Vision & Background- What do you hope the Communication will help solve or exploit, The goal of the communication.

The Motorcycle Company (parent company of Riverside Harley-Davidson Harley-Davidson (California,USA), Rawhide Harley-Davidson (Kansas USA), Avalanche Harley-Davidson (Colorado,USA), Huntington Beach Harley-Davidson (California,USA), High Octane Harley-Davidson (Boston), Palm Beach Harley-Davidson (Florida, USA), Six Bends Harley-Davidson (Florida,USA) & Naples Harley-Davidson (Florida, USA)) would like to develop a corporate identity logo.

Here is a link to their corporate website – www.themotorcyclecompany.com for some background. Please do not reference the store logos on the site for inspiration ( those store logos were already in place when TMC purchased the stores)

Target Audience-Key person/s you want to reach. Can have multiple targets but need to focus on the one key audience for this

Males Ages 25-54 years old. Hardcore Harley-Davidson Motorcycle Riders.

Key Objective-The one Key message to be communicated. If only one thought came through in the communication, what would it be?

Rugged. Cool. Motorcycle lifestyle. Professional. SIMPLE & CLEAN. The Harley Davidson logo SHOULD NOT be included in any versions of the logo. Only the Name, The Motorcycle Company with a cool mark, bug should be the goal. Cool clean type face, maybe use some negative space. Or even create a mark that includes the companies inititals (TMC)

Reasons to Believe-Support/Substantiation/Facts for the Objective (validate it).

1. #1, 2 3 & 6th Harley Stores in the WORLD.
2. Rider owned. Rider Run.
3. Biggest Selection. Best Events
4. Fun

Other Benefits-Other important messages and support points

Tone/Manner/Content-The Tone of Voice or Attitude of the communication

Harley feel and tone.
Muscular and Confidant.
Bad Ass.

Target Audience

the logo will be used as the corporate brand identity for the parent company that owns 8 of the largest Harley Dealerships in the world. The Owners of the company are 2 young 30 year old brothers that reflect the new motorcycle lifestyle to a t (they are NOT long haired, bearded leather wearing biker gangs) they are clean cut professionals that you will find Heli skiing in Canada one week, and the Kentucky Derby the next. They are more X Games than Hells Angels so the logo should reflect that attitude.

Logo Requirements

Logosauce Standard Final Art Requirements: Vector artwork in Pantone SPOT, CMYK, RGB and BW versions. Files should be saved in Adobe Illustrator .ai or .eps file formats with all strokes converted to objects and fonts pathed/outlined. Other file formats may be acceptable in exceptional circumstances.