Electrix Moto Co. is a new U.S. company entering the fast-growing electric motocross industry. Their goal is to provide bikes, parts and workshop expertise while building a community around this emerging market. To establish a strong and credible presence from the start, the founder, Joshua, contacted me to create a complete brand identity — beginning with a logo that would capture both the culture of motocross and the innovation of electric vehicles.

My concept was to make this logo bold and chunky, but slick and sporty to fit in with the DNA of extreme sport branding. I imagined this logo standing alongside other big motocross brands such Fox, KTM, Suzuki, Yamaha and Monster, plastered across a motorbike or the racetrack signage and flags. Overall, it should be clear to read but encapsulate the raciness associated with motocross. But, there was one further step… it needed to have a little nod to the EV (electric vehicle), or e-moto, vibe. It must therefore be modern and clean-cut and not too gritty. Something that says 'speed and tough' but 'clean and battery powered'.

The result - one swift looking logotype with a beautiful little lightning bolt icon incorporated into the 'X'. It is equally subtle and greatly symbolic, giving the logo an edgy look but also an electric-vehicle-certified mark. 

As seen above the logo can be reduced to this nice little icon, with the little lightning bolt piercing the box, a continuation of the main logo.

Josh was so thrilled with his logo, he went out and got his trailer decked out with the logo, as well as a new website to sell his products, a workshop in Ohio, and all kinds of merch is in the lineup! 

Mission completed and what an awesome little brand identity that can easily be recognised and appreciated by customers and peers.