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:
- It needed to be somewhat unruly.
- The logotype for the word "Indy" should be striking, carry weight w/o a mark.
- Overall, the brand should evoke a feeling of freedom.
I played with a few different concepts...
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.
In the end, the Indy Longboards logo is a purposeful blending of the natural and urban to become something unflinchingly honest and modern.
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.