ZRX Off-Road

When Tuscany was designing a new truck model, I was tasked with developing a brand to fit the truck. The brand/model target audience was:

Outdoor and off-road enthusiasts
People in the market for a new truck, but more than just a basic model
Middle class gen-x or younger boomer men

I designed the logo and brand to feel familiar and comfortable, but also unique enough that it would stand out in a parking lot.

Overview

Step 1 - Outline Project Scope

Step 2 - Identify the Target Audience

Step 3 - Research Logos and Brands Who our Target Audience have an Affinity with

Step 4 - Sketch Logo

Step 5 - Design Logo

Step 6 - Test Fit Design on Trucks of Various Colors

Step 7 - Send logo for Production Test Prints

Step 8 - Review Test Productions

Step 9 - Release for Full Production

Project Process

One of the biggest design concerns I had when developing the ZRX is making sure the logo looks good on color models we offered. I used a two layered stroke to add contrast, a black outer stroke to show up well on grey trucks, and a grey inner stroke for black trucks. The vehicle design development team and I used a gradient on the "Off-Road" portion for print materials that we translated into a duo-tone pattern for the vinyl decals.

Design Ideology

I also created a laser cut out version of the logo for our metal bumper upgrade. I made minor design tweaks to ensure the cuts were within the tolerances allowed by the manufacturer.