Visual Identity Design for Mahindra Mojo
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Translating the motorcycle’s aggressive and edgy styling to its visual identity, while still retaining premium, bold, and lifestyle cues
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Visual Identity Design for Mahindra Mojo
- 2. Client: Mahindra 2 Wheelers Motorcycle Branding ©LokusDesignPvt.Ltd.,Pune,2020
- 3. The iconic Mahindra Group draws strong association with large, rugged, and powerful heavy commercial vehicles and tractors. With their 2 Wheelers division, they successfully extended their business to product categories that were a lot more youthful, futuristic, and stylish. We are proud to have contributed to this extension with the visual identity design for their motorcycles- Mojo, Stallio, and Pantero; and their MCi-5 engine. Here is our work on the Visual Identity of the Mahindra Mojo. It amalgamates the motorcycle’s bold predator styling and unparalleled performance with Mahindra’s DNA of being bold, tough and masculine. Its stylized font draws inspiration from the overall aggressive and edgy styling of the motorcycle, while the sharp lines and angular intersections highlight controlled dynamism. The smooth chrome casing lends a premium and exclusive touch which is an innate to the Mojo brand's persona. ©LokusDesignPvt.Ltd.,Pune,2020
- 4. Initial Research Legacy Stability Reliable Bold MatureRugged Dominant Powerful The Customer • He is 27 - 32 years old and lives in an urban, fast growing city. • Is respected and holds an aspirational position in the minds of many, esp. youngsters. He is an extrovert, extensively travelled, well networked and has a strong social inclination. • Evenings are his time to meet friends and he prefers to ride in style on his bike to the buzz places in the city. • He is hands on at tasks and a natural explorer for opportunities. Needs regular dope of adrenaline rush and has been indulging in adventurous activities from his college days. • His weekend endeavors are short trips with his buddies to destinations outside the city. • He looks at Mahindra as a brand known for producing tough and rugged vehicles capable of taking up all kind of terrains heads-on ©LokusDesignPvt.Ltd.,Pune,2020
- 5. Value Low Cruiser Mojo Value High Racing • Typography is stylized with sharp fonts and boldness • Fonts are forward-sloping to connote speed and movement • Sharp fonts are used to signify power, sleek styling and speed • Logos are mostly in uppercase or sentence- case • Brushstrokes are used in some typefaces, bringing speed and motion to the brand identity • Bold typeface is used to show strength and masculinity Visual Positioning ©LokusDesignPvt.Ltd.,Pune,2020
- 6. Mood Board • Modern • Cult • High performance • Premium • Masculine • Strong ©LokusDesignPvt.Ltd.,Pune,2020
- 10. Here’s some of our other work for Mahindra brands: ©LokusDesignPvt.Ltd.,Pune,2020
- 11. Other Visual Identities Designed ©LokusDesignPvt.Ltd.,Pune,2020
- 12. Connect with us: 17-A, Gandharva, Near Hotel Abhishek, Erandwane, Pune 411004, India info@lokusdesign.com +91 99210 44300