Power Motion is a Mexican road cycling team managed by passionate cyclist Luis Miguel. The team sponsor, Vitti Logistics, who I’ve had the pleasure of working with in the past, hired me to raise the team’s visual game.
The Power Motion cyclists are becoming more widely known, and with increased visibility brings the opportunity to heighten the professionalism, not just of the logo, but of the overall visual branding, including kits and merchandise.
A number of logo variations offer flexibility, including the brand name, the symbol, and a version that incorporates the existing sponsor logo, Vitti. In early experimentation, the design direction that most resontated was a symbol that hints at some form of wave-like shape, representing the power of the oceans, the wave-like flow of the team in motion, and avoiding anything too clichéd. The marks are combined with a distinctive palette, a colour-masked brand gallery, and complementary fonts to embolden the copywriting.
The choice of type design creates distinction and contrast beside the Vitti name, and the stacked, uppercase treatment in the primary logo helps improve visual balance. Kits are clean and confident, separating the team from the busy, overly-detailed look of many competitors.
When Vitti decided to sponsor the Power Motion team, one of the first assignments was to rebrand the club. As the person directly responsible for this task, I immediately thought of David, as we have worked on other projects and I knew he was the ideal resource for this goal.
Today, seeing the results, I can only say thank you, David. The result is amazing. Both Vitti and the team are super happy, a change full of personality and elegance.
— Antonio Luna, founder, Vitti Logistics
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