Elliott Motorcycles is one of Australia’s most recent motorcycle brands. Built on the foundations of bravery, the company was started by master technician Elliot Andrews, who is an Australian land speed record holder on Harley Davidson soft-tail motorcycles. He is a regular fixture at speed trials on the salt flats of South Australia, where he pushes his bikes to the limit. The brand identity needed to reflect Elliott Andrew’s pioneering attitude, and appear both progressive and timeless – paying subtle homage back to the legendary motorcycle brands of yesteryear. This was in part due to the fact the motorcycle range includes retro-style street scrambler racers as well as faster performance machines. A previous look had been created, but it was tired and didn’t sum up the character of where the company wanted to be.
A design solution was created that resembled the signature of the founder Elliott Andrews himself. To literally recreate a ‘signature of approval’ that could appear on everything that brand touched. Set in a broad script font, the identity was rolled out within a brand style guide, as well as print ads, and digital media including a website. The concept behind the signature was also extended into a print campaign, with hand-drawn fonts coming to life as the text itself – which added to the practical and authentic ‘workshop-note’ feel of the communications. The look deployed also created a brand appearance that would work neatly not only on apparel such as hats and shirts, but also on the Elliott motorcycle fuel tanks and forged metal parts. In the case of the parts, the brand needed to be simple enough to be able to be stamped into these items and be immediately visible. This was achieved after minor refinements.
Once rolled out, the brand was one that could be effectively printed, embossed, cut into vehicle decals as well as stamped neatly into parts. It worked in both 2D and 3D and was a practical yet highly versatile identity that Elliott Andrews himself was thrilled with. For him it summed up the ethos of his new company and provided him with a brand he was proud to wear and ride.
In the middle of March 2018, Elliott put on a pair of branded leathers started up his Elliott MPS-PF 2000 bike and set a new Australian land speed record of 161.031 mph (259.194 km/h) at Lake Gairdner, South Australia. We can’t claim that our new look made him go any faster, but we’d certainly love to think so.