Wild & free...


From the moment Johnny first told me about the name "Indy Longboards", I've loved the rich imagery intrinsic to the word - Indy - itself.  

 
 

Brimming with awe-inspiring imagery from my youth, I set out to put some ideas to paper. Yet, from the outset a few things were pretty clear to me:

  1. It needed to be somewhat unruly.
  2. The logotype for the word "Indy" should be striking, carry weight w/o a mark.
  3. Overall, the brand should evoke a feeling of freedom.

I played with a few different concepts...

 *Not actual sketches... but it would have been cool had I saved them right?!

*Not actual sketches... but it would have been cool had I saved them right?!


While I liked elements of a lot of the concepts, none of them felt quite right. We both really liked the imagery of a feather - flight/freedom/independence - but the logotype I originally paired with it was clunky and just didn't fit. 

We've always felt that the brand should feel at home on the trail and the street, so I looked to graffiti artists for inspiration.

 
 

The result was a logotype that felt much more natural and unrestrained. The marker graffiti script is wild, yet refined and connects to anyone who endeavored to leave their mark via sharpie on a public restroom wall in middle school.

 A much improved evolution.

A much improved evolution.


In the end, the Indy Longboards logo is a purposeful blending of the natural and urban to become something unflinchingly honest and modern. 

 
 Old meets new.

Old meets new.

 

I really love how the Indy Longboards logo turned out. Central to the visual identity of the Indy brand, it embodies all that it is to live wild and free.