage.