Buell Design & Branding BUELL LOGO by Crispin Porter + Bogusky Boulder

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Industry Motorcycles
Media Design & Branding
Market United States
Agency Crispin Porter + Bogusky Boulder
Chief Creative Officer Jeff Benjamin, Rob Reilly, Andrew Keller
Associate Creative Director Dayoung Ewart, Patrick Maravilla
Creative Director Alex Burnard, Dave Schiff
Released July 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: BUELL
Product/Service: SPORT BIKES
Date of First Appearance: Jul 27 2009 12:00AM
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Entry URL: http://www.buell.com/en_us/boo...
Chief Creative Officers: Rob Reilly / Andrew Keller / Jeff Benjamin (Crispin Porter + Bogusky)
Creative Directors: Alex Burnard / Dave Schiff (Crispin Porter + Bogusky)
Associate Creative Directors: Dayoung Ewart / Patrick Maravilla (Crispin Porter + Bogusky)
Print Producers: Brian McMillen / Barrie Bamberg, Richard Hamm (Crispin Porter + Bogusky)
Senior Art Producer: Sheri Radel (Crispin Porter + Bogusky)
Digital Artist: Eric La Fleur (Crispin Porter + Bogusky)
Digital Effects: Matt Koger (Crispin Porter + Bogusky)
Media placement: Logo - Website - April 2009
Describe the challenges and key objectives
Buell embraced its outsider status and launched a ruthless attack on the entire idea of popularity that exists in sport bike culture. They started by publishing The Book of Buell, which made it clear that sport bikes were made to be ridden, not seen on or waved from or admired in a parking lot. The book became print ads, expandable banners and a hyper-navigable micro site.
Describe the brief from the client
In recent years, Buell had strayed from its performance roots. Now, the company set out to re-launch itself in a market where it was already an outsider.
Describe how you arrived at the final design
Buell wanted the book to be a tangible example of their ruthless approach to engineering sport bikes and their new stance on those who ride them.
Give some indication of how successful the outcome was in the market
Whether they rode a Buell or not, sport bike enthusiasts couldn’t help but agree with Buell. In fact, many of the brand’s biggest detractors became fans overnight.