Securing the Amazon Prime deal signalled a new chapter for the TV show and brings a wider audience. The existing Bike World logo was dated and didn’t reflect the values orsophistication of the bikes featured. It was an opportunity to create a modern identity with cues from the racing heritage of MotoGP. I was commissioned to create an identity and bespoke typeface that takes inspiration from racing ‘speed lines’ and gives a nod to Ford who are now a brand partner and sponsor.
Once the new Bike World identity had been established, the show content could
evolve and a series of new programmes have been created. Each needed their
own sub-brand identity, flexible enough to stand alone on a variety of applications
but retaining the look and feel of the Bike World parent brand.
evolve and a series of new programmes have been created. Each needed their
own sub-brand identity, flexible enough to stand alone on a variety of applications
but retaining the look and feel of the Bike World parent brand.
