I began the design process 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 and we decided to move forward by combining the geometric layout with the combined lettering. The logotype went through several iterations before we settled on the final design.
The final logotype is tall and bold
with flowing unified letters, creating a strong and elegant form with mid-century inspirations and a modern sensibility