I began by collecting a wide range of different visual references of mid-century American culture that Kevin was drawn to in his work.

Initial concepts were inspired by the bold typography of mid-century advertisements, as well as script fonts used in car logos.

---

I presented Kevin with these four options, of which he was most drawn to the more geometric style. He mentioned that he enjoyed the style of vintage car logos.

---

The final logotype is tall and bold with flowing unified letters, creating a strong and elegant form with mid-century inspirations and a modern sensibilty.